At Little Dragon, we’ve been helping businesses in Canada and the US with their Google Ads campaigns for over a decade. You might have tried running your own Google Ads campaigns, and have seen how much expertise, work and effort it takes to generate a positive ROI…

Ensuring your Google Ads campaigns are ROI-positive takes time, expertise, and ongoing optimization. That’s where a Google Ads expert or specialist comes in. They can be an invaluable asset, helping you navigate the complexities of the platform, maximize your advertising budget, and achieve your business goals.

In this guide, I’ll cover the essential factors to consider when hiring a Google Ads Expert or a Google Ads Agency. By carefully evaluating these aspects, you’ll be well on your way to finding the perfect partner to propel your online advertising success.

1. Experience and Expertise:

Ask the specialist, expert or agency how long they’ve been in this industry. Aim to find an expert with several years of experience managing Google Ads campaigns and with decent budgets.

Look for someone with experience in your specific industry (e.g.: dental, lawyer, etc). Their knowledge of the keyword landscape, relevant competitors, and consumer behavior in your industry means a much higher chance of success.

Lastly, you need to ensure the Google Ads expert hold Google Ads certifications on Skillshop. This demonstrates a verified level of proficiency with the PPC platform.

2. Proven Track Record of Success:

Don’t just take their word for it! Look for concrete evidence of their ability to deliver results, such as awards and recognitions. Here’s what to ask for:

Request case studies showcasing their work and client testimonials that speak to their effectiveness.

Ask for specific metrics they were able to achieve in the past, such as increased Click-Through Rate (CTR), Conversion Rate, or Return on Ad Spend (ROAS).

3. Deep Dive into Technical Skills:

Do they have the technical skills needed to build a successful Google Ads campaign from scratch? Do they know how to mitigate spam leads which can be a big issue with Google Ads? Do they understand Ad Rank? A strong understanding of the technical aspects of Google Ads is essential. Here are some key areas to consider:

They should be proficient in utilizing tools like Google Keyword Planner and other research methods such as ahrefs or semrush to identify the most relevant keywords for your target audience.

The PPC expert should be able to write compelling ad copy (that’s crucial!). The ad copy must resonate well with your audience and deliver good CTR’s (aim for above 5%, and above 10% would be even better!).

Lastly, experience with Google Analytics and other tracking tools is crucial. They should be able to analyze campaign data effectively and use insights to make data-driven decisions for optimization.

4. Strategic Thinking Beyond Tactics:

A Google Ads expert should be more than just a cookie-cutter campaign builder. Look for someone who can think strategically and develop a plan aligned with your overall business goals.

They should build a strong campaign strategy that aligns with your specific goals, target audience, and budget.

Effective management and optimization of your advertising budget is key. Look for someone with a proven track record of maximizing return on investment (ROI).

Lastly, ask how they conduct competitor research. Understanding competitor strategies is crucial for gaining an edge, especially in competitive niches. The ideal candidate should be skilled at analyzing competitor activity and leveraging those insights to improve your campaigns.

5. Clear Communication and Reporting are Key:

What kind of deliverables will you get from your expert or specialist? Ask them as this is a key aspect of keeping track with their performance and results. Regular communication and transparent reporting are essential for a successful partnership. Here’s what to expect:

• Regular Updates: The specialist should provide regular performance reports, keeping you informed on campaign progress and results.
• Transparency in Communication: Look for a specialist who openly discusses both successes and areas for improvement. You should feel comfortable asking questions and getting clear, understandable answers.
• Responsiveness and Availability: Evaluate their responsiveness to your questions and concerns. Prompt communication ensures you can address any issues or questions quickly.

6. Customization and Personalization Over One-Size-Fits-All:

Avoid cookie-cutter approaches. Look for an expert who tailors their strategies to your unique business needs and objectives.

They should create customized Google Ads campaigns based on your specific industry, target audience, and marketing objectives. The ability to adapt strategies based on campaign performance data and changing market conditions is crucial for long-term success.

Cost and Contracts: Understanding the Investment

Before finalizing your decision, ensure you fully understand the cost structure and contract terms offered by your Google Ads specialist or expert.

• Pricing Structure: Google Ads specialists can have different pricing models.
  • Hourly Rate: They charge an hourly fee for their time and expertise.
  • Monthly Retainer: You pay a fixed monthly fee for ongoing campaign management and optimization.
  • Performance-Based: Their fee is tied to the results achieved, like a percentage of your ad spend or a bonus for exceeding specific goals.
• Contract Terms: Carefully review the contract to understand:
  • Duration: The length of the agreement (e.g., monthly, quarterly, yearly).
  • Termination Clauses: The process for terminating the agreement if necessary.
  • Scope of Services: A clear outline of the services included for the agreed-upon fee.
  • Additional Fees: Any potential additional charges for specific services not included in the base fee.

Bonus: Red Flags to Watch Out For

While searching for the perfect Google Ads specialist, be wary of these red flags:

• Unrealistic Guarantees: Anyone promising guaranteed results for your Google Ads campaigns should raise an immediate red flag. Success depends on various factors, including market competition and audience behavior.
• Lack of Transparency: If they seem hesitant to explain their pricing structure or reporting methods, it’s a cause for concern. Open communication is crucial for a successful partnership.
• Over-Reliance on Automation: While automation tools can be beneficial, Google Ads is not a “set-and-forget” platform. A good specialist will balance automation with ongoing monitoring, adjustments, and strategic decision-making.

By following these steps and keeping these factors in mind, you’ll be well-equipped to make an informed decision and find a Google Ads specialist who can become a valuable partner in achieving your online advertising goals.

Amine Rahal

Tech Entrepreneur, Author, and CEO of Little Dragon Media. Passionate about entrepreneurship, philanthropy, digital marketing, blockchain, finance, investing, health fitness & nonprofits.