5 Tips for Hiring the Perfect Google Ads Expert

5 tips to hire google ads expert


Key Takeaways:

  • Systems Over Promises: Stay away from performance promises. Prioritize establishing solid structures and frameworks over immediate results.
  • Aligning Process and Approach To Your Business: Ensure they understand your business landscape and aligns their strategy with your business goals, focusing on profitability-focused KPIs like ROAS and CPA.
  • Avoiding Common Pitfalls: They should be aware of and avoid common pitfalls that result in targeting low-quality traffic, improper conversion tracking, lack of negative keywords, and more.
  • The Importance of Testing and Continuous Improvement: Conversion Rate Optimization is half the battle. Ensure your expert is competent with and committed to continuous testing and refinement.
  • Pillars of a Trustworthy Partnership: Seek expertise, transparency, effective communication, and trust your instincts. A successful partnership is built on trust, transparency, and mutual respect.

Finding the right Google Ads expert can be the difference between a successful business and a costly misadventure. But how do you sift through the sea of “professionals”? While having technical know-how is crucial, it’s also about partnership, understanding, and a shared vision for success. In this guide, we’ll dive into five essential tips to help you hire the perfect Google Ads expert, ensuring that your campaigns not only reach their potential but also resonate with the core values and goals of your business.

Tip #1: Systems Over Promises

If you’re familiar with the book “Atomic Habits”, you’re aware of the notion that systems are more important than goals. This principle is paramount when seeking a Google Ads expert. Rather than being swayed by lofty promises of immediate results, it’s crucial to prioritize the establishment of solid structures and frameworks. These provide the foundation for consistent, long-term success.

A meticulously designed Google Ads structure is a cornerstone of this system. It ensures that your top-performing keywords are never stifled by budget constraints and that you have CPC cost controls in place for long-term sustainability. At the same time, it keeps a check on keywords that might monopolize the budget, preventing your bottom-of-the-funnel terms from getting their fair share of daylight. This balance is essential for maximizing the potential of every keyword in your campaign, especially your top performers.

But a robust Google Ads strategy is only one side of the coin. The other is a high-converting landing page. Achieving this requires iterative landing page testing, refining each element until you’ve optimized the user experience and conversion rate.

Google Ads success is a two-sided equation: a strategic approach within Google Ads and rigorous conversion rate optimization on the landing page front. Instead of getting caught up in promised performance goals, focus on building a resilient system. With a strong system in place, you’re not just hoping for success; you’re engineering it. That is the core of our approach at The Fractional PPC. By prioritizing this dual-sided approach, you give your campaigns the best chance of delivering the results you desire.

Tip #2: Aligning Process and Approach To Your Business

When considering a Google Ads expert, it’s not just about their credentials, but also about their approach to understanding your unique business landscape. Do they take the time to truly grasp the nuances of your business, industry, and business model? This is a critical first step. Without this foundational understanding, even the most skilled expert might miss the mark.

Equally important is alignment on Key Performance Indicators (KPIs). If your Google Ads expert is chasing metrics that don’t align with your business goals, you’re setting up for misaligned expectations and potential disappointment. Their focus should mirror yours (and should likely focus on profitability-focused KPIs like ROAS and CPA rather than less vital metrics like Click-through Rate).

Furthermore, their account build-out process should be transparent and understandable, even if you’re not well-versed in Google Ads. An expert should be able to explain their strategy in layman’s terms, ensuring you’re on the same page.

At The Fractional PPC, our approach is distinctively ROI-centric. We craft your campaign buildout based on where your critical keywords sit in the marketing funnel, their expected performance, and budgetary control. This means we prioritize solid structures and frameworks, as discussed in Tip #1, to maximize the likelihood of success. By anticipating expected differences in keyword performance and focusing on maintaining tight control over budget distribution, we ensure that every dollar spent is optimized for the best possible return. This approach not only ensures consistent performance but also aligns perfectly with the business goals of our clients.

Tip #3: Ensuring Your Google Ads Expert Avoids Common Pitfalls

When hiring a Google Ads expert, it’s not just about their successes, but also their awareness of potential pitfalls. The Google Ads platform is riddled with nuances that, if overlooked, can lead to wasted budget and missed opportunities.

Here are the most common pitfalls (and how to avoid them):

Low-quality Traffic: The right expert will be meticulous in their initial setup to prevent Google from targeting low-quality traffic, which results in wasted spend and/or spam/junk leads.

To avoid this, stay away from the Search Partners network, practice extreme vigilance with the Google Display network, make sure to un-select audience expansion for Remarketing campaigns, and be sure to check the Search Terms reports for excessively broadly-matched search terms for your keywords (common in highly competitive industries, especially for Broad and Phrase match Keywords).

Conversion Tracking Miscues: Proper and accurate conversion tracking is non-negotiable. Improper conversion tracking (which we see way too often) has a compounding negative effect, in essence telling Google to optimize on incorrect data.

To avoid this, your Google Ads expert should conduct a thorough audit of all your conversion actions, making sure conversion events are firing when expected. A lot goes into conversion tracking, and your expert should be well versed in setting this up (and in using Google Tag Manager).

Lack of Negative Keywords: Negative keywords are one of the main ways of keeping the quality of your traffic high. Time and time again we see way fewer negative keywords than expected/needed.

A thorough Google Ads expert will regularly check the Search Terms report and run an n-gram analysis, eliminating hidden waste and ensuring you’re targeting is on point.

No Landing Page Testing: If you haven’t reached your goal KPIs and haven’t tested at least 5 landing pages, you’re doing it wrong. Landing page optimization is just as responsible for the success, or failure, of your Google Ads efforts.

A proficient expert knows the importance of running landing page tests. They understand that without continuous testing and optimization, you’re leaving conversions on the table, and should be well-versed in CRO and designing landing pages that convert at a high clip.

Improper use of Auto Bid Strategies: A former Google Ads exec recently admitted that Google will raise prices by 5-10% without notifying advertisers. When you give Google full control of your CPCs, that’s what happens. Unfortunately, Google has Google’s best interests in mind more so than those who advertise on its platform. It should be noted that Jesse (the expert behind The Fractional PPC) heavily endorses Manual CPC bidding… it’s more work (his “problem”, not yours), but provides the best framework for LONG-TERM success.

This isn’t to say that Auto Bidding Strategies don’t have a place in the equation, though. Once you’ve firmly established a rock-solid campaign structure and landing page, testing Auto Bidding Strategies is completely appropriate (albeit in a step-wise approach). We do, however, recommend a testing period of 90 days though, since any bidding strategy will need to be proven over a longer duration than just 30 days.

All of this is to say that your Google Ads expert should not just be skilled, but also vigilant against these common pitfalls. At The Fractional PPC, our engineering-like approach is geared towards both maximizing performance and safeguarding against these potential missteps.

Tip #4: The Importance of Testing and Continuous Improvement

When hiring a Google Ads expert, their approach to testing, continuous improvement, and conversion rate optimization should be a focal point of your discussions. A true expert understands that the digital landscape is dynamic, and what works today might not be as effective tomorrow.

Here are a few ideas for CRO:

Additional Conversion Opportunities: Be proactive in adding diverse conversion opportunities, whether through calls, texts, forms, chat, or e-comm orders. By giving potential customers multiple avenues to engage, you increase the likelihood of success.

Form Testing: Testing different form structures, such as paginated ones, can significantly impact user experience and conversion rates.

Testimonials & Social Proof: Incorporating or leading with a testimonial in the hero section can build immediate trust with visitors. Your expert should recognize the power of social proof.

Urgency & Scarcity: Two of the main drivers of CRO are urgency and scarcity, and these should be employed when feasible.

Reducing Friction/Decision Paralysis: Initiating engagements with an easy first ask (e.g. entering just a zip code vs. a full form off the bat), can set the tone for a frictionless user journey, leading to higher conversions.

CTA Variations: The call-to-action is pivotal. Testing different CTAs, such as “See It Live” vs. “Schedule Demo” or “Get My Free Trial” vs. “Free Trial”, can yield surprising differences in conversion rates.

Performance is achieved through an iterative, engineering-like approach. Any expert should embrace this methodology, continuously refining and optimizing campaigns for peak performance. When hiring, ensure your expert is committed to this cycle of testing and improvement, as it’s the bedrock of sustained success.

Tip #5: Ensure The Pillars of a Trustworthy Partnership

When looking to hire a Google Ads expert, remember that this isn’t just a transactional relationship; it’s a partnership. And like any long-term relationship, there are certain pillars that uphold its strength and integrity.

Expertise: While credentials and past successes are important, ensure that the expert is also committed to ongoing learning. The digital landscape is ever-evolving, and staying updated is non-negotiable.

Transparency: As with any relationship and marketing journey, there will be highs and lows. A trustworthy expert won’t just celebrate the wins with you but will also be candid about challenges, providing insights into what went awry and how they plan to pivot.

Communication: Regular updates, open channels for feedback, and a willingness to listen are hallmarks of a good partner. Effective communication ensures you’re always in the loop and fosters mutual trust.

Trust Your Gut: Often, our instincts provide insights that data and logic might overlook. If something feels off or too good to be true, it’s worth taking a step back and reassessing. Your gut feeling is an invaluable tool in decision-making. Hiring the right Google Ads expert is about more than just expertise; it’s about building a relationship founded on trust, transparency, and mutual respect. As you navigate this journey, prioritize these pillars, and remember that your intuition is a powerful ally.

Final Thoughts

Navigating the world of Google Ads can be a daunting task, but with the right expert by your side, the journey becomes more manageable and fruitful. As we’ve explored in these five tips, the perfect Google Ads expert is not just about technical prowess (although that’s hugely important) but also about building a lasting, transparent, and communicative relationship. It’s about finding someone who understands the importance of systems over mere promises, aligns their strategies with your unique business needs, remains vigilant against common pitfalls, commits to continuous testing and improvement, and above all, values the pillars of a trustworthy partnership.

If you’re interested in hiring a Google Ads expert that employs everything discussed in this article, Jesse (the guy behind The Fractional PPC) would love to chat with you!

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