What you Didn't Know About Hiring and Working with a Google Ads Manager or Agency
I met Dominic on a Meetup hike. Learning what I do, he immediately asked if he could pick my brain over coffee about Google Ads.?
A week later, the waiter set down a huge latte bowl in front of him. He looked like he could really use it - his eyes were puffy and I thought he might have tied one on the night before. Mine was a large Americano, which could have me spilling all my candy in short order, especially since we were about to talk about a subject I breathed every day.
“You good?” I asked.
He dove straight in: “We are getting so screwed.” His eyelids drooped as he hunched into his fix and pulled off some foam onto his upper lip. “I mean, WTF - we’ve had three different Google Ad managers over the last eight months. First, a really cheap guy from the Philippines - that was stupid, we should have known better, then an agency in the U.S. and they didn’t do much better but sure charged a lot more and then this latest guy, sort of seems to know what he’s doing but we’re still losing money every day.”
His face twitched and I worried that he might start blubbering into his latte. The pain of losing all that money on ads was clearly getting to him.
“Are you still not available?” he asked, his eyes pleading.
“Sorry, no. But I can give you some guidance on how to find somebody.”
“Ok, yes - that’s what I need. I have some questions too.” He pulled out a notebook and a pen which prompted me to get to it.
Google Ads Certification Reality Check
“First of all, ignore the Google Ads certification.”
He frowned at me. “Shouldn’t they have it?”
“It doesn’t hurt but it also doesn’t mean a thing because it’s just a multiple-choice test, there’s no practicum - you aren’t required to have any hands-on experience, unlike a skilled trade, like a car mechanic, plumber, electrician, etc. where you’re required to have hundreds even thousands of hours of apprenticeship training to be certified. On top of that, all the answers to the Google Ads certification test are published online making it easy to cheat. So it means nothing.” I looked down at his notepad entry: ‘Certification = nothing.’ I was pleased.
“I had no idea,” he said, shaking his head.
“The next level up is Google Ads “Partner” - this does require at least some hands-on experience but still, the bar is very low and shouldn’t be given much consideration. And then there’s “Premiere Partner” which means the agency is in the top 3% in the country in terms of retaining Google Ads accounts and growth.”
“That sounds meaningful.”
“Kind of. The issue there is you won’t necessarily know if your account manager is the one responsible for the growth - they could be anyone with any amount of experience.”
“Sheesh.”
Agencies vs. Freelancers
“There are basically two ways to go. You can hire a freelance Google Ads manager, or you can hire an agency that will assign your account to someone on their staff. There are two types of agencies. Those that charge a lot and those that are affordable or even cheap. The ones that charge a lot seem very confident. Some are justified in being confident and others, definitely not.”
“Wait,” he said, letting a bit of dead air soften his interruption. “How do you know this?”
“Good question. When I audit an account I can see who has been managing the account up to that point. The email address will be so-and-so ad agency dot com.”
“Cool, go on - this is great.”
“If you’re paying a lot for Google Ads management it should be for only one reason and that’s because you’re running complex campaigns in a competitive or new market with an ad spend of more than $15K per month. It’s a lot of work and you need an experienced ninja, hence you need to pay more. But, if you’re under $10K per month and you’re running ads in a well-established market, you shouldn’t be paying a lot.
“What’s ‘a lot’? And what do you mean by ‘well-established market’?”
“Lawyers, therapists, selling cars, etc. - well-known, well-established markets that have been around a long time that everyone is familiar with.”
“Right, of course.”?
“As for the monthly fee - ‘a lot’ is in the thousands per month.”
He nodded and then couldn’t seem to stop his eyes from rolling.
“But there’s nothing wrong with paying thousands per month if you’re getting a return on your investment.”
“Agreed but…getting there, getting the ROI - getting to that point - that’s the fricken problem.”
“Yep, jumping onto the battlefield with your team and seeing how good they really are. You might have to retreat, replace someone or two and then go back out there - it’s all about creating a strong team.”
“Cool, very cool.” He raised his latte bowl for a toast and I happily clinked it with my tall cup.
“So, about the really cheap fees,” I went on. “The agencies or managers that charge very little, well, sure, give them a try if it’s your first canoe trip, you might get lucky, but don’t forget, the real cost will be the ad spend and over 2-3 months that’s going to get painful if you don’t see results.”
“Yep, we did that - you get what you pay for. Sucks.”
“The real value is always going to be a Google Ad manager who can tell you the correct reason why you aren’t getting good results.”
“The correct reason?”
“Exactly - depending on their experience they may not know and they’ll say all kinds of things like your Quality Score is low or you need more keywords or more budget - time will tell if they are correct. You know, cheap providers will often hook up your account to software that optimizes the account for them.”
“Really? Can that work?”
“If it did, everyone would do it. It can make it look like optimizations are happening when in reality the Google Ads manager is doing nothing. That being said, optimization software is certainly useful for providing insights from which the Google Ads manager can take into account when making decisions.”
“This is making me hungry - are you hungry?”
“Sure, I could eat.”
He caught the waiter’s attention and asked for menus. Suddenly I realized how hungry I was and how good I was feeling. Why? Someone was actually interested. I loved the idea that it could actually help Dominic make a success of his business.
“Ready to keep going?” I asked.
“I sure am.” He sat poised with his pen.
“Let’s talk about making contact with someone and how to figure out whether to hire them.”
“Already?”?
For a moment I was confused and then he grinned.
“Ha, ha,” I said.
Smiling, he patched me up, “Dude, you have no idea how helpful this is, keep going and don’t leave anything out.”
“We’ll be here all day.” I chuckled.
The Interview
“First ask them how long they have been managing Google Ads. If it’s less than two years, you’re probably not going to want to hire them unless you can verify through their current clients that they can truly deliver. Check with at least four current clients if possible.”
“How many years of experience should they have?”
“At least five, generally speaking. It’s not hard to throw up a campaign and start getting traffic to your site - Google makes it easy for anyone to kick it off, but when it’s not converting, only someone with experience can tell you why and know what steps to take to get your business on track.”
“Yeah, that’s our problem.”
“That’s THE problem.”
He nodded, seemingly happy to hear his company wasn’t the only one struggling with Google Ads. He took a long tug off his latte. Some colour had returned to his face.?
“Next, find out what kinds of businesses they have experience with. Obviously, you want to know if they have experience in your vertical. But here’s the thing, if you’re an accountant and they’ve never had an accountant for a client yet they have generated leads/sales for lawyers, or therapists, or any other professional service, then you’re okay to hire them. Generating leads for well-known services is more or less the same as far as the Google Ads manager is concerned. For example, the prospect will search “chiropractor toronto” … just the same as they would “family lawyer toronto”. These businesses are well understood by Google and the people looking for them and if your manager knows how to successfully create lead generation campaigns, it’s easy to do it for other well-known services as well.”
“Okay, that’s good. Leads are leads, eh?”
“To an extent, yes. For well-known services, certainly. If you’re talking about a Saas type of business, leads are more tricky - these are often software services that are new and people don’t know they exist so the strategy can be totally different in terms of getting the ads in front of the right people.”
“Got it. How would you get leads for a different business like that?”
“For that answer, you must pay - ha, just kidding. From a high level, you’re going to be running awareness campaigns, targeting Audiences that likely contain your prospects. That's a potential starting point.”
“Audiences?”
“Audiences are buckets of people Google knows about - there are hundreds of them - people with particular interests, behaviours, and shopping habits. You can show Display ads targeting those Audiences. And you can target Display ads to appear for people who visit your competitors’ websites.”
“Say what?”
“Yep.”
“Sneaky!”
“Oh, yeah. You can do a lot with Audiences. They’re horribly under-utilized.”
“Cool, cool - so cool!”
“Now, if you sell physical products and have an eCommerce store, you’ll need a manager with Shopping campaign experience - it’s totally different from Search or Display campaigns. In short, if they’re masters at generating leads but have never done Shopping, forget hiring them to sell physical products. Vice-versa for that matter but it’s less common. For eCommerce, you need to find out if your Google Ads manager is going to just run the Google Ads or are they also going to optimize the product feed? It doesn’t really matter who does it but someone has to be in charge of keeping the feed healthy - it’s vital and I strongly recommend the use of a feed service, making it easier for that person to maintain and augment the feed to improve results.”
The waiter came and took our order.
Speak with Their Current Clients
“If they have enough years of experience, you’ll want to talk to their current clients. If that’s a problem for any reason, move on, keep looking. It shouldn’t be a problem and if it is, it’s a big red flag.”?
He pushed out his lower lip, perhaps thinking he should have done that.
“When you speak to their current clients, you’ll want to get a picture of profitability. What else matters? Nothing. If the business owner can’t speak about this plainly, it’s useless. It doesn’t matter how great they say they are. You’re not looking for a nice guy to hire, you’re looking for someone who knows how to make you money.”?
“Are business owners willing to talk about profits?”
“Generally they love talking about it - they love telling people how successful their business is.”
“Ha, amazing.”
“Mind you - if you’re talking to a client in a competitive market or a new market like for some new Saas software, keep in mind the challenge of this type of vertical - it can take more time to get these businesses going.”
“Of course.”
“Ideally, however, the client tells you specific things that indicate success, like… ‘We used to pay $150 for a lead and now it’s consistently less than $40 per lead.’ or ‘Our (Shopping campaign) ROI used to be 1 to 3 [for every $1 spent, $3 in revenue generated], now it’s 1 to 20.’ And, ‘Every month they send me a clear report in plain speak - I always know what’s going on.’ And, ‘They’ve done much more than I expected and really turned things around for my business.’ If this is what you’re hearing from a current client the next step is to ask your prospective Google Ads manager to audit your Google Ads account."
Get Them to Audit Your Google Ads
"An audit is nearly always free of charge. It’s their chance to tell you exactly what is going on in your account and what they’ll do to improve it. The audit is not exhaustive of everything that needs to be done but it does pinpoint where the issues are and what needs to be changed. If they can’t be specific about what changes need to be made, don’t expect them to improve anything. Some examples of specific issues that you’ll be glad to hear about (At least, now you know) are ‘Your conversion tracking is not set up properly.’”
Dominic put up his hand, “What?”
“Yeah, it’s really common.”
“Does the Google Ad manager set up conversion tracking?”
“A lot of the time, yes. Sometimes they need help but it should be clear it’s their responsibility to make sure it’s done correctly.”
“Criminy, what else?”
“A lot of things will be revealed by an audit. ‘Your Ad Groups have mixed intent. Your Ad Groups have too few keywords. You’re getting far too many clicks from irrelevant keywords. Your ad copy is triggering a low Quality Score. Your ad Extensions are underused. You’re not using Audiences effectively. You’re using the wrong bid strategy. That’s super common because you need to know when it’s time to switch bid strategies.”
“What do you mean? How much you bid on a keyword?”
“Yes, but no. Google has a number of different bid strategies you can choose from for your campaigns. Many of them set the bids for you and all of them are great but can also be disastrous when used at the wrong time or in the wrong way.”
“You’re scaring me.” He smiled but he was half-serious.
“It is kind of scary - have no illusions - because you really need to take some time to understand the differences between these bid strategies and don’t just follow the automated recommendations inside your account blindly. So important.”
“Understood.”
“You’ll definitely want to hear your Google Ad manager talk about cost per lead and/or cost per sale. They might refer to this as CPA [cost per action], they might say Your cost per lead (or cost per sale) is too high because yada yada. Your Google Ads manager is trying to get you the most sales or leads at the cheapest cost so the audit needs to reveal how they intend on doing that for you.”
“Ooookayyy. This is a lot.”
“I’m almost at the coolest part. When they do your audit, ask them to look at your landing pages.”
“Really? How come?”
“Well, that’s where the fun of all this really begins."
The Landing Page is THE THING
The landing page, my friend, is what Google Ads are really all about. [If you don’t know, the landing page is the page the visitor lands on after clicking on your ad.] I could write a book about this but if your Google Ads manager doesn’t have feedback on your landing page(s), then don’t hire them. Landing pages are fundamental to success with Google Ads.”
“But the Google Ads manager doesn’t make the landing pages, do they?”
“No, they don’t make them but they should know what makes a good one. And they should know how to optimize them. The ideal scenario is that landing pages are made under the direction of the Google Ads manager or, if you have such a person, a landing page conversion expert, working with a pro designer…in consultation with the Google Ads manager. The Google Ads manager is going to tell the conversion expert what the intent of the traffic is as determined by the cluster of keywords in a given Ad Group. The intent is basically their psychological state at the moment they click the ad. The landing page needs to resonate with that intent. You see, Google looks at your landing page and gives you a Landing Page Experience score, which affects your Quality Score, which affects how much you pay for a click…so the Google Ads manager must be concerned with the landing page, there’s no escaping it.”
“Are you f’n serious? This is so complicated.”
“Not at all, these are the absolute basics. It’s no different from paying attention to how you layout your store or dress the windows. The thing is, you need to get really clear on how much your Google Ad manager is going to be involved in the landing pages and then decide if you need a landing page conversion expert on your team. But be careful here.”
I waited until he looked up from his pad, realizing I was about to say something he shouldn’t miss.
“Landing page conversion experts come in various forms. They might be independent contractors with AB testing chops or they might be web page designers with copywriting and branding savvy.”
That didn’t seem to phase him and I realized why.
“You see, as soon as you reveal you are looking for a conversion expert, the quotes you are going to get are going to be really f’n high.”
“How come?”
“Because the basic idea is that you should be prepared to pay a lot for website branding and landing pages that are effectively a conversion engine - a money-making machine.”
领英推荐
He narrowed his eyes, “How high, what do they charge?”
“Twenty grand.”
“Shit.”
“Thirty, fifty.”
“What?”
“Yeah - you get a new website with conversion in mind, specific landing pages created, branding - the whole shinola.”
“If it works, it’s worth it, no?”
“Maybe. But how do you know? Who’s calculating the risk? I mean, you want to win the race but maybe a Lamborghini is overkill - maybe all you need is a Subaru with fuel injection and a good driver.”
“I like it.”
“Yeah, just be careful when figuring out how the conversion optimization will be done. You need someone on it month in, month out, running the AB tests and knowing what to test.”
“Maybe the landing page designer?”
“No, that’s different, generally speaking. A landing page designer is someone trained in design and uses software like Photoshop or whatever to create the design from scratch and then have it coded for a platform like Wordpress or whatever you are using. A landing page conversion expert is someone who knows how to layout the graphics and copy on the landing page in such a way that spurs conversion. The designer takes the conversion expert’s layout and copy to the next level. The conversion expert will say, ‘I want the visitor’s eye to go here first and then here etc. The designer then knows what to do.”
“Awesome - what a team!”
“When you have the trifecta of Google Ads manager, conversion expert, and a pro designer, you have the best of all worlds and the foundation to a successful online business.”
“I’m sold, I love it. Makes friggin sense.” He exhaled, trying to remain calm.
“You can get away without having a landing page conversion expert if your Google Ads manager takes that role. Naturally, you’ll pay a higher monthly fee if they are taking charge of optimizing your landing pages but it’s a no-brainer to pay the fee because they are literally tuning the profit engine to the max.”
“Absolutely - that’s who I want.”
“My experience is that business owners put far too little attention on the landing page. They aren’t cognizant of the psychological impact nor of the math.”
“Math?”?
“Yeah, absolutely."
The Fastest Way to Reduce Your Cost Per Conversion
"A higher conversion rate on the landing page is the quickest and most dramatic way to bring down the cost of your leads. A small improvement in landing page performance is worth many optimizations inside the Google Ads account.”?
“You’re losing me.”
“Let’s say the landing page generated twenty leads for every 100 clicks. [Reserve your judgement as to whether that is good or bad - it would depend on the type of business.] Anyway, 20/100 is a 20% lead conversion rate. Let’s say leads are $25 each, so 20 leads cost $500.
Now, if you made an improvement to your landing page that increased performance from 20% to 30% …then $500 would buy you 10 extra leads; 30 leads at just $16.66 each, saving you $8.34 per lead!”
“Okay.”
“That doesn’t excite you?”
“Should it?”
“Assuming your Google Ads account is set up correctly, properly targeted, and optimized weekly, it’s going to be hard, if not impossible to shave off 30% off the cost per lead with any number of Google Ads optimizations. Reductions like that only happen due to landing page optimization.”
“Oh, okay. Really?”
“Really!! The landing page is the thing, always remember that.”
“Okay.”
“Promise me.”
“Okay, I promise, I promise. The landing page is the thing. The big thing. The thing of all things.”
“Now you’re turning me on."
Google Ads Account Organization
"And remember, generally speaking, there’s one landing page for each Ad Group. For example,
Ad Group A: Keywords related to someone looking for a 'science tutor'.
Ad Group B: Keywords related to someone looking for a 'math tutor'.
"Each Ad Group has its own ads and its own landing page. If this isn’t the case, your Google Ads manager should point that out right away. Don’t get me wrong, these landing pages can have the same overall design, just change the headline, copy, some images and you’re done.”
“So one landing page can be a template for all of them.”
“Yes. You just swap out elements and copy as needed to make it specific to the Ad Group.”
“Cool, I love that.”
What the Landing Page Audit Can Reveal
“When they do the audit you should encourage them to be honest if not blunt with their opinions. Hopefully, the truth comes out: Your landing page is meh, compared to your competitors. Your landing page is old or looks unprofessional [They should tell you why]. Your landing page is too long or too short in their opinion given what you offer and/or customer intent. Your landing page contains copy or images that could be reducing conversion …and show you these elements. And the big kahuna: Your landing page doesn’t feel trustworthy. [Very common.] If your potential Google Ads manager has no opinion about your landing pages, it’s a really bad, bad sign. The more they know about what kind of landing pages you need, the more successful you will be.”
He shimmied in his seat, “It’s the thing, baby.”
Wow, he was into it, so cool!
“Another important word about landing pages. You must have a way to create iterations to existing landing pages quickly and at a low cost. Changes to a page should take no more than three days and cost virtually nothing. Your Google Ads manager should be able to order up new landing page whenever they need them, fast!”
“You’re talking about the landing pages that come from the template.”
“Yes.”
“Phew - not an original design.”
“No, but here’s a word on that..."
Building and Optimizing Landing Pages
"A new landing page from scratch, depending on your business, this could take a few weeks or more but it’s useless to spend a lot of money on a landing page believing or at least hoping that it will hit the target and open the flow of conversions.”
“The magic bullet mindset.”
“Exactly - it never happens. Forget that. Just get a professional design done, art directed by a conversion expert. Don’t spend weeks fine-tuning every detail, it’s a waste of time and money because AB testing will lead the way to the best page, quite literally.”?
“What about landing page templates you can buy or platforms like Unbounce that have templates?”
“Yeah, they can be darn side better than what you have at the moment - at least they’re professional looking and they can be modified to whatever you need. So much of what is native on Wordpress or other platforms just isn’t compelling enough. Ask yourself - does it look like a high-school student did it? Is it boring? Does it look old? If so, it’s not professional enough. A Wordpress developer who knows design can help, but you really need the landing page to have a strong appeal right from the first second you look at it. And, most important, you need the credibility and trust-building upfront.”
“Ok, we’ll have to get more into that another time but I get it.” Dominic took a deep breath while looking at his scribbled notes. “What about working with them? We never know what’s really going on.”
“Right, you need to pay attention to certain metrics.?
“Which are the most important?”
Working with Your Google Ad Manager
Cost Per Lead
“First is cost-per-lead or cost-per-sale. If you run a service-based business, you should always know what a lead is costing you in each of your campaigns. And you should know what your lead-to-sale close rate is. That way, you can calculate the return on your ad investment. Quickly, you should know whether your cost per lead is profitable or not and discuss this with your Google Ads manager. They need to know if, for example, $40/lead is profitable or not. Or maybe you are profitable with $200 cost per lead …the Google Ads manager needs to know this so they can get you the maximum number of leads at a profitable rate.”
“Okay, good, cost per lead, got it.” He flipped to a fresh page.
“If you sell physical products from an eCommerce store, you should always know what your revenue return is on every dollar you spend. Google Ads calculates this for you in the column called ‘Conv.Value/Cost’. If the number is 5, for example, then you generated $5 for every $1 you spent on ads. I call that a 1 to 5 ratio. You’ll want to calculate how much revenue you need to generate for each product or group of products you sell. For example, tell them for products priced between $75 and $150, your target ratio is E.g. 1 to 15, so they can be sure to configure these targets inside the account and group the products accordingly. Note that there may be some products you decide to break even on or take a loss on in order to get customers onto your eCommerce email list, winning their loyalty and building your business on the basis of repeat business through email marketing. eCommerce is competitive and the profit margins are small so you need a strategy that goes beyond Google Ads.”
“Hm, interesting.”?
Conversions
“The next equally important metric is ‘number of conversions’. Let’s say you need 100 leads every month for your business to exist. If the market demand produces 10K leads every month and there are only a dozen competitors in your market, then you won’t even be able to meet demand - you probably don’t even need to be advertising. That’s the extreme at one end of the scale. At the other end, let’s say there are only 300 leads per month in the market. Each competitor wants a third of the leads and yet there are a dozen competitors. Now you have a situation where you and your competitors are desperately battling each other for those 300 leads, which drives up the cost per click on keywords, in turn driving up the cost per lead. At the extreme, leads become too expensive and strip away all your profit. Many businesses exist on this fine edge.”
“What do you do then?”
“Well, my friend, I’m so glad you asked because this is where we come back to the real thing.”
He frowned for a moment and then brightened suddenly.
“The landing page!”
“Yes! The landing page. The competitor with the best landing page, the sweetest offer, and the strongest credibility has the best chance of making a profit.”
“Wait, I think I get it but I feel I’m missing something. Talk me through it like I’m five years old.”
“It’s nothing mysterious. Just math. If you convert more often on your landing page, your cost per lead comes down. The problem with high cost per click is only a problem if your landing page doesn’t convert often enough. Let’s put some numbers to this. Let’s say the cost per click is $5. If your conversion rate is 100% then leads cost you $5 each.”
“That would be nice.”
“Don’t hold your breath - no landing ever converts at 100%...I’m just giving you the mathematical extreme for illustration purposes.”
“Oh, darn.”
“On the other end of the scale, if your landing page conversion rate is 1%, then leads are going to cost $500 ($5x100clicks) each because only 1 out of 100 clicks/visits converts to a lead.
“The better the landing page, the cheaper the leads.”
“Precisely. In essence, the lower the cost per sale.”
“I need to get better landing pages.”
“No doubt. You and nearly everyone else.”
“What things should be on a landing page?”
“Ha, let’s talk about that next time. Most business owners get fixated on the cost per click, they’ll want to find cheaper clicks to bring down the cost per lead. Sure, we’re always looking to reduce the cost per click with a better Quality Score and strategy but you can only take that so far. In the end, the cost per click is what it is and the Google Ads manager can’t do anything more about it than a trader can influence the price of a stock. It’s set by the market of supply and demand.”
“I’m with ya’ - what other metrics are important to track?”
Budget Flow
“There’s ‘Top Impression Share’ and ‘Click Share’ - those can indicate opportunity and how many more clicks are available in the market but the next thing I would focus on is how your budget is being spent. You’ll want to make sure your Google Ads manager is funnelling the ad spend towards what is working and away from what is not. This is pretty basic, they should be doing this on their own, but you’ll want to have monthly conversations about how much budget is being spent on which Campaigns and Ad Groups and why. So many Google Ads accounts bleed money in various areas month after month. It could be at the campaign level which would be the most obvious but maybe a single Ad Group or particular keywords are eating budget and don’t convert enough. With eCommerce, you’ll see crazy things like $250 spent on ads to sell a $150 item. No one is minding the store.”
“But what do you do in that case? Turn off the ads for that product or keyword?”
“Maybe - but only after you’ve exhausted available strategies.”?
“Ok, cool. I can’t tell you how much I appreciate this.”
“It’s no problem - I really love seeing businesses succeed.”
“Ok, there’s more, yes?”
Google Ads Targeting
“Yeah, let's quickly talk about targeting in Google Ads. Google Ads is really just a big targeting machine. It puts your ads in front of particular people at a particular time - all done through targeting. There are many ways to target your ads:
"These all can include negative targeting and bid adjustments. E.g. You can eliminate keywords, age groups, gender, times of day etc. and/or bid more or less on the same."
"Friggin complex - how do you know how to make all those adjustments?"
"The click and conversion data will tell you - that's what your Google Ads manager is doing when they optimize. If, for example, they find one state converts better than another, then they can decide to bid higher there. That's a bid adjustment."
“Okay, nice.”
“That’s about it, but if you’re ever wondering what your Google Ad manager has done, you can check the ‘Change history’ inside the account. Google Ads keeps track of every single change in the account and the exact time it was made. Just log into the account and on the 2nd vertical menu to the left, you’ll see ‘Change history’. Set the date range in the top right to see all the changes in a given period.”
I took the last bite of my club sandwich. “I’ll stop there,” I said and smiled at him.
“Phew! I’m overwhelmed but I have one question. You said Google makes it easy for anyone to put up their first ads but then if things aren’t working that’s when you need a Google Ad manager to take the reins.”
“Right.”
“But if it’s going okay, no need for a manager?”
“Exactly. If there’s plenty of demand and not much competition, you’ll probably do fine with some Smart campaigns, especially if you are spending less than $500 per month on ads.”
“Why does it matter how much I spend?”
“The more you spend, the bigger slice of the market you intend to take and that means you’ll butt up against other aggressive competitors and you’ll have to battle for market share. If your budget is low and you’re just taking a little piece of the market, naturally, you won’t have to battle much to get your small piece of the pie.”
The waiter cleared our plates. “Anything else, gentlemen?”
Dominic looked up at him with a sparkle in his eyes, “I’ve had my fill for today, thank you.”