The right Google Ads expert should know how to create effective campaigns, pick the right bidding strategy, target your audience effectively, and more. Read on to find out exactly what it takes to call yourself a pro.
Here, you’ll find:
- The top 9 Google Ads experts
- What a Google Ads expert is
- Common responsibilities of a Google Ads expert
- Key things every Google Ads expert should know
Nearly half of all search engine results page (SERP) clicks go to the top three paid ads. Of course, scoring one of the coveted prime spots is no easy feat.
There are a number of moving parts when it comes to running a successful Google Ads campaign. For an ad to appear in the top spot of the SERP, it’s got to have a level of quality and relevance that the search engine deems worthy enough.
Like putting out forest fires, building rockets, and hitting the high notes in “I Will Always Love You,” some things are best left to the professionals.
The same goes for pay-per-click (aka PPC or paid search) marketing. Check out our list of top 9 experts below, along with pro tips from HawkSEM Senior SEM Manager Cristin Barta.
Top 9 Google Ads experts
If you’re low on time and want to hop into our list of vetted Google Ads experts, you’re in luck. Here’s a list of the top nine:
1. HawkSEM
Surprised to see us at the top of the list? While we may be biased about our amazing team, we’ve also got the experience, skills, and results to back up our slot on this list.
For proof, look no further than some of our case study results. We’ve helped clients of all sizes across a variety of industries get the Google Ads results they deserve.
We helped CDL Consultants increase conversion volume by 124%. Zephyr partnered with us and saw an 80% decrease in CPA. And Wyndham Capital Mortgage increased lead volume three times over.
What makes us stand out? Well, we only employ senior-level managers, meaning you can be confident that the person you’re partnering with for your PPC strategy is a bona-fide pro.
Best for: B2B and B2C, lead generation, ecommerce, finance, SaaS, healthcare, professional services, educational institutions
Notable clients:
- Nike
- Honda Motor Co.
- ThriftBooks
- Siemens
2. Wpromote
Wpromote’s been in the Google Ads service game a long time – since 2001, to be exact. That means they’ve spent more than two decades in the platform, learning it’s features and nuances and determining how to best use it to get clients maximum results.
Their focus on performance means they’re not afraid to iterate, test, and try outside-the-box tactics to ensure your Google Ads campaigns perform the best they can.
Maybe that’s why big-name brands like Spanx and Whirlpool and awards organizations like Adweek trust them and their digital marketing prowess.
Best for: B2B/B2C enterprise brands
Notable clients:
- e.l.f.
- Rite Aid
- Ethan Allen
- Converse
3. Tinuiti
Tinuiti’s team is passionate about paid search – and it shows. Their roster of Google Ads specialists is ready to take your efforts to the next level, particularly if you’re a brand that sells products in stores or online.
As the self-described largest independent performance marketing firm, they’re dedicated to big ideas that get big returns – no wishy-washy plans or tactics here.
With more than 1,000 employees and over $3 billion worth of media managed to date, prospective customers can feel safe with their marketing programs in the hands of Tinuiti’s team.
Best for: Larger corporate retail and ecommerce brands
Notable clients:
- Revlon
- Instacart
- Rebecca Minkoff
- Nautica
4. Kim Herrington
Herrington is, in her own words, an expert in search engine optimization (SEO), search engine marketing (SEM), and digital marketing. She’s also the founder of a digital marketing agency and a sought-after industry speaker.
Her big-picture approach forgoes the tiny tweaks in favor of a simplified process that keeps results front and center without sacrificing a brand’s ethics or mission.
She also takes things one step further, with a substantial roster of helpful content on her website spanning Google, Pinterest, SEO, social media, and more.
Best for: Small businesses just getting started with Google Ads
Notable clients:
- Conway Counseling & Wellness
- Paul Jarvis
- Class Tech Tips
- Yes and Yes
5. Claire Jarrett
Jarrett wrote the book on Google Ads success – no, literally. In 2023, she penned Rapid Google Ads Success: And how to achieve it in 7 Simple Steps.
“Drawing from real-life examples and her 15 years of experience,” the synopsis explains, “she details the strategies that work for developing a profitable Google Ads account.”
Partnering with a pro or agency with the experience to know what works and what doesn’t means less time spent on the trial-and-error process and more time on achieving – then exceeding – your goals.
Best for: Small- to medium-sized businesses looking for quick results
Notable clients:
- David Nicholls Associates
- Names.co.uk
- Digitool
- F2media
6. Silverback Strategies
Some agencies focus on a specific service or industry niche. Silverback, on the other hand, is more like a jack-of-all-trades.
To wit, they’ve worked with a variety of business sizes, types, and fields, from smaller local orgs to larger global enterprises.
With a focus on highly relevant search ads and a hyper-targeted audience, they’ve been able to achieve next-level success for their clients. Think: boosting YoY leads by more than 400% and cutting cost per lead in half – not too shabby.
Best for: B2B/B2C, hospitality, educational institutions, SaaS, and home services companies
Notable clients:
- The Ritz-Carlton Residences
- LexisNexis
- Homeland Security
- Discovery Education
7. Rise Interactive
Got big Google goals to match your big ad spend budget? Then Rise Interactive may be just the solution you’ve been looking for.
Using data-driven insights and the latest tech platforms and tools at their disposal, the Rise team works with clients to help them speak directly to their ideal client personas while leapfrogging over competitors.
Big-name brands trust them to take their existing paid search programs to the next level with bold, innovative campaigns and strategies. And the results – like a 99% higher conversion rate for Reynolds Consumer Products – speak for themselves.
Best for: Large enterprise brands with a global reach
Notable clients:
- Stanley Steemer
- Ulta Beauty
- Follett
- ColourPop Cosmetics
8. DEPT
Formerly known at 3Q Digital and 3Q/DEPT, this notable team of Google Ads experts focuses on solid foundations and smart strategies over gimmicks and “hacks.”
That means they don’t take shortcuts when it comes to your accounts. Rather, they take a holistic, multi-prong strategy that sets you up for manageable scaling and growth – no growing pains here.
Whether you’ve been publishing Google Ads for years or need help leveraging the platform for the first time, you can trust the 3Q team will work with you hands-on to focus not just on achievements, but on creating a professional partnership built to last.
Best for: Bigger brands that need help taking Google Ads campaigns to the next level
Notable clients:
- Nextdoor
- Turbotax
- Skechers
- Sam’s Club
9. 97th Floor
Doing the same thing over and over and expecting better results? Not with 97th Floor.
This agency team doesn’t waste time mulling over the old ways of marketing. Instead, they focus on using the most cutting-edge methods, features and platforms to create dynamic marketing plans.
Their Google Ads experts will work with you to analyze your current state of affairs, work with you on a game plan, and then help you execute it to perfection.
And their formula works: It’s how they got clients Lawn Doctor a nearly 150% boost in conversion rates.
Best for: Brands with a large budget (and high business goals) for their Google Ads
Notable clients:
- Capital One
- Oatly
- Utah Jazz
- Dell
What is a Google Ads expert?
A Google Ads expert is someone who has extensive knowledge of the ins, outs, and nuances of creating ad campaigns on the Google Ads platform.
Ideally, someone calling themselves an expert has created a variety of successful, effective campaigns for a variety of business types and goals.
They should feel comfortable answering questions about creating ad campaigns via Google Ads, what campaign types might work best, and what elements help set up a campaign for success.
Common responsibilities for a Google Ads expert
While each expert has a unique set of skills, there are a handful of general duties and responsibilities that any Google Ads expert should be able to do.
These responsibilities include:
- Campaign strategy, building, and execution
- Conversion tracking and reporting
- Campaign analysis
- Conducting A/B testing
- Monitoring and optimizing campaigns
- Researching competitors
- Understanding target audience
- Conducting target keyword research (including negative keywords)
- Creating or identifying quality ad and landing page copy
- Leveraging campaign assets and other Google Ads features as needed
9 things every Google Ads expert should know
Google has a massive reach, making it possible for you to reach a global audience. The platform also allows for a range of targeting, lets you harness intent, and allows you to see results in an easy-to-understand format.
Whether you’re looking to brush up on your own skills or partner with a pro to help take your campaigns to the next level, here are 8 things someone who deems themselves a “Google Ads expert” should know.
1. How to create effective ads
Since Google is the most popular search platform for most demographics, it makes sense that competition for ads is high. When you choose Google Ads, you’re competing with a host of other businesses that bid on the same keywords.
Developing quality, relevant ads will help to improve your Quality Score. This is one of the metrics Google uses to assess the quality of your ads, as well as keywords and landing pages.
It can save you money, too: Higher quality scores mean you can snag lower prices and higher ad placements. A Google Ads expert should know why Quality Score matters and how to find yours.
2. Ways to make the most of bidding strategies
Google Ads offers several bidding strategies that advertisers can use to maximize ROI. Cost-per-click (CPC) bidding is recommended when the goal is to drive website traffic, while cost-per-thousand-impression (CPM) bidding works great for building brand awareness to boost your online presence.
CPA bidding is mainly for advertisers whose focus is on conversions like sign-ups and purchases.
Your Google Ads expert should understand that testing different bidding models offers insight into PPC campaign success and be able to help identify the one that drives better results. They should also be adept at managing your ads budget accordingly.
Optimizing PPC landing page content can be the ticket to turning prospects into real buyers. (Image: Unsplash)
3. Content tips that inspire clicks
Once your ads have surfaced for your target audience, you want as many of them as possible to click on them — no-brainer, right?
An experienced Google Ads expert should be able to harness attention-grabbing power words in your ad copy as an effective way to incite people to engage with you.
Ideally, the expert you work with will understand how important it is to get your message across clearly and concisely in the parameters allotted for your ads.
After all, what good are impeccable landing pages if no one sees them? First, they’ve got to want to click.
Pro tip: Ask if your expert has a Google Ads certification or is part of the Google Partner program. This may give them better access to customer support and beta versions of new products, which could benefit your efforts and help you beat competitors.
4. How to optimize the ad-to-landing page UX
Speaking of landing pages: When guiding customers through your sales funnel, you want to offer them an experience that feels tailored to their specific needs. This increases the chances of prospects taking the desired action when they reach your landing page.
Optimizing PPC landing page content can be the ticket to turning prospects into real buyers.
There are various ways to optimize your landing pages, such as:
- Having a strong call to action (CTA)
- Making sure the ad and landing page are consistent
- Ensuring the page looks good on both mobile and desktop
- Having a form that’s not too lengthy
Additionally, an effective landing page is scannable, free from too many distracting graphics and images, and features badges, testimonials, or other helpful proof points.
Need more Google Ads help? Let’s chat.
5. The ins and outs of device targeting
Device targeting can mean the difference between PPC success and failure.
With two-thirds of Google Ads search clicks happening on mobile devices, it’s crucial to provide a great user experience, no matter the advertising platform.
To that end, your ads expert should make sure landing pages are mobile-friendly, responsive, and have a great layout regardless of the device they’re viewed on. Bonus: A website that’s optimized for mobile will also be good for your overall SEO.
6. Why producing top-notch content is key
Google pros know that, when running a paid search campaign, your aim is usually to generate leads and sales. But, rather than pushing products by being overly sales-forward, many of the most successful ads focus on providing value.
Producing content that your audience wants to read and promoting your brand as one that offers value will help build traffic. Value can help do the selling for you, getting more customers to use your products or services by viewing you as a trustworthy authority.
After all, you don’t want visitors feeling skeptical that you’re simply trying to close a deal by any means necessary.
Running a high-performing Google Ads campaign requires the account manager to be proactive and consistent. (Image: Unsplash)
7. The latest ad settings updates & features
Naturally, your expert should be well-versed in Google Ads Manager and Google Analytics. Understanding the search audience’s settings will help a Google ads expert run a successful campaign. Choosing the type of campaign you want to run will affect the settings available to you.
Ask your expert how comfortable they feel going through the setting menu to make the most of what’s on offer from the platform, including any new updates.
Location settings allow you to choose who gets directed to your website, for example, effectively saving you money by ensuring only those in your target location visit your site.
8. How to properly manage (and optimize) a Google Ads account
Running a high-performing Google Ads campaign requires the account manager to be proactive and consistent. Proper and active campaign management involves regularly assessing how the ads are performing, conducting A/B tests, and running Google Ads audits every quarter or so.
When you invest time and money into your marketing strategy, the last thing you want to do is simply set it and forget it.
By having a plan for setting up proper tracking, continuing to assess the data, and optimizing accordingly, Google Ads experts can better determine where to invest more, where strengths and weaknesses lie, and where to make the necessary improvements.
The right candidate should also be “data-focused,” Barta adds, meaning they can “track results and focus efforts on strategies with the highest ROAS.”
Pro tip: While not a necessity, it’s helpful if your expert also has experience with platforms like Facebook Ads and LinkedIn, as well as other online advertising types like email marketing, remarketing, Google display ads, or Google shopping ads, if applicable. This way, they can ensure your paid search program isn’t operating in a silo.
9. Proper communication – and flexibility
As Barta notes, being a good communicator is key to this role.
She says the right Google expert should “have a system in place to work with stakeholders that ensures everyone is on the same page with KPIs (and the strategies being executed to achieve them).”
Another key: flexibility. “The Google platform is constantly evolving, and what worked 12 months ago might not work today,” Barta explains. “Managers need to be active learners and need to constantly test new strategies, and have an understanding that they may feel they know what will work, but testing is essential. Sometimes results can surprise you.”
Pro tip: As far as red flags go, Barta cautions to avoid working with an expert who puts too much faith in the machine learning (AI) Google often pushes. “Machine learning is essential to success, but the machine has to be taught to learn.”
The takeaway
Every Google Ads expert needs to have an in-depth understanding of Google Ads basics and how this form of advertising works.
The experts will also need to develop effective strategies that will deliver the desired results. These tips can help you find the right search engine pro to partner with, so you can feel confident this aspect of your online marketing program is in good hands.
This article has been updated and was originally published in June 2020.
