Have you ever wondered what a Google Ads specialist actually does? If you’ve run ads yourself, you know it’s not as simple as setting them up and watching the leads roll in. That’s where the specialist comes in! In this blog, we’ll break down exactly what a Google Ads specialist does to make sure your business shows up in the right places at the right time, and why their work is essential to running a successful campaign.
These professionals are experts in managing and optimising paid ad campaigns to ensure businesses get the best return on their investment. So, what exactly does a Google Ads specialist do?
Introduction to Google Ads Management
Imagine you’re a plumber based in London. Someone in need of your services types “plumber London” into Google’s search bar. Ideally, your business should appear at the top of the search results. That’s where a Google Ads specialist comes in—they work behind the scenes to ensure your business shows up in the most relevant search results.
The first ads you see in the search results are the local service ads, also known as Google Guaranteed ads. These operate on a pay-per-lead model, meaning you only get charged when a lead or enquiry comes through. A Google Ads specialist ensures that your business is not only listed here but also optimised for maximum conversions.
Below the local service ads are the traditional Google-sponsored ads. This is the space where a Google Ads specialist focuses their efforts, ensuring your business consistently shows up in the top three results for relevant searches. Appearing in the top results is crucial because most users don’t scroll past the first few listings. The goal is simple—make your business the obvious choice for customers searching for your services.
But what exactly goes into running a successful Google Ads campaign? Let’s break it down.
The Role of a Google Ads Specialist
1. Keyword Research
The foundation of any successful Google Ads campaign is thorough keyword research. (Click here to check best keyword research tools). A Google Ads specialist identifies the most relevant keywords for your business—these are the search terms potential customers use when they’re ready to make a purchase or enquiry.
For example, if you run a plumbing business, keywords like “emergency plumber“, “local plumbers” or “boiler installation” are highly relevant and likely to attract the right audience. Similarly, a roofer would focus on keywords like “roof repair,” “new roof installation,” or “roof inspection.”
The specialist ensures that these keywords are aligned with the services you offer, increasing the chances of attracting the right customers who are ready to convert.
2. Negative Keyword Lists
While it’s important to target the right keywords, it’s equally important to exclude irrelevant ones. This is where negative keywords come in. A Google Ads specialist will create a negative keyword list to ensure your ads don’t appear in searches that aren’t relevant to your business.
For instance, if you’re a plumber, you don’t want your ad to show up for searches like “plumbing jobs“, “DIY plumbing tips“, or “plumbing careers“. Similarly, a roofer wouldn’t want their ads to appear for searches like “roofing price” or “roofing training.”
By filtering out irrelevant searches, negative keywords help save money by preventing wasteful clicks, ultimately delivering more leads for your ad budget.
3. Creating Compelling Ad Copy
Once the keywords are sorted, the next step is writing compelling ad copy. This involves crafting attention-grabbing headlines and ad extensions that make your ad stand out from the competition. A Google Ads specialist will analyse competitor ads and write copy that not only catches the user’s eye but also prompts them to click through to your site.
This is an art form in itself. The goal is to create ads that resonate with your target audience and make your business appear as the obvious choice over competitors.
Click here to check about ad copy if you have a landscaping business.
4. Budgeting and Bid Management
Managing your ad budget is one of the most critical aspects of running a Google Ads campaign. A Google Ads specialist sets up a daily budget and adjusts bids for specific keywords to ensure you get the most bang for your buck.
Google’s platform encourages you to spend as much as possible, but a skilled specialist knows how to optimise your spending and reduce the cost-per-click (CPC). Setting the right bid limits is crucial. If your bid is too low, your ad won’t appear on the first page of results, severely limiting its visibility. If it’s too high, you risk overspending without getting the desired return on investment.
5. Optimising Landing Pages for Conversions
A high click-through rate (CTR) is great, but it won’t mean much if those clicks don’t convert into paying customers. That’s why Google Ads specialists also focus on optimising landing pages. A landing page is where potential customers land after clicking your ad, and it needs to be well-designed and compelling enough to prompt action.
Whether you want the user to call, fill out a contact form, or send a message, the landing page needs to be optimised for conversions. Every element—from the headline and offer to the call-to-action and customer testimonials—must work together to inspire confidence and encourage users to take the next step.
6. Monitoring and Optimising Campaign Performance
Once your ads are live, the real work begins. A Google Ads specialist continuously monitors the performance of the campaign, analysing metrics such as cost-per-click, click-through rates, and cost-per-lead.
For example, a Google Ads specialist might notice that the cost-per-lead for a client’s campaign is around £22, meaning that each enquiry or phone call costs the business £22. By keeping an eye on these metrics, the specialist ensures the budget is spent wisely, and any underperforming ads or keywords are paused or optimised.
The specialist also adjusts bids and targets specific services or geographic areas to maximise return on investment (ROI). If certain services offer a better ROI, the campaign may be adjusted to focus more heavily on those areas.
Maximise Your Advertising ROI
A Google Ads specialist plays a crucial role in ensuring your business’s online visibility and success. From conducting thorough keyword research and setting up negative keywords to writing compelling ad copy, managing budgets, and optimising landing pages, they handle every aspect of your Google Ads campaign. The ultimate goal is to ensure your ads reach the right people, at the right time, for the lowest possible cost, while maximising the number of leads and conversions.
If you’re looking to make the most of your online advertising budget, hiring a skilled Google Ads specialist could be the key to taking your business to the next level.
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