What does a Google Search Ads manager do?

Role and Responsibilities of Google Ads ManagersEffective online advertising is crucial for the success of your business, and Google Search Ads is a central part of any digital marketing strategy. However, mastering Google Ads is a complex task. As Google Ads managers, our role is integral in this process. We’re not just operators of the platform; we are your partners, deeply versed in the intricacies of digital marketing using Google’s powerful Search Ads tools.

In this article, we’ll share insights into our role as Google Search Ads managers. Our expertise in crafting targeted advertising campaigns can greatly enhance your business’s online presence and yield more effective results. Whether you’re new to online advertising or seeking to optimise your existing campaigns, our skills as Google Ads managers can be an invaluable asset to you.

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Understanding Google Search Ads

What are Google Search Ads?

Google Search Ads are the advertisements that appear on Google’s search results pages. When users search for specific keywords, these ads can display at the top or bottom of the search results, offering prominent visibility. They’re a potent tool for businesses like yours to reach potential customers who are actively searching for related products or services.

Why are Google Search Ads Important?

The benefit of Google Search Ads lies in their ability to target potential customers based on their search intent. This targeting means we can help your business reach individuals already interested in what you offer, leading to higher chances of sales. Plus, these ads are flexible and measurable, allowing us to adjust strategies based on real-time data.

Role and Responsibilities of Google Ads Managers

As Google Ads managers, we take on several responsibilities to maximise the impact and efficiency of your Google Search Ads. Here’s what we handle:

Account Setup and Management

Initial Setup: We establish and structure Google Ads accounts, setting up campaigns and ad groups tailored to your business needs. We make sure that we’re targeting the right type of searches at the right time of day in the right areas to get the most bang for your buck.

Ongoing Management: We regularly monitor and adjust campaign settings to align with your business goals and market trends. Search Ads are definitely not a “set and forget” form of advertising! Without ongoing management, you could be spending money on clicks that are unrelated to your services or not getting any clicks because you are being out-bid by your competitors. We’ve also seen competitors using our clients’ brand names to promote their own business. Without ongoing management, you won’t know whether or not your ads are working.

Keyword Research and Selection

Targeting the Right Keywords: We conduct thorough research to identify the most relevant and profitable keywords for your business. Not all keywords related to your product or service will be profitable to target with search ads. Some keywords may have multiple meanings, unrelated to what you offer and could waste your advertising budget. Keywords also come in different flavours! Should you use broad match, phrase match or exact match keywords? We take care of this for you.

Keyword Optimisation: We continuously refine keyword choices to improve your campaign’s performance. Often, we find that potential customers are searching for something the business owner isn’t aware of. They may be using terms that are not what people in the industry use, or they may be using phrases that are very relevant and popular but only tangentially related to the business. We find new opportunities to promote your business.

Creating Compelling Ad Copy

Writing Advertisements and optimising performanceWriting Advertisements: We craft ads that effectively communicate the unique value proposition of your products or services and appeal to the person searching. It has to be clear, informative and enticing. People using Google search want the answer to their queries and they want it now! Obscure advertising in search ads will not encourage clicks.

Optimising for Performance: We adjust ad copy based on performance data to enhance engagement and conversion rates. Running two ads for the same keywords allows us to analyse the performance of one ad over another, enabling us to present the best performing adverts and continue to improve results over time.

Budget Management

Allocating Resources: We set and manage budgets to ensure optimal allocation of funds across campaigns. Sometimes a particular advert can gobble up the majority of the budget and needs to be isolated from other services in a separate campaign. Other times, we may find that a keyword is not profitable and needs to be paused. We aim for the best return on investment by balancing cost with campaign performance.

Targeting and Retargeting

Audience Identification: We define target demographics, geographic locations, and other criteria to reach your intended audience. Business owners who manage their own Google Ads often get this wrong and end up delivering their ads to the wrong people, wasting money.

Retargeting Strategies: With some restrictions, we may be able to implement remarketing to re-engage users who have previously interacted with your business. Being able to remind people of your offerings or present them with a special offer can be a very effective way to gain new business.

Bidding Strategies

Bid Management: We manage bid amounts for keywords and ad placements to stay competitive while controlling costs. Depending on the strategy in place, we can set bids for individual keywords, set bids for conversions or bid for as many clicks as possible. Different bid strategies work for different businesses.

Compliance and Policy Adherence

Following Guidelines: We ensure all ads comply with Google’s advertising policies and standards. Google will sometimes block ads from showing if there is a policy violation. Sometimes this is fair but it is often a mistake on Google’s part. We will ensure that the block is lifted by complying with policy or fighting your case to remove an unfair block.

Our role as Google Ads managers is dynamic, involving a balance of creative, analytical, and strategic skills to effectively manage and optimise your Google Search Ads campaigns.

Performance Tracking and Analysis

Monitoring Campaign Performance

A critical aspect of our role is to continuously monitor the performance of your ad campaigns.

Tracking Key Metrics: We keep an eye on vital statistics like Click-Through Rate (CTR), Conversion Rate, and Cost Per Click (CPC). Over time, we seek to improve these by gaining you the best value enquiries at the best possible price by utilising Google’s analytics tools to gather data and insights on campaign performance.

Analysing for Insights

Understanding User Behaviour: We interpret data to understand how users interact with the ads. Is the ad matching with user search intent and does the landing page provide what they are expecting and encourage them to take the desired action, resulting in a conversion?

Identifying Trends: We spot patterns and trends in the data that can inform future campaign strategies. The campaign we set up is not the campaign that we continue with. Over time, we look for trends in the search terms to build new ad groups, change target demographics and improve outcomes.

Through diligent tracking and insightful analysis, we ensure that your campaigns are not just running, but are also aligned with your business’s objectives and are delivering the desired results.

Optimisation and A/B Testing

Continuous Campaign Optimisation by a Google Ads ManagerContinuous Campaign Optimisation

We regularly refine campaigns to improve their effectiveness and efficiency.

Adapting to Market Changes: We adjust strategies in response to market trends and consumer behaviour. This may be seasonal changes, popular trends or unexpected events.

Implementing Ad Testing: We compare different versions of ads to determine which performs better, using the results to make data-driven decisions. Do your ads work as well on a smartphone as it does on a desktop or tablet? Are the results for ads in Auckland as good as the results in Northland? Is a particular age group as likely to convert to a sale as another age group?

Reporting and Communication

Creating Comprehensive Reports: We compile and present reports with clear performance metrics. In your report, you can see how many times your ad is shown, how many clicks you received, click costs, conversion data, and details on the search terms customers made to find you. Your report is updated in real time and we also send you a monthly report.

Effective Stakeholder Communication: We keep you informed about campaign performance and developments, discussing ways to improve your campaign and tactics to get the best results from your digital marketing by updating your website.

Staying Updated with Google Ads Trends and Updates

Keeping Pace with Google Ads Evolution: We stay informed about the latest features, tools, and best practices in Google Ads. Google is ever evolving and the tools we worked with 5 years ago have changed significantly over time. We spend the time learning about advances and changes to Google Ads, so you don’t have to. We quickly adapt strategies to leverage new functionalities and maintain campaign effectiveness.

Independent Advice

Why not just use Google reps?: You have probably already received “phone calls from Google” trying to promote Google Ads for your business. So why not just use their services?

  1. They’re not actually from Google. The reps calling you are from third party companies that Google contracts to sell ads. Only very large accounts get to deal with reps who are directly employed by Google. Google doesn’t pay us, we charge you separately for our services.
  2. Google sales reps are poorly trained: Over the last 15 years, we’ve seen a significant decline in the quality of advice coming from Google reps. Most reps seem to be based in India or the Philippines and very focused on increasing your budget. They often make claims that are simply not true. It’s not that they are lying to you. They are just repeating what they have been told.
  3. They want to automate everything: There is an artificial intelligence behind the Google Ads platform that Google uses to automate as many of the processes as possible. Google reps will tell you to hand over your credit card and then let Google “do its thing”. I’m paraphrasing, of course, but I have seen disasters by allowing Google’s AI to have too much say over how your money is spent.
  4. You’ll get the dumbed-down version: The Google Ads platform has a very simple “retail version” for business owners. It has a fraction of the features of the advanced version we use. You’ll have less control and see less data. It’s a “Just push go!” sort of approach.
  5. You need to increase your budget: Of course, sometimes, it is appropriate to increase your budget, but Google reps tend to have 3 answers to questions; automate everything, add more keywords and increase your budget. Adding more keywords makes your ad appear from more and less relevant searches, requiring more budget to keep up with the “demand”. I’ve seen a Google Ads account for a real estate business that followed Google’s recommendations and ended up running ads that were showing for searches like “stuff for sale” and “things to buy”. A total waste of time and money.


As Google Ads managers, our role is multifaceted and indispensable for effective digital marketing. From the intricate setup and ongoing management of campaigns to the nuanced analysis and optimisation of ad performance, we are the linchpin in maximising the effectiveness of Google Search Ads. Our expertise not only lies in navigating the complex Google Ads platform but also in understanding market trends, consumer behaviour, and the ever-evolving digital marketing landscape.

Businesses, whether small or large, stand to gain significantly from our specialised skills and insights. By entrusting your Google Ads campaigns to us, you unlock the potential for higher engagement, better conversion rates, and ultimately, a stronger online presence. In a world where online visibility is paramount, we are not just valuable assets; we are essential partners in your journey towards digital advertising success. Contact us today!

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