A Google Ads manager is worth considering when you cannot explain your spending, measure enquiries or maintain your campaigns.
Running ads yourself can work until managing them starts taking time away from customers. The warning signs you need a Google Ads manager become clearer when you compare campaign reports with the enquiries your business actually receives.
This article covers those warning signs, what a manager does and how to judge the work. It also explains when a one-off audit or website fix may be more useful than ongoing management.
Already know you need help? Explore KC Web Design’s Google Ads management service, or compare your options when choosing a Google Ads agency.
What does a Google Ads manager actually do?
A Google Ads manager handles the day-to-day running of your paid search campaigns. That means keyword research, writing ads, setting bid strategies, adding negative keywords and checking which clicks become useful enquiries.
Here, “manager” means the person you hire. Google’s manager account is software for overseeing multiple advertising accounts; opening one does not give you a person to run your ads.
The work should include:
- Reviewing search terms and excluding searches unrelated to your services.
- Checking budgets, targeting and whether the ads match the page visitors reach.
- Testing whether a specific message, such as emergency availability, attracts relevant calls.
- Checking that conversion tracking records the intended enquiries.
- Explaining results and agreeing on the next changes with you.
A manager should assess Google’s recommendations against your business goals. Automatically accepting every suggestion, or rejecting automation on principle, is no substitute for understanding the account.
Signs you need a Google Ads manager
The strongest warning sign is an ongoing problem that nobody can diagnose or take responsibility for. Use these checks before deciding that a bigger budget will fix it.
- Your costs are rising without a clear explanation. Compare cost per qualified enquiry as well as cost per click. A more expensive click can still be worthwhile if it brings a customer you can profitably serve.
- You are paying for unrelated searches. A plumber advertising repairs should investigate clicks for plumbing courses or jobs. Check the actual search terms before adding exclusions that might also block useful enquiries.
- Your conversion tracking is missing or misleading. A report showing conversions is not enough if nobody knows what those conversions represent.
- Account reviews keep getting postponed. There is no universal weekly time requirement, but somebody needs to check spending and follow up on problems.
- Campaigns no longer reflect your business. Ads for services you have stopped offering or areas you cannot cover need attention. A quiet change history alone does not prove neglect if a stable campaign is meeting its goals.
Rising click costs do not automatically mean your Quality Score has fallen. Google describes Quality Score as a diagnostic tool, not an input in the auction or a business performance target.
Check what your conversions actually count
Ask the person managing your account to show you each conversion action and test the enquiry journey. A click on a phone number does not prove a call connected, and a page visit does not prove a form was submitted.
Google’s primary and secondary conversion settings affect reporting and bidding. Primary actions are used for bidding when their standard goal is selected; secondary actions are usually for observation, although a secondary action included in a custom goal can be used for bidding.
A qualified enquiry is from someone seeking a service you offer in an area you serve. Compare recorded enquiries with your call records or customer system. If the account is optimising towards an easy action that rarely produces work, fixing that measurement may matter more than writing another ad.
Work out whether the problem is the ads or the website
A manager should investigate where potential customers drop out. These are starting points for a review, not diagnoses you can make from one metric.
| What you notice | What to check | Help to consider |
|---|---|---|
| Unrelated enquiries | Search terms, locations and the service promised in the ad | Campaign targeting review |
| Relevant visitors but few enquiries | Mobile layout, page message, form and phone links | Landing-page and tracking review |
| Reported conversions but few real leads | Conversion definitions, duplicate events and spam | Measurement repair |
| Good enquiries but few bookings | Response time, availability and quoting process | Business follow-up review alongside the ads |
If the page makes it hard to enquire, website design services may be part of the solution. Ask who will fix the page and whether that work is included in the management agreement.
Managing Google Ads yourself vs hiring a pro
Managing your own Google Ads can make sense when the account is manageable, tracking is reliable and you have time to review results. A small budget does not automatically make DIY sensible, and a large budget does not automatically justify a retainer.
Compare responsibilities before comparing fees:
| Factor | Managing it yourself | Hiring a manager |
|---|---|---|
| Time | You handle reviews and troubleshooting | Agree on reviews and who responds to problems |
| Tracking | You arrange setup and testing | Confirm whether setup and repairs are included |
| Costs | Ad spend, tools and your time | Ad spend plus management and any separate setup costs |
| Website changes | You organise them | May be included or quoted separately |
| Account control | Your business retains access | Your business should still retain access |
To judge whether Google Ads management fees are worthwhile, consider the extra gross profit needed to cover the fee. Use profit after delivering the work, and account for ad spend as well as the fee when assessing the overall return.
Ask for ad spend and management charges to be shown separately when comparing how much Google Ads costs. If the account is otherwise sound, a one-off audit may resolve the uncertainty without adding ongoing overhead.
What to look for in a Google Ads manager
Ask who will manage the account and how they would investigate your current problem. A useful conversation should get beyond credentials and a promise of more traffic.
- Ask for experience with similar services and an explanation of what counted as a successful enquiry.
- Request a sample report showing spend, qualified leads and actions taken.
- Confirm who handles conversion tracking, landing-page changes and technical faults.
- Ask how recommendations and budget increases are approved.
- Check the handover process and what access you retain if you leave.
Google Ads certification applies to individuals. Google Partner status applies to companies meeting Google’s requirements; neither replaces evidence that the person handling your account understands your business.
The same questions apply when choosing a digital marketing agency for a small business. KC offers Google Ads management for Sydney businesses and Google Ads management for Perth businesses; the scope should fit your service area and capacity to take on work.
Red flags when hiring a Google Ads manager
Before signing, check how the agreement handles poor results and the end of the relationship. Be cautious if:
- The proposal guarantees a particular ad position or number of leads without acknowledging uncertainty.
- You cannot access the account or see the advertising charges.
- Reports celebrate clicks but do not explain whether useful enquiries followed.
- The contract leaves reporting, cancellation terms or ownership of campaign work unclear.
- A budget increase is recommended without an explanation of what the current results show.
Use Google Ads access permissions rather than sharing your password. Keep appropriate administrator access within your business and confirm who controls billing and linked measurement tools.
For a closer look at spending problems, review how to stop wasting money on Google Ads management. A larger budget should follow a reasoned plan, not compensate for unanswered questions.
How to know your Google Ads manager is doing a good job
You should be able to understand the monthly report without becoming an advertising specialist. Ask:
- How many qualified enquiries came from the ads?
- What did each cost, and does that include management fees?
- How many became customers, where that can be measured?
- What changed, what was learned and what happens next?
Compare periods of similar length, season and spend, allowing for the time between an ad click and a booking. A recent period can look worse simply because some enquiries have not yet turned into work.
Google’s optimisation score estimates how an account is set up to perform, and changes when recommendations are applied or dismissed. Treat it as a prompt for discussion, not proof that the account is profitable.
For a useful spot check, review spend and enquiries alongside the search terms report. Google does not show every search, so counting irrelevant rows cannot establish a precise percentage of wasted spend; ask about the cost and intent of the searches you can see.
Questions about hiring a Google Ads manager
Before hiring a manager, clarify the scope, costs and handover arrangements.
Can I manage Google Ads myself with a small budget?
Yes, if you understand the targeting, can verify enquiries and have time to review the account. Judge affordability using likely click costs and customer value; there is no budget threshold that guarantees enough useful enquiries.
How much does a Google Ads manager cost?
Request a quote covering the campaigns and support you need. Separate the management fee from ad spend, and check setup costs, tracking work, landing-page changes and cancellation terms before comparing providers.
Should I book an audit or ongoing management?
An audit can suit a specific problem if you can carry out the recommended fix. Ongoing management is more useful when nobody in the business has the time or skills to maintain the account and act on findings.
How soon should a new manager show results?
Agree on an initial review date and what will be checked. Tracking repairs can be verified separately from campaign performance; judging commercial results needs enough enquiries and time for your sales process, so a fixed results deadline can be misleading.
Do I need a new account when changing managers?
You can usually keep your existing account when changing managers. Confirm access to your existing account, preserve its history and arrange a documented handover of billing, tracking and campaign responsibilities.
Will hiring a manager guarantee more customers?
No. A manager can investigate targeting and measurement, but customer demand, your offer, the website and enquiry handling also affect results.
Ready to get your Google Ads sorted?
Start with the problem you need solved: unexplained spending, unreliable tracking or too little time to manage the account. Ask for the evidence behind the proposed fix before committing to ongoing work.
Contact KC Web Design about your Google Ads account. Tell us what you spend, what you count as an enquiry and what has prompted the review, so we can discuss the help that fits.
