Should You Hire a Google Ads Specialist?

Managing Google Ads campaigns effectively can be the difference between profit and loss for B2B companies. This guide examines when you should consider specialist support for your Google Ads campaigns, what to look for in a potential hire, and alternative approaches to optimize your advertising performance.

What Does a Google Ads Specialist Do?

A Google Ads specialist combines analytical thinking with creative skills to maximize digital advertising effectiveness. Their core responsibilities include:

• Campaign planning and implementation aligned with business goals

• Keyword research and competitive analysis

• Ad copy creation and continuous campaign optimization

• Budget management and performance reporting

Successful specialists possess strong analytical skills, attention to detail, and typically hold Google Ads certifications in Search, Display, Video, Shopping, Apps, and Measurement.

Benefits of Hiring a Google Ads Specialist

1. ROI Improvements

Professional specialists help businesses generate $2 in revenue for every $1 of ad spend as a baseline, with top performers achieving $8-$11 per dollar spent.

2. Time Savings

Management of Google Ads campaigns requires substantial time and technical knowledge. Outsourcing these tasks allows your team to focus on core business functions.

3. Expertise and Performance Optimization

Specialists stay current with platform changes and employ advanced tools for keyword research, competitor analysis, and campaign optimization that drive more effective use of your advertising budget.

When You Should Consider Hiring a Google Ads Specialist

1. Budget Considerations

For campaigns exceeding $5,000-$10,000 monthly, the stakes justify expert management. Professional costs typically range from 10-20% of ad spend.

2. Campaign Complexity

Consider professional help when targeting multiple services or locations, managing complex metrics, or when campaigns require advanced structure beyond Google’s default settings.

3. Competitive Industries

Industries with high competition and costly keywords (like legal services, insurance, and many B2B sectors) particularly benefit from expert campaign management.

4. Growth Goals

Specialist support becomes valuable when campaigns plateau, ROI drops despite steady ad spend, or you’re uncertain about scaling strategies effectively.

When You Might Not Need a Google Ads Specialist

• Small Ad Spend: For budgets under $1,000 monthly, specialist fees might consume a disproportionate percentage of your investment.

• Simple Campaigns: Straightforward campaigns with limited keywords and targeting can typically be managed in-house.

• Available In-house Expertise: When your team already possesses fundamental Google Ads knowledge or shows aptitude for digital marketing.

• Budget Constraints: Freelance specialists typically charge $15-$125 per hour, while agencies often take 15%-20% of total ad spend.

How to Evaluate and Choose the Right Google Ads Specialist

When selecting a specialist, look for:

• Google certifications in relevant areas

• Strong analytical abilities and experience in your industry

• Clear approach to budget management and performance optimization

• Emphasis on business outcomes rather than vanity metrics

• Transparent reporting and communication practices

Be wary of specialists who cannot explain their methodology or insist on exclusive account control.

Current Trends in Google Ads Management

1. AI and Automation

AI capabilities now power nearly every aspect of campaign management, with businesses using these tools reporting 12% more conversions on average.

2. Privacy Changes

New state privacy laws and the elimination of third-party cookies require businesses to prioritize first-party data strategies.

3. Performance Max Campaigns

These AI-powered campaigns demonstrated 19% higher ROAS compared to campaigns on major social platforms, with additional control features coming soon.

How Surface Labs Can Help

Surface Labs offers specialized tools designed to maximize return on ad spend with just one line of code added to your website:

• Intelligent multi-step forms that capture 50% more emails from existing ad spend

• Website visitor de-anonymization technology

• AI-powered lead engagement capabilities that increase landing page conversions by up to 37%

• Seamless integration with Google Ads for detailed lead journey tracking

• Auto-optimization of ad spend across multiple channels

Surface’s continuous optimization works alongside any Google Ads management approach you choose.

Conclusion

The decision to hire a Google Ads specialist depends on your business size, campaign complexity, and available resources. While larger budgets often justify professional management, smaller businesses can start with in-house teams or hybrid approaches.

Success ultimately comes down to finding the right balance between human expertise and technological capabilities that align with your specific business needs and objectives.

Want to see how Surface Labs can help you get more ROI from your Google Ads?

Book a free 1:1 demo with our CEO and discover how our platform boosts conversions, captures more leads, and optimizes every dollar you spend on ads.