When businesses look to hire a Google Ads consultant, they often do so with a set of expectations about the expertise and results such a professional can bring to their digital advertising efforts.
However, the reality of working with a Google Ads consultant can sometimes differ from these expectations.
Google Ads Consultants’ Expectations versus Reality
Expectation #1: Instant Results
As soon as a Google Ads consultant is brought on board, businesses often expect to see a dramatic increase in clicks, conversions, and overall campaign success.
There is a belief that the consultant’s adjustments to campaigns will lead to quick wins and noticeable performance boosts right out of the gate.
The assumption might also be that the consultant can immediately identify and rectify any inefficiencies or issues within existing campaigns, leading to instant cost savings and better ad spend allocation.
However, the reality of Google Ads consulting often paints a different picture:
Reality: Gradual Improvements and Strategic Growth
Initial Analysis and Strategy Development: Consultants typically start with an audit of existing campaigns and a strategic planning phase, which doesn’t produce immediate results (EffectiveMarketing.UK).
Data Collection and Learning Period: Google Ads campaigns often require a learning period, especially when new strategies or changes are implemented. During this time, the consultant collects data to make informed decisions moving forward.
Testing and Optimization: Consultants may run A/B tests and experiment with different ad elements, which takes time to yield clear, actionable results.
Market and Competition Factors: External factors such as market trends and competition also influence the time it takes to see results from Google Ads campaigns.
Expectation #2: Expertise in All Areas
Complete Platform Mastery: The belief that the consultant has in-depth knowledge of all Google Ads features, formats, and targeting options.
Cross-Industry Experience: An assumption that the consultant has successfully managed campaigns across various industries and understands the nuances of each.
Up-to-Date with Trends: The expectation that the consultant stays current with the latest digital marketing trends and Google’s ever-evolving algorithm changes.
Strategic Planning: The consultant is expected to be adept at strategic planning and able to integrate Google Ads into the broader marketing strategy.
Analytics and Reporting: Proficiency in Google Analytics and other tracking tools to provide detailed reporting and actionable insights.
Technical Skills: The consultant should possess technical skills such as conversion tracking setup, remarketing tag implementation, and understanding of the Google Ads API.
Reality: Specialized Knowledge and Continuous Learning
Specialization: Many consultants specialize in certain aspects of Google Ads or focus on specific industries where they have the most experience and success.
Learning Curve: Even experienced consultants need time to familiarize themselves with a new client’s unique business context and may not have immediate answers for every challenge.
Adaptation to Changes: Google Ads is a dynamic platform with frequent updates; consultants must constantly learn and adapt, which means they may not always have immediate expertise in the latest features.
Collaboration: Consultants often work with other team members or partners who specialize in areas where they may not be as strong, such as web development or content creation.
Customized Strategies: While consultants bring best practices to the table, effective strategies are often tailored to the specific needs of the business rather than a one-size-fits-all approach.
Expectation #3: Full Automation
Hands-Off Management: Businesses might expect that once a consultant sets up their Google Ads campaigns, they will run on autopilot without the need for further intervention.
Automated Optimization: There is an assumption that the consultant can implement systems that will automatically optimize bids, budgets, and ads based on performance data.
Artificial Intelligence and Machine Learning: With advancements in AI and machine learning, some businesses anticipate that these technologies can be fully leveraged to manage and refine campaigns without human input.
Time Savings: The belief that automation will lead to significant time savings, allowing the business to focus on other areas while the ads generate results independently.
Reality: Guided Automation and Continuous Oversight
Strategic Setup: While consultants can set up automated rules and use machine learning features within Google Ads, these still require strategic input and regular monitoring to ensure they align with business goals.
Human Intervention: Automated systems can make errors or overlook nuances that a skilled consultant can catch. Therefore, human oversight is crucial to managing the automation tools effectively.
Adaptation to Market Changes: Market conditions and consumer behavior can change rapidly, requiring a consultant to adjust strategies that no automated system could anticipate on its own.
Complementary Approach: Automation is best used as a complement to, not a replacement for, the strategic thinking and decision-making that a consultant provides.
Businesses need to know that even though a Google Ads consultant can set up automation to make campaign management faster and easier, this does not mean that ongoing planning, oversight, and optimization are not still needed. For automation to work well in Google Ads, there needs to be a balance between using technology to do routine chores and keeping human expertise to guide the overall strategy and make changes based on performance and market research.
Expectation #4: Guaranteed Success
Assured Increase in Traffic and Conversions: There is an expectation that the consultant will deliver a certain level of increased website traffic, leads, and sales conversions.
Predictable ROI: Businesses may believe that a consultant can predict and guarantee a specific return on investment for the money spent on Google Ads.
Competitive Edge: The assumption that, with a consultant’s expertise, a business will outperform its competitors in ad placements and campaign performance.
Flawless Campaigns: Some businesses expect that campaigns managed by a consultant will be free from errors or underperformance.
Reality: Inherent Uncertainties and Performance Variables
Market Dynamics: A variety of external factors, such as changes in consumer behavior, economic shifts, and competitive actions, can have an impact on campaign outcomes.
Performance Fluctuations: Even with expert management, ad campaign performance can fluctuate due to factors like seasonality, bidding changes, and algorithm updates.
Learning and Optimization: Google Ads campaigns often require a period of data collection, learning, and iterative optimization before they reach peak performance.
Risk of Testing: A consultant may employ testing to find the most effective strategies, which inherently includes the risk of some tests underperforming.
In summary, while a Google Ads consultant can significantly improve the likelihood of success by applying their expertise and experience to optimize campaigns, businesses need to recognize that advertising always involves some level of risk and uncertainty. Successful campaigns are typically the result of ongoing analysis, strategic adjustments, and a collaborative effort between the consultant and the business to align marketing goals with the realities of the digital advertising environment.
It’s important to be honest with your Google Ads consultant, keep the lines of communication open, and be ready to be active in the process. It’s also important to know that consultants can help with advice and knowledge, but that how well Google Ads works depends on the market, the competition, and the quality of the product or service being advertised.