How to choose a Google Ads specialist: what to look at and what to ask
You can spot a good Google Ads specialist by the specifics: they show case studies with numbers, calculate a forecast before launch, build campaigns in your account and explain reports in plain language.
What to look at
- Case studies with specific before-and-after figures, not general promises
- Who will actually run the account: the person you're talking to or someone else
- Whether there's a budget forecast before launch
- How often the account is checked
- Whether the report is clear to a business owner
What to ask before you start
- Who will own the ad account?
- Will I have access to all the data?
- How do you count leads and calls?
- How often do you read search terms?
- What happens if we stop working together?
Warning signs
A guarantee of a specific number of leads before your niche has been analysed. Ads in the contractor's account, which you can't access. Reports only on clicks and impressions, with no leads.
Specialist or agency
An agency gives you a team, but your account may be run by a junior specialist. An independent specialist works personally but has limited time, so they have few clients. That's how I work: I manage every account myself and use my own tool built on the Google Ads API.
- Look at case studies with numbers, not promises
- The account must be yours, with full access
- A guarantee of leads before analysing the niche is a warning sign
Updated 9 November 2026
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