The first thing is that to buy and to sell Google Ads are the opposite sides yet of the same win-win process. The second thing is that there is no magic around Google Ads with secret tricks like to optimize conversion cost from $100 to $1 in one week... It’s just a job that needs to be done regularly and in an expert way. At least, we think we have a right to say so, as we’ve trained Google Reps in Barcelona and Lisbon, so as the official Google Support trainers we would’ve definitely have at least some clue of any hidden ideas. However, happy to share all the details and practical advices divided into three big chapters:

• Intro

1. Why Google Ads and when?

   1. Not just SEO

      1. Speed of results

      2. Hyper-targeted Traffic

      3. Platform preference

   2. Not only social

      1. Lead cost

      2. Volume

      3. New customer conversion rates

      4. Creatives

      5. Offers

   3. Reasons why you should run Google Ads

      1. Foot-in-the-door

      2. Higher-quality leads

      3. Stiff organic competition

      4. Expanding lead volume

2. How to build proper expectations?

   1. KPIs

   2. Time

   3. Bids, volume, and cost

3. How to pay for Google Ads setup, optimization and management services?

   1. Setup fees

   2. Monthly vs. contract

   3. Flat fee management

   4. Percentage ad spend

   5. Performance-based (PPL)

   6. Hybrid

   7. White label services

• Bonus. Double-check what you've bought!

  • Are your campaign budgets accurate and realistic?

  • Are your campaign settings using Google defaults?

  • Are you using ad extensions and are you getting impressions?

  • Are you testing two or more ads per ad group?

  • Are you improving on low quality score keywords?

  • Are you using individual bids for keywords?

  • Are there negative keywords present in your account or campaigns?

  • Are you mining search terms reports?

  • Have you defined and targeted your audiences and exclusions?

  • Are you adjusting your campaign bids based on device?

  • Have you reviewed the opportunities section?

  • Are you tracking all possible conversions?

  • Are you tracking all possible conversions?

  • Have you made any changes to your account in the last 14-days?

Overall, we’re pretty realistic about our skills of selling Google Ads expert services under our Google Ads expert group execution, as well as by helping to hire or audit an external expert. The second option has also taught us a lot about how to partner with Google Ads freelancers and supervise their services. To sum up. The expectations experts build in their client's head while they sell Google Ads management - are intended to match their actual expert responsibilities of developing clients’ business.