Don't Hire a Google Ads Expert Unless They Can Do the Following...
- Fretchie Gay Monterde
- Apr 8
- 6 min read
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Key Takeaways & Next Steps
Why You Can't Afford the Wrong Google Ads Expert
Hiring a Google Ads expert can be one of the smartest decisions you make for your business—or one of the most expensive mistakes. When done right, Google Ads can bring in high-quality leads at a predictable cost. But when handled poorly, you can burn through your budget with little to show for it.
The problem? Many so-called Google Ads experts don’t actually know what they’re doing. They set up campaigns, turn on automated bidding, and let Google take control—without a real strategy in place. Worse, they focus on vanity metrics like clicks and impressions instead of what truly matters: lead quality, cost per lead, and return on ad spend (ROAS).
So how do you separate the real experts from the amateurs? Before you hire anyone to run your Google Ads, make sure they can do the following:
1. They Have a Proven Strategy for Bid Management
If your Google Ads expert tells you they rely entirely on automated bidding from day one, run the other way. While Google's smart bidding algorithms can be powerful, they require historical data to work effectively. A real expert knows when to use manual bidding and when to transition to automated strategies.
What a True Expert Does:
Starts with Manual CPC if there's no prior conversion data.
Switches to Smart Bidding (Max Conversions) only after gathering 15-20 quality leads over 30-45 days.
Uses Manual CPC for Brand Campaigns to maintain lower CPCs and better control over spend.
Continuously monitors performance and adjusts bids based on real-world results.
Example: How Smart Bidding Failed (Until We Fixed It)
One of our clients, AmishCo, was running a brand-new Google Ads campaign for their Amish-built barns and sheds.
We took over and used a Manual CPC strategy, carefully optimizing bids while gathering conversion data. After 45 days and 20+ quality leads, we transitioned to Max Conversions, feeding Google's algorithm the right data. The result? Cost per lead dropped from $216 to $117—a massive improvement.
2. They Set Up and Track Conversions Properly
Many advertisers fail at conversion tracking, which means they have no idea whether their Google Ads are actually bringing in profitable leads. If your expert isn’t talking about tracking from the start, they’re not the right fit for your business.
What a True Expert Does:
Sets Up Google Tag Manager (GTM) to properly track form submissions, phone calls, and chat conversions.
Uses Google Ads conversion tracking and GA4, ensuring accurate reporting.
Verifies lead quality—not just tracking every form submission but also filtering out spam and low-intent leads.
Reports on Cost Per Lead AND Lead Quality, not just clicks and impressions.
3. They Know How to Optimize Landing Pages for Conversions
A Google Ads expert who only focuses on ads and ignores landing pages is only doing half the job. Even the best ad campaign will fail if the landing page doesn’t convert visitors into leads.
What a True Expert Does:
Uses dedicated landing pages (not just sending traffic to your homepage).
A/B tests different headlines, CTAs, and page layouts to improve conversion rates.
Removes distractions—no navigation bars or unnecessary links.
Includes strong social proof, such as testimonials, case studies, and trust badges.
Optimizes for mobile and speed, since most users search on their phones.
Case Study: How a Simple Landing Page Tweak Boosted Conversions by 160%
For AmishCo, we tested different CTA placements and wording on their landing pages. One small change—switching their CTA from “Request a Quote” to “Get Your Free Custom Barn Design”—increased their conversion rate by 160%!
This is why a Google Ads expert needs to understand landing pages, not just ad campaigns.
4. They Prioritize Lead Quality Over Vanity Metrics
Not all leads are created equal. Some agencies focus on getting the most leads possible without considering their quality. But if your inbox is full of low-intent, price-shopping, or spam leads, your ad budget is being wasted.
A real Google Ads expert prioritizes lead quality over quantity—because a handful of high-converting leads are worth far more than a flood of junk inquiries.
What a True Expert Does:
Tracks lead-to-customer conversion rates, not just form submissions.
Implements call tracking such as CallRail to analyze whether phone leads are high intent.
Filters out bad leads using negative keywords and better targeting.
Uses audience exclusions to prevent irrelevant clicks (e.g., job seekers clicking on ads for a law firm).
Works with your sales team to refine ad copy and targeting based on actual customer data.
Example: How We Improved Lead Quality for a Personal Injury Law Firm
A personal injury lawyer came to us complaining that their Google Ads were bringing in too many unqualified leads—people with minor claims that weren’t worth pursuing.
Our approach:
Added negative keywords like “pro bono” and “small claims” to filter out bad traffic.
Refined geographic targeting to exclude areas with low-value cases.
Used call tracking to analyze conversations and adjust targeting accordingly.
Focused ad copy on high-value cases (e.g., “Serious Injury? Get Maximum Compensation”).
The result? A 40% increase in qualified leads while reducing overall cost per lead.
5. They Can Troubleshoot and Adapt When Performance Drops
Even the best campaigns experience performance fluctuations. A true Google Ads expert doesn’t panic when results dip—they analyze the data, diagnose the issue, and make the necessary adjustments.
What a True Expert Does:
Audits search term reports to identify wasted spend and adjust targeting.
Adjusts bidding strategies based on seasonality, competition, and conversion trends.
A/B tests ad creatives and landing pages to improve click-through and conversion rates.
Keeps an eye on competitors and adjusts strategy accordingly.
Refines audience targeting to focus on the highest-converting users.
Example: Fixing a Sudden Drop in Conversions
A home services company saw their cost per lead double overnight. Their previous agency had no explanation, so they turned to us.
Our investigation found that:
A competitor launched aggressive bidding, driving up CPCs.
Google’s broad match keywords were pulling in irrelevant searches.
The client’s landing page speed had dropped, hurting conversions.
Our fixes:
Switched to exact match keywords to improve relevance.
Adjusted bid strategy to stay competitive without overspending.
Worked with the client to speed up their landing page, reducing bounce rates.
Within two weeks, we cut their cost per lead back down by 35%.
6. Common Pitfalls & How to Avoid Them
Hiring the wrong Google Ads expert can cost you thousands of dollars in wasted ad spend. Here are some of the biggest mistakes businesses make—and how to avoid them.
Mistake #1: Hiring a “Set It and Forget It” Agency
Some agencies launch campaigns and barely touch them afterward. Google Ads requires ongoing management and optimization to perform well.
How to Avoid It: Ask how frequently they monitor and adjust campaigns. If they don’t optimize at least weekly, run the other way.
Mistake #2: Falling for Unrealistic Promises
If an agency guarantees results like “100+ leads in 30 days” with no prior data, be skeptical. Google Ads performance depends on multiple factors, including competition and market demand.
How to Avoid It: Look for transparency. A real expert will set realistic expectations and provide data-backed projections.
Mistake #3: Ignoring Lead Tracking & Reporting
Some agencies report clicks and impressions but ignore actual lead quality. If you don’t know how many leads are converting into customers, you’re flying blind.
How to Avoid It: Make sure they set up conversion tracking and provide reports on cost per lead and return on ad spend (ROAS).
7. Key Takeaways & Next Steps
A true Google Ads expert manages bids strategically, adapting based on performance data.
They set up proper conversion tracking to measure actual ROI, not just clicks.
They optimize landing pages to turn more visitors into leads.
They focus on lead quality, not just quantity, to maximize your ad spend.
They troubleshoot and adapt when performance drops, instead of making excuses.
Avoid agencies that don’t track conversions, make empty promises, or neglect ongoing optimization.
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