Google AdWords Specialist: What They Do, How to Hire, and a 90-Day Plan

If you searched for AdWords, you’re in the right place. Google AdWords is now called Google Ads, yet many people still say AdWords. A Google AdWords Specialist is a paid search expert who plans, builds, and optimizes campaigns that bring in leads or sales at a fair cost.

This guide is for small business owners, marketing managers, and founders who want better results and less wasted spend. You’ll get a simple overview of what a specialist does, how to choose one, pricing models, how to measure ROI, and a no-drama 90-day plan. Expect clear steps, plain language, and practical tips you can use right away.

What does a Google AdWords Specialist actually do?

A good specialist blends strategy, hands-on work, and clear reporting. Their day often starts with checking spend and conversions, then fixing bids, adding negative keywords, and pausing weak ads. They review search terms, test new headlines, and update audiences. They meet with you on goals, then roll those goals into budgets, offers, and landing pages.

All of this maps to business outcomes. Cleaner targeting brings more qualified leads. Better ad copy and landing pages raise conversion rate. Smart bidding combined with accurate tracking lowers cost per lead and lifts ROI. The goal is not traffic for traffic’s sake, it’s profitable growth that compounds.

They may run several Google Ads channels, each with a role:

Search, captures demand from people who are already looking.
Performance Max, finds conversions across Google’s inventory with automation.
Display, builds reach for retargeting or offers with broad appeal.
YouTube, drives awareness and can convert with the right creative and hooks.
Shopping, showcases products with images, prices, and inventory data.

A specialist also sets up tracking and dashboards so you see what happens after the click. They keep the account tidy, use tests each week, and cut losers fast. You get clear next steps, not just raw data. Think of them as your paid traffic pilot, flying by numbers, not vibes.

Keyword research, account structure, and match types

The work starts with finding high intent keywords. These are phrases buyers use right before they act, like “emergency plumber near me” or “B2B CRM pricing.” A specialist groups keywords into tight themes, one intent per ad group, so ads and landing pages match that intent.

Match types control how wide your net goes:

Exact match, triggers on the closest meaning to your keyword.
Phrase match, includes searches with the same idea in context.
Broad match, reaches wider, best when paired with strong negatives and smart bidding.

They separate brand and non-brand terms, protect your brand with exact match, and push for growth with non-brand. Local terms matter if you serve a region, think city names and “near me.” Long tail keywords often bring high intent at lower cost.

A clean account structure helps testing, improves Quality Score, and makes reporting clear. Fewer mixed signals, faster decisions.

Ad copywriting and A/B testing that lifts CTR

Great ads read like answers to the search. Headlines echo the keyword and the pain point. Descriptions direct the click with a clear offer and next step. Responsive Search Ads perform well when you add multiple strong assets. Pin only when needed to keep variety and learning.

Use ad assets to grab more space and clicks:

Sitelinks, link to key pages like pricing, testimonials, or contact.
Callouts, short benefits like “No setup fees” or “24/7 support.”
Structured snippets, highlight types, services, or brands.

Simple A/B tests win often. Try two hooks, a new offer, or a fresh call to action. Keep one change at a time. Track both CTR and conversion rate, not just clicks.

Smart bidding, budgets, and accurate conversion tracking

Tracking is the backbone. Set up conversions with GA4 or Google Tag Manager. Use enhanced conversions to improve accuracy. If calls matter, add phone call tracking, either via Google forwarding numbers or a call tracking tool.

Pick bidding strategies that fit your data and goals:

Maximize Conversions, useful at launch for data gathering.
Target CPA, aims for a set cost per lead or sale.
Target ROAS, aims for a return target when you have revenue data.

Budgets live at the campaign level. Pace spend across the month so it doesn’t run dry early. Use shared budgets only when goals match. Review spend by day and by device, then adjust to hit weekly targets.

Landing page and Quality Score optimization

Clicks are wasted if the page misses the message. Keep message match tight, mirror the keyword and ad promise on the page. Use simple forms with only the fields you need. Speed matters, trim heavy scripts and compress images. Make sure mobile is fast and easy to use.

Quality Score has three parts: expected CTR, ad relevance, and landing page experience. Improve each with clean structure, strong ads, and a helpful page. Better Quality Score can lower cost per click and boost ad rank, which gives you more reach for the same budget.

How to choose the right Google AdWords Specialist for your business

Pick fit, not flash. Look for someone who understands your budget, your sales cycle, and your buyer. Industry experience helps, but test for thinking, not buzzwords. Ask for proof of results with context, seasonality, and spend ranges. A real pro is fine hiding sensitive data while showing the actual dashboards and process.

Check how they communicate. You want plain language, clear next steps, and honest trade-offs. Good specialists set expectations on timelines and learning phases. They talk about tracking, not just bids.

To spot hype, watch for big promises with no data, or fancy talk that dodges your questions. You should know who works on your account, how often they report, and what they need from you to win.

Freelancer vs agency vs in-house: which is best for you?

Freelancer, flexible and cost effective, great for small to mid budgets and focused needs. You get direct access, but one person can be bandwidth bound.
Agency, a team with broader skills, good for cross channel work like SEO, email, and creative. Costs more, and you need clarity on who does the work.
In-house, full focus and speed, best when paid media is a core growth channel and your budget supports a full-time hire.

Match the choice to your size, goals, and the need for other services beyond Google Ads.

Must-have skills and Google Ads certifications

Look for practical skills: keyword research, ad copywriting, bidding and budgets, negative keyword management, conversion tracking, and basic analytics. Certifications in Google Ads show theory, not outcomes, yet they help. GA4 knowledge, Tag Manager, and Looker Studio are key. Familiarity with landing page builders is a plus.

Insist on clear reporting and plain language. You should understand what was tested, why it mattered, and what happens next.

Smart questions to ask before you hire

What results did you drive for a similar client, and how long did it take?
How do you set up and test conversion tracking?
What is your 90-day plan for our account?
How often do you report and meet, and what will I see?
How do you protect brand safety and follow Google policies?
What access will I own, and how is offboarding handled?
How do you handle negative keywords and search term reviews?

Red flags that waste ad spend

Watch out for promises of instant success. Avoid anyone who launches with no tracking. Don’t accept hidden accounts you cannot access. Be careful with fees that are a percent of ad spend without clear value. Sloppy broad match without negatives, no search term reviews, and zero landing page changes burn cash. Ask for transparency on fees, goals, and results.

Pricing, ROI, and a simple 90 day plan with your specialist

Know your costs, your timeline, and how you’ll judge success. Management fees pay for strategy, buildout, testing, and reporting. Ad spend is separate. ROI comes from lower cost per lead, higher conversion rates, and better lifetime value. Use clear KPIs and agree on a reporting cadence.

Here is a quick look at common pricing and what you get.

Model	Typical Range	What’s Included
Flat monthly fee	800 to 4,000 USD	Strategy, builds, weekly tweaks, monthly report
Hourly	75 to 200 USD per hour	Audits, fixes, training, project work
Percent of ad spend	10% to 20% of spend	Ongoing management, can scale with budget

Common pricing models and sample budgets

Small businesses often start with a flat fee, then move to percent of spend as budgets grow. For example, a local service might spend 2,500 USD per month on ads with a 1,200 USD monthly fee. An ecommerce brand might spend 20,000 USD on ads with a 12% fee. Always confirm what the fee covers, such as creative, landing page tweaks, and call tracking setup.

KPIs and reporting cadence that keep you aligned

Track the few metrics that matter:

Cost per lead or cost per acquisition.
Conversion rate from click to lead or sale.
ROAS for ecommerce or revenue-driven offers.
Impression share to spot headroom.

Do weekly check ins during launch, then biweekly or monthly once performance stabilizes. Use a simple Looker Studio dashboard with goals, trends, and notes on tests.

A 90 day launch and optimization roadmap

Weeks 1 to 2: Discovery, tracking setup, and account build. Goal, conversions tracking live and first ads ready.
Weeks 3 to 4: Launch and early fixes. Goal, first conversions and search term cleanup.
Weeks 5 to 8: Test ads, add negatives, tune bids and budgets. Goal, steady CPL drop and top ad variants found.
Weeks 9 to 12: Scale winners, refine landing pages, expand keywords or audiences. Goal, hit target CPA or ROAS range.

Stay flexible. If the data says shift budget to a winner, do it.

Contracts, data ownership, and access control

Use your company-owned Google Ads account, GA4 property, and Tag Manager. Grant partner access, don’t let vendors own the account. Set SLAs for response time and reporting. Clarify who keeps creative, campaigns, and data at offboarding. Your business should control logins and billing.

Conclusion

The right Google AdWords Specialist brings structure, clean tracking, and steady testing that grows results over time. Start simple. List your goals, set a budget, and use the questions and 90-day plan to hire with confidence. A smart next step, book two discovery calls, compare plans, and pick the pro who explains the why and the how. Thanks for reading, and here’s to profitable clicks that turn into customers.

Google Adwords Specialist