Hiring Google Ads Experts in 2025 – 5 Key Questions to Ask
5 minutes
6 March 2025
An average small business today spends anywhere between $1,000 to $10,000 monthly on Google Ads. Without a skilled expert, that money can disappear faster than you can say "our budget is exhausted."
Which is why, hiring the right Google Ads experts can be the difference between a profitable ad campaign and wasted ad spend. In 2025, with AI-driven bidding strategies, evolving audience targeting and shifting privacy policies, you need experts who actually know what they’re doing. But how do you spot real expertise from generic sales talk?
In this article, we cover:
What is a Google Ads expert?
A Google Ads expert helps businesses turn their ad spend into real revenue by optimising campaigns on Google for maximum ROI. They understand Google’s algorithms, audience targeting, and bidding strategies to ensure ads reach the right people at the right time.
In addition to launching campaigns, they analyse data, test new strategies, and adapt to platform changes to keep ads performing efficiently.
What does a Google Ads expert do?
Their role involves researching high-converting keywords, writing compelling ad copy, and managing budgets to improve performance. They track key metrics like CTR (Click-through rates), CPC (Cost per click), and ROAS (Return on ad spend) and continuously tweak campaigns, adjust bids, refine targeting, and optimise creatives to ensure businesses get the most out of their ad spend.
It's crucial to ensure that the expert you choose aligns with your business needs. Before signing a contract, ask these five critical questions to ensure you're hiring someone who can deliver measurable results.
5 Questions to Ask Before Hiring Google Ads experts in 2025
What industries have you worked with, and what were the results?
Google Ads strategies aren’t one-size-fits-all. Running successful e-commerce campaigns differs greatly from optimising ads for B2B SaaS or local services. A Google Ads consultant who understands your industry can identify the right keywords, audience segments, and bidding strategies specific to your business.
Ask for specific case studies:
What was the return on ad spend (ROAS)?
How did they improve conversion rates?
What challenges did they face, and how did they overcome them?
If a candidate cannot provide data-backed examples, they may not have the experience needed for your niche.
How do you approach keyword research and audience targeting?
A Google Ad expert should go beyond basic keyword research and understand audience behaviour. The right mix of broad, phrase, and exact-match keywords, combined with strategic audience targeting, can significantly impact your campaign's success.
Key aspects to discuss:
How do they incorporate first-party data and AI-driven targeting?
Do they use negative keywords to avoid wasted spend?
How do they structure campaigns to maximise ad relevance and Quality Score?
The best expert will balance automation with manual tweaks, ensuring you reach the right people at the right time without breaking the bank.
What’s your strategy for optimising ad performance over time?
Running Google Ads is not a set-it-and-forget-it process. If a candidate doesn’t have a clear plan for ongoing optimisation, that's a red flag.
Ask about:
How often do they review and adjust campaigns?
Their A/B testing process for ad creatives and landing pages
How do they refine audience segments based on performance data?
A strong Google Ads expert will provide insights on how they continuously improve ad efficiency and adapt to market changes.
How do you measure success beyond ROAS?
ROAS is important, but it’s not the only metric that matters. Well-rounded Google Ads experts generally consider the following:
Customer Acquisition Cost (CAC)
Lifetime Value (LTV)
Lead quality and conversion rates
Attribution models (e.g., first-click vs. last-click vs. data-driven)
Ask how they track and report performance. A transparent reporting process will ensure you understand where your ad spend is going. Without proper tracking, you might be optimising for clicks, not customers.
What budget range do you usually work with, and how do you allocate spending?
Your budget determines how aggressive or conservative your campaign strategy should be. A good Google Ad expert will know how to stretch your budget for maximum results.
Key points to discuss:
What is the minimum viable budget they recommend for your industry?
How do they allocate spend between Search, Display, Performance Max, and Shopping campaigns?
How do they adjust budgets based on seasonality and performance trends?
A smart expert focuses on efficiency, making every dollar count instead of just spending more to get results.
Conclusion
Hiring the right Google Ads experts in 2025 requires asking the right questions. Industry experience, keyword and audience strategy, ongoing optimisations, success metrics, and budget allocation are all critical factors in making an informed decision.
Take your time to evaluate responses, and don’t settle for someone who just "knows Google Ads"; find someone who can actually make them work for your business. But if you're still unsure about evaluating candidates, GrowthBuddy can help!
We specialise in finding and rigorously interviewing top-tier marketing talent, making sure you hire someone who can actually drive results, not just talk about them.
Read the case study here to know more about how our GrowthBuddy helped Archa tighten their Google Ad spend and improve their overall digital marketing strategy. Here’s what the COO had to say 👇
If you're struggling to know what to look for in a candidate or need help with the hiring process, let’s chat.