Why You Should Hire a Google Search Ads Consultant

By Garrett Nafzinger

Paid search ad campaigns are important in driving success for your business. Whether you are a local business or have national aspirations, Google search ads offer a robust solution to market your business online, attract new customers, and increase sales or leads. The primary advantage is that search advertising targets potential customers actively looking for your products or services. However, leveraging this powerful tool requires specific knowledge and skills, so hiring a Google Ads consultant can be a game-changer for your business.

Save Time and Money with an Ads Specialist

Successful Google Ads campaigns can be time-consuming and complex, requiring meticulous setup, management, and continuous optimization. Keeping up with Google Ads’ new features demands significant effort. An experienced search ads consultant will navigate through these complexities for you. Their in-depth knowledge of high-quality scores, click-through rates, and conversions can ensure you spend only on ads and keywords that generate sales, thus saving you money.

The Science of Paid Ads

Paid advertisements using Google Ads include several steps:

  1. Keyword Research. The cornerstone of any successful search marketing strategy is selecting keywords your potential customers use to find your products or services. These keywords should lead to clicks and conversions for your business.
  2. Landing Page Optimization. The landing pages, where users arrive when they click on your search ad, should be optimized. They should communicate your USPs (unique selling propositions) and call to action.

Improving Quality Score and Relevance for Better Results

The Google Ads platform operates on an auction-based system, where not only the highest bids get the top spots. An essential component that Google uses to determine ad ranking is Quality Score (QS). It’s a metric that affects your ad relevance, cost per click (CPC), and search impression share.

Quality Score (QS) is a measure assigned to each keyword on a scale of 1–10. It represents Google’s assessment of the quality and relevance of your keywords and search ads. It also takes into account the user experience on your landing page.

Optimizing your ad campaigns can increase your QS and lead to efficient use of your ad budget. A high QS signifies to Google that your ad is relevant and valuable to users, encouraging Google to charge you less per click and give you better ad positions.

Search impression share (SIS) is the percentage of impressions your ads receive compared to the total number they could get. Ads with higher QS are more likely to be shown by Google, leading to an increased search impression share and more visibility and potential clicks.

Competition and Relevance

The cost of Google Ads campaigns is affected by competition and relevance. Relevance is how closely your ad matches a user’s search, examining the relationship between ads, keywords, and the landing page. Google assigns a QS based on the relevance of your ads and keywords to the landing page. A high QS means higher CTR and lower CPC, which means that over time, you’ll pay less for your ad campaigns. A Google Ads consultant can optimize your campaigns for a better QS.

Monitoring the Competition

One of the benefits of hiring a Google Ads expert is their ability to research competitors’ campaigns, enabling you to optimize your campaigns and have an edge over your competition.

Conversions and Conversion Tracking

Conversions are the response you want from users after they click your ads, such as purchasing your product or signing up for an offer. A Google Ads expert applies best practices to ensure your search ad campaigns result in conversions. They also set up conversion tracking, enabling you to determine the cost per acquisition (CPA) and understand your return on investment (ROI) and return on ad spend (ROAS).


Google Ads is a powerful tool for helping your business succeed. But to fully leverage its potential, hiring an expert is wise. A Google Ads consultant’s knowledge and experience can help you reach your business goals more efficiently and cost-effectively.