Google Ads Specialist.

A Google Ads specialist plans, builds and optimises paid search campaigns so that your advertising budget produces as many profitable enquiries as possible. In practice that means a keyword strategy including negative keywords to stop wasted spend, ad copy that earns the click, cleanly structured campaigns and ad groups, setting up and reading conversion tracking, and continuously adjusting bids, budgets and audiences. A good specialist thinks in enquiries and revenue rather than clicks, and points the automated bidding strategies — Smart Bidding — at exactly that. The difference from a do-it-yourself attempt usually shows quickly: less wasted budget, a lower cost per enquiry, and campaigns that get better over time instead of more expensive.

A specialist pays off as soon as you put serious budget into paid advertising, or when self-built campaigns are not producing the enquiries you hoped for. The usual warning signs: you pay for plenty of clicks but barely any contacts arrive; you cannot tell which campaign is working; or Google is showing your ads for search terms that have nothing to do with what you sell. Expertise also pays at the very start, because the first weeks decide the later efficiency — badly built campaigns burn budget and feed the algorithm poor data. Whether ongoing management adds up, however, depends on your media budget: at CHF 500 a month it would have to cut your cost per enquiry by more than a third merely for you to end up level; from roughly CHF 1,500 to CHF 2,000 the arithmetic becomes comfortable. Below that we would rather sell you a one-off build with training.

The same thing as a Google Ads specialist, under the old product name. Google renamed "AdWords" to "Google Ads" in July 2018; the advertising product behind it stayed the same. Somebody searching today for a "Google AdWords expert" is looking for a person who builds search campaigns, maintains negative keywords, sets up conversion tracking and points bidding at enquiries rather than clicks. There is no separate job title and no separate certification for "AdWords" — Google's own exams have been called Google Ads since the rename too. So do not judge on the term. Judge on what the person demonstrably does inside your account.

By four things you can check without any expertise of your own. First: the advertising account is in your company's name, not the supplier's — otherwise the history and the learning data stay behind when you leave. Second: at least one conversion action is active in the account; without measurement nobody optimises, they guess. Third: the monthly report shows enquiries and cost per enquiry, not only impressions and clicks — both of those rise reliably the moment you spend money. Fourth: the list of excluded keywords grows over the months. If it stays empty, nobody has opened the search terms report. Anyone guaranteeing you position one or a fixed number of enquiries is promising something no one can assure inside Google's auction.

Yes, and that is the more common case. We then start with an assessment rather than a rebuild. Is conversion tracking running, and is it measuring the right thing? Which search terms actually cost money last quarter without returning anything? Is the campaign structure such that budgets can be steered individually? Out of that comes a list of concrete changes in order of expected effect. An existing account has a genuine advantage over a new one: it carries history from which you can read what has worked. So we rebuild it only where the structure really demands it.

At DLM Digital the management is a transparent flat monthly fee, quoted before we start and kept separate from your advertising budget, which goes directly to Google. The exact figure depends on scope: the number of campaigns, the size of the budget, and whether conversion tracking, landing page work or Shopping campaigns are part of the brief. One thing is worth understanding: the management fee is usually the smaller item. The leverage sits in how efficiently your advertising budget is spent. Advertisers without experience often lose a substantial share of it to searches that were never going to convert. That is exactly where a specialist starts, and it frequently pays for itself in the first month. After a short first call we name a clear price.

Automation decides how to bid, not what to bid on or what counts as success. Smart Bidding is genuinely good at reading signals in the auction, but it optimises towards the conversion you told it to value — and if that conversion is a page view, a newsletter sign-up or a mis-fired form event, it will faithfully buy you more of the wrong thing. A specialist defines what a real enquiry is, makes sure it is measured correctly, keeps the search terms report under control so the automation is not fed junk, and decides which campaign types belong in the account at all. The automation is a tool, not a strategy.

Plan for roughly four to eight weeks. Clicks start on day one, but the first weeks are a learning phase in both directions: Google collects conversion data, and we collect the search terms report that shows what people actually typed to reach your ad. Those first negative keyword rounds usually remove a meaningful share of the spend. Only once enough conversions have accumulated does automated bidding have anything solid to work with, and only then is a cost-per-enquiry figure stable enough to base decisions on. Judging a campaign after ten days is judging noise.