How to provide exceptional Google Ads management servicesBy Lawrence Dy
Google Ads management services (previously known as Google Adwords) give businesses a powerful way to reach their target audience in a fast, measurable, and relatively cost-effective way. As a seller of digital marketing services, offering Google Ads PPC management is a no-brainer.
Establish yourself as the trusted local expert in digital advertising. Download "White label: Mastering Google and Facebook advertising for local businesses" right now.
But if you’re like most marketing agencies, you’re probably facing considerable competition from other service providers. To stand out, land more profitable, revenue-boosting contracts, and ensure your customers are satisfied every time, you need to set your ad management services (and pricing) above the rest.
Read on to learn how to identify the best ad management sales opportunities and sharpen your service proposition by elevating your strategies to new heights.
Table of Contents
- Identify Google Ads management sales opportunities: Key signals from clients and prospects
- 10 tips for supercharging your Google Ads management services
- Zero in on the campaign goals and target audience
- Develop a keyword strategy by conducting keyword research
- Create a campaign structure that supports ongoing success
- Write conversion-boosting ad copy
- Make use of ad assets
- Implement a plan for ongoing performance monitoring
- Run constant A/B tests
- Optimize your landing pages
- Always keep an eye on conversions
- Show transparency with regular communication and reporting
- Frequently asked questions
Identify Google Ads management sales opportunities: Key signals from clients and prospects
Knowing how to identify the signs that a prospect can benefit from Google Ads management services isn’t just smart: it’s money in the bank. It lets your team zero in on real needs, saving time and making their jobs less of a guessing game.
Plus, nothing quite boosts morale like offering a solution that hits the mark. Your team can spend less time chasing maybes and more time helping businesses that truly need your agency’s expertise when it comes to running their Google Ads.
The result? Happy customers, and a healthy boost of repeatable monthly revenue for your agency.
Let’s dig into five common signals that a customer or prospect will be receptive to your Google Ads PPC management pitch.
They’ve been burned in the past by ineffective Google Ads management services
SMBs often jump into the digital ads space with optimism, expecting positive outcomes. They hear impressive ROI figures tossed around and assume they’ll have the same experience. But when the returns aren’t as significant as they might have hoped, or their efforts to optimize campaigns falter, it’s a clear signal that professional management services are needed.
Crafting an effective Google Ads PPC management strategy has multiple moving parts, including:
- In-depth keyword research
- Ad copy optimization
- Ongoing A/B testing of different ad strategy components
- Thorough understanding of the platform and any updates that emerge
That’s a lot for one SMB to handle. If your prospect’s previous attempts haven’t produced the visibility and sales they anticipated, there’s a good chance it’s due to their inability to cover every key component of managing a Google Ads campaign. Your agency’s expert Google Ads management services can dissect those past campaigns, identify areas of weakness, and develop a robust digital marketing strategy to take their performance to new heights in the future.
They don’t have the capacity to handle Google Ads PPC management in-house
Many of your prospects may have never even got around to trying Google Ads despite their best intentions. Running a small business is notoriously challenging, leaving limited resources and time to spare for something as demanding as PPC ad management.
Effectively running Google Ads campaigns requires a commitment to consistent monitoring, optimization, and tweaking to yield the best results. If your SMB clients are stretched thin with their daily operational requirements, there’s a good chance they’re simply unable to allocate sufficient time to planning and executing a Google Ads strategy.
If a prospect or existing client tells you they haven’t had the time to explore this marketing channel before, take it as a surefire indicator that outsourcing Google Ads management to an expert marketing agency—yours—is an excellent option for them.
Your pitch? Using Google Ads will help your client grow their market share and bottom line. By providing Google Ads management services, you can apply your expertise to growing their business, while freeing up their valuable time to focus on core operations.
They’re experiencing dwindling performance after a positive start
Maybe you’ve heard this from your prospects before: we started using Google Ads, had some good results at first, but we can’t seem to recapture the momentum and now ROI is lackluster.
This all too common scenario can happen for a number of reasons, including:
- Campaign monitoring issues: Monitoring Google Ads metrics, and adjusting strategies in response, is absolutely essential to ongoing success. Many SMBs struggle to stay consistent with this process of tracking, refining, and iterating.
- Poor audience targeting: Audience targeting is half art, half science, and it takes skill and experience to get in front of the right people at the right time consistently.
- Ineffective ad copy or creative assets: The visual and textual elements of digital ads need to be optimized to appeal to prospective buyers, and if either of these falls flat, it can impact sales after the initial low-hanging fruit of motivated buyers converts.
- Platform changes: All digital ad platforms, including Google’s, are subject to regular updates and algorithm changes. Staying on top of these can be a full-time job, so SMBs may find that what worked a few months ago doesn’t cut it anymore today.
When your prospects share that they have had success in the past, your job is to reassure them that your agency will be able to pinpoint the weak links in their strategy to deliver impressive ROI again.
They face stiff competition
Stiff competition is the reality for most SMBs today, given lower barriers to entry in many businesses thanks to technological advancements.
When it comes to getting the attention of customers online, it’s common to see multiple businesses vying for the same keywords and ad spaces. If your SMB prospect operates in an industry where competitors are actively running Google Ads campaigns, it’s critical for them to enlist professional digital ad management services. If they don’t, they run the risk of getting completely sidelined by competitors.
Google Ads management services will help them stay competitive, maximize visibility, and target their dream customers effectively. Seasoned Google Ads pros have the knowledge and tools to perform competitor analysis, understand their strategies, and develop competitive yet cost-effective campaigns: exactly what’s needed to avoid getting lost in the crowd.
They're worried they won’t generate enough ROI
When done correctly, digital advertising is one of the best and most reliable ways to generate ROI for a business. If your prospect is uncertain or dissatisfied with their advertising ROI, that’s a good indication that professional help is needed.
By specializing in Google Ads PPC management services—or using white-label PPC experts to deliver—your agency will be equipped to analyze campaign data, identify inefficiencies, and come up with trusted strategies to boost ROI.
Let your prospective clients know that you share the same ultimate goal as them: to ensure that every dollar spent on advertising contributes to customer acquisition and sustainable business growth. That means boosting ROI will be a critical focus of any campaign you run for them.
10 tips for supercharging your Google Ads management services
1. Zero in on the campaign goals and target audience
The first step to delivering exceptional Google Ads management services is to gain a rock-solid understanding of your client’s target audience and the goals they want to achieve through their advertising efforts.
A useful asset to use at this stage is an intake form that new Google Ads PPC management clients complete to help you understand their specific objectives. It’s a given that all businesses want to increase their profits, but the specifics can vary from one SMB to the next.
For example, one client may have a great conversion rate but low traffic, so their focus would be to increase traffic while maintaining their conversion rate. Another client might have plenty of traffic, but a lackluster conversion rate. Their goal might be to focus on conversions rather than traffic.
Once you have a good understanding of your client’s goals, make sure you have a complete understanding of their target audience. Each audience group will have unique traits, interests, and needs that should be considered when creating an ad campaign. Creating some ideal customer profiles in collaboration with your clients at this stage will serve you well later in this process. This is especially true since these fictionalized buyers can act as your north star when crafting visuals, copy, and other elements of your campaign.
2. Develop a keyword strategy by conducting keyword research
Like many digital ad platforms, keywords form the basis of how Google Ads decides who should see an ad. Now that you know who the target audience is and what your client’s goals are, the next step is to find out which keywords that audience is using to discover products and services like those offered by your client. This is the core goal of keyword research.
There are many digital tools you can use to identify the target keywords for your campaign, including some great free options like Ahrefs’ Keyword Explorer. Most tools work similarly: you type in words or phrases related to your client’s business, and you’ll see the search volume and competition for the keyword along with suggested related keywords. The best keywords are those with a high search volume—meaning lots of people search for them—and low competition.
Another option is to use white-label PPC services that include everything from keyword research to campaign management, leaving you free to focus on growing your agency through prospecting and sales.
Like peanut butter and jelly, PPC and SEO are better together. Combining your services as a PPC reseller with SEO solutions will yield better ROI for your clients (and your agency). Any keyword research you conduct as part of your advertising services can do double-duty as part of a local SEO strategy. By bundling these services, you can sell more, improve your customer lifetime value (LTV), and maximize your recurring revenue.
3. Create a campaign structure that supports ongoing success
To achieve serious ROI on the Google Ads platform, you’ll need an effective strategy. Instead of haphazardly running ads and hoping for the best, you should create a structured campaign from the get-go. Here’s a breakdown of how the platforms works:
- Accounts: Each client has their own Google Ads account
- Campaigns: Within each account, you can create as many campaigns as needed. Each campaign is limited to a certain type of ad.
- Campaign types: This determines where ads from the campaign will appear. For example, search ads appear in search results, display ads can appear on websites, apps, and on Google-owned properties, Video ads appear on YouTube, and so on.
- Ad groups: These help you keep your ads organized. You can create as many ad groups within a campaign as you’d like. Ad groups are usually based on the cluster of keywords used. For your clients, you may have different keywords for each of their products or offerings, resulting in unique ad groups for each advertised product.
- Ads: Finally, within each ad group, you’ll have several ads. At the ad level, it’s common to test out different variables like the ad copy or creative.
By creating a tightly organized campaign structure, you’ll be able to track exactly what works and what doesn’t, making it easier to cut ineffective ads, focus on profitable ones, and boost ROI over time.
4. Write conversion-boosting ad copy
Visuals get much of the attention when it comes to creating scroll-stopping ads, but ad copy remains an essential component of scoring conversions. The right words can tap into your target audience’s desires, making your offer irresistible.
So, what makes for excellent ad copy?
The key is to go beyond generic descriptions and to engage the audience by drawing attention to your client’s unique selling proposition (USP). Your copy should also include a call to action (CTA) that tells customers exactly what you want them to do next. Finally, make sure to naturally work in a target keyword. Here’s how this might look in action for a local family-owned Italian restaurant:
Forgettable ad copy: Come in for Italian favorites like pizza, pasta, and tiramisu.
Conversion-boosting ad copy: Savor the authentic taste of Napoli in our cozy, intimate trattoria. Mouth-watering Italian comfort food straight from Nonna’s kitchen awaits… Reserve now for a complimentary tiramisu!
The first example could be any Italian restaurant: it doesn’t give the audience a good reason to switch from their existing go-to spot. In the second example, the restaurant’s USP is emphasized (an authentic, family owned, intimate dining experience), the audience’s attention is piqued with adjectives like cozy and mouth-watering, and urgency is created with a strong CTA and special offer.
5. Make use of ad assets
Google Ad assets (formerly called Ad extensions) are an underutilized tool that can make your client’s Google Ads much more impactful. Ad assets are bits of extra data that appear in search ads to provide more information and generate more clicks.
These handy additions include:
- Sitelink assets: additional links to specific parts of your client’s site.
- Call assets: Phone numbers.
- Location assets: Business address information.
- Price assets: Prices for specific offerings.
- Image assets: Extra images next to the ad.
- And more.
The best part? Google doesn’t charge for ad assets, and will only display them when they’re likely to improve conversions. In the example above, a series of sitelink assets and a price asset appear. Leveraging ad assets is a great, cost-effective marketing technique for improving click-through rates (CTR) and increasing the likelihood of conversion.
6. Implement a plan for ongoing performance monitoring
If your prospects tried their hand at Google Ads PPC management in the past with limited success, it’s very likely that they stumbled on performance monitoring. This step requires diligence, and letting it slip can cause spending to balloon while ROI dwindles.
Performance monitoring needs to happen on a rolling basis. Constant oversight of your campaigns will enable you to identify trends, spot opportunities, and cut ineffective ads before they eat up too many marketing dollars.
Regularly check in on these metrics:
- Conversion rates
- Cost per click
- Cost per conversion
- Keyword performance
- Ad group performance
- Individual ad performance
Having these figures close at hand makes it easy to make data-informed decisions quickly and efficiently, allowing more of your client’s budget to flow to the ads that are bringing in sales. Plus, with the insights you’ll glean from this practice, you’ll get a better feel for what types of ads work best for the target audience.
Don’t have the capacity to keep an eye on all of these metrics as your client list grows? Instead of going through a costly and risky hiring process, consider using white-label Google Ads management services as you scale your business.
7. Run constant A/B tests
A/B testing is the best way to discover what an audience responds to. The principle is simple: run almost-identical ads varying a single component to see which performs best. Then, kill the lower-performing ad, and run another A/B test by varying another component.
Every part of your ads should be tested this way, including:
- Targeting parameters
Over time, you’ll create increasingly optimized campaigns and drive ever-higher returns for your clients.
8. Optimize your landing pages
So far, we’ve focused on how to create and optimize your campaigns. But if your Google Ads management services are going to produce serious ROI for your SMB clients, they need to generate conversions.
The final link in the chain connecting a Google Ads campaign to a sale is the landing page. If these pages aren’t optimized, they can cause visitors to bounce or simply decide against making a purchase.
Before going live with any campaign, it’s imperative that landing pages align with the expectations created by the ad. They should also feature user-friendly design, effortless navigability, and clear, compelling CTAs.
Much like your Google Ads PPC management strategies, your landing pages should be subject to regular A/B testing. Try out different layouts, information hierarchies, CTA buttons, and more to arrive at the most conversion-boosting design possible.
9. Always keep an eye on conversions
The judge of how effective your Google Ads management services are is, ultimately, the audience.
And how do they show you that you’ve done a good job? By giving you those juicy, profitable conversions. This practice allows you to measure the effectiveness of your campaigns by attributing conversions to specific ads, keywords, or ad groups. With this information, you can make informed decisions, further optimize, and provide evidence to your clients that their investment is producing tangible results.
10. Show transparency with regular communication and reporting
Your clients shouldn’t have to check in with you about how their PPC advertising campaigns are coming along. Instead, get ahead of their questions with comprehensive, easy-to-understand reports that showcase the performance of their Google Ads investment.
It’s a good practice to establish a regular check-in interval to discuss the results, share insights, and offer recommendations for further improvements. Open communication helps address any client questions or concerns before they become serious, fostering a trusting, collaborative relationship.
The best way to do this? Use a tool like Vendasta’s Advertising Intelligence that comes with built-in reporting functionality.
Frequently asked questions
What are Google Ads Management Services?
Google Ads management services refers to the professional management of a business’s Google Ads campaigns. These services can include keyword research, campaign strategizing, ad creation, bidding strategy, optimization, and reporting. Together, these services are aimed at improving visibility, driving traffic, and maximizing ROI on Google’s advertising platform.
How can I improve my agency’s Google Ads Management Services?
Improving your agency’s Google Ads PPC management services requires continuous learning, testing, and optimizing. Follow relevant thought leaders to keep your team updated on Google’s latest features and algorithm updates, use analytics to inform better decision-making, and embrace a mindset of ongoing optimization to create better, more compelling, and more successful Google Ads.