Why You Should Hire a Google Ads Specialist in Toronto (2021)

google adwords services in toronto
Have you ever been in a situation where you spend tons of money on Google Ads but rarely get the results you wanted?
If the answer’s yes, you are not alone.
Many businesses in Toronto who decide to take Google Ads into their own hands often end up with a lower return-on-ad-spend (ROAS) than expected. This is because of inefficient Google ad campaigns, as running an efficient and effective campaign is not as simple as you might think.
There are many things to consider before even running a Google ad, such as what search terms are your customers using to search for the products or services you offer, how often you should run an ad, how much of the budget should you allocate to each ad group and many more.

This is where hiring a Google Ads specialist can help your business increase its visibility as well as increasing your return-on-investments.

Let’s dive more deeply to understand why hiring a Google Ads specialist in Toronto might be a better option for your business to get noticed!

What is a Google Ads Specialist?

google ads specialist in toronto
A Google Ad Specialist as the name suggests is someone who specializes in working with Google Ads to help businesses generate high-quality leads and increase their ROAS (return on ad spend). Overall, a knowledgeable Google ad specialist can help your business generate leads, increase your exposure, increase online traffic, and scale your revenue.
To become a Google Ads specialist, not only do you have to pass the required professional accreditation assessments by Google, but also be Google Partnered by demonstrating working knowledge and successful campaigns.
Some of the assessments may include Google Ads Search, Google Ads Display, Google Ads Video, Shopping Ads, Google Ads Measurement, Google Ads Apps.

Types of Google Ads Specialist

There are three main types of AdWords specialists, which are marketing agencies, freelance AdWords specialists, and in-house PPC specialists.

Marketing Agencies

google ads specialist of marketing agency
Marketing agencies have a team of Google Ads specialists who are hired to produce Google ad results, through the use of the Google Ads platforms. Google Ads specialists from agencies are experts in handling all forms of Google Ads (display, search, shopping, video, and more) to match the best ones which meet the goals of your business. Marketing agencies often have experience working with many different accounts from different industries.


freelance google ads specialist
Freelance Google Ads specialists are individuals who manage Google Ads accounts by themselves. They often specialize in a specific niche, and usually manage a smaller clientele.

In-House Google Ads Specialists

corporate google ads specialists
In-house Google Ads specialist is a company’s team of Google Ads specialists who solely work on their campaigns. For example, if you are a company that doesn’t want to share confidential information about the business by outsourcing its ad campaign duties to an agency or freelancer, then having an in-house specialist might be a better option.
Big corporations’ accounts tend to be more complicated, as their accounts not only require a lot of time to build but it also requires in-depth knowledge about the products and services which the business provides. This is why you see large corporations such as Coca-cola, and Apple having their in-house marketing team, as who else can communicate the values about their products and services better than their employees.

What Exactly Does a Google Ads Specialist Do?

what google ads specialists do
As mentioned previously, Google Ads Specialists’ main role is to manage the pay-per-click (PPC) advertising campaigns for clients to boost their online traffic and increase conversion through the use of Google’s advertising platforms.
Duties of a Google Ads specialist may include but not limited to :
  • Create and maintain Google Ads campaigns that will attract and generate leads.
  • Measure, test, and optimize Google Ads results.
  • Perform A/B testing 
  • Writing creative advertising copies that will engage readers and lead to conversions.
  • Managing bidding strategies that align with the goals of your business.
  • Conduct keyword results to find cost-effective, high-performing keywords that are relevant to your business.

How to Become Google Partnered

google partner badge
To be Google Partnered, you’ll have to meet three requirements:

Google Ads Certification:

The Google Ads certifications are awarded to those who demonstrate the basic and advanced knowledge of Google Ads. There are currently six types of Google Ads certifications available: Search, Display. Video, Shopping, Apps, and Measurement. 
list of all google ads certifications
All of the mentioned Google Ads certification is 100% free and awarded once you have completed the respective assessments. Google offers high-quality learning materials which include reading and video tutorials on how to use their tools and services, which are all available at the Google Academy Workshops.
Google suggests that the completion time for each Google ad certificate may range from 2 hours – 5 hours, but ultimately it depends on your learning speed. To pass the assessments you will need to achieve a score of 80% or higher within a time limit of 75 minutes. If you don’t pass the assessment, you can retake the assessments after 24 hours of your previous attempt.
Once you’ve become Google ad certified, this demonstrates that you are recognized by Google as an expert in online advertising, and you can show this off to prospective clients with a personalized certificate that you can print. (Note: Google Ads certifications only remain valid for one year before it expires. To renew your certification you’ll need to retake and pass the certifications assessment once a year.)
google ads certification toronto

Company performance:

data metrics on screen
Demonstrating effective use of Google Ads by meeting the performance requirement of setting up effective campaigns. This doesn’t mean you need to achieve a 100% optimization score for your Google Ads campaigns. The requirement for a new Google Partners badge is an optimization score of 70%. This is to showcase you have the expertise to achieve a high performing campaign. Advertisers with higher optimization scores usually see an increase in conversions.

Ad Spend:

Lastly, meeting a 90-day ad spend requirement of USD 20,000 across all managed accounts to show that you have a consistent amount of activity.
Click here for more information about the Google Partners Badge requirement.

Challenges of Managing Your Own Google Ads Campaign

stress of managing google campaign
Managing your own Google Ads campaign can be a daunting task, especially if you lack the working experience of using the Google advertising platform as you may run the risk of mismanaging your Google Ads campaign.
Here are some challenges you may face if you decide to manage your own Google Ads campaign:

Targeting the Wrong Audience

women confused from irrelevant ad
One of the most common mistakes new Google Ads specialists make is targeting audiences who are not necessarily interested in your products or services, which leads to wasted ad spendings. To target the ‘right’ audience it is important to fully understand who your customers are, their intentions, and how they search for your products and services.

Too Many Ad Groups and Duplicate Keywords

keyword research for seo
New Google Ads specialists often believe that having more ad groups will result in more online traffic. On the contrary, having too many ad groups will make it extremely difficult to manage, which leads to inefficiencies.

Using the Wrong Metrics to Track Performance

using the wrong metrics
It is common for new Google Ads specialists to track metrics that are not necessarily an indicator of a campaign’s success. One example of this is confusing the number of page visits to the number of conversions. Just because you are getting a lot of visits on the pages of your website, doesn’t necessarily mean that everyone will convert.

Google Ads Strategy Doesn’t Align With the Goals of the Campaign

strategy does not align with goals
There is no one-size-fits-all approach when developing a Google Ads strategy. A strategy should be based on the goal which you are trying to achieve with your campaign, such as building awareness, increase consideration, or increase conversions. Shopping Ads for example are effective if your strategy is to increase conversions, Display Ads are effective in building awareness, and retargeting ads are effective in increasing consideration.
These are just some of the challenges which you may face if you are new and planning to work with Google Ads. Sometimes the easiest solution is to just outsource the tasks to trained professionals who can get the job done effectively while saving you time.
Let me explain.

Why You Should Choose a Google Ads Specialist in Toronto

google ads specialist
Now that you are aware of the types of challenges you might come across if you are considering running your own Google Ads, you might be thinking; how am I supposed to run a Google Ads campaign if there’s so much to learn and to be aware of?
Don’t worry you’re not alone.
This is where Google Ads specialists come in, who have years of experience within the field, handling thousands, even millions of dollars running optimized Google Ads.
Whether it’s running your own Google Ads or hiring a specialist there’s a cost associated with either option. Sure, doing it yourself is always cheaper, but is it efficient?
Imagine the days or even weeks you will have to spend to learn all the material from the Google courses. Let’s not forget that studying is not enough to be proficient in Google Ads. You will have to apply the knowledge, and only through countless trial and error will you eventually be able to run effective Google Ads campaigns.
Running Google Ads campaigns is a full-time job in itself, and don’t forget you have your actual job to worry about. Hiring a Google Ads specialist makes it much easier for your business to run effective Google Ads campaigns and lets you focus on the core areas of your business.
Still not convinced?
Let’s discuss further the benefits of hiring a Google Ads specialist.

Benefits of Hiring a Google Ads Specialist

  • Increase search result visibility: A Google Ads specialist can help you optimize your website and its content for SEO to help your business and it’s listings to rank higher on Google’s search results. They achieve this by conducting keyword research to find relevant search terms that your customers are using to find products and services which you provide.
  • Higher conversion rates and ROI: Google Ads specialists help you spend your ad budget more effectively by constantly running tests and developing creatives that will resonate with your target audience to increase conversions. This will not only help your business increase its revenue, but it will also save you time and costs on advertising in the long run.
  • Actively managed campaigns: Google Ads campaigns is not just a one time process, where you do it once and you don’t have to worry about it again. It’s an ongoing process, where you have to constantly make changes based on the data from previous campaigns to improve its effectiveness.
  • Always up-to-date with the latest trends: The Google advertising landscape is always changing. Techniques and strategies which are used today may become irrelevant in the next five years. Keeping up-to-date with the trends is a job in itself, which is why hiring a marketing agency for your PPC campaigns is a great option as they are always up-to-date with everything related to digital marketing. This saves you the trouble of keeping up with the new trends yourself and utilizing your time for more important aspects of your business.
  • Overall better results: Getting good results from your Google Ads campaign is a monumental task as there are lots of competitions fighting for the same spot on the search results page as you. This is why it’s important to have someone who has extensive knowledge and experience of the platform to help your business stand out among the rest.

How to Choose The Right Google Ads Specialist For Your Business?

best google ads specialist in toronto
Now that you are aware of the benefits which working with a Google Ads specialist provides, it’s time to find a Google Ads specialist to help you achieve the goals of the business.
But how do you know which Google Ads specialist is best suited for your business?

1. Are they a Google Partner?

This is an important indication of whether the Google Ads specialist you are planning to work with is legitimate or not. As it demonstrates:
The ads specialist has a consistent stream of clients to be able meet Google’s spending requirements.
The Ads specialist has proven capabilities of helping clients achieve a higher ROI.
Google determined that the ads specialist has the expertise to deliver effective campaigns.

2. Are they transparent about their operations?

As the customer, you should have the right to know how your money is being spent, the performance of metrics such as the # of impressions, click-through-rate, conversion rates, keywords, etc.
Most importantly they should be able to provide straightforward answers to questions and concerns about your ad campaign.

3. Do they have a proven track record of implementing successful PPC campaigns?

It is important to know if the Google Ads specialist is competent or not. They should be able to provide case studies of how they have helped other businesses with their PPC campaigns.
You can also check their website and reviews to get a reference of some of the companies which they have worked with to validate their expertises.

4. Do they understand the industry in which your business operates?

The Google Ads specialist must be knowledgeable about the industry you are working in, as this relates to how effective they can be in targeting your ideal audience. If they don’t understand your industry, this could mean that they won’t know how your customers are searching for your products and services and how to best target them.

Ready to Get Noticed With Your Own Google Ads Campaign?

If you are looking for a reputable digital marketing agency to help you with your business’s Google Ads campaign, you can count on 23e2 Digital Marketing to help you get the results you want! 23e2 Digital Marketing is a Google Partnered digital marketing agency with a proven track record of providing amazing results to hundreds of Google Ads campaigns across Canada and the U.S.

Contact us today to schedule a free no-obligation consultation to see how we can help your business achieve its marketing goals!