Google Ads looks simple from the outside: write an ad, set a budget, wait for the phone to ring. In practice the account needs a hand on it every week, and most of the work happens after the campaign goes live. This guide walks through what that work actually is, how much time it takes, and how to weigh keeping it in-house against handing it to someone who does it all day.

What does running a Google Ads account actually involve?

A working week on a Google Ads account tends to follow a pattern. Early in the week you check the search terms report and add the queries that wasted money to your negative keyword list. Mid-week you compare ad group performance and pause the ads that are dragging the group average down. Toward the end of the week you match conversions back to the campaigns that produced them, so the next budget decision rests on lead data rather than clicks. Skip a week and the account rarely breaks; skip a month and the waste compounds quietly.

• Keyword Research involves identifying the best keywords that will attract your target audience. It is also crucial to understand how to use keywords to improve SEO ranking. 
• Campaign Creation: Setting up search, display, and shopping campaigns based on your goals.
• Ad Copywriting: Writing compelling ad copy that resonates with potential customers.
• Bid Management: Adjusting bids to ensure your ads appear in the right spots, without overspending.
• Performance Tracking: Using analytics tools to track the performance of your ads, such as click-through rates (CTR) and conversions.
• A/B Testing: Running split tests on different ads to see which performs better.
• Landing Page Optimisation: Ensuring the page users land on is aligned with the ad for a seamless experience.

Managing these elements requires a deep understanding of digital marketing principles and a good eye for optimisation.

How much time does in-house Google Ads work take?

One of the first questions businesses face is whether to manage their Google Ads campaigns internally or hire an external expert. Both options have pros and cons.

In-house management

• Pros:
  • Full control over the campaigns.
  • Direct insight into how ads are impacting the business.
  • Better integration with other marketing efforts.
• Cons:
  • Requires time and expertise that may be outside the scope of your team.
  • There is a risk of making costly mistakes without a dedicated professional.

Hiring an agency or specialist

• Pros:
  • Access to experts with experience in managing Google Ads campaigns.
  • Ongoing optimisation and performance tracking.
  • Proven methods for getting a better return on investment (ROI).
• Cons:
  • Costs more than handling the campaigns in-house.
  • Less direct control, but agencies maintain clear communication.

If you’re not sure which route to take, consider the benefits of both and whether your team has the time and skills to fully manage Google Ads campaigns. If not, enlisting the help of an experienced Google Ads manager or agency could save you time and money in the long run.

What does a typical week of Google Ads upkeep look like?

When it comes to managing Google Ads campaigns, there are several great options for businesses in Sydney. The best options for Google Ads campaign management in Sydney include a variety of professionals and services. Here’s a breakdown of the different types of experts who can help:

• Google Ads Agencies: These agencies specialise in creating, managing, and optimising campaigns. They bring industry expertise, advanced tools, and a results-driven approach to help your business succeed online.
• Freelancers: These are another option if you’re looking for more personalised, hands-on support. However, they may not offer the same depth of resources or services as larger agencies.
• In-house Teams: For larger businesses, an in-house team may be a viable option. This team can integrate Google Ads with other marketing efforts and ensure consistency in brand messaging.
• Consultants: Google Ads consultants are great for businesses that want guidance and strategy without a full commitment. They can set up your campaigns, optimise them, and train your team.

Which skills does running Google Ads well call for?

Choosing the right Google Ads manager or agency is crucial to the success of your campaigns. Here’s what you should look for:

• Proven Track Record: Look for an agency or manager with a proven track record of increasing traffic, conversions, and ROI.
• Transparency: Ensure they provide clear communication and transparent reporting. They should explain strategies and results in simple, jargon-free terms.
• Industry Expertise: A good Google Ads manager should have experience working with businesses in your industry, whether it’s health and beauty, construction, or hospitality.
• Tailored Approach: Your Google Ads strategy should be customised to your business goals, not a one-size-fits-all approach.
• Knowledge of Google’s Policies: A Google Ads manager should stay up-to-date on the latest Google Ads policies and best practices to ensure your campaigns remain compliant.

Look for reviews, testimonials, and case studies to get a sense of their success with past clients.

What drives the cost of running a Google Ads account?

The cost of managing Google Ads campaigns can vary depending on several factors, including the complexity of your campaigns, the goals you want to achieve, and the experience of the agency or freelancer you hire.

Here’s a rough breakdown of costs to expect:

Why does local market knowledge change Google Ads results?

Absolutely. Local Google Ads specialists can offer unique advantages for Sydney-based businesses:

• Local Market Knowledge: A local expert understands the Sydney market and can tailor campaigns to target the right audience.
• Personalised Service: Working with a local agency offers a boutique approach, ensuring that your campaigns are closely monitored and continuously improved.
• Proximity and Communication: Being in the same time zone and having face-to-face meetings can make a huge difference in the quality of service and communication.

A local specialist can also help you navigate the local competition and position your business for success in a crowded market.

Conclusion

Running Google Ads well is less about clever ideas and more about steady attention. If you have the hours each week and someone who enjoys the data, in-house works. If those hours keep getting swallowed by the rest of the business, that is usually the point to bring in outside help. Aron Warren and the team handle exactly this work day to day, so if you would rather hand the account over than keep squeezing it into a Friday afternoon, start with our Google Ads agency in Sydney.