Top Mistakes to Avoid While Working with a Google Ads Specialist
Key takeaways
Hiring a Google Ads specialist or freelance Google Ads expert is one of the smartest moves a business can make when it comes to online advertising. These professionals can help you optimize your campaigns, lower your cost per click, and generate more leads or sales.
Olga
CEO & Founder
Olga is a certified Google Ads expert and a seasoned digital marketing consultant with deep expertise in SEO. She helps businesses attract consistent leads and drive sales growth through strategic Google Ads campaigns and smart SEO solutions.
But working with a Google Ads consultant is not a set-it-and-forget-it task. To get the most out of your paid advertising budget, it’s critical to avoid a few key mistakes that many businesses unknowingly make when collaborating with a PPC expert.
In this article, we’ll break down three of the most common mistakes companies make when working with a Google Ads expert — and how to avoid them. Whether you’re hiring an agency, a Google Ads freelancer, or a certified Google Ads partner, these tips will help ensure a smooth, productive relationship.
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1. Lack of Clear Goals and KPIs
🚫 The Mistake:
One of the most common issues is starting a campaign without having clear, measurable goals. If you don’t know exactly what success looks like, even the most skilled Google Ads freelancer will struggle to deliver results that meet your expectations.
Some businesses say they want “more traffic” or “more sales” – but these are vague targets. Without defined Key Performance Indicators (KPIs), it’s impossible to track real progress or ROI.
✅ How to Avoid It:
Before you begin working with a Google Ads specialist, take the time to define your objectives. Ask yourself:
- Do I want to generate leads, sales, or brand awareness?
- What is my target cost per acquisition (CPA)?
- What’s my monthly ad budget?
- Which locations, demographics, or devices do I want to target?
Share these goals clearly with your Google Ads expert so they can set up campaigns that align with your business priorities. Good specialists will also help you refine or clarify your KPIs.
Pro Tip:
Ask your Google Ads consultant to include goal tracking using Google Analytics, conversion tracking, or offline conversion imports. That way, you can measure the exact value of your ads.
If you’re looking for an expert to help you run your Google Ads campaigns, I’m here to assist. With many years of experience across various industries, I create tailored strategies that deliver real results. I also offer a free consultation click here to see what I can do for you.
2. Micromanaging the Google Ads Expert
🚫The mistake:
You hired a freelance PPC expert because they have the knowledge and experience to manage your ads effectively – but then you check the campaigns every hour, second-guess keyword selections, or demand daily changes.
Micromanaging leads to stress, confusion, and often worse performance. Frequent, unnecessary changes can actually harm campaign optimization and prevent Google’s algorithm from learning effectively.
✅ How to Avoid It:
Once you hire a trusted Google Ads specialist, give them room to work. Let them explain their strategy, timeline, and testing methods.
Most experienced Google Ads freelancers follow a process:
- Initial research and campaign setup
- Data collection phase (usually 1–2 weeks).
- Optimization based on real performance data.
- Weekly reporting and adjustments.
Instead of micromanaging, ask for regular updates or set up monthly strategy calls to stay informed. Remember, Google Ads requires testing and patience – results don’t come overnight.
Pro Tip:
Ask your Google Ads expert to set up a shared Google Data Studio report or access to Google Ads dashboards so you can monitor results without interfering in the day-to-day operations.
3. Ignoring the Importance of Landing Pages
Many businesses focus 100% on the ad itself – keywords, bidding strategy, ad copy – and completely ignore where that ad sends users: the landing page.
No matter how great your Google Ads consultant is, if users land on a slow, confusing, or irrelevant page, they won’t convert. This leads to wasted ad spend, high bounce rates, and a low Quality Score (which increases your costs).
✅ How to Avoid It:
Collaborate with your Google Ads expert to ensure that the landing pages match the intent of your ads. Key tips:
- Create custom landing pages for each major campaign or ad group.
- Keep the message consistent: if your ad offers a 20% discount, show that discount clearly on the landing page.
- Improve loading speed, especially on mobile.
- Use clear CTAs (calls to action) like “Buy Now,” “Get a Free Quote,” or “Book a Call.”
If you’re not sure how to build a proper landing page, your PPC freelancer may recommend tools like Unbounce, Instapage, or Elementor to help you build high-converting pages quickly.
When I create Google Ads campaigns for clients, I always recommend having a dedicated landing page specifically designed for each campaign. If they’re unable to provide one, I develop tailored landing pages myself. This approach ensures an optimal user experience and helps maintain a high Quality Score.
I can’t stress enough how important the landing page is – it’s the place where visitors decide whether to inquire, fill out a form, or purchase a product or service. A well-designed landing page is crucial to the success of any Google Ads campaign.
Even if your campaigns are perfectly set up, a poorly designed landing page will drive potential customers away, resulting in lost leads and wasted ad spend. To truly maximize your ROI, your landing page must be clear, relevant, fast, and persuasive – turning visitors into real customers.
Pro Tip:
Run A/B tests on your landing pages using Google Optimize or other CRO (conversion rate optimization) tools. Even a small change in your headline or CTA can improve results significantly.
Bonus Tips for a Successful Collaboration
In addition to avoiding the three major mistakes above, here are a few bonus tips for getting the most from your Google Ads expert freelancer:
- Choose the right specialist: Look for certifications, client reviews, and proven case studies.
- Communicate regularly: Clear communication is key to a healthy, productive relationship.
- Trust their expertise: You hired them for a reason – let them do their job while you focus on your business.
- Be patient: PPC takes time to optimize. Expect the first few weeks to be about learning and refining.
- Review reports together: Don’t just look at cost and clicks. Understand the story behind the data.
How to Turn These Mistakes Into Success
Hiring a Google Ads specialist or freelance PPC consultant can dramatically boost your business – but only if you avoid common collaboration mistakes.
Set clear goals, trust the process, and never underestimate the power of a strong landing page. These small changes can lead to big results in your ROI and long-term growth.
Whether you’re working with an agency or a solo Google Ads freelancer, staying informed and engaged (but not overbearing) will make your campaigns more effective – and your partnership more successful.
Remember, effective communication and patience are key to optimizing your campaigns over time. Regularly reviewing performance data with your specialist ensures continuous improvement. By focusing on these elements, you’ll maximize your advertising budget and turn clicks into loyal customers.
If you’re ready to take your Google Ads campaigns to the next level, I can help. I offer personalized strategies backed by years of experience across multiple industries – plus a free consultation to get started.
