How to Manage Google Ads for Clients: 9 Proven Steps

Imagine this: a new client approaches you, excited to have you take over their Google Ads campaigns. But as they explain that their previous manager didn’t work out, you can’t help but feel a little hesitant. 

Taking over an existing campaign can be a daunting task, but fear not! With the right approach and mindset, you can successfully onboard and run Google Ads for clients.

Whether you’re a PPC manager at an agency or an independent freelancer, these tips will help you get started. 

The key is to treat your clients’ business as if it were your own, and understand their goals and needs. So, let’s dive in and learn how to set yourself up for success!

Step 1: Get to know your client

The first thing you need to do when managing Google Ads for a client is to get to know them personally. You want to provide a personalized service, so it’s important to build a strong relationship with your client. Ideally, you’ll be able to meet them in person, but if that’s not possible, you can always use Zoom or have a phone call.

During your meeting, make sure you pay attention to how your client communicates and what their goals are. This will help you understand what steps you need to take to help them achieve their objectives.

Step 2: Determine your client’s KPIs

When working with a new client, your primary goal is to help them drive conversions and revenue. To achieve this, you need to learn what their Key Performance Indicators (KPIs) are. This can include metrics like sales, leads, and phone calls.

For example, if your client is a service business, they may get new clients through a lead form, a phone call, live chat, and more. Your job is to determine which KPI is the most valuable and which one your campaigns should focus on.

By understanding your client’s goals and KPIs, you can create a Google Ads campaign that’s tailored to their needs and will help them achieve their objectives.

Step 3: Understand your industry and competitive research

When it comes to managing Google Ads for clients, it’s crucial to understand the unique characteristics of their industry. 

If you have experience working with various industries, you’ll be able to provide tailored solutions that cater to your specific target audience.

To gain a competitive edge, you can conduct extensive research on your competitors, analyzing where they allocate their ad budget and what strategies work for them.

This information is invaluable as it helps you devise a plan that sets you apart from the competition and increases your chances of attracting potential clients.

Step 4: Customized Google AdWords Strategy

To create a successful Google AdWords campaign for your client, you need to understand their goals and industry. Then, you can develop a personalized strategy that meets their business objectives.

As you run your campaign, it’s important to continually adjust and optimize your ads to stay relevant to consumers and adapt to changes in the marketing landscape.

Using data and analytics to guide your decisions can help ensure that your investment in Google Ads generates the best possible results.

Step 5: Link and track your accounts

First things first, you’ll need to ensure that you have access to both your Google Analytics and Google Ads accounts. Once you have that covered, you’ll want to link the two accounts together and set up conversion tracking. 

This is crucial because you’ll want to be able to track any and all actions that are important to your business, whether it’s sales, form submissions, or phone calls. By doing this, you’ll be able to optimize your campaigns to get the best results possible.

Step 6: Set up campaigns for success

When it comes to setting up your campaigns, it’s important to follow best practices to ensure that you get the most out of Google Ads. You’ll want to create campaigns that are tailored to your specific business goals and target audience. 

You should also make sure to take advantage of all the amazing features that Google Ads has to offer, such as ad extensions, remarketing, and more. By setting up your campaigns correctly, you’ll be able to achieve a successful launch and ultimately drive more conversions and revenue for your business.

Step 7: Get accurate reporting to optimize Google ads

Keeping track of accurate data is crucial when it comes to managing Google Ads for your clients. In order to optimize your client’s ads, it is important to have access to bi-monthly and monthly reports that provide the necessary information. By doing so, you will have a clear understanding of the return on investment that you are getting with Google AdWords.

At the same time, accurate reporting helps us to make educated marketing decisions that allow us to achieve your Key Performance Indicator goals. This way, both parties benefit and it’s a win-win situation for everyone involved.

Step 8: Consistent optimization for maximum ROI

When managing Google Ads for your clients, it’s important to remember that consistent optimization is key to getting the most out of their campaigns. You should let their campaigns run for about a week to gather data and then dive in, monitoring their campaign daily and fixing any issues as they arise. 

To make informed decisions, you need accurate data and a large enough sample size. That’s why each month, you should focus on adding new keywords, new negative keywords, A/B testing ads, landing pages, ad copy, ad extensions, campaign settings, and more. By doing this, you’ll ensure that your clients are getting the maximum return on their investment.

Step 9: Audit your client’s overall digital marketing strategy

As a Google Ads manager, it’s important to take a holistic approach to your clients’ digital marketing efforts. That’s why one of the most valuable services you can provide is a thorough audit of their overall digital marketing strategy. 

You should examine how Google Ads is working for them, along with their phone call strategy, email marketing strategy, social media strategy, and website. 

By doing this, you can identify areas where you can provide recommendations and help your clients improve. A strong digital marketing strategy is crucial to driving results, and you’re here to help your clients achieve success.