How to Become a Google Ads Specialist

Google Ads, formerly AdWords, is an advertising platform that allows businesses and other professionals to design, implement, and manage paid digital advertising campaigns. Successful campaigns help drive sales, increase visibility, market apps to new users, and maximize leads and conversions.

Google Ads operates on a pay-per-click, or PPC, platform, which means a business only pays when someone clicks on the ad itself. Because Google claims more than 90 percent of all search share worldwide, it’s vital to work with a professional who is an expert at using Google Ads for marketing campaigns [1].

What is a Google Ads Specialist?

A Google Ads specialist works in digital marketing, planning, creating, and managing digital advertising campaigns on the Google Ads platform. Depending on a business’s needs, a Google Ads Specialist might perform tasks like copywriting, data analysis, and digital campaign optimization. 

Google Ads allows businesses to market to a global digital audience, targeting the specific customers they want to reach. Google Ads specialists help companies use the Google Ads platform to its highest potential. Because this position trains to use the platform effectively, they can help a business save on its marketing budget and avoid wasteful spending. 

Specialists are also vital in increasing brand visibility by creating far-reaching and effective ad campaigns. Plus, Google Ads specialists undergo continual training to keep up with the latest trends and changes in Google Ads. 

What does a Google Ads specialist do?

A Google Ads specialist is typically responsible for creating, implementing, and managing digital advertising campaigns within the Google Ads platform. They ensure campaigns meet expected ROIs by running tests, modifying bids, and adjusting targeting. 

While a typical day is dependent on a business’s specific needs, some tasks you can expect to do include:

• Conducting keyword research: You will use keyword research tools to assess the keywords that will be competitive for your company and will help you maximize traffic to your company. 

• Using competitive analysis to design campaigns: Understand what your competitors in your market are doing so you can position your company as a better alternative. 

• Writing new ads: After researching keywords, you’ll need to write ad copy that uses those keywords to attract more traffic. 

• Testing ads: You will use tools like A/B testing to refine your ad strategy and determine which activities have the most significant impact. 

• Analyzing analytics: You will examine metrics like click-through rates, conversion rates, and impressions to identify areas for improvement in your strategy. 

Read more: How to Use Google Keyword Planner

Where do Google Ads specialists work?

Google Ads specialists have the opportunity to work in a variety of fields. Some specialists work as part of a more extensive marketing department or in a team of an advertising agency. These specialists typically answer to an account manager.

Other specialists work as freelance employees. As freelancers, Google Ads specialists work directly with agencies on a contract basis to manage specific campaigns. The flexibility of freelancing means that these specialists dictate their workload based on how many clients they choose to work with.

You can also work as an in-house specialist. In this instance, rather than working for an agency, you will be an employee of the business whose account you’re managing. 

Google Ads specialist salary

According to Glassdoor, Google Ads specialists in the US make an average base salary of $63,104 [2]. Some specialists receive bonus pay in commissions, profit sharing, or cash bonuses, but any additional income depends on the business where you’re employed.

Factors like your geographic location, skill set, education, previous experience, and industry may impact your salary.  

Certification

Certification in Google Ads provides the skills and foundational knowledge needed to be successful in a Google Ads specialist role. Certifications are professional accreditations that show potential employers that you’re an expert in Google Ads and can complete your responsibilities as required. Not only does certification benefit you, but it also benefits employers because it allows a business to enroll as a Google Partner in the Google Partners Program.

You can choose from several Google Ads certifications:

• Google Ads Apps

• Google Ads Search

• Google Ads Creative

• Google Ads Video

• Google Ads Display

• Google Ads Measurement

• Grow Offline Sales

• Shopping ads

• AI-Powered Performance Ads 

• AI-Powered Shopping Ads

Take Google courses

Once you’ve chosen which certification to complete, Google’s SkillShop platform will take you through the courses to teach you the fundamentals of each subject. You can also search online for additional educational courses, videos, blogs, and guides about Google Ads to gain knowledge you can use throughout your career.

Skills needed to become a Google Ads specialist

To become a Google Ads specialist, you need to have a strong background and familiarity with Google Ads. For many people, an efficient way to gain these skills is through certification, which you can complete independently of employment. Businesses typically look for specialists with bachelor’s degrees in communications, marketing, or business. 

While the specific skills will be dependent on the organization you’re working for, general skills include:

Technical skills

• Experience with marketing budgets, research, and media planning

• Digital marketing 

• Google Ads certification

Workplace skills

• Problem-solving 

• Communication 

• Time management and organization

• Ability to meet deadlines 

• Commitment to staying current with industry trends

Next steps

As a Google Ads specialist, you'll offer your expertise to organizations who want to use Google Ads to create a digital marketing campaign. Earning a bachelor's degree and Google Ads certifications can help start your career. Still, many Google Ads specialists seek additional knowledge to help them stay up to date on the platform.

Learn more about the fundamentals of Google Ads on Coursera. You can learn essential digital marketing strategies with a course like Google’s Make the Sale: Build, Launch, and Manage E-Commerce Stores. Alternatively, delve deeper into digital marketing with Google’s Digital Marketing and E-Commerce Professional Certificate, another option to gain the skills and background needed to start a digital marketing career.