What Is a Google Ads Consultant?

(And How They Help You Turn Clicks Into Clients)

Google Ads can be one of the most powerful ways to attract customers online — but only if your campaigns are well-targeted, efficiently managed, and optimised over time. Many businesses find themselves spending money but not seeing results. That’s where a Google Ads consultant comes in.

In this guide, we’ll break down what a Google Ads consultant does, their qualifications, when you should hire one, and how to choose the right expert for your business.

Other Names for a Google Ads Consultant (They All Mean the Same Thing)

When you're researching or hiring, you'll notice people use different titles to describe the same role. These all refer to someone who helps you plan, manage, and optimise your Google Ads campaigns:

• Google Ads Specialist

• PPC Consultant (Pay-Per-Click Consultant)

• Google Ads Freelancer

• SEM Consultant (Search Engine Marketing Consultant)

• AdWords Consultant (older term, from when Google Ads was called AdWords)

• Google Ads Expert

• Paid Search Consultant

• Google Advertising Consultant

• PPC Strategist

• Google Ads Account Manager

So whether someone calls themselves a Google Ads expert or a PPC consultant, the core job is the same: helping you get more customers through strategic advertising on Google.

What Does a Google Ads Consultant Do?

A Google Ads consultant is a digital marketing professional who helps businesses grow by running high-performing paid campaigns on Google’s advertising platform. Their job is to make sure every dollar you spend is working toward your goals — whether that’s more calls, enquiries, bookings, or sales.

Key Responsibilities:

• ✅ Keyword Research: Identifying profitable, high-intent search terms

• ✅ Campaign Creation: Structuring campaigns for success from day one

• ✅ Ad Copywriting: Writing headlines and descriptions that convert

• ✅ Conversion Tracking: Making sure leads and sales are being measured

• ✅ Ongoing Optimisation: Constantly testing and improving performance

• ✅ Reporting & Insights: Turning data into decisions

Beyond keyword selection, a consultant carefully structures your campaigns by organising ad groups, setting budgets, and selecting bidding strategies tailored to your goals. They craft persuasive, targeted ad copy that speaks directly to your audience’s needs and motivations, increasing the chances that clicks convert into meaningful leads. To measure success accurately, they implement advanced conversion tracking using tools like Google Analytics and Google Tag Manager, tracking everything from phone calls and form submissions to online sales, so you know precisely which ads drive your bottom line.

However, the consultant’s role doesn’t stop once the campaign launches. Google Ads requires continuous management and optimisation — reviewing performance data regularly to pause ineffective ads, adjust bids for maximum return on investment, test different ad variations, and refine audience targeting. This ongoing fine-tuning ensures your campaigns adapt to market changes and deliver improving results over time. On top of this, consultants translate complex performance metrics into straightforward, actionable insights through clear reporting, empowering you to understand your advertising’s impact and make informed business decisions.

In essence, a Google Ads consultant acts as your dedicated partner, combining technical expertise with strategic thinking to minimise wasted spend and maximise the growth and profitability of your advertising efforts.

It doesn’t matter what country you’re in — a Google Ads consultant in Australia does the same core work as one in the US, UK, or anywhere else. Their job is to help you get the best results from your advertising budget by setting up, managing, and optimising your Google Ads campaigns to drive leads, sales, or bookings.

How a Google Ads Consultant Guides Your Campaign Type, Objective, and Budget

Figuring out the right campaign type, objective, and budget for your Google Ads can be overwhelming. A Google Ads consultant takes the guesswork out of the equation by working closely with you to understand your specific business goals—whether that’s increasing website visits, generating more phone calls, collecting leads, or boosting online sales

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From there, they recommend the best campaign format for your needs. This might be Search Ads to capture customers actively searching, Display Ads to build brand awareness, Shopping Ads for product promotions, or Video Ads to engage your audience on platforms like YouTube.

Next, they help set a clear advertising objective within Google Ads, such as driving traffic, generating leads, or raising brand visibility, ensuring your campaign is optimised for what matters most to your business.

When it comes to budget, a consultant analyses your industry, competition, and target audience to suggest a realistic and effective spend. They also choose the right bidding strategies—whether focusing on clicks, conversions, or impressions—to make sure every dollar works hard to deliver the best return on investment.

With a Google Ads consultant guiding these key decisions, you avoid costly mistakes and get campaigns tailored to deliver results from day one.

What Qualifications Should a Google Ads Consultant Have?

While there’s no single path to becoming a Google Ads consultant, there are a few key qualifications and indicators of expertise that you should look for:

✅ Google Ads Certification

Most reputable consultants are certified by Google through the Google Skillshop platform. This means they’ve passed official exams covering campaign setup, optimisation, performance tracking, and more across Search, Display, Shopping, and Video campaigns.

✅ Hands-On Experience

Beyond certifications, practical experience is critical. A strong consultant should have a track record of running successful campaigns across different industries, budgets, and business goals. They should be able to talk through specific results they’ve achieved—like lowering cost-per-click, increasing conversions, or improving return on ad spend (ROAS).

✅ Knowledge of Tracking & Analytics

Expert consultants understand how to implement and manage conversion tracking using tools like Google Tag Manager and Google Analytics. This ensures every lead, sale, or enquiry is being tracked properly.

✅ Up-to-Date with Google Ads Changes

Google Ads evolves constantly. The best consultants stay current with algorithm updates, new features (like Performance Max), and platform best practices so your campaigns stay competitive.

✅ Strong Communication Skills

Technical skills are essential, but so is communication. A great consultant can explain campaign performance clearly, offer strategic advice, and help you make informed decisions—without the jargon.

When Might You Need a Google Ads Consultant?

Not every business needs a full-time marketing team—but many reach a point where expert help with Google Ads makes all the difference. Here are common situations where hiring a consultant is a smart move:

🚀 You're New to Google Ads

Starting from scratch? A consultant will set things up properly from day one, avoiding costly mistakes and helping you launch faster with confidence.

💸 You're Spending Budget but Not Seeing Results

If you're already running ads but not getting leads, enquiries, or sales—it’s time for expert eyes. A consultant can identify what’s wrong and turn things around.

🧭 You’re Not Sure What Campaign Type or Strategy to Use

Search, Display, Performance Max, Video... it’s a lot. A consultant will recommend the right campaign type and bidding strategy based on your goals.

⏳ You Don’t Have Time to Learn the Platform

Google Ads has a steep learning curve. If your time is better spent running your business, a consultant handles the strategy and day-to-day optimisation for you.

📊 You're Not Tracking Results Properly

If you’re unsure how many leads or sales you’re getting from your ads, a consultant can implement proper conversion tracking—so you know what’s working.

📈 You Want to Scale

Already seeing some results? A consultant helps you grow further by improving ad performance, testing new keywords, and refining your ROI.

Where Can You Find Someone To Manage Your Ads

Finding the right person to manage your Google Ads campaigns is crucial to your success. Here are some of the best places to look:

1. Google Ads Agencies in Sydney If you’re based in Sydney or targeting local customers, working with a dedicated Google Ads agency in Sydney can be a huge advantage. These agencies understand the local market and can tailor your campaigns to reach your ideal audience effectively. Plus, having local support means easier communication and faster response times.

2. Specialized Google Ads Agencies There are many agencies, including leading Google Ads agencies in Sydney, that focus solely on Google Ads or PPC management. These agencies have experienced teams and proven strategies to deliver measurable results across various industries and budgets. Choosing a specialist agency, like a reputable Google Ads agency in Sydney, ensures your campaigns are handled by experts who stay up-to-date with the latest Google Ads features and best practices.

3. Freelance Platforms Sites like Upwork, Freelancer, and Fiverr offer access to freelance Google Ads consultants. You can review portfolios, ratings, and client reviews to find a specialist that fits your budget and business goals.

4. Google Partner Directory Google’s Partner Directory lists certified agencies and consultants who meet Google’s standards for expertise and performance. You can search by location or industry to find trusted professionals.

5. Recommendations & Referrals Asking peers or other business owners for referrals often leads to finding reliable and proven Google Ads consultants who have delivered real results.

6. LinkedIn & Professional Networks LinkedIn can be a valuable resource to find Google Ads experts who share their credentials and client success stories, helping you vet their experience.

This article will give you a clear understanding of what a Google Ads consultant is and what they do to help your business succeed.

Ready to Make Your Google Ads Work Harder?

Whether you’re just getting started or looking to fix an underperforming campaign, hiring a Google Ads consultant could be the smartest move you make this year.

Let’s chat about your goals and see if we’re a good fit.👉 Book a free 30-minute strategy call — no pressure, just practical advice tailored to your business.