What to Look for in a Google Ads Campaign Manager

Why Data-Driven Decisions, Clear Strategy, and Long-Term Thinking Matter

Running Google Ads is easy. Running them profitably and integrating them into a broader business strategy? That’s something else entirely.

Whether you’re investing $1,000 or $100,000 a month, the person managing your campaigns plays a critical role in determining your success. A good Google Ads campaign manager isn’t just a technician — they’re a strategist, a problem-solver, and a growth partner who understands how ads fit into the bigger picture of your business.

Here’s what to look for — and why these elements make the difference between wasted ad spend and reliable ROI.

Want to learn more? Book a strategy session here 

1. Conversion Tracking Setup (Non-Negotiable)

Before a single dollar is spent, your campaign manager must ensure that proper conversion tracking is in place. This includes setting up:

• Google Tag Manager or direct global site tags
• Custom conversion events (e.g. purchases, form fills, bookings)
• Enhanced conversions (first-party data collection for improved attribution)
• Cross-device tracking for more accurate data

Without this foundation, you’re flying blind — and every decision made in the account will be based on guesswork instead of real outcomes.

2. A Clear Understanding of Click-Through Rate (CTR) Benchmarks

A skilled campaign manager won’t just chase CTR for vanity’s sake — they understand its role in driving Quality Score, which directly influences your cost per click and ad rank.

They’ll monitor CTR closely across campaigns, analyse performance by ad copy and keyword intent, and know when to prioritise higher CTR versus more qualified traffic — especially on high-intent, low-volume keywords where precision matters more than volume.

3. High-Intent vs Low-Intent Keyword Strategy

Many underqualified managers waste budget on broad, high-volume keywords that bring traffic but no conversions. A true expert will know how to:

• Prioritise long-tail, high-intent keywords that signal readiness to buy or engage.
• Layer audience data onto keyword targeting to refine who sees your ads.
• Use negative keywords aggressively to cut out irrelevant clicks.

You don’t just want traffic. You want the right traffic.

4. Search Campaigns, Performance Max, and Strategic Diversification

Google Ads in 2025 is not just about search campaigns. Your campaign manager should be fluent in using a variety of campaign types — and know when not to use them.

• Performance Max is powerful for eCommerce and lead generation when fed with clean data and creative assets. But it requires careful oversight, strong conversion data, and exclusion strategies.
• Standard Search still drives core traffic for service-based businesses, especially when paired with compelling ad copy and location targeting.
• Remarketing, display, discovery and video campaigns can support broader brand awareness goals — but only when used strategically.

The key is being able to justify the mix. Your manager should be able to explain why each campaign type is in place, how it complements the others, and what it’s expected to deliver.

5. Real-Time ROAS Tracking and Reporting

Return on Ad Spend (ROAS) is the bottom line. An effective Google Ads manager should provide:

• Transparent, easy-to-understand reporting
• Real-time dashboards (Google Data Studio or third-party tools)
• Revenue attribution by keyword, audience, and campaign
• Strategic recommendations based on performance, not just numbers

If your manager can’t tie ad spend directly to revenue — and offer solutions when performance slips — you need someone who can.

6. Proactive Keyword Research and Search Term Analysis

Your campaign manager should constantly look for opportunities: new search terms, missed gaps, competitor weaknesses, and seasonal variations. Good managers research once. Great managers research every week.

They’ll also use search term reports to clean up wasted spend, identify new high-performing keywords, and regularly refine both match types and negative keyword lists.

7. A/B Testing that Drives Real Optimisation

Split-testing is more than just running two ads and seeing which wins. It’s about testing with intention. Your Google Ads manager should regularly A/B test:

• Headlines and descriptions
• Landing pages
• Call-to-action language
• Ad extensions
• Images and videos in Performance Max

Each test should be tracked, measured, and acted upon — not just reported. Optimisation is a constant process, not a set-and-forget task.

8. Integration With the Rest of Your Business

Perhaps the most overlooked skill of a strong Google Ads manager is their ability to think beyond the ads.

• Does your landing page support the ad message?
• Is your team prepared to convert the leads that come in?
• How does Google Ads complement your SEO, social media, or email strategy?
• Are your campaigns supporting the seasonality or long-term brand positioning of your business?

Your ads shouldn’t exist in isolation. A skilled manager works with your broader marketing team (or wears multiple hats themselves) to ensure Google Ads is part of a cohesive marketing ecosystem — not a silo.

9. A Long-Term View: Transitioning from Ads to Organic Growth

Finally, any good campaign manager should be honest about the limitations of paid ads. Google Ads are powerful for acquisition, testing, and short-term growth — but no business should rely on them forever.

At David Hannah Marketing, we build campaigns that not only perform — but inform your broader strategy. The goal isn’t to keep you spending indefinitely. It’s to help you:

• Test what messages convert before building out SEO landing pages
• Use high-performing search terms to drive content creation
• Build a brand that gets clicks without paying for them

Over time, your ad campaigns should help fund your transition into sustainable organic growth through SEO, brand development, and owned channels. That’s real digital maturity — and that’s what we aim to deliver.

In Summary

Choosing the right Google Ads campaign manager is about more than credentials or certifications. It’s about strategic thinking, technical execution, and the ability to tie every campaign decision to your real business goals.

At David Hannah Marketing, we manage Google Ads the right way — with clarity, integrity, and an eye on your future. If you're ready for results that are tracked, tested, and truly connected to your business, we’d love to have a conversation.

Request a strategy session here.