10 Red Flags to Watch Out for When Hiring a Google Ads Specialist

Hiring a Google Ads specialist can be an important move for your small business, potentially driving growth and bringing in quality leads and sales. But, like any investment, choosing the wrong specialist can be costly - both in time and money.

Ideally, you’d get a referral from a fellow business owner or a trusted business support service, making the decision process a bit smoother. But that’s not always possible, and without a reliable recommendation, it’s crucial to know what to look out for.

I’ve spoken with many small business owners who’ve had less-than-ideal experiences because they missed some early warning signs.

So, before you commit to hiring someone to manage your Google Ads, let’s look at the red flags that could indicate they’re not the right fit for your business.

1. Overpromising Results – The “Too Good to Be True” Specialist

Beware of Unrealistic Guarantees

Imagine this: You’re shopping for a car, and the salesperson promises that this one vehicle will give you perfect mileage, never need maintenance, and be the fastest on the road - all for a bargain price. Sounds too good to be true, right? The same goes for Google Ads specialists who promise the moon without even understanding your business.

Be wary of anyone who guarantees top rankings, instant success, or specific results without first diving deep into your business’s specifics. Google Ads is complex, and results depend on many factors including competition, budget, and the quality of your website.

Red Flag: Specialists who make grand promises without asking about your business specifics.

What to Look For Instead: Look for someone who provides realistic expectations and a clear, step-by-step plan for your campaign growth rather than sweeping guarantees. A good specialist will give you a balanced view of what’s achievable and what’s not.

2. Lack of Relevant Experience – Does Industry Matter?

Do They Understand Your Business?

Let’s say you run a boutique pet grooming business. You wouldn’t want a specialist who has only ever worked with heavy machinery companies, would you? While Google Ads skills are transferable, having experience in your specific industry can make a significant difference.

Industry knowledge helps a specialist anticipate customer behaviour, understand the competitive landscape, and tailor strategies that connect with your audience.

Red Flag: Specialists who can’t provide case studies or examples of work in your industry.

What to Look For Instead: Ideally, find someone with relevant experience or who demonstrates adaptability across a range of industries. If they don’t have direct experience in your niche, they should at least be keen to learn and understand your business thoroughly.

3. No Transparency – The Secretive Specialist

Are They Hiding Something?

Imagine hiring someone to build an extension on your house, but they refuse to show you the plans, keep the windows covered, and tell you, “Don’t worry, it’ll be great!” You’d be anxious, right? Transparency is key in any working relationship, and it’s no different when hiring a Google Ads specialist.

Some specialists might be reluctant to share details about their strategies, the progress of your campaigns, or even basic performance data and choose to own a Google Ads account. This lack of transparency can leave you in the dark and unsure if your investment is paying off.

Red Flag: Specialists who are vague or secretive about their strategies and reluctant to provide clear reports or access to your campaigns through the platform.

What to Look For Instead: You want someone who is open about their process, shares detailed performance reports, and is willing to explain their strategies in plain English. Good communication builds trust and ensures you’re both on the same page. 

4. Poor Communication – The Ghosting Specialist

Is Communication a Struggle?

Picture this: You send a couple of emails, leave a few voicemails, and still - crickets. Poor communication can turn a promising partnership into a frustrating experience.

Your Google Ads specialist should be proactive, keep you informed, and be easily reachable when you have questions or concerns.

Red Flag: Delayed responses, reviews with comments about poor communication, missed meetings, or needing to chase them for updates.

What to Look For Instead: A specialist who values communication and keeps you in the loop with regular updates, even if it’s just a quick check-in to say things are on track. Clear and consistent communication is essential for a smooth partnership.

5. Focus on Vanity Metrics – Are They Looking at the Wrong Numbers?

Are They Tracking What Really Matters?

Imagine celebrating a packed restaurant every night, only to find out half the customers are just there for the complimentary bread and never actually order a meal. This is what it’s like when your Google Ads specialist focuses on vanity metrics - like clicks and impressions - that don’t necessarily translate to actual business results.

It’s easy to be dazzled by big numbers, but what you really need are results that impact your bottom line, such as conversions, sales, or quality leads.

Red Flag: Specialists who only highlight high clicks or impressions without discussing conversions or ROI.

What to Look For Instead: Someone who digs deeper into the data and prioritises the metrics that truly matter to your business goals, such as conversion rates, cost per acquisition, and overall return on investment.

6. One-Size-Fits-All Strategy – The Cookie-Cutter Specialist

Is Their Strategy Tailored to Your Business?

Ever tried on a ‘one-size-fits-all’ shirt? It usually doesn’t fit anyone particularly well. The same goes for cookie-cutter Google Ads strategies. Your business is unique, and your Google Ads strategy should reflect that uniqueness.

Red Flag: Specialists who propose a standard package without asking about your specific needs, industry challenges, or business goals.

What to Look For Instead: A good specialist will take the time to understand your business and develop a customised approach that aligns with your specific goals and challenges. They should be able to explain why certain strategies are right for your business and how they plan to execute them.

7. No Proof of Results – Can They Walk the Talk?

Do They Have Proven Success?

It’s one thing to talk a good game, but can they back it up? When hiring a Google Ads specialist, it’s crucial to see proof of their past successes. This could be in the form of case studies, testimonials, or specific examples of how they’ve helped other businesses like yours.

Red Flag: Specialists who can’t provide evidence of past results or only offer vague references.

What to Look For Instead: Look for concrete examples of their work. They should be able to show you the results they’ve achieved for similar businesses through case studies and explain the strategies they used to get there.

8. Resistance to New Trends and Tools – Stuck in the Past?

Are They Keeping Up with Changes?

The digital marketing landscape changes rapidly, and Google Ads is no exception. A specialist who’s stuck in their ways and resistant to trying new tools or strategies can leave your campaigns lagging behind the competition.

Red Flag: Specialists who don’t stay updated on the latest Google Ads features or dismiss new tools like Performance Max campaigns without considering their potential benefits.

What to Look For Instead: Find someone who advocates for continuous learning and isn’t afraid to try new things. They should be excited about the latest updates and be able to explain how these changes could benefit your campaigns.

9. No Focus on ROI – Are They Just Spending Your Budget?

Do They Care About Your Bottom Line?

At the end of the day, it’s all about results that matter - leads, sales, and a positive return on your investment. A specialist who doesn’t prioritise ROI is just spending your budget without a clear goal in mind.

Red Flag: Specialists who focus on spend without correlating it to outcomes like conversions, revenue, or growth.

What to Look For Instead: Choose a specialist who regularly reviews campaign performance against your business goals and makes adjustments to optimise for ROI. They should be as invested in your success as you are.

10. No Contract Flexibility – Are You Locked In?

Is There an Exit Strategy?

Entering into a contract with a Google Ads specialist should feel like a partnership, not a trap. Be wary of long-term contracts that don’t offer flexibility, especially if there are no clear performance benchmarks or opportunities for review.

Red Flag: Contracts that lock you in for extended periods without the option to pause or exit based on performance.

What to Look For Instead: Look for flexible terms that allow you to assess the relationship and performance regularly. A good specialist will offer terms that protect both parties and allow for adjustments if things aren’t working as expected.

Hiring the right Google Ads specialist can be a game-changer for your business, but it’s crucial to spot the red flags early on.

By being aware of these common pitfalls, you can avoid costly mistakes and find a specialist who genuinely understands your business and is committed to driving the results that matter.