Marketing Managers: How to Get the Green Light for Google Ads Support

Running the day-to-day marketing activities can feel like spinning many plates all at once: you’re coordinating team meetings, reviewing campaign briefs, scripting social media posts, writing email newsletters, scheduling webinars, analysing website data, and still expected to keep an eye on your Google Ads campaigns. Over time, this constant context-switching can lead to half-finished optimisations and missed revenue opportunities. Yet, Google Ads remains a cornerstone of digital marketing; if managed properly, it can drive high-quality traffic to your website, increase conversions (sales/leads), and contribute directly to your bottom line.

But mastering the platform requires dedicated expertise and ongoing attention. Even seasoned marketers can struggle to keep up with Google’s frequent updates, new automation features and shifting best practices. Meanwhile, every wasted click is money down the drain, and every under-optimised asset is a missed potential sale. The solution? Bringing in a freelance Google Ads specialist who lives and breathes the platform day in and day out and can help you get the most out of your ad spend.

In this guide, you’ll find a blueprint for helping you secure approval for expert support. It will cover:

1. The Top Three Questions decision-makers will typically ask and how to answer them.
2. A Four-Step ‘Green Light’ Plan that maps out the process from discovery to ongoing optimisation.
3. Defining Success with clear, measurable targets so there’s no confusion about what “success” looks like.
4. A Ready-To-Use Email Template you can copy, paste and adapt to your needs.
5. Advanced FAQs tailored to land featured snippets and address any lingering objections.

By the end, you’ll have the language, structure and depth required to get that green light, without fluff or jargon.

1. The Three Questions Your Manager/Boss Will Ask

When you suggest external support, your manager or boss will naturally zero in on three fundamental concerns: cost vs. return, why internal resources aren’t sufficient, and proof that hiring an expert will yield results. Skip over any of these, and you risk hesitation or outright rejection.

To build a compelling case, present data-driven answers, real-world examples and risk mitigation approaches.

1.1 What’s the cost, and what’s the expected return?

Benchmarks & Projections

Rather than promising a guaranteed figure, frame ROI as a benchmark and a process to aim for. For many small businesses, a 300% return on ad spend (ROAS) or £3 returned for every £1 invested is a solid target to aim for and then to build on.

Explain that:

• Phase 1: Is typically a focus on data gathering, testing different keywords, ad copy variations and audiences. Initial ROAS might sit lower while the system learns.
• Phase 2: Is where the refinements take place based on performance signals, adjusting budget and bidding strategies toward better‑converting segments and pausing underperforming assets. ROAS should start to rise.
• Phase 3: Is continuous optimisation and strategic expansion (e.g., shopping feeds, video ad campaigns, among others), aiming to achieve or exceed 300% ROAS.

Breaking Down Investment Options

Personally, I offer two clear paths, each with defined deliverables and pricing; however, it's essential to consider the specific Google Ads Specialist options.

Option A: Ongoing Expert Support (from £370/month)

1. Initial audit & setup: Account structure review, research, campaign creation or reorganisation, conversion tracking installation – the works!
2. Weekly management: Bid optimisations, search term report analysis, negative keyword updates, performance adjustments and much more.
3. Monthly research: Competitor analysis, keyword expansion, industry trend monitoring.
4. Reporting & strategy: Dedicated 45-minute monthly call, accompanied by a PDF report with actionable insights and next steps.
5. Ad creative refresh: Regular review of ad copy, headlines and asset quality to prevent ad fatigue and maximise click-through rates.

Option B: Power Hour (£195 for 60 minutes)

• Live account review: Screen-share recorded session to diagnose top issues.
• Immediate recommendations: 3–5 tactical quick wins (e.g., adjusting match types, tweaking ad extensions, fixing tracking issues).
• Follow-up recording: A recording of the session will be sent to you so you can review it again in case you missed anything or need to refresh your memory.

When to choose which: If budget is tight or you need to prove value internally, start with a Power Hour. For sustained growth, opt for ongoing support; think of it as having a fractional PPC manager on your team.

Quantifying Wasted Spend

A recurring issue in unmanaged accounts is wasted spend, often due to broad match keywords or missing negatives. On average, a specialist audit uncovers 10–20% (in some cases, I have uncovered as much as 50%) of a company's monthly spend being wasted on irrelevant clicks. For a monthly budget of £2,000, that’s £200–£400 recaptured, effectively covering the specialist fee.

Frame this as a quick ROI win:

• Wasted spend recovered: £300 pcm
• Specialist fee: £353 pcm
• Net investment: £53 pcm for expert management and upside potential

1.2 Why not keep it in-house?

Expertise vs. Daily Bandwidth

Even seasoned marketers face a steep learning curve with Google Ads. Here’s what’s at stake:

• Platform evolution: Google pushes new features, bidding strategies and interface changes every few weeks. Staying up to date requires dedicated time and testing.
• Complex feature set: Options like Performance Max, Smart Bidding, audience signals and dynamic ad creative can drive decent growth, but only when configured correctly.
• Mistake mitigation: Common errors (tagging discrepancies, Quality Score drops, geo‑targeting slip-ups or incorrect keyword match types used) can impact performance. An expert has seen and solved them hundreds of times.

Remember: handing Ads to a specialist doesn’t diminish your role; it enhances it by freeing you to focus on strategic priorities, such as campaign messaging, brand partnerships, or cross-channel integration.

Time Savings & Opportunity Cost

Consider the true cost of your time:

• Scenario A: DIY
  • 5 hours/week on Ads
  • Hourly value: £50
  • Total cost: £1,000/month
• Scenario B: Specialist
  • 1–2 hours/week on oversight
  • Specialist fee: £353/month
  • Total cost: £353/month

Result: You reclaim 3–4 hours/week (£600–£800 value) while benefiting from expert performance, multiplied across every click and conversion.

1.3 How can we trust it will work?

Showcasing Track Record with Data

Nobody wants vague assurances. Instead, share anonymised snapshots of results. Also, most specialists should have a selection of case studies on their website that they are willing to share.

Metric	Improvement Range	Timeframe	Context
Cost‑per‑lead (CPL)	15–30% lower	3 months	Professional services client, initial CPL £40 → £28
Lead volume	20–50% increase	6 months	Ecommerce store, monthly leads 100 → 150+
ROAS	200% → 450%	4 months	Niche B2B, blended campaigns across Search & Display

Case snippet: For a B2B SaaS client, I reduced CPL by 25% in 90 days by restructuring campaigns and refining ad copy. Their marketing budget delivered a 320% ROAS.

Transparent Reporting & Accountability

Reassure decision-makers with structured reporting:

• Monthly strategy call (60 min): Reviewing key metrics, impressions, clicks, CTR, CPC, conversion rate, CPL, ROAS, and discussing learnings/future optimisations.
• Detailed PDF reports: 3–4 pages of narrative context, visuals (charts, graphs) and clear analysis of the results.

Mitigating Risk with Flexible Terms

Mention the flexibility to alleviate concerns:

• No long-term lock-ins: Month-to-month agreements, cancel or pause at any time.
• Satisfaction guarantee: If you are unhappy with the service I provide, the fee for that month will be refunded.

2. The Four-Step ‘Green Light’ Plan

Outline each phase in detail so stakeholders understand exactly what happens and when.

Step 1: Discovery & Goal-Setting

• Business deep dive: Understanding your product/service, target personas and revenue goals.
• Campaign history review: Discuss past performance, pain points and budget constraints.
• Define KPIs: Agree on metrics like ROAS, CPL, conversion rate and impression share targets.
• Communication roadmap: Establish preferred channels (Slack, email, video calls) and reporting frequency.

Step 2: Account Audit & Action Plan

• Technical audit: Evaluate tracking setup, Google Tag Manager, Analytics goals, event tracking and cross-domain issues.
• Campaign structure review: Analyse existing ad groups, keyword match types, budget distribution and bidding strategies.
• Creative assessment: Review ad copy, headlines, descriptions and asset quality; identify fatigue and messaging gaps.
• Competitive analysis: Benchmark against top three competitors, ad copy themes, offer positioning and keyword overlap.
• Campaign Action Plan: Based on the research, a presentation of the proposed strategy is sent for approval.

Step 3: Implementation & Launch

• Structural updates: Create new campaigns/ad groups.
• Ad copy refresh: Write and test multiple headline and description variants.
• Tracking enhancements: Fix or install GTM, configure conversions for key actions (lead form, phone call, chat start, purchase).
• Daily performance check: Monitor first 72 hours for anomalies, budget pacing, disapproved ads, and click spikes.

Step 4: Ongoing Optimisation (Monthly & Weekly)

• Weekly tasks:
  • Search query report cleanup - add negatives, refine keywords
  • Bid adjustments - manual or via smart bidding strategies (Target CPA, Target ROAS)
  • Pause/expand ad variations based on performance
• Monthly deep-dive:
  • Analyse audience segments and demographic performance
  • Explore advanced formats - Performance Max, Discovery campaigns, video ads
  • Refresh creative and update offers (seasonal, promotional)

3. Defining Success

Setting clear, measurable targets upfront removes vagueness and holds everyone accountable. You can customise these templates based on your industry and historical data.

Metric	Baseline	90‑Day Target	6‑Month Target	Notes
Qualified leads(sales)/ month	X	X + 25%	X + 50%	Define what counts as “qualified” in your context
Cost‑per‑lead (Sale) (£)	£Y	£Y − 20%	£Y − 30%	Reflects efficiency improvements
Return on Ad Spend (ROAS)	A%	300%	350–400%	Tracks revenue generated per £1 spent
Impression share (%)	B%	+10 pp	+15 pp	Indicates improved ad visibility

Clarify any assumptions, such as average order value or revenue per lead, so that targets are realistic and tailored to your specific business needs.

4. Sample Email to Your Manager

Use or adapt this email to streamline the approval process:

Subject: Proposal: Freelance Google Ads Expertise

Hi [Manager’s Name],

I’d like to bring in a freelance Google Ads specialist to help us optimise our ad spend and free up time for strategic initiatives. Based on my analysis, here’s why this is the right move:

1) Budget efficiency: Target ROAS of £3 returned per £1 spent with 10–20% reductions in wasted clicks.

2) Time savings: I’ll reclaim 4–6 hours/week currently spent on manual optimisations.

3) Expertise on tap: Access to advanced tactics - Performance Max, smart bidding and audience signals - without the steep learning curve.

Options:

• Ongoing support at £370/month - full management, strategy calls and reporting
• Power Hour at £195 - 60-minute session and quick-win recommendations

I’ve attached a one-pager detailing the four-step plan and what success metrics might look like. Can we discuss this on [proposed date/time]? I’m confident this investment will pay for itself through improved performance.

Thanks for considering,
[Your Name]

5. Advanced FAQs (Optimised for Featured Snippets)

Q: How quickly will we see results?
Most clients notice preliminary improvements - lower CPC or higher conversion rate - within 2–3 weeks. Expect comprehensive ROI clarity within 60–90 days as the optimisation cycle completes. But it's important to note that each client is different, and during the discovery calls and through research, you will be given what is most realistic for your business.

Q: What if it doesn’t deliver?
There are no long-term commitments. You can pause or cancel at any time.

Q: Should Google Ads run alongside other channels?
Absolutely. Google Ads often works best in tandem with Facebook, LinkedIn or Bing (depending on who your target audience is). For example, LinkedIn can target professional audiences, while Google Ads captures bottom-of-funnel intent.

Q: What makes a freelance specialist different from an agency?

• Direct access: You work one-on-one with the expert - no account hand-offs.
• Cost transparency: Clear monthly fee or hourly rate with no hidden charges.
• Flexibility: Rapid pivoting and tailored support based on your evolving needs.

Q: Can we see real examples of past success?
Yes - I have a series of PPC case studies on my website and a selection of testimonials from other happy clients.

Conclusion & Next Steps

Securing approval for Google Ads specialist support doesn’t have to be an uphill battle. Armed with this comprehensive guide, complete with ROI benchmarks, detailed plans, success metrics and ready-to-use communication templates, you’re fully equipped to make a persuasive case.

Here’s to unlocking better ROI, more qualified leads/sales and reclaiming your time to focus on what truly matters. Let’s get that green light and transform your Google Ads into a growth engine!

If you’d like to speak to me about Google Ads Support- whether through my Power Hour or Google Ads Management, please click the links for more information.