How to Become a Google Ads Specialist

Key takeaways

You can become a Google Ads specialist by completing Google Ads certifications and earning a relevant bachelor’s degree.

• Google claims over 90 percent of all search share worldwide [1].

• A Google Ads specialist conducts keyword research, writes new ads, and tests ads to determine which are most successful.

• You can choose between Google Ads certification options on Google’s Skillshop platform.

Explore what a Google Ads specialist does and how to become one. Afterward, consider enrolling in the Google Digital Marketing and E-commerce Professional Certificate. In as little as six months, you can learn the fundamentals of digital marketing and e-commerce to gain the skills needed to land an entry-level job. Upon completion, you can add this shareable credential to your resume or LinkedIn profile.

What is Google Ads?

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 almost 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. 

Read more: Marketing: What Is It and Why Do Companies Need It?

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. 

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 at an advertising agency. These specialists typically report 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. 

How much do Google Ads specialists make?

According to Glassdoor, Google Ads specialists in the US make a median total salary of $80,000 [2]. This figure includes bonus pay in commissions, profit sharing, or cash bonuses, but any additional income typically depends on the business where you’re employed.

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

How much does a Google Ads specialist cost?

If you are more interested in hiring a Google Ads specialist than becoming one, you can likely hire someone to do freelance work for between $15 and $40 per hour [3]. The cost will depend on the services you seek and the experience and location of the person you hire.

Google Ads 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

• 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.

How to become a Google Ads specialist: Skills needed

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

No-fluff help for when you’re stuck

Subscribe to our weekly LinkedIn newsletter, Career Chat, for industry updates, tips, and trends. Then, explore free, digital resources to optimize your professional growth:

• Watch on YouTube: What's It Like to Be a Digital Marketer?

• Find a course: Which Digital Marketing Course Should You Take? Find Out in 1 Minute

• Practice with a tutorial: How to Create Video Action Campaigns in Google Ads

Accelerate your career growth with a Coursera Plus subscription. When you enroll in either the monthly or annual option, you’ll get access to over 10,000 courses. 

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