If you've got the interest, you're happy to learn and you can give your account regular attention, running your own Google Ads can work, especially if it's set up properly to begin with. If your time is better spent on the tools or with customers, or wasted clicks would really hurt, having someone experienced manage it usually pays for itself. There's also a middle ground: get it set up properly, then learn to run it yourself.
Running your own Google Ads
The upside: you stay in control, you know your business better than anyone, and you're not paying a management fee.
The catch: Google Ads is easy to start and easy to get wrong. Many of the default settings are built to spend your budget, not to protect it. Without regular attention and some judgement about what to change, it's common to pay for clicks from the wrong searches, the wrong areas or the wrong websites.
Settings worth checking if you do it yourself
- Turn off the Display Network and Search Partners on search campaigns unless you have a reason to use them.
- Set your location targeting to people in your area, not people "interested in" your area.
- Set up conversion tracking so you can see which clicks become calls and enquiries.
- Check your search terms regularly and add negative keywords for anything irrelevant.
- Send people to a page about the service they searched for, not just your homepage.
Hiring someone
The upside: you get experience, structure and someone whose job it is to keep improving the account while you get on with running your business.
What to look for: you own the account, they set up proper tracking, they report on calls and enquiries rather than clicks, they explain things in plain English, and you're not locked into a long contract.
The middle ground
Plenty of owners want to run their own ads but don't want to learn everything the hard way. A good option is to have your account set up properly by someone experienced, then be taught how to manage it yourself, with support there if you need it. You get a solid foundation and you stay in control. That is exactly how my digital marketing consulting works.
Signs it's time to get help
- You're spending money but can't say how many enquiries it brings in.
- You're getting clicks but the phone isn't ringing.
- Your account was set up quickly using Google's automatic suggestions.
- You simply don't have the time to look after it properly.
Before you decide, it's worth knowing how much to spend on Google Ads in the first place.
Want it done properly, or want to learn?
I can manage your Google Ads for you, or set your account up properly and teach you how to run it yourself. See how my Google Ads service works, or get a free audit of your current account.
Get my free auditFrequently asked questions
Can I set up Google Ads myself?
Yes. Anyone can set up an account. The challenge is setting it up so it does not waste money, then looking after it regularly. Getting the structure, tracking and settings right from the start makes a big difference.
Should I use Google's free setup help?
It can be a starting point, but suggestions from Google often lean towards broader settings and higher spend. Check every recommendation against whether it will actually bring in more enquiries.
Can someone set up my Google Ads and teach me to run it?
Yes. That is a good option if you want to stay hands-on. You get a properly built account and the know-how to manage it, with support when you need it.