Quick Answer
Finding someone to manage Google Ads is easy. Finding the best Google Ads consultant Sydney businesses can rely on is much harder.
They should understand more than Google Ads itself. Good campaign performance also depends on conversion tracking, your website or Shopify store, Google Merchant Centre, product feeds, landing pages and the quality of the data being sent back to Google.
Look for someone who works directly on your account, communicates clearly, understands your business goals and can explain their decisions without hiding behind reports and marketing jargon.
There is no single Google Ads consultant who is right for every business. The important question is whether the person managing your account has the right experience for your business, budget and campaign type.
Finding someone to manage Google Ads is easy.
Finding someone who genuinely understands what is happening inside the account is much harder.
Sydney businesses can choose from large agencies, boutique agencies, freelance Google Ads specialists and independent consultants. They can all look impressive on a website.
The problem is that you usually do not discover how good the actual account management is until after you have handed over your advertising budget.
If you are comparing Google Ads consultants in Sydney, these are the things I would check before signing anything.
How to Find the Best Google Ads Consultant Sydney Businesses Can Rely On
1. Find Out Who Will Actually Manage Your Google Ads Account
This is one of the first questions I would ask.
The person selling the service is not necessarily the person who will manage your campaigns.
Some agencies use experienced staff during the sales process, then hand the account to a junior campaign manager once the contract is signed.
That does not automatically mean the service will be poor, but you should know who is making decisions about your advertising spend.
Ask:
- Who will actually manage my Google Ads account?
- How experienced are they?
- Will I be able to speak directly with them?
- How many other accounts do they manage?
- Who reviews important changes?
If you are hiring an independent Google Ads consultant, the advantage should be fairly obvious. The person you speak to should also be the person looking at the account and making the decisions.
That direct accountability matters.
2. Make Sure They Understand Your Type of Business
Google Ads for a plumber is very different from Google Ads for a Shopify store.
A lead generation campaign might focus heavily on Search campaigns, phone calls, lead quality, location targeting and landing pages.
An ecommerce account may involve:
- Google Shopping
- Performance Max
- Google Merchant Centre
- product feeds
- Shopify
- conversion values
- ROAS
- product profitability
- product exclusions
- asset groups
- customer acquisition
Someone can be technically competent with Google Ads and still be the wrong person for your business.
If you run an ecommerce store, ask specifically about Shopping, Performance Max, Merchant Centre and product feed optimisation.
If you generate leads, ask how they measure lead quality rather than simply counting form submissions.
The campaign structure needs to match the business model.
3. Ask What They Will Check Before Making Changes
Be cautious if somebody looks at an account for ten minutes and immediately tells you they know exactly what is wrong.
A proper Google Ads review should look at the account as a whole.
That can include:
- campaign structure
- budgets
- bidding strategies
- search terms
- negative keywords
- keyword match types
- location targeting
- ad schedules
- conversion tracking
- primary and secondary conversions
- Google Analytics
- Search Partners
- Performance Max asset groups
- product performance
- Merchant Centre issues
- product feed quality
- landing pages
- recent account changes
Sometimes the biggest problem is not the campaign itself.
I regularly see situations where tracking, Merchant Centre, Shopify or the product feed is affecting what Google Ads is being told to optimise towards.
Changing bids and budgets before checking those foundations can make the problem worse.
4. Make Sure Conversion Tracking Is Reliable
This is one of the most important areas in Google Ads.
Google cannot optimise effectively if the conversion data it receives is incomplete, duplicated or simply wrong.
For lead generation businesses, that might mean making sure genuine enquiries and phone calls are being measured properly.
For ecommerce businesses, it usually means confirming purchases and revenue are being recorded accurately.
Problems can occur when businesses have several versions of the same conversion running at once.
For example, a purchase might be recorded through Google Ads, GA4 and another Shopify integration. If everything is treated as a primary conversion, Google may effectively be told that one purchase is worth several purchases.
That can distort campaign optimisation.
Ask your consultant:
What are my primary conversions, and why?
They should be able to answer that clearly.
If they cannot explain what Google is optimising towards, that is a serious problem.
5. Do Not Judge Them Only on ROAS or CPA
ROAS and CPA are useful measurements, but neither tells the entire story.
Imagine an ecommerce campaign has a 500% ROAS.
That sounds excellent.
But what if it is spending almost entirely on branded searches from customers who were already looking for your business?
Or imagine a lead generation campaign produces leads for $40 each.
That sounds good too.
But what if most of those leads are irrelevant, unqualified or looking for something you do not sell?
Good Google Ads management needs context.
For ecommerce, I would also look at things such as:
- revenue
- profitability
- average order value
- new customer acquisition
- product-level performance
- brand versus non-brand traffic
- wasted spend
For lead generation, I care about:
- cost per qualified lead
- lead quality
- phone calls
- enquiry intent
- irrelevant search terms
- location quality
- actual sales opportunities
Cheap conversions are useless if they do not turn into business.
6. Ask How Often They Actually Look at the Account
This question cuts through a lot of marketing fluff.
Google Ads accounts should not be changed simply for the sake of appearing busy.
Constant changes can actually make campaign performance harder to assess.
But the opposite problem is also common.
Some accounts are barely touched between monthly reports.
The right frequency depends on the size and complexity of the account.
A large ecommerce account spending thousands of dollars each week needs considerably more attention than a small campaign spending a few hundred dollars per month.
Regular review might include:
- checking search terms
- identifying wasted spend
- reviewing budget allocation
- monitoring conversion tracking
- reviewing campaign changes
- checking product performance
- monitoring Merchant Centre
- looking for sudden performance changes
What matters is that somebody is actively watching what is happening rather than simply sending a report at the end of the month.
7. Make Sure They Can Explain What They Are Doing
You should not need to understand every technical detail inside Google Ads.
But you should understand why important changes are being made.
Your consultant should be able to explain things in plain English.
For example:
“This campaign is spending too much on searches that are unlikely to become customers, so I am tightening the targeting and adding negative keywords.”
That is useful.
Compare that with:
“We are leveraging advanced optimisation strategies across the customer acquisition ecosystem.”
That tells you almost nothing.
A good Google Ads consultant should be able to explain:
- what is working
- what is not working
- what they are changing
- why they are changing it
- what they expect to learn
If you constantly leave meetings more confused than when you entered them, that is not a good sign.
8. Check That You Own the Google Ads Account
Your business should retain ownership of its advertising accounts and data.
That includes your Google Ads account and, where relevant:
- Google Analytics
- Google Merchant Centre
- Google Tag Manager
- Shopify
- your website
- conversion tracking
Your consultant or agency should be given the access required to do their job.
They should not need to own your advertising assets.
This matters if you decide to change providers later.
I have seen businesses discover that they do not control important accounts, campaign history or tracking setups after ending a relationship with an agency.
That creates unnecessary problems.
Before hiring somebody, ask:
If we stop working together, do I retain complete ownership and access to everything?
The answer should be yes.
9. Look for Someone Who Understands the Website After the Click
Google Ads can send excellent traffic to a bad website.
That traffic can still fail to convert.
Your consultant does not necessarily need to be a web developer, but they should understand basic conversion principles.
For example:
- Is the landing page relevant to the search?
- Is the offer clear?
- Is the website easy to use on mobile?
- Are important products easy to find?
- Is the checkout creating unnecessary friction?
- Are forms too long?
- Is the phone number visible?
- Does the page explain why somebody should choose the business?
- Is the website technically working properly?
For Shopify stores, the connection between advertising and the website becomes even more important.
Google Ads performance can be affected by product pages, collection structure, pricing, stock levels, shipping, product titles, images and feed information.
Advertising cannot fix every website problem.
A good consultant should be willing to tell you when the problem is not actually Google Ads.
10. Be Careful With Guarantees
Nobody managing Google Ads can guarantee a specific return.
There are too many variables outside their control.
Competitors change.
Prices change.
Demand changes.
Websites change.
Stock changes.
Google changes.
Customers change.
A consultant can improve the quality of the campaign structure, targeting, tracking and decision-making.
They cannot guarantee that every dollar spent will produce a particular amount of revenue.
I would be wary of claims such as:
- guaranteed first position
- guaranteed leads
- guaranteed ROAS
- guaranteed sales
- guaranteed results within a fixed number of days
A better conversation is about what can realistically be measured and improved.
Google Ads Consultant vs Google Ads Agency: Which Is Better?
Neither option is automatically better.
It depends on what you want.
A larger Google Ads agency may have access to a broader team covering design, SEO, paid social and development.
That can suit larger businesses that need several services managed under one roof.
An independent Google Ads consultant may offer more direct communication and fewer layers between the business owner and the person making changes inside the account.
For many small and medium businesses, that direct relationship can be valuable.
Before deciding, ask yourself:
- Do I know who manages my account?
- Can I speak directly with them?
- Do they understand my business?
- Can they explain their decisions?
- Are they experienced in the campaigns I actually need?
The business model of the provider matters less than the quality of the person managing the advertising.
Google Ads Audit vs Ongoing Management
Not every business needs ongoing Google Ads management.
Sometimes an account has a specific problem.
Tracking may be broken.
Campaigns may have become messy.
Budgets may have been allocated badly.
There may be problems with Merchant Centre or the product feed.
In those situations, a detailed Google Ads audit and repair may be more appropriate than immediately signing up for ongoing management.
Ongoing management makes more sense when an account requires regular optimisation, monitoring and decision-making.
This is particularly common when there are:
- multiple campaigns
- significant monthly advertising spend
- large product catalogues
- regular promotions
- changing stock
- competitive markets
- Performance Max campaigns
- Shopping campaigns
- lead quality problems
- frequent performance changes
If you are unsure which approach you need, read my guide to Google Ads Audit vs Ongoing Management: Which Is Right for Your Business?
What Should Google Ads Management Cost in Sydney?
There is no useful single price for Google Ads management.
The amount of work involved can vary dramatically.
A business spending $2,000 per month across one simple Search campaign does not require the same level of management as an ecommerce store spending $30,000 per month across Search, Shopping and Performance Max.
Google Ads management may be priced as:
- a fixed monthly fee
- a percentage of advertising spend
- a combination of a base fee and percentage
- an hourly consulting rate
I would focus less on finding the cheapest provider and more on understanding exactly what is included.
Ask:
- Who manages the account?
- How often is it reviewed?
- Is conversion tracking included?
- Is Merchant Centre included?
- Is product feed work included?
- Are landing pages reviewed?
- Is reporting included?
- Are meetings included?
- Is there a lock-in contract?
A cheap monthly fee can become expensive very quickly if thousands of dollars in advertising spend are being poorly managed.
What Should a Google Ads Consultant Do in the First Month?
The first month should normally involve understanding the existing account before making unnecessary changes.
Depending on the account, that could include:
- Reviewing historical performance.
- Checking conversion tracking.
- Reviewing campaign structure.
- Checking budgets and bidding.
- Reviewing search terms.
- Checking negative keywords.
- Reviewing location targeting.
- Checking landing pages.
- Reviewing Merchant Centre for ecommerce accounts.
- Checking product feeds.
- Identifying obvious wasted spend.
- Establishing realistic performance measurements.
Not every account needs to be rebuilt.
Sometimes the smartest decision is to leave what is already working alone and fix the areas that are causing problems.
Why Shopify Stores Need More Than a Google Ads Specialist
Shopify advertising is a good example of why Google Ads cannot always be managed in isolation.
The advertising account is only one part of the system.
A Shopify store running Google Shopping or Performance Max may also depend on:
- Shopify
- Google Merchant Centre
- the product feed
- product identifiers
- product titles
- pricing
- availability
- conversion tracking
- GA4
- checkout data
If one part of that system is wrong, campaign performance can suffer.
For example, Google may be advertising poor-performing products heavily because the campaign structure gives it no reason not to.
Or conversion data may be inaccurate.
Or Merchant Centre may be receiving product information that does not properly match Shopify.
This is why ecommerce Google Ads management often requires a wider understanding of the entire setup.
Questions to Ask a Google Ads Consultant Before Hiring Them
If you are speaking to a consultant or agency, these questions will tell you a lot:
Who will personally manage my account?
You should know who is responsible for your advertising spend.
How often will you review the account?
The answer should depend on the size and complexity of your campaigns, not an arbitrary monthly schedule.
How do you measure success?
They should discuss business outcomes rather than simply clicks and impressions.
What happens if conversion tracking is wrong?
They should be comfortable auditing and fixing tracking or coordinating with somebody who can.
Do you manage Google Merchant Centre and product feeds?
This is particularly important for Shopify and ecommerce businesses.
Will I retain ownership of the account?
Yes.
Can I see every change that is made?
You should have full access to the Google Ads Change History.
Will you tell me if the website is the problem?
A good consultant should.
Do you guarantee results?
Be cautious if the answer is yes.
What happens if I want to stop?
Understand the contract, notice period and what happens to your accounts and data.
Red Flags When Hiring a Google Ads Consultant
I would be cautious if you hear any of these:
“We guarantee results.”
No legitimate consultant controls every factor affecting your sales or enquiries.
“Performance Max will automate everything.”
Automation can be useful, but it still needs the right data, structure and oversight.
“You need to increase the budget.”
Sometimes you do. Sometimes the existing budget is simply being wasted.
“Google recommends this change.”
Google recommendations can be useful, but they should not be applied blindly.
“You don’t need access to the account.”
You should always have access.
“Clicks are up 40%.”
That means very little if leads, sales or profitability have not improved.
When You Probably Do Not Need Ongoing Google Ads Management
Not every account needs somebody working on it every week.
You may only need an audit or occasional review if:
- the account is small
- campaigns are relatively simple
- spend is low
- conversion tracking is reliable
- performance is stable
- the business rarely changes its products or services
In that situation, paying a large monthly management fee may not make commercial sense.
When Ongoing Management Usually Makes Sense
Ongoing management becomes more valuable when:
- Google Ads is an important source of revenue
- the business spends heavily on advertising
- there are several campaigns
- products change frequently
- Shopping or Performance Max is involved
- lead quality needs constant monitoring
- competitors are aggressive
- the business is scaling
- conversion tracking needs monitoring
- campaigns regularly require budget decisions
The more money flowing through the account, the more important good decision-making becomes.
What Makes a Good Google Ads Consultant?
A good Google Ads consultant should combine technical knowledge with commercial judgement.
Knowing where every setting is inside Google Ads is not enough.
They also need to understand what the business is trying to achieve.
The best consultants tend to be curious.
They ask questions.
They look at what customers are actually searching for.
They investigate sudden changes.
They question poor data.
They do not automatically follow Google recommendations.
And they are prepared to say when something is not working.
Most importantly, they should treat your advertising budget as real money rather than numbers on a dashboard.
Looking for a Google Ads Consultant in Sydney?
I run Yes Online Marketing, a Sydney-based digital marketing consultancy specialising in Google Ads, Google Shopping, Performance Max, Shopify and Google Merchant Centre.
Clients deal directly with me rather than being passed between sales staff, account managers and junior campaign managers.
I work with both lead generation and ecommerce businesses, with a particular focus on identifying wasted spend, improving tracking, fixing account structure and making Google Ads easier for business owners to understand.
If you already have Google Ads running but are unsure whether the account is performing properly, a good starting point is usually an audit.
Find out more about my Google Ads consulting services in Sydney.
Need somebody to review an existing account? See my Google Ads Audit service.
Frequently Asked Questions
Who is the best Google Ads consultant in Sydney?
There is no single Google Ads consultant who is best for every business. Look for someone with experience in your type of business, direct involvement in managing the account, strong conversion tracking knowledge and the ability to clearly explain how your advertising budget is being used.
Is it better to hire a Google Ads consultant or an agency?
A consultant can be a good choice if you want direct access to the person managing your campaigns. An agency may suit businesses needing a larger team across several marketing channels. The quality and experience of the person actually managing the account matters more than whether they work independently or for an agency.
How much does a Google Ads consultant cost in Sydney?
Fees vary according to campaign complexity, advertising spend and the amount of work required. Consultants may charge a fixed monthly fee, hourly rate, percentage of advertising spend or a combination of these. Compare what is included rather than choosing solely on price.
What should a Google Ads consultant do?
A Google Ads consultant should review campaign structure, search terms, bidding, budgets, targeting, conversion tracking and overall performance. For ecommerce businesses, they may also need to review Google Shopping, Performance Max, Merchant Centre and product feeds.
How often should a Google Ads account be checked?
It depends on the size and complexity of the account. Large or fast-moving accounts may require frequent monitoring, while smaller stable accounts may need less intervention. Accounts should be reviewed often enough to catch wasted spend, tracking issues and performance changes before they become expensive.
Can a Google Ads consultant guarantee results?
No consultant can legitimately guarantee a particular number of sales, leads or return on ad spend. Campaign results are affected by competition, pricing, website quality, customer demand, budgets and many other factors outside the consultant’s control.
Should my Google Ads consultant have access to Shopify?
If you run an ecommerce business, Shopify access can be useful when troubleshooting conversion tracking, product feeds, landing pages and Google Merchant Centre integration. Access should only be provided where it is genuinely required.
Do I need a Google Ads audit before ongoing management?
Not always, but an audit can be useful when taking over an existing account. It identifies tracking problems, wasted spend, structural issues and opportunities before major campaign changes are made.
What is the difference between a Google Ads specialist and a Google Ads consultant?
The terms are often used interchangeably. A specialist may focus mainly on campaign execution, while a consultant may take a broader view of strategy, tracking, website performance and commercial outcomes. What the person actually does is more important than the job title.
Can a Google Ads consultant help with Performance Max?
Yes. A consultant experienced in ecommerce should be able to review Performance Max campaign structure, products, asset groups, bidding, conversion data, Merchant Centre and how Performance Max fits alongside Search and Shopping campaigns.
Can a Google Ads consultant help with Google Merchant Centre?
Many ecommerce Google Ads consultants also work with Google Merchant Centre. This can include fixing product disapprovals, feed problems, pricing discrepancies, missing attributes and other issues affecting Shopping and Performance Max campaigns.
How do I know if my Google Ads account is wasting money?
Warning signs include irrelevant search terms, poor-quality leads, declining ROAS, duplicated conversions, campaigns spending heavily without sales, poor product performance and budgets being consumed by searches or products unlikely to generate profitable business.
Final Thought
Choosing somebody to manage Google Ads should not come down to the slickest proposal or the lowest monthly fee.
You are giving someone control over a real advertising budget.
Make sure you know who is making the decisions, how they measure success and whether they understand the parts of your business that sit outside the Google Ads dashboard.
If they can explain what is happening clearly, identify where money is being wasted and make sensible decisions based on reliable data, you are probably heading in the right direction.
Phil Adair is a Sydney-based Google Ads consultant with more than 17 years of hands-on experience. He specialises in Shopify and eCommerce advertising, including Performance Max, Google Shopping, Merchant Centre and product feeds, and also manages selected lead-generation campaigns for service and B2B businesses.
Phil works directly on every account, with no junior account managers or offshore handovers. His focus is practical: reduce wasted ad spend, fix tracking and product feed problems, and improve profitable sales.
Learn more about Phil Adair or request a free Google Ads audit.