Google Ads (formerly Google AdWords) is one of the most powerful digital marketing tools available to businesses today. Whether you're looking to drive traffic, generate leads, or increase sales, Google Ads can deliver quick and measurable results. But if you're considering running campaigns for your business, you may ask: Can I manage Google Ads on my own, or should I seek professional help?

In this article, we'll explore whether running your own Google Ads is the right choice for you. 

Running Google Ads Yourself: The Benefits 

There are several potential benefits if you’re thinking about running your own Google Ads campaigns. While it may seem daunting initially, many business owners find the control and flexibility appealing. Here are some of the critical advantages of managing your Google Ads in-house:

Cost Savings

The largest and most obvious benefit of running your ads in-house is that you avoid paying agency fees, which can be especially difficult for small businesses working on tight budgets. 

As rule, here at The Small Biz Expert, we recommend that if you are spending less than £750 a month in ads, you are better to avoid paying agency or freelancer fees (this is why we created our Google ads training - to help businesses learn to run ads, but without the associated agency costs)

Full Control

Running your own Google Ads campaigns gives you complete control over your budget, targeting, and ad copy. You'll have the flexibility to experiment and make adjustments as needed, without having to rely on an external team or waiting for advice. 

Learning Opportunity

Learning to manage Google Ads is a valuable skill. By getting hands-on experience, you’ll gain insights into how pay-per-click (PPC) advertising works, which can prove beneficial for future campaigns or even other marketing strategies.

The Challenges of Running Your Own Google Ads 

While running your own Google Ads campaigns can seem like a cost-effective and rewarding option, it’s essential to be aware of the challenges that come with it. Without the right knowledge and resources, managing campaigns on your own can quickly become overwhelming. Here are some of the key obstacles you may face:

Steep Learning Curve

Google Ads may initially seem simple, but mastering the platform requires an in-depth understanding of various tools and strategies. Targeting, bidding strategies, keyword optimisation, and tracking conversions all play a crucial role in determining the success of your campaigns. Without this knowledge, there’s a significant risk of underperformance and even getting your advertising account restricted or banned. 

Time-Consuming

Running successful Google Ads campaigns requires constant monitoring and optimisation. It’s not just about setting up your ads; it involves making adjustments based on performance, testing new strategies, and keeping up with trends. For busy business owners, this can be time-consuming and distract from other important tasks.

Risk of Wasted Ad Spend

Without expertise, it’s easy to make costly mistakes. For example, targeting too broad an audience, not using negative keywords, or setting inappropriate bids can lead to poor return on investment (ROI). These mistakes can quickly deplete your budget without delivering meaningful results and is one of the biggest problems with wasting spend on Google ads. 

Platform Updates

When consider “can I manage my own Google ads” it’s also worth considering how much time you can dedicate to staying ahead of Googles platform updates. For example in the past 12 months alone there have been changes to consent mode, audience targeting, GA4 tracking and financial services rules. 

Do Google Help Me Run Ads?

Yes and No… Google does provide support for running Google Ads campaigns. From automated recommendations to direct customer support, Google offers a range of tools to help businesses set up and manage their ads.

However, it’s important to approach Google’s recommendations with extreme caution. While their advice can be useful, it often leans toward strategies that increase ad spend or frankly make more money for Google than you - which may not always align with your business goals. For example, Google may suggest broadening your targeting or increasing your bids—moves that might benefit Google but may not deliver the best return for you.

This is where having an experienced professional or mentor comes in handy. They can help you interpret Google's suggestions and ensure your campaigns are optimised for your specific business objectives.

Is It Hard to Run Google Ads?

While setting up a basic campaign is easy, running Google Ads effectively is much more challenging. To get the best results, you'll need to understand a variety of factors such as keyword research, bidding strategies, audience segmentation, and performance tracking. Without a strong grasp of these concepts, it can be difficult to achieve a positive return on investment (ROI).

PPC campaigns  require continuous management. What works today may not work tomorrow, so staying on top of changes in competition, algorithms, and trends is crucial. For many business owners, this ongoing work can be daunting and time-consuming, which is why training and mentoring can make a significant difference.

How Much Time Does It Take to Run a Google Ads Account?

Managing a Google Ads account isn’t a one-off task. Even for a small campaign, expect to spend at least 1-2 hours per week monitoring performance, adjusting bids, and optimising targeting. For larger, more complex campaigns, the time commitment can easily increase to several hours per week or even per day.

Regular monitoring and optimisation are essential to ensure you're not overspending on ineffective ads. You also need to stay up to date with industry trends and changes within the Google Ads platform. For business owners who are already juggling multiple responsibilities, this can quickly become overwhelming.

That’s why many choose to work with professionals or invest in ongoing mentoring to ensure their campaigns are optimised without taking too much time away from running their business.

How much money do you need to start google ads?

The budget needed for Google Ads varies based on your industry, competition, and goals. Here's a breakdown of factors to consider:

What’s the Minimum Budget on Google Ads? 

Technically, you can start with a very small daily budget—say £5 or £10 per day—but such a small investment may not provide enough data or traffic to make meaningful optimisations. Most businesses should consider starting with a daily budget of at least £20-£50 to see real results, however a lot will depend on the campaign type, and your typical keyword costs. You can check recommended costs by using the keyword planner. 

Industry Competition

Some industries are more competitive than others. For example, highly competitive industries like insurance or legal services may have much higher cost-per-click (CPC) rates, meaning you’ll need a larger budget to compete effectively. In less competitive sectors, however, you can often achieve good results with a more modest budget.

Goals and Expectations

Your budget should also reflect your goals. If you're aiming to generate a high volume of sales or leads quickly, you’ll need to invest more. On the other hand, if your goal is to build brand awareness, a smaller budget might suffice.

If you’re not sure where to start with budgeting, our mentoring and management services can help you determine the right investment to align with your business objectives.

A Balanced Approach: Google Ads Training and Ongoing Mentoring

If you want to manage your Google Ads campaigns but are concerned about the steep learning curve, our Google Ads Training is a great option. We provide tailored training to help you master the platform, avoid common mistakes, and maximise your ROI.

We also offer ongoing mentoring for those who want to learn, but need a trusted advisor in their corner. This is done via our Power Hours, and can even be combined with us setting up your Google ads campaigns, but you then managing them with a little bit of help from us. 

For businesses who are looking to scale or simply don’t have time to manage ads - our Google Ads Agency services let you be hands off and focus on what you do.

Why not join our Google Ads Bootcamp to kickstart your Google Ads journey?