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When I first started managing Google Ads, I thought the job was basically “turn on ads and watch the clicks.” The more I’ve actually worked and studied, the more I’ve realized that’s only a small piece of it. A big part of being a good Google Ads manager is deciding where the money goes, moving budget into what’s working, cutting what isn’t, and setting clear goals so we know if the spend actually makes sense. Clicks by themselves don’t mean much if we don’t know whether we’r

When I first started running Google Ads for my screen-printing client, the plan sounded simple: go after bulk B2B orders. We built everything around that idea: keywords, messaging, even how we thought about the funnel. A few weeks in, the client decided they wanted to shift focus to one-off holiday gifts instead. It was the right move for their business, but it meant a lot of the early work suddenly didn’t fit the new goal. That was my first real lesson: if the offer and audi