Google Ads & Microsoft Ads FAQs
What does a Google Ads manager actually do?
A Google Ads manager plans, builds, and optimises your ad campaigns to reach the right customers, with the aim of getting the best return on investment possible for you. This includes keyword research, writing ad copy, managing bids, testing ad variations, testing different campaign types, and tracking performance in an effort to improve your results.
How much should my business spend on Google Ads each month?
Budgets vary, but most small-to-mid-sized New Zealand businesses can see good results starting from budgets as low as $300 per month, although in my experience starting with a budget of $500 - $1,000 per month can often be safer. If businesses are getting good results, they will often want to increase their budget to increase their returns. It's not uncommon for businesses to spend thousands per month, with some spending over $100,000 per month. It can take some time to work out what the ideal budget is for your business - sometimes it's best to start small and work your way up after you see signs of success.
How long does it take to get results from Google Ads?
Sometimes positive results can be seen within as little as 2–4 weeks after your ads go live. But it's more common for it to take 2–3 months. This is because it usually takes some time to test different things to find out what works well, and what doesn't - such as testing different keywords, ads, and targeting.
Do I need a long-term contract for Google Ads management?
No. I work month-to-month with no lock-ins. You can stop at any time if you’re not happy with the results.
What industries and business types do you run Google Ads for?
I’ve run ad campaign in the industries below. I consider your industry and goals when developing a launch strategy for you, as well as when we refine and test different strategies later.
Agriculture & Horticulture
Automotive
Bedroom furnishings
Beverage
Car removal
Change management
Community Services
Construction
Dentist
Education
Electrician
Farming
Fashion
Financial services
Flooring
Food packaging
Garage door repair
Health & Fitness
Health care
Insurance
Irrigation products
Jewellery
Labour hire
Laundry products
Lawyer
Livestock equipment
Painters
Pest control
Photography
Physio
Plumber
Real estate
Real estate agent
Shipping/Logistics
Software - booking management
Software - enterprise
Software - facial recognition
Software - project management
Software - research
Swimming pools
Telecommunications
Vehicle finance
Wildlife products
Window repair
Can you guarantee results from Google Ads?
No agency or provider can guarantee exact results, as there are just too many variables and forces at play that influence your results. I focus on trying to deliver measurable improvements to the metrics that matter most to you - such as Leads, Cost Per lead, Sales, Return On Ad Spend (ROAS) etc.
What’s the difference between Google Ads and Microsoft Ads?
Microsoft Ads reach a slightly different audience, often older and more affluent, and can have lower competition. It can also be a good way to reach corporates or large businesses that might be locked in to Microsoft's suite of products (e.g. Microsoft Edge).
How is AI changing Google Ads management?
AI speeds up competitor research, keyword research and data analysis. It can help with developing propositions & positioning, and help with writing ads (although it's still not that great at this part yet, and needs human involvment here). It's not advanced enough yet to come up with strong strategies, or implement strategies. It's not there yet regarding monitoring campaigns. Although it's good at analysing data, it's not that great at making strong decisions based on the data it's analysed. AI will continue to advance though, and it will get stronger and stronger at many aspects of Google Ads management in the future.
Can AI tools like Google Gemini or ChatGPT run my Google Ads for me?
AI can automate parts of your campaigns, such as bidding, ad suggestions, keyword suggestions etc. But it works best when there is a human involved to monitor and evaluate what the AI is doing, and suggesting. Without human involvement the AI could, by mistake, make decisions that don't align with your goals (for example, spend budget on low-quality traffic that is unlikely to convert).
Should I use AI to write my Google Ads?
AI can create quick drafts, but ads will generally perform better when reviewed and refined by a specialist who understands your positioning in the market, your key offers, your audience, the competitive landscape, and your brand voice.
What’s the risk of letting AI fully control my ads?
Fully automated AI campaigns can target the wrong audiences, overspend, or misread your objectives. I use AI as a tool to help me do a better job, and to improve efficiency and productivity, not as a replacement.
How can AI improve my Google Ads ROI?
AI helps identify trends in your campaign data, run faster A/B tests, assist to help write better ads, and optimise bids in real time. When guided by a human expert, this can all help to improve your results.
Will AI change how customers find my business online?
Yes — AI-powered search results (like Google’s AI Overview) are changing how people see information before clicking. That’s why your ad strategy needs to account for both traditional and AI-driven search behaviour. In future, doing things like writing ad copy that answers questions directly, and structuring landing pages so AI tools can summarise your services accurately will be very beneficial.