Managed vs. unmanaged Google Ads campaigns – How an agency should optimise your google ads campaigns

In this blog we will explore:

  • the key differences between managed and unmanaged Google ads campaigns

  • where many digital agencies focus their efforts to maximise ROI for their clients

  • some of the common pitfalls of unmanaged campaigns and then discuss some of the ways an agency will help a business reach its goals.  

 

What exactly are the key differences between a campaign that is managed vs a “set and forget” approach?

When running a Google Ads campaign there is a large array of data, metrics, and reports on offer. This allows a user to analyse and interpret the performance of the campaign and adjust where necessary. This can be overwhelming and confusing for someone not experienced with Google ad campaigns. But for an expert, all this data helps them make the right decisions. 

Here is an example;
When running a search ad campaign, an expert will dive into the search terms report to see which search terms and phrases are triggering the ad. In the early stages of a search campaign, it’s common to encounter search terms that aren’t aligned with the intended target query or keyword. This often happens when broad match keywords are used, causing Google to display the ad for any search term it deems similar in meaning. This can lead to campaigns running wild.

By regularly reviewing the search term report, we can identify irrelevant keywords and phrases and add them to the campaign’s negative keyword list, gradually refining and improving the campaign’s targeting.

Another example;
One area that needs close monitoring is the cost per click of targeted keywords. Some keywords are valuable and can have multiple competitors bidding on them. Sometimes this drives the cost of an ad click for a keyword to an unsustainable level for the client’s daily click budget. If the daily click budget is $10 and it is $5 per click for a specific keyword, there is not alot of paid traffic heading to the site with that keyword. 

We could continue with plenty of examples. But here is a list showing the main differences. 

Managed Google Ads Campaigns VS. Unmanaged Google Ads Campaigns

ManagedUnmanaged
Active intervention in response to incoming dataNo intervention
Consistent communication with client focused on recommendations and marketing opportunitiesAutomated communication that generally promotes further spend
Custom tailoured reporting using Looker StudioNo reporting - lacking insight into performance of campaigns
Conversion tracking setup and monitoredNo automated option for conversion tracking. Needs human setup
Keyword monitoring and click cost trackingNo keyword monitoring - resulting in ads shown for irrelevant search terms
Custom bid strategies aligning with marketing objectives without overspending on click costsAutomated bid strategies that often overspend in areas irrelevant to business objectives
Customised ad assets, aligning assets (like sitelinks) with search intentRandomised and automated assets that often misalign with search intent
Controlled and optimised ad copyRandomised combinations of headlines and descriptions which may not always work well together
Advanced optimisation strategiesBasic adjustments, lack of knowledge / expertise
Agencies up to date on latest Google Ads updates, including algorithm changesCampaigns don't reflect latest updates / best practice etc
Agencies have vast experience garnered from working with a variety of clients in different (or similar) verticals.Individuals often won't know whether their campaign is performing to acceptable standards or not - nothing to determine what is good performance vs what isn't

As you can see there are a lot of areas that lack oversight when opting for an unmanaged campaign. That is not to say you cannot have a successful campaign without specialist management, but it does lower the odds. An unmanaged campaign also has the risk of running into issues, some of which we cover below.

 

The pitfalls of unmanaged campaigns   

Without frequent oversight from an experienced Google Ads specialist, Google Ads campaigns can quickly go off track. Here are four common issues businesses face:

 

Budget consumed on branded keywords 
Google’s algorithm prioritises conversions, and an easy way to get them is by bidding on branded keywords. While this may seem like a win, many businesses already rank well in organic search, meaning they could be paying for clicks they would have received for free. A well-managed Google Ads account ensures branded keyword spend is intentional, not automatic.

 

Overspending on irrelevant keywords 
Not all clicks are created equal. High-cost keywords can quickly drain your budget without delivering real results. Regular audits of keyword performance and cost-per-click trends help determine if certain keywords are worth the spend—or if adjustments are needed to keep campaigns efficient. Prices for keywords can fluctuate and if not managed effectively, can impact your campaign’s success. 

 

Conversion tracking 
This is an important part of performance tracking. The ultimate goal for Google Ads is to get that conversion event, whether that be a form submission or a phone call. Conversion tracking not only measures success but also feeds critical data back to Google’s algorithm. When a campaign is generating conversions, you know you are on the right track. If there are no conversions, then a closer look is required to see where the issue lies. 

 

Poor audience targeting 
Are you attracting new customers, or just showing ads to people who already know you? Google Ads settings, including audience targeting and bidding strategies, must align with your goals and it’s essential you are targeting the right audience. Is the system set to target existing customers using branded keywords, or are you wanting to find new leads and new clients? If it is the latter, then you need to make certain adjustments in your campaign to ensure Google is working to this goal. 

 

Bottom Line: Unchecked campaigns can lead to wasted spend and missed opportunities. Proactive management ensures your budget is working hard to deliver the right results.

 

How can an agency support businesses?   

Digital marketing agencies offer a team of experts with a vast pool of knowledge and experience. Business owners and managers often have much of their time consumed with the day to day running of their business. They simply do not have time to keep up with rapidly developing advancements and changes that are occurring in the digital space. A business needs help with getting the right customers to find what they are offering. Google ads can be a powerful way to get those eyes looking at your business. Here are some key areas that an agency can assist. 

 

Active management 
An agency will assign a digital specialist to actively manage a Google Search campaign on the business’s behalf. The specialist will make various adjustments to the campaign in response to incoming data, working efficiently towards achieving the goal of the business, which in most cases is qualified leads or online sales. The manager of the business can then focus on other areas of the business while the specialist works diligently in the background. Active management safeguards the ads, ensuring they are running without interruption and in an optimised state. 

 

Consistent communication 
When a weak link is discovered, such as an ad landing page not working well or an opportunity is spotted to target a new or trending keyword, these need to be communicated to the client. This proactive approach with communication helps drive success in a dynamic environment. Changes in competitor activity in Google ads are also regularly monitored and reported along with recommendations on what needs to be done. This helps counteract and mitigate any impact this can have on conversions that are vital for the business.  

Our approach to Google Ads management works around a monthly cycle. Starting early in the month an interactive report is sent to the client showing the performance of the ads over the preceding month. Delivered with this is commentary on those results, along with what changes were made and what we recommend implementing during the month ahead. During this management cycle we are consistently checking metrics, building on keyword lists (positive and negative), testing new ad copy, and applying best practice optimisations. This ensures we are steering the campaign into a positive position to maximise performance and minimise wasted spend.  

 

Where to start for Google Ads campaign management? 

Reach out to an established agency that is likely (or willing) to understand the challenges in your industry. They may have worked with clients working in a similar niche as yours and have a good working knowledge of what will work. Liemlight Digital is here to make the process as easy as possible and utilise our knowledge and experience to help you achieve your goals. We have been around for over 20 years and worked with hundreds of clients in all sorts of industries. If a managed ad campaign is something you would feel would benefit you feel free to drop us an email or give us a call to discuss further.  

 

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