A PPC campaign can feel like navigating a dense jungle. Hiring the right specialist to guide you through it, however, doesn’t have to be. This guide reveals the exact, repeatable workflow Klantroef’s experts use to find and hire the best PPC talent, ensuring your campaigns thrive.
Phase 1: Defining Your Needs & Budget
Before you even think about posting a job ad, you need a clear understanding of your goals and budget. This phase sets the foundation for a successful hir
What PPC Platforms Do You Need Support With?
Identify the key platforms essential for your business. Are you primarily focused on Google Ads, Microsoft Advertising, Amazon Ads, or a combination of these platforms? Consider where your target audience spends their time. This will impact the skills and experience you’re looking for.
Setting Realistic Goals
Define Key Performance Indicators (KPIs) such as conversion rates, cost per acquisition (CPA), return on ad spend (ROAS), and click-through rates (CTR). Use historical data or industry benchmarks to establish realistic goals. Without clear goals, you won’t know if your specialist is successful. See our [case study] where we helped a client improve their ROAS by 30% by hiring a PPC specialist.
Budget Allocation
Allocate a budget for both ad spend and the specialist’s compensation (salary or hourly rate). Consider your current revenue and expected growth when making these decisions, and also factor in the potential cost of PPC tools. A good specialist will have the necessary tools, but may need some assistance with the budget.
Phase 2: Creating a Detailed Job Description
A well-crafted job description is your primary tool for attracting qualified candidates. It should be specific, clear, and compelling.
Key Responsibilities
Clearly outline the day-to-day tasks. Examples include:
- Keyword research and selection
- Campaign setup and management across chosen platforms
- Ad copy creation and A/B testing
- Landing page optimization
- Performance monitoring and reporting
- Budget management
- Competitor analysis
Required Skills and Experience
Specify the required skills and experience levels. This should cover:
- Platform expertise (e.g., Google Ads, Microsoft Advertising, Amazon Ads)
- Experience with relevant tools (e.g., Google Analytics, Google Tag Manager, SEMrush, Ahrefs)
- Proven track record of achieving measurable results
- Experience with conversion tracking and optimization
- Excellent analytical and reporting skills
- Communication and project management skills
In-House vs. Freelance: Understanding Your Needs
Decide whether you need an in-house employee or a freelance specialist. This decision impacts the skill set, compensation, and the level of involvement required. The choice depends heavily on factors such as budget, project scope, and the need for ongoing versus project-based work. Need help with this choice? See our article comparing [in-house vs. freelance PPC].
Compensation and Benefits
Provide a salary range (or hourly rate) and a list of benefits (e.g., health insurance, paid time off, professional development). Research the average salary for PPC specialists in your area to ensure you’re offering a competitive package. Consider offering performance-based bonuses.
Application Process
Outline the application process, including the required materials (resume, cover letter, and portfolio), and the submission process. Consider requiring a brief PPC-related task as part of the application process.
Phase 3: Sourcing & Screening Candidates
Once your job description is ready, it’s time to find the right talent. The goal is to streamline the applicant pool to save time and resources.
Where to Post Your Job
Use multiple platforms to maximize your reach. Consider:
- Indeed
- Glassdoor
- Industry-specific job boards (e.g., ProBlogger, MarketerHire)
- Your company website
Initial Screening
Review resumes and cover letters carefully. Look for relevant experience, skills, and results that demonstrate your capabilities. Eliminate candidates who don’t meet the basic requirements or whose experience doesn’t align with your needs. Also, look for grammatical errors and poor writing as a sign of inattention to detail.
Portfolio and Case Study Review
If applicable, review the candidates’ portfolios or case studies to assess their past work and achievements. This gives you concrete examples of their capabilities. Don’t hesitate to contact former clients for references.
Early Candidate Questionnaires
Consider sending a short questionnaire to the most promising candidates. This allows you to assess their knowledge and approach before investing time in interviews. Ask a few targeted questions to narrow down the pool of candidates.
Phase 4: The Interview Process: Questions & Evaluation
The interview is your chance to delve deeper and determine whether the candidate is a good fit. Prepare a set of structured questions and evaluate candidates consistently and fairly.
First-Round Questions (Phone or Video)
Focus on fundamental skills and experience. Sample questions include:
- “Describe your experience with [Specific PPC Platform].”
- “What’s your process for keyword research?”
- “How do you approach ad copy creation?”
- “How do you stay updated on the latest PPC trends?”
- “What are your salary expectations?”
Second-Round Questions (In-Person or Video)
Dig deeper with these:
- “Tell me about a time you successfully optimized a PPC campaign to improve conversion rates.”
- “Describe your approach to A/B testing ad copy and landing pages.”
- “How do you handle budget allocation and management in a typical campaign?”
- “How do you stay on top of changing PPC landscapes and updates?”
- “What are the most important KPIs to track for a [industry] campaign?”
Technical Assessment
If applicable, administer a technical assessment to evaluate the candidate’s practical skills. This could involve:
- A take-home assignment to analyze a sample campaign.
- A live test, where you provide a scenario and ask the candidate to show you how they would approach it
- Using a PPC tool
Behavioral Questions
Behavioral questions help you assess how the candidate handled situations in the past. Examples include:
- “Tell me about a time you had to deal with a difficult client or project.”
- “Describe a time you failed at something. What did you learn?”
- “How do you handle conflicting priorities?”
Pro Tip: Ask candidates to explain the why behind their actions. For instance, “Why did you choose those keywords?” or “Why did you structure the campaign in that way?” This gauges their strategic thinking. It also tests their ability to articulate their process.
Evaluating Candidates
Use a scoring system to evaluate candidates consistently. Assign scores for each interview round and question. Assess experience, knowledge, skills, communication skills, and cultural fit.
Phase 5: Onboarding, Performance Monitoring, and Long-Term Strategy
Hiring is just the first step. This phase is about setting your specialist up for success.
Onboarding Process
Provide a thorough onboarding process that includes:
- Access to the necessary platforms and tools
- Introduction to the team and company culture
- Clear expectations and goals
- Initial training and resources
Setting up Performance Monitoring
Establish a system for monitoring performance using tools such as Google Analytics and the PPC platform’s dashboards. Set regular meetings to review progress. Evaluate these metrics:
- Monthly conversions
- Monthly conversion rate
- Click-through rate
- Return on ad spend
- Cost per conversion
Regular Performance Reviews
Conduct regular performance reviews (e.g., quarterly or biannually) to assess performance. Provide feedback, identify areas for improvement, and set new goals.
Long-Term Strategy and Professional Development
Support your specialist’s professional development. Provide opportunities for training, certifications, and conferences to support professional development. Encourage them to stay up-to-date with the latest trends and best practices.
Consider how your PPC specialist will grow their skills over time. Will you offer them further training? Should they be given a larger budget to manage? Will you include more projects? You need a solid growth path in place for your specialist to keep the best ones!
Conclusion
Congratulations! You’ve now equipped yourself with 10 actionable tweaks to dramatically improve your PPC ROAS in 2025. By consistently implementing these strategies and staying adaptable to the ever-changing PPC landscape, you’ll be well on your way to achieving profitable growth.
Remember, PPC optimization is an ongoing process, not a one-time fix. By following this PPC optimization playbook, you’re setting yourself up for success.
Now that you have the tools and knowledge to optimize your PPC campaigns, are you ready to take your ROAS to the next level? Klantroef’s PPC experts can provide personalized guidance and support to help you achieve your business goals. Schedule a free consultation today!
Frequently Asked Questions
What’s the most important factor for improving ROAS?
While all factors are essential, accurate conversion tracking is the foundation. You can’t optimize what you don’t measure.
How often should I conduct A/B testing of my ad copy?
You should be running A/B tests continuously. Dedicate a portion of your ad spend to testing different variations.
Is smart bidding always better than manual bidding?
Not necessarily. Smart bidding requires sufficient conversion data to work effectively. Manual bidding can be a better option for campaigns with limited data or tight budget constraints.
How long does it take to see results from PPC optimization?
Results can vary depending on the extent of the optimization and the competitive landscape. You may start to see improvements within a few weeks, but significant results typically take several months to become noticeable.
What are the ethical considerations of using AI in PPC?
Ethical considerations include avoiding bias in AI algorithms, ensuring transparency in ad targeting, and protecting user privacy. It’s important to use AI responsibly and ethically.
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