If you’re reading this, chances are you’re on the hunt for someone who can take your Pay-Per-Click (PPC) advertising to the next level. Maybe you’re a small business owner or a marketer looking for that “one person” who can handle your campaigns and deliver results that actually make sense. You’re searching for a PPC expert—someone who can come in, analyze your current ads, and tweak things to make your return on ad spend (ROAS) soar. But finding a true PPC pro, or a “PPC Ninja,” isn’t as easy as posting a job ad and hoping for the best.

 Nope, hiring a PPC expert takes some strategy. In this post, we’ll dive into nine ways you can identify a real PPC expert—someone who knows the ins and outs of Google Ads, Bing Ads, and other platforms, and who can make your money work harder for you. 

Ready to go? Let’s do this!

They Speak PPC Like It’s Their First Language

You know you’ve found a real PPC expert when they can explain complicated concepts in simple, digestible terms without making you feel lost in a sea of jargon. It’s easy to throw around terms like CTR (Click-Through Rate), CPC (Cost Per Click), CPA (Cost Per Acquisition), or Quality Score, but it’s a true PPC ninja who can break those terms down in a way that makes you feel like an expert.

How can you tell if they really know their stuff? Try asking them to explain what Quality Score is or why it matters. A real pro will not only give you the technical definition but also explain how it impacts your costs and ad ranking, and what they would do to improve it for your specific campaigns.

  • Pro Tip: During the interview, have them walk you through one of your existing campaigns (if you have one). Ask them what they’d change and why. This is a great way to gauge their thought process.

They Live & Breathe Data

PPC advertising is all about numbers. If a potential hire gets excited talking about A/B testing, conversion rates, and analyzing ad performance metrics, then you’re on the right track. A great PPC expert knows that data drives decisions, and they won’t shy away from digging into the numbers to figure out what’s working and what’s not.

A true PPC pro will have experience with tools like Google Analytics, Google Tag Manager, or other data analytics platforms. They’ll know how to interpret your campaign data and adjust strategies accordingly. They’ll also be familiar with using third-party tools like SEMrush, Ahrefs, or SpyFu to gather competitor insights and improve your PPC strategy.

  • Pro Tip: Ask them to describe a time they used data to turn around a campaign that was underperforming. Their answer should demonstrate their comfort with diving into data and using it to optimize ad spend.

They’re Laser-Focused on ROI

Let’s face it—PPC is expensive. You want to make sure that every dollar you spend is driving results, whether that’s increased website traffic, leads, or sales. A PPC ninja knows that their ultimate goal is to maximize your return on investment (ROI). They won’t just throw money at keywords and hope for the best—they’ll carefully craft campaigns designed to drive conversions and lower your cost per conversion.

You can tell someone is ROI-focused if they’re constantly talking about ways to optimize your budget. Maybe they suggest retargeting campaigns to bring back users who’ve interacted with your site before. Or maybe they talk about bidding strategies that focus on maximizing conversions rather than just impressions.

  • Pro Tip: Ask them how they balance high-traffic keywords with cost efficiency. Their answer should highlight how they prioritize ROI while still aiming for results.

They Have Battle-Tested Experience Across Platforms

PPC isn’t just Google Ads. A well-rounded PPC expert will have experience across various ad platforms, including Bing Ads, Facebook Ads, LinkedIn Ads, Instagram, YouTube, and even emerging platforms like TikTok. The more platforms they’ve worked on, the more versatile they’ll be at creating a comprehensive strategy that reaches your target audience on multiple fronts.

You want someone who can not only handle Google Ads but also suggest creative strategies on other platforms based on where your audience hangs out. Different platforms require different strategies, and a true expert knows how to adjust tactics for each one.

  • Pro Tip: Ask them about a campaign they ran on a non-Google platform, like Facebook or LinkedIn. This will give you insight into how adaptable they are and if they have a holistic understanding of PPC beyond just one platform.

They Stay Up to Date with Industry Trends

PPC advertising is constantly evolving, with new features, tools, and algorithm changes being rolled out all the time. You need someone who’s in tune with these changes and adapts their strategies accordingly. A PPC expert should be actively learning, attending industry events, reading blogs, or listening to PPC podcasts. They should know what’s happening with platform updates and how these changes could impact your campaigns.

  • Pro Tip: Ask them what they think of the latest changes to Google’s algorithm or how they’re preparing for upcoming PPC trends. Their answer will show how much attention they pay to industry news and how prepared they are to stay ahead of the curve.

They’ve Got the Results to Prove It

One of the best ways to judge a PPC expert is by looking at their past work. Ask for case studies or examples of successful campaigns they’ve managed. You want to see hard numbers: increases in ROAS, improved click-through rates, higher conversion rates, or reduced costs per conversion.

While some candidates might be shy about sharing specifics (because of NDAs or confidentiality agreements), they should still be able to provide general stats or discuss the types of results they’ve achieved. The more concrete their examples are, the better.

  • Pro Tip: When asking for results, look for consistency across multiple campaigns and clients. A one-off success story is great, but you want someone who delivers results repeatedly.

They Understand Your Audience

A great PPC expert is also a mini-marketer at heart. They understand that running successful ads means getting into the heads of your target audience. If they’re truly good at what they do, they’ll ask you tons of questions about your business, your customers, and your goals. They’ll want to know who you’re targeting, what pain points your audience has, and how your product or service solves those problems.

The best PPC experts know that ads should resonate with the audience on a deeper level. They’ll focus on crafting compelling ad copy, choosing the right ad formats, and aligning the messaging with your brand’s voice and the needs of your customers.

  • Pro Tip: Ask how they would target your specific audience with ad copy and keywords. If they’ve done their homework, they’ll have some ideas ready to go that show they understand your business and your audience.

They’re Not Afraid to Test & Fail

PPC is all about testing. A/B testing different ads, landing pages, keywords, and bidding strategies is the bread and butter of a strong PPC strategy. But not every test will be a winner. The real PPC experts understand that failure is part of the process, and they’re not afraid to experiment with new ideas—even if they don’t always work out.

What matters most is that they learn from their tests and use the data to refine their campaigns. They should be comfortable with changing strategies when something isn’t working and pivoting quickly when new opportunities arise.

  • Pro Tip: Ask them about a time when a campaign didn’t go as expected. How did they react? What did they learn from it? Their response will reveal how adaptable they are and how comfortable they are with failure as part of the optimization process.

They’re Communicative & Transparent

Last but not least, a great PPC expert will be communicative and transparent about what’s going on with your campaigns. They should be able to provide you with regular reports that show how your ads are performing, explain what’s working, and suggest areas for improvement. 

Communication is key here—PPC can get complicated, and you want someone who can make sure you’re in the loop without bogging you down with unnecessary details. They should also be upfront about challenges and realistic about what you can achieve within your budget.

  • Pro Tip: During the hiring process, pay attention to how well they communicate. Do they answer emails promptly? Do they explain things in a way you understand? Their communication skills during the interview process will often reflect how they’ll communicate with you once they’re hired.

Conclusion: Finding Your PPC Ninja

Hiring a PPC expert is no small feat, but with these nine strategies, you’ll be well on your way to finding someone who can elevate your campaigns and deliver the results you’re after. 

Remember, you’re not just looking for someone who knows the tools, you want a PPC expert who is analytical, creative, and ROI-focused. Most importantly, you want someone who can communicate effectively and work with you to meet your business goals.

Now that you know what to look for, go ahead—find your PPC ninja and watch your campaigns soar!