Google Ads consulting: a roadmap, training and reviews for businesses managing their own accounts

Account ownership and access: which permission is given to a consultant?

In Google Ads consulting, the account always remains under the business’s own Google Account; the consultant receives only the access required for the work rather than ownership. Google’s access levels page defines five levels: Email-only, Billing, Read-only, Standard and Admin. Read-only allows viewing campaigns and using planning tools, but does not allow editing; campaign editing becomes available at Standard and Admin levels.

According to Google, only Admin-level users can grant user access, change access levels and accept or reject manager account link requests. Read-only is sufficient for an audit; since the team will also make changes throughout consulting, the consultant generally does not need editing permission. In an account with a single administrator, access to tags may be lost if that user’s account becomes unavailable; Google recommends assigning a second administrator against this risk, and that second person should also belong to the business.

Linking through a manager account (MCC)

Agencies and consultants often use a manager account to monitor multiple accounts in one place. Google’s manager accounts pageexplains that a manager account is a separate Google Ads account rather than an “upgrade” of the existing account. The link is established through a request sent using the customer ID, and users with administrative access to the account can remove that link at any time.

A manager account may also be granted ownership of a client account; in that case, the manager account can manage user access within the client account. Such ownership is unnecessary for consulting: audits and review meetings proceed through user access, and the business removes access when work ends.

How does the Google Ads consulting process proceed?

The process starts with an introductory conversation, becomes concrete through an audit report and continues with review meetings as the team implements changes. The steps are:

1. Free initial assessment: the business’s objective, who manages the account and the most frequently reported problem are discussed; whether consulting or monthly management is more appropriate becomes clear here.
2. Scope and proposal: the scope is documented according to account numbers, campaign types and training needs, and a firm proposal is shared.
3. Access: the business sends the consultant a Read-only user invitation; the account password is never shared at any stage.
4. Audit: the seven areas above are examined individually, and each finding is recorded with evidence.
5. Report meeting: findings are read together with the team, and the implementation order is agreed.
6. Training: the actions the team will perform are demonstrated using the account’s own screens.
7. Periodic review: the account is revisited at agreed intervals, the impact of implemented changes is evaluated and the list is updated.

Work with businesses in Istanbul takes place in person, and work with businesses in other cities and abroad takes place online. WhatsApp and the phone line are open between 09.00–21.00.

Which deliverables are provided at the end of consulting?

Google Ads consulting deliverables are written and each can be verified in the account; verbal advice alone does not count as delivery. Standard delivery consists of these documents:

• Audit report: for each finding, its account location, screenshot, explanation of the problem and recommended correction.
• Priority list: findings arranged as “do first,” “do later” and “monitor”; measurement errors always remain at the top.
• Roadmap: a plan showing which change follows which; changes are grouped to avoid disrupting the learning period.
• Keyword recommendations: negative and new keyword lists derived from search terms, with match types stated.
• Conversion map: a table showing which actions will be primary and which secondary.
• Checklist: a simple list of checks the team will repeat regularly.

Progress is tracked through Google Ads change history. In Google’s definition, this tool lists changes made in the account, campaigns and ad groups within the last 2 years; for changes made through the interface, it also shows the email address of the user who performed the action. In review meetings, this record shows whether each item on the priority list was implemented; which result will be achieved within which period is not promised in advance.

Which topics are covered in team training?

The purpose of training is for the account to be interpreted correctly even after Google Ads consulting ends; topics are selected according to the team’s level and the audit findings. Work takes place through screens in the business’s own account rather than as a general course.

The first topic is reading the search terms report: deciding which query belongs in the negative list and which should enter the account as a new keyword becomes a habit. The second topic is conversion columns; once the difference between “Conversions” and “All conversions” and the primary-secondary distinction are understood, report numbers are not misinterpreted.

The third topic is the recommendations page and optimization score. Google’s optimization score page defines the score as an estimate of how ready the account is to perform and states that both applying and dismissing recommendations change it. Since the score can increase through dismissing recommendations too, it is not read as a measure of success; each recommendation is compared with the business’s objective and accepted or rejected accordingly.

The fourth topic is the “Automatically apply recommendations” setting. According to Google, this setting works at account level, and applied recommendations can be tracked through the “History” tab and change history. The team knows which recommendation types are enabled and checks this record regularly.

What should you consider when choosing a Google Ads consultant?

A good Google Ads consultant supports keeping the account with the business, demonstrates findings with evidence and does not guarantee results. Questions to ask and signs to watch during the first meeting:

• In whose name will the account remain, and which access level will the consultant require? A proposal requesting Admin access solely for an audit should be questioned.
• Can a sample audit report section or its contents headings be shown?
• Is the first topic discussed conversion measurement, or an immediate budget increase?
• Do recommendations include their reasoning, or remain at the level of “turn this setting on”?
• Are a particular position, cost per click or sales figure guaranteed? Such a promise is unrealistic because ad position is determined anew by auction in every search.
• Is it stated in writing that access will be removed and documents will remain with the business when work ends?

A frequently seen approach in general practice is to take over the account and send the business only summary numbers. In the consulting model, knowledge remains with the team: the reasoning behind decisions is written down, and account history remains readable even when personnel change.

What are common mistakes in Google Ads consulting?

The most common mistake is receiving the report but not following the implementation order; changing everything in the same week comes next. Mistakes reducing the expected benefit of consulting and the correct approach are:

Changing the bid strategy before measurement is corrected. Every bid change made while conversion definitions are wrong moves toward the wrong objective; this is why measurement sits at the top of the priority list.

Applying every recommendation at once. When many settings change on the same day, it becomes impossible to distinguish which change caused which result. Frequent changes also extend the learning period for campaigns using Smart Bidding.

Giving the consultant broader access than necessary. Admin access also includes authority to add and remove users; this level is unnecessary for consulting.

Looking at a single metric. Looking only at cost per click or optimization score overlooks the quality of incoming inquiries. If the landing page loads slowly, improvements on the advertising side remain limited; in that situation, speed optimization is planned as separate work.

Skipping review meetings. Search terms and recommendations change continuously; a roadmap without periodic review quickly becomes outdated.

How is the Google Ads consulting fee determined?

There is no fixed package price for consulting; a firm fee proposal is provided after reviewing the account’s size and requested support level. The factors determining the proposal are the number of accounts and campaigns to audit, variety of campaign types, current conversion measurement condition, training scope and frequency of periodic reviews. The initial analysis assessing the account’s current condition is free.

For comparison: the monthly service directly managing the account starts at 9,000 TL. In none of the models is the advertising budget paid to Google added to the service fee; the budget goes directly to Google from the business’s account. The initial assessment, which is the first step, is free.