Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

29 questions on this page

How do I learn PPC?

Start with Google Skillshop’s free Google Ads courses and Microsoft Advertising Learning Lab, then learn by running a small, well-tracked campaign. Read the search terms report every week; it teaches more than any course.

How do I do PPC marketing?

Define a goal, set up tracking, research keywords, build tightly themed campaigns, write relevant ads, send traffic to focused landing pages, then review search terms, costs and conversions weekly and shift budget to what works.

How do I do PPC on Google?

Through Google Ads: create an account in Expert Mode, add conversion tracking, build a Search campaign with keywords and responsive search ads, set locations and budget, launch, and optimise weekly.

How do I manage Google Ads myself?

Block out time each week to check spend against budget, review search terms and add negatives, pause poor performers, check ad and asset performance and confirm tracking still works. Monthly, review bidding, locations and landing pages.

Is Google Ads hard to learn?

The basics can be learned in a few weeks, but mastering it takes years across many accounts, because the platform changes constantly and many default settings work against small advertisers.

What are the most common Google Ads mistakes?

No or broken conversion tracking, broad match without negatives, leaving Display and Search Partners on, "Presence or interest" location targeting, auto-applied recommendations, sending traffic to the homepage, and judging success on clicks.

What is Google Ads Editor?

Google Ads Editor is a free desktop app for making bulk changes to Google Ads accounts offline, then uploading them. It is ideal for building campaigns and editing many ads or keywords at once.

What tools do PPC specialists use?

Google Ads and Microsoft Ads interfaces and editors, Keyword Planner, Google Tag Manager, GA4, Looker Studio for reporting, Google Ads scripts, call tracking software and competitor tools such as Semrush.

What are Google Ads scripts?

Scripts are small pieces of JavaScript that automate tasks in Google Ads, such as alerts for spend spikes, broken link checks, search term reports or budget pacing.

What is Google Skillshop?

Skillshop is Google’s free training platform, offering Google Ads courses and certifications in Search, Display, Video, Shopping, Apps and Measurement.

Are Google Ads certifications worth it?

They prove baseline knowledge and are needed for Google Partner status, but they are not a substitute for hands-on experience. When hiring, ask for real results as well as certificates.

How long does it take to become good at PPC?

Most practitioners need one to two years of hands-on work across several accounts to become competent, and many more to handle complex tracking, ecommerce and large budgets confidently.

What is the best PPC book or course?

Google’s Skillshop and Microsoft’s Learning Lab cover the platforms. Industry blogs, PPC communities and hands-on practice on a real account usually teach more than any single book, because the platforms change so often.

What is the difference between a PPC executive, analyst and manager?

Executives handle day-to-day tasks under supervision, analysts focus on data, reporting and insights, and managers own strategy, budgets and client or stakeholder relationships. Titles vary between businesses.

How do I get my first client as a PPC freelancer?

Start with your network and past employers, offer audits to show value, build case studies, publish helpful content that answers real client questions, and partner with web design agencies that need PPC support.

How do PPC freelancers find clients?

Through referrals, agency partnerships and white label work, SEO and content on their own sites, LinkedIn, PPC on their own services and directories. Specialising in a sector makes it easier.

How do I advertise my own business online cheaply?

Combine a well-optimised Google Business Profile, reviews, a focused Google Ads campaign on your highest-intent keywords, Microsoft Ads (often cheaper) and helpful website content. Track enquiries from each so you know what works.

How do I add Google Ads to my website?

If you want to advertise your website, use Google Ads. If you want to show ads on your website and earn money from them, that is Google AdSense, a different product.

What is the difference between Google Ads and Google AdSense?

Google Ads is for advertisers who pay to show ads. Google AdSense is for website owners who get paid to show other people’s ads on their sites.

What is Google Keyword Planner?

Keyword Planner is a free tool inside Google Ads that suggests keywords and estimates search volume and cost per click for your target location.

What is Looker Studio?

Looker Studio (formerly Data Studio) is Google’s free reporting tool for building dashboards that combine Google Ads, GA4, Search Console and other data.

Should I use Google Ads Express or Smart campaigns?

Smart campaigns (the successor to AdWords Express) are easy but limited. Most businesses get better results from standard Search campaigns in Expert Mode, where they control keywords and search terms.

How do I check my Google Ads are working?

Look at conversions and cost per conversion by campaign, check that conversions match real enquiries or sales in your business, review the search terms report and compare results month on month.

What should I check in Google Ads every week?

Spend versus budget, conversions and cost per conversion, search terms for waste, disapproved ads or products, and any sudden changes in clicks, CPC or conversion rate that could signal a tracking problem.

Is it worth paying for a one-off PPC training session?

Yes, if you plan to manage your own account. A few hours with an experienced specialist reviewing your actual account usually prevents expensive mistakes.

Should I use broad match if I manage my own Google Ads?

Only cautiously. Broad match needs reliable conversion tracking and frequent search term reviews. Phrase and exact match are safer for small self-managed accounts.

How do I advertise yourself as a personal trainer or local service on Google?

Run a tight local Search campaign on terms such as "personal trainer [town]", show reviews and offers in the ads, use call and location assets, and send clicks to a page with pricing, photos and an easy booking option.

What is the Google Ads Transparency Center?

The Ads Transparency Center is a public Google tool where anyone can see the ads a verified advertiser is running, by region and format. It is useful for competitor research.

What is advertiser verification in Google Ads?

Advertiser verification requires businesses to confirm their identity and organisation details with Google. Verified advertiser names are shown in ad disclosures, and failing to complete it in time can pause ads.

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