Independent Google Ads specialist · Surat, India
Hire a senior Google Ads specialist who works directly on Search, Shopping, Performance Max, tracking and the decisions behind your ad spend.
I'm Vijay Bhabhor. I have worked in paid search since 2009, and I still work inside the accounts I am responsible for. There is no junior handoff after the first call. If I tell you a campaign needs to be rebuilt, a conversion action should stop guiding Smart Bidding, or a product group is wasting budget, I am also the person who has to make that decision work in the account.
I work with ecommerce, lead-generation, B2B and growth-focused businesses in India and international markets. The objective is not to make Google Ads look busy. It is to make paid search easier to trust, easier to understand and more useful to the business paying for it.
The first 10-minute call is free and is only to understand your situation and whether working together makes sense. A detailed account review is scoped separately.
Direct specialist involvement
Paid search since 2009 · Google Ads certified · India-based · International account experience
Since 2009
hands-on paid search and Google Ads experience
100+
businesses and projects worked with across different models
Certified
Google Ads platform knowledge supported by current training
Direct
the person discussing strategy is the person working in the account
What you are actually hiring
Most Google Ads accounts do not fail because nobody knows how to create a campaign. They fail more quietly: the wrong conversion is treated as success, Search and Performance Max compete without a clear role, product data is weak, low-quality leads train the bidding system, or budgets are scaled before anybody knows which part of the account is creating the result.
That is the difference I care about. A Google Ads specialist should be able to connect what happens in the ad account with what happens after the click: the order, the sales conversation, the margin, the product availability, the lead quality and the revenue that eventually appears in your own records.
Sometimes the right change is inside Google Ads. Sometimes it is a Merchant Center feed issue, a broken purchase value, a landing page that does not match the search, or a CRM that never tells Google which leads became customers. I do not assume the answer is a new campaign simply because that is the easiest thing to show on a report.
Google Ads expertise
The work is broader than campaign setup. I look at the entities Google Ads is actually using to make decisions — searches, audiences, products, conversion goals, bids, budgets and landing pages — and whether the relationships between them make commercial sense.
Keywords are only the starting point. I review the actual search terms, match behaviour, negatives, location intent and whether the query is close enough to the offer to deserve the click.
Campaigns need enough separation to control budget and economics, but enough consolidation to give automated bidding useful data. I avoid both needless fragmentation and blind consolidation.
Target CPA, Target ROAS, Maximize Conversions and Maximize Conversion Value only make sense when the conversion signals and business targets behind them make sense.
Google Ads conversion actions, GA4, Google Tag Manager, enhanced conversions and offline or CRM outcomes where relevant. If the account is learning from the wrong event, optimisation can make the wrong behaviour more efficient.
Product titles, feed attributes, approvals, product groups, prices, availability and landing-page consistency matter because Shopping performance begins with product data before it reaches the bidding system.
I use Performance Max as a goal-based campaign type, not a black box that replaces strategy. Conversion goals, product data, asset groups, search themes, audience signals, exclusions and reporting context still need human decisions.
The ad promise, keyword or query, landing page and final conversion should describe the same intent. If they do not, better bidding cannot fully repair the mismatch.
For lead generation I care about what happens after the form is submitted. Where possible, qualified leads, opportunities or sales should inform decisions rather than treating every enquiry as equal.
More spend is not automatically growth. I look at incremental cost, conversion value, lead quality, product margin and whether additional budget still produces business the company wants.
How the account fits together
A strong account is not a collection of settings. It is a set of connected entities. The useful question is whether each one is passing the right information to the next.
| Entity | Important attributes | Relationship I check | What can go wrong |
|---|---|---|---|
| Business goal | Revenue, qualified leads, profit, customer value, sales volume | Defines which conversion goals and bidding targets should matter | The account optimises to a platform metric that the business does not value |
| Conversion action | Action type, value, primary/secondary status, source, attribution | Feeds Smart Bidding and performance reporting | Duplicate, low-value or misleading conversions train the system in the wrong direction |
| Search query | Intent, location, product/service need, funnel stage | Matches through keywords and informs negatives, ads and landing pages | Relevant-looking traffic has weak buying intent |
| Campaign | Budget, bidding strategy, geography, network, conversion goals | Controls how budget is allocated around an objective | Different economics are mixed into one target or one budget |
| Product | ID, title, GTIN, category, price, availability, margin | Flows from the store to Merchant Center and into Shopping or Performance Max | Weak or inconsistent feed data limits visibility or sends spend to the wrong products |
| Landing page | Offer, message, price, trust, speed, form or checkout | Receives the intent created by the query, ad or product listing | The click is relevant but the page does not complete the promise |
| CRM / sales outcome | Qualified lead, opportunity, order value, close rate, repeat value | Shows whether a reported conversion turned into useful business | Google optimises towards easy leads instead of valuable ones |
This is also why I do not describe Google Ads management as “changing bids and ads every week”. Sometimes the most important action is removing a bad conversion goal. Sometimes it is separating one market from another. Sometimes it is fixing the product feed or deciding not to scale a campaign that looks efficient until margin is included.
Choose the right engagement
Not every business needs the same relationship. Some want me to own the account. Some already have a capable team and need senior Google Ads consulting. Others need a defined diagnostic before deciding what to do next.
Ongoing hands-on management covering account structure, Search, bidding, budgets, tracking, reporting and optimisation. Best when you want one specialist responsible for the day-to-day account and the decisions behind it.
View management service →Shopping, Merchant Center, Performance Max and Search for online stores, with attention to product-level demand, conversion value and catalogue economics rather than account-wide ROAS alone.
View ecommerce service →Strategic guidance, second opinions and problem-solving where your internal team or agency continues implementation. The consultant role is intentionally separate from ongoing account management.
View consulting service →A paid, defined review of account structure, tracking, search terms, bidding, budgets and other relevant issues. Useful when the question is “what is wrong here?” before deciding whether ongoing support is needed.
View audit service →Campaign and platform entities
I do not recommend campaign types because Google offers them. I use them when they have a clear job in the account.
Search is where explicit demand is easiest to read. I use the search terms report to understand what people actually typed, whether match types are expanding sensibly and where negative keywords are needed. For many lead-generation businesses, this is still the clearest place to separate commercial intent from research traffic.
Shopping is product-data driven. Product titles, categories, identifiers, images, prices and availability all influence what can be shown. The relationship between Merchant Center and Google Ads is therefore part of campaign management, not a separate technical detail.
Performance Max can access Google inventory across multiple channels and uses your conversion goals, creative assets, audience signals and optional product feeds. I treat it as a goal-based campaign that needs good inputs and clear reporting, not as permission to stop asking where the result is coming from.
These campaigns are useful when demand needs to be created or revisited rather than captured only at the moment of search. Creative, audience quality and the measurement window matter more here than pretending every channel should look like last-click Search.
Remarketing can be efficient because the audience already knows the business. That also means it is easy to over-credit. I prefer to understand whether it is helping close demand, reminding existing shoppers or simply claiming conversions that were likely to happen anyway.
Not a campaign type, but the dependency underneath all of them. Search, Shopping and Performance Max can only make useful automated decisions if the account is being told which actions and values matter.
How I think through an account
A bidding change is easy. Understanding whether the account is feeding Google the right objective is harder, and usually more important.
For ecommerce, that can mean revenue, gross margin, repeat purchase behaviour or product-level profitability. For lead generation it may mean a qualified enquiry, booked appointment, opportunity or closed sale. The Google Ads target should not be invented before this is understood.
I look for duplicate actions, imported GA4 events that should not be primary, missing purchase values, calls that are counted too easily, and situations where every form submission is treated as equally valuable.
Search terms, product performance, geographic performance, device behaviour, placements where relevant, campaign history and change history tell a different story from a screenshot of the current settings.
If the problem is measurement, restructuring first can hide it. If the problem is the landing page, adding more keywords sends more people to the same weak destination. If the problem is product economics, a higher ROAS target may protect efficiency but also starve the wrong products.
I prefer a short list of changes tied to a business problem over a long activity report. Some accounts need a rebuild. Others need two settings corrected and then enough stability to learn what the account can actually do.
Different business models, different signals
A Google Ads expert should understand what changes when the business model changes. The same dashboard metric can mean very different things in ecommerce, lead generation and B2B.
The purchase happens online, so feedback is fast — but revenue is not the same as profit. I look at product groups, Shopping visibility, Merchant Center data, purchase values, margin differences, stock and whether scaling the account is simply sending more budget to easy-to-convert low-margin products.
The form submission is only the beginning. Search intent, call quality, duplicate enquiries, spam, location and the lead-to-sale process matter. Where the business can provide downstream outcomes, those are more useful than optimising towards every lead equally.
Sales cycles are longer and conversion volume can be lower. A demo request may be valuable, or it may be an early signal that needs qualification. Campaign structure needs enough data to work without pretending there are hundreds of conversions when the business closes only a few real deals.
Geography, phone calls, appointment quality and service-area intent are often more important than raw traffic. A cheaper lead outside the service area is not a better lead, and a broad location setting can make a local campaign look healthier than the sales diary does.
The type of work that needs judgement
eCommerce
The account may be allocating more spend to products that convert easily but carry thinner margin, repeat less often or are already close to selling through. The useful review is not only campaign ROAS. It is product-level conversion value, spend concentration, margin and what happens when budget increases.
Entities involved: product, item ID, price, margin, Shopping/PMax campaign, conversion value, inventory.
Lead generation
Both can be true. If the account is rewarded for every form fill, Smart Bidding can learn to find people who submit forms cheaply, not people who become customers. Search terms, qualification, conversion actions and CRM feedback need to be looked at together.
Entities involved: query, keyword, form conversion, qualified lead, opportunity, Target CPA, CRM outcome.
Account structure
Campaign count by itself tells you nothing. Some separation may protect markets, margins or budgets; some may simply divide a small amount of conversion data into pieces too thin for bidding to learn from. The right structure follows commercial differences and usable data, not a fashionable account template.
Entities involved: campaign, budget, market, conversion goal, product/service line, Smart Bidding data.
India-based, international work
I am based in Surat, Gujarat. That makes me a Google Ads expert in India, but it does not mean the work is limited to Indian campaigns.
I work remotely with businesses targeting India as well as markets such as the United States, United Kingdom, Canada, Australia and the UAE. The account stays in the client's business, the advertising spend is paid directly to Google, and access is provided for the work.
What changes between markets is not the location of the person managing the account. It is CPC levels, buyer language, competitive pressure, currency, seasonality, margins and what a commercially acceptable acquisition cost looks like. Those differences should be reflected in campaigns and targets rather than hidden inside one global average.
If you specifically want someone local in Surat, I keep that local intent on the dedicated Google Ads Expert in Surat page rather than trying to make this national page rank for every city.
Buyer checklist
This is the part I would check even if you do not hire me. The questions are simple, but the answers tell you a lot about how the relationship will work.
Ask whether the person on the sales call is also the person reviewing search terms, changing budgets and checking tracking. Neither agency nor freelancer is automatically better; you simply need to know who is accountable after the proposal is signed.
A Google Ads specialist should be comfortable discussing primary and secondary conversions, values, GA4, Tag Manager, ecommerce purchases, phone calls and offline outcomes where relevant. If the answer is only “Google is tracking conversions”, ask again.
ROAS, CPA and CPL targets have no meaning without margin, lead quality, close rate, customer value or another commercial boundary.
The cleanest arrangement is usually for the business to own its advertising account, billing, history and associated data. A specialist or agency gets access to do the work.
You should understand why a campaign is being consolidated, why a target is changing, or why a conversion action is being removed. You are paying for judgement, not mystery.
Nobody controls the auction, your competitors, your offer or the customer's decision. Be careful with guaranteed ROAS, guaranteed lead numbers or a precise date on which an account will become profitable.
Intent separation
The titles overlap. The more useful distinction is who makes the decision and who implements it.
| Option | Main role | Good fit when | Watch for |
|---|---|---|---|
| Google Ads expert / specialist | Senior strategy plus hands-on implementation | You want one experienced person to own the account work directly | Individual capacity is naturally limited |
| Google Ads consultant | Advice, diagnosis and strategic direction | Your in-house team or agency can implement but needs deeper paid-search judgement | Recommendations still depend on somebody else executing them well |
| Google Ads agency | Team-based delivery across account management, strategy and sometimes multiple channels | You need breadth, continuity and more delivery capacity | Confirm who actually works on the account after the pitch |
| In-house PPC specialist | Dedicated internal ownership | Your Google Ads programme is large enough to justify a full-time specialist | Hiring, training and channel breadth sit with the business |
If your team already manages the campaigns and mainly needs an independent second opinion, use my Google Ads consulting service. If you want ongoing hands-on account ownership, this expert page and the management service are the closer fit.
Simple starting process
I prefer to establish the requirement before asking for unnecessary access or pretending a ten-minute conversation can diagnose an account properly.
You explain what the business sells, the market, what Google Ads is doing now and where you think the problem is. The purpose is fit, not diagnosis.
Ongoing Google Ads management, consulting and a detailed audit are different jobs. I will tell you which one I think fits — including when I do not think you need ongoing management.
Account complexity, markets, tracking, Merchant Center, campaign types and who owns each task all affect the work. That is what the proposal should be based on.
Your business keeps ownership of Google Ads and the associated data. Access is granted for the engagement; ad spend continues to be billed by Google to your own account.
Account access
I work through access. I do not need to own your advertising account to manage it.
That means the business keeps the Google Ads account, billing profile, campaign history and data. If an engagement ends, there should be no argument about handing the account back because it was never transferred away from you.
Commercial question
There is no useful flat answer before the scope is known. Two businesses can spend the same amount on Google Ads and require very different levels of work.
Ongoing
Usually priced as a monthly professional fee based on account complexity, campaign scope, markets, tracking requirements and the level of hands-on involvement.
Advisory
Useful when your team owns implementation. Pricing depends on the depth and frequency of strategic involvement rather than simply the amount of ad spend.
Diagnostic
A defined paid review with a specific scope and output. This is separate from the free 10-minute introduction call.
The variables I would expect to affect a quote include number of markets, number of active campaigns, Shopping or Merchant Center involvement, conversion-tracking condition, account history, reporting requirements and whether the job is maintenance or a significant rebuild.
Commercial FAQs
Google Ads expert · India
Tell me what you sell, which market you are targeting, what the account is doing now and what you want to improve. I will use the first conversation to understand whether I can help and which type of engagement actually fits.