Home » Advertising on Google
Independent PPC Expert
Google Ads Specialist
⟶ Increase brand awareness
⟶ Attract new users
⟶ Boost sales volume and ROI
Tetiana Zabula / Contextual Advertising Expert
Tetiana Zabula / PPC Specialist
5+
in Google Ads campaigns
7+
SEO, PPC, webdev
15+
in Ukraine and internationally
700%
average ROAS
for my e-commerce clients
What I Work With
Online sales touchpoints where buyers and sellers meet
ONLINE SALES TOUCHPOINTS
Online Stores and Marketplaces
⟶ E-commerce platforms / non-RU
⟶ Prom
⟶ High-quality custom-built solutions
Landings and Multi-Pagers
⟶ WordPress
⟶ Landing page builders / non-RU
⟶ High-quality custom-built solutions
I launched ad campaign on my own, using auto-mode “as Google recommends.” The budget was spent, but there were no calls or sales. Does that mean Google Ads isn’t right for my business?
Why Didn’t Google Ads Campaign Deliver?
Automated strategies often perform unpredictably at the start because AI doesn’t have enough data to accurately forecast conversions.
Overnight, it’s impossible to properly set up analytics, gather relevant keywords, and adjust other critical settings to attract quality leads and avoid “draining the budget”.
Google Ads is effective for 99% of businesses — if everything is set up correctly.
We worked with an agency. The PPC specialist was managing 15+ projects at the same time. As a client, we only had access to the account manager, who wasn’t always fully informed about the campaign’s status.
How Can You Oversee Your PPC Specialist?
When hiring an agency, you’re not just paying for the work of a Google Ads specialist — you’re also covering overhead costs, such as the office and administrative staff.
To maximize profits, agencies tend to take on as many projects as possible, dividing them among existing team members. Recruiting new specialists can take months, which increases the workload on the “worker ants” and often results in a drop in service quality.
I am an independent PPC specialist. I work with a maximum of five clients at a time, ensuring each project receives the attention it deserves. Plus, I am always available and stay “in the loop” on all aspects of your campaigns.
5 Ways
I Earn Your Trust
1. Certified Specialist
2. Results-Driven Approach
I deeply immerse myself in understanding each client’s business. Sales funnels, target audiences, conversions, and ROI are critical to me.
I launch campaigns only after setting up proper analytics to measure effectiveness.
3. Detail-Oriented
I have zero tolerance for negligence or errors. Every campaign is thoroughly checked before launch. I always seek client approval for strategies, budgets, keywords, and ad copy.
4. Transparency and Autonomy
I create independent, client-specific accounts. You can monitor progress in Google Ads at any time.
Should you choose to switch provider or manage campaigns yourself, you retain full access and historical campaign data.
5. Official and Fixed Pricing
I avoid “percentage of ad spend” schemes, which can incentivize inflated budgets. Instead, I charge a fixed monthly or project-based fee.
I sign contracts, issue invoices, and comply with tax obligations.
Service Fees
Launching and Optimizing Ad Campaigns
The cost of setting up and managing Google Ads campaigns depends on the number of products, the duration of collaboration, the advertising budget, and is calculated individually
$150 … $500 / month
Google Ads Account Audit
A comprehensive review of your advertising account’s effectiveness to optimize costs and maximize returns on advertising investments
From $25 / hour
Consultations on Contextual Advertising
From $25 / hour
What Tasks Are Performed During Project Preparation?
⟶ Filling out a brief with the client
⟶ Developing an optimal advertising strategy — type of ad campaign, geo- and language targeting, audience segmentation, etc
⟶ Obtaining access or creating accounts in Google Ads, Google Analytics, Google Tag Manager, and Google Merchant Center
⟶ Auditing the existing or creating the structure of a new Google Ads account
⟶ Configuring and testing macro- and micro-conversion tracking in Google Ads, Google Analytics, and Google Tag Manager
⟶ Enabling call tracking upon client request
⟶ Setting up and reviewing remarketing audiences in Google Ads and Google Tag Manager
⟶ Auditing overall website conversion performance and landing pages, preparing improvement recommendations, and verifying implementation
What Do You Do at the Campaign Launch Stage?
During the first month of collaboration
⟶ Analyzing competitors and target audience
⟶ Collecting the semantic core for the advertising campaign
⟶ Selecting high-conversion key phrases and negative keywords for the client’s priority business areas
⟶ Developing the structure of the advertising campaign
⟶ Distributing keywords / products across campaigns and ad groups, determining keyword match types, and performing cross-negative keywording
⟶ Creating relevant and engaging ad copies
⟶ Aligning with the client on the advertising strategy, keywords, negative keywords, target audiences, ad copies, and daily / monthly budgets
⟶ Uploading campaigns to the advertising account via Google Ads Editor
⟶ Configuring A/B testing
⟶ Finalizing the reporting format with the client and preparing a report template
What Is Project Support? Is It Really Necessary?
Project support begins in the second month of collaboration and includes the following activities
⟶ Ongoing analysis of search queries and updating the list of keywords or negative keywords
⟶ Regular review of keywords, ads, audiences, topics, advertising platforms, and more
⟶ Adjusting bids and budgets
⟶ Monitoring the performance of automated strategies
⟶ Analyzing client feedback on received leads and identifying ways to improve traffic quality
⟶ Preparing reports on active campaigns — the frequency and level of detail are agreed upon with the client in advance
⟶ Launching new advertising campaigns targeting additional areas of the client’s business
Managing Google ad campaigns is a daily task that involves “cleaning” the semantic core, optimizing bids, testing ad performance, evaluating the effectiveness of automated strategies, and implementing Google’s recommendations.
If you don’t maintain this process and choose to “set it and forget it,” there is a high risk of wasting your budget.
What Factors Influence the Cost Per Click in Contextual Advertising?
⟶ Landing Page Quality — the amount and structure of content, relevance to the search query, and page load speed
⟶ Ad Informativeness and Click-Through Rate (CTR) — how well the ad aligns with the search query, inclusion of extensions, calls to action, and more
⟶ Competition Level — varies by category, time, region, and device
⟶ Keyword Match Type — broad, phrase, or exact match
⟶ Google Ads Account History — includes accumulated ad spend, compliance with policies, and account performance over time
⟶ Desired Search Position — above/below organic results, first page vs. subsequent pages
What Drives the Effectiveness of Contextual Advertising?
Beyond the expertise of a Google Ads specialist, success also requires:
⟶ An Established Market and Competitive Advantage — Website visitors need to feel a demand for your product, actively search for it, and recognize the value of choosing your offering over competitors.
⟶ A Well-Optimized Website— User-friendly, straightforward landing pages that clearly highlight product benefits, emphasize any promotions or offers, and include a compelling call to action.
⟶ Efficient Order Processing — Streamlined internal operations, particularly in sales, shipping and delivery, to ensure prompt and professional handling of customer orders.
What Additional Costs Should You Expect?
⟶ Advertising Budget
⟶ Taxes
⟶ Purchase of Visual Assets from Stock Photo Libraries
⟶ Photo & Video Production
⟶ Professional Design and Post-Production
What Are the Payment Terms?
Comprehensive services commence after receiving 100% prepayment for the month. For hourly-based cooperation, billing is calculated based on actual hours worked.
Currency: ₴ (UAH) at the NBU exchange rate on the date of payment.
For payments to a Group 3 sole proprietor, an additional 5% is added to the specified service cost.
Documentation is handled electronically via the Vchasno platform.
Transparency and Campaigns’ Performance Monitoring Through Detailed Analytics
How to Get Started
7 Easy Steps to Work with Your PPC Specialist
1. Submit Your Request
Fill out the form on the website or send a message through your preferred messenger. I’ll respond within an hour, introduce myself, and schedule an online meeting.
2. Briefing Session
We’ll connect via Meet or Zoom to discuss your project in detail, including your goals, tasks, scope of work, and collaboration terms. We’ll also complete a brief together.
3. Agreement
We’ll sign a contract and finalize initial arrangements.
4. Advertising Strategy Development
I’ll dive deep into your business specifics, identify your target audience, research competitors, and define advertising goals. I’ll create a step-by-step plan to achieve those goals and coordinate each stage with you.
5. Campaign Launch
I’ll audit your website and ad account, define micro- and macro-conversions, integrate analytics tools, research keywords, and craft compelling ad creatives. Finally, I’ll configure everything in your advertising account to ensure a smooth launch.
6. Ongoing Optimization
I’ll fine-tune your ad campaigns to maximize conversions while minimizing costs. I’ll scale successful strategies and provide regular performance reports.
7. Results & Next Steps
I’ll gather feedback on lead quality, analyze your return on ad spend (ROAS), and discuss opportunities for further business growth.
Tetiana Zabula / PPC Specialist
How to Reach Me
Phone, Viber ⟶ 380 95 601 07 14
Telegram ⟶ @tzabula
Email ⟶ zabula.digital@gmail.com
Working Hours (Europe/Kyiv, UTC +2, EET)
⟶ Requests via website: 24/7
⟶ Message replies: 09:00 to 20:00, Mon-Fri
⟶ Office hours: 10:00 to 18:00, Mon-Fri
Operating officially (Sole Proprietor, Group 3)
Imagine opening an online store. You have invested a lot of effort and money in its design, assortment, and staff. But how will people find out about your store if it is not on any map?
This is where contextual advertising comes in. This is a powerful tool that allows you to make your store accessible to thousands of potential customers who are looking for similar products online.
The Benefits of Contextual Advertising on Google
While many search engines offer contextual advertising — Google, Bing, Amazon, Yahoo, Baidu, and more — Google Ads stands out as the best choice. Why? Because Google is the most popular search engine globally, holding 92% of the market share as of January 2023.
Here’s what makes Google Ads the leader:
- Massive Audience: Google processes around 5.4 billion searches daily — 63,000 every second.
- Advanced Targeting: Reach people based on location, demographics, interests, and behaviors.
- Exceptional Ad Ranking System: Ensures your ads reach the right audience.
- Flexible Budget and Bidding Options: Adjust your spend to suit your needs.
- Real-Time Performance Tracking: Monitor and optimize campaigns in real-time.
- User-Friendly Interface: Intuitive and easy to use.
- Global Support: Access help via forums, phone, or chat, wherever you are.
Why you should invest in Google Ads to promote your products and services online:
- Quick Launch and Immediate Results. Google Ads allows for flexible customization based on various parameters, with the ability to make quick adjustments if necessary. When set up correctly, you’ll start receiving leads just hours after launching your campaign.
- Instant Top Ranking. Your website can land in the top 4 search results on Google right after your campaign goes live. Unlike SEO, where it can take 4-6 months to see results, contextual ads deliver instant visibility.
- Precise Targeting of “Warm” Audiences. Google shows your ads exactly when users are actively searching for specific products, services, or companies. This greatly increases the chances of converting site visitors into real customers.
- Pay Only for Results. Contextual advertising operates on a pay-per-click (PPC) model. You only pay when a potential customer clicks on your ad and visits your website, downloads an app, or watches a video. It’s easy to control your online ad spend by setting daily budgets and maximum cost-per-click (CPC) limits.
- Easy Performance Analysis. With Google’s web analytics tools, you can track traffic costs, conversions, plan your advertising budget, and calculate the return on investment (ROI).
Devices on which consumers can see Google contextual ads
- Computers
- Smartphones
- Tablets
- Smart TVs
Platforms available for Google Ads
- Google Search
- YouTube
- Gmail
- Google Play and Apps
- Google Partner Sites (Display Network)
Types of Google ad campaigns
- Search
- Display / Video
- Shopping
- App Download
- Remarketing
What Does a Google Ads Specialist Do?
A Google Ads Specialist is an expert with the professional knowledge and experience needed to create and manage effective contextual advertising campaigns.
Responsibilities of a PPC Specialist
- Defining the goals and objectives of the advertising campaign
- Analyzing the competitive landscape
- Identifying the target audience
- Selecting keywords
- Writing ad copy
- Choosing visual elements for ad creatives
- Setting up targeting options
- Forecasting the campaign budget
- Managing advertising campaigns
- Analyzing performance metrics
- Making necessary adjustments and optimizing the campaign
Results of a Google advertising specialist’s work:
- Achieving high-quality leads at the lowest possible cost
- Increasing return on advertising investments
A specialist in Google Ads uses the following tools
- Contextual advertising platforms
- Web analytics tools
- Keyword research services
- Automation tools
A contextual advertising specialist can work in an advertising agency, as a freelancer, or within a product company.
How to Find a Good Contextual Advertising Specialist
Contextual advertising is a powerful tool for promoting your business online, but only if it’s managed by skilled and reliable hands.
What Sets a Good Contextual Advertising Specialist Apart from an Average One?
- Knowledge and Experience. A good contextual advertising specialist has in-depth knowledge of Google Ads principles and algorithms and hands-on experience with different types of advertising campaigns.
- Analytical Skills. A competent Google Ads expert knows how to collect and analyze campaign data, identify problems, find solutions, and predict the return on investment (ROI).
- Creativity. A skilled specialist can write effective ads, generate fresh ideas for campaigns, and collaborate with developers to create attractive landing pages.
- Communication Skills. A top-tier contextual specialist knows how to communicate with clients, explain complex matters clearly and concisely, and build long-term partnerships.
- Results-Driven. A true expert can optimize advertising campaigns to achieve maximum efficiency and return on promotion investments.
A Top-Tier Contextual Advertising Specialist:
- takes responsibility for their words and actions
- delivers work on time
- perseveres and insists if something doesn’t work out the first time
- continuously learns and improves their skills
When Searching for a Contextual Specialist: Key Focus Areas
- Experience. How long has the specialist been working with contextual advertising? Typically, the more years of experience, the better.
- Testimonials. What do other clients say about the contextual advertising specialist? It’s worth reviewing feedback on the specialist’s website as well as on social media. Don’t forget to note your own impression from the initial communication.
- Qualifications. Does the Google advertising specialist hold any certifications? This could include certificates from specialized courses, a university degree, or official certifications from online advertising platforms.
- Service Costs. How much do the services of a contextual advertising specialist cost?
The salary of a contextual advertising specialist depends on several factors:
- The more experienced the specialist, the higher their rates.
- If the project involves multiple priority areas or requires building everything from scratch or a complete overhaul, the cost of services will be higher. This is because such projects demand more time and effort to achieve results.
- Collaborating with a freelance PPC expert is more cost-effective than partnering with an agency or hiring an in-house employee.
Estimated costs for Google Ads services in Ukraine, 2024:
- Freelancer: $150-600 per month
- Advertising Agency: 10%-20% of the advertising budget, with the specialist earning $400-600 per month and managing 10-15 projects simultaneously
- In-house: Positions range from $400-2500 per month
It’s important to note that the price is subjective and directly influenced by the specialist’s self-assessment of their skills.
When ordering contextual advertising services, consider not only the cost, but also the specialist’s experience, verified education, portfolio, client reviews, and how comfortable you feel communicating with them.
Synergy in Action: Contextual Specialist + AI
Contextual advertising is a dynamic tool that is continuously evolving, leveraging artificial intelligence (AI) and big data to better understand consumer needs.
Here are some examples of how AI is applied in Google Ads:
- Bid Automation
- Ad Personalization
- Behavioral Targeting
- Predicting Purchase Likelihood
Thanks to AI and big data, contextual advertising is becoming increasingly effective. It allows you to connect with the right audience using highly relevant and engaging ads, leading to improved campaign outcomes and higher ROI.
Although artificial intelligence (AI) plays an ever-growing role in contextual advertising, a human expert remains a crucial part of the process.
Here are a few things that artificial intelligence can’t do yet:
- Replace human experience and knowledge. A contextual specialist has a deeper understanding of the goals of an advertising campaign and the target audience, allowing them to select the most effective strategies and tactics to achieve those objectives.
- Respond quickly to changes. Consumer behavior, language nuances, and the advertising market are constantly evolving, and AI cannot always adapt to these changes swiftly. A contextual expert can react promptly to market developments and make necessary adjustments to advertising campaigns.
- Control traffic quality. While AI helps drive more users to a website, it doesn’t guarantee that this will lead to the desired outcomes (purchases, registrations, applications). An online promotion expert carefully monitors traffic quality and takes immediate action to improve it.
Thus, AI is a powerful tool in contextual advertising, but it cannot replace a human specialist.
Investing in contextual advertising and collaborating with an experienced Google Ads specialist significantly boosts a business’s chances of success.
It allows you to:
- Inform potential customers about your company, brand, or new product
- Attract visitors to your website
- Generate new leads and increase sales
Reach out to a skilled Google Ads specialist who can help set up and launch an effective advertising campaign!