Since Google fully replaced Smart Shopping with Performance Max (PMax), mastering this campaign type is no longer optional for e-commerce and lead generation businesses. PMax offers unparalleled reach across Google’s entire ad inventory, but its automated, “black box” nature presents a significant challenge. Success depends entirely on the quality of strategic inputs you provide, from creative assets to audience signals. Without the right expertise, it’s easy to waste ad spend on low-quality traffic and struggle to interpret ambiguous performance data.
Many businesses find it difficult to achieve a positive return, facing poor conversion quality and a lack of control. This guide is designed to solve that problem. We provide a curated list of vetted professionals to help you hire a Google Ads specialist who can navigate the complexities of PMax. These experts focus on managing campaigns effectively to drive measurable ROI, turning your ad spend into a predictable engine for growth.
Why Hire a Dedicated PMax Specialist?
Managing Performance Max campaigns requires more than just a general understanding of Google Ads. A dedicated specialist brings a nuanced skill set that directly impacts your bottom line. They move beyond basic setup to implement sophisticated strategies that guide the algorithm toward your most valuable customers, ensuring your budget is invested, not just spent.
- Strategic Asset Management
A PMax specialist implements a rigorous creative testing framework for images, videos, and ad copy. Instead of just uploading assets, they systematically identify and scale winning combinations to continuously improve campaign performance. - Audience Signal Expertise
Experts understand how to layer first-party data, custom segments, and affinity audiences as strategic “hints” for the PMax algorithm. This guidance is critical for steering automation toward high-intent users and away from low-quality traffic. - Performance Measurement & Incrementality
PMax reporting can be misleading. A specialist can properly attribute conversions, measure true incremental lift, and provide clear reports that connect ad spend to bottom-line results, giving you a clear picture of your investment’s impact. - Budget & Bidding Nuance
Effective management of value-based bidding strategies like tROAS is key to profitability. An expert ensures budgets are allocated efficiently across Google’s inventory, maximizing return without overspending on placements that don’t convert. - Navigating Platform Updates
An expert stays current with Google’s frequent algorithm changes and feature rollouts. This proactive approach ensures your campaigns are always aligned with the latest best practices and prepared for future shifts in the platform.
PMax Performance by the Numbers
Understanding the key metrics and timelines associated with Performance Max helps set realistic expectations for campaign success. These data points provide context for the investment required to achieve stable, profitable results and highlight the operational realities of managing this powerful channel.
- Advertisers upgrading from Smart Shopping to Performance Max typically see an average conversion value increase of 12% at a similar Cost Per Acquisition.
- Google’s AI generally requires a 4-6 week learning period before a new PMax campaign is fully optimized and performance stabilizes.
- The average hourly rate for a freelance Google Ads expert in the US falls between $75 and $200, depending on experience and specialization.
- To exclude brand terms from PMax campaigns, a specialist must use a negative keyword list, which often requires direct application by a Google representative to be effective.
Our Vetting & Selection Process
The experts featured in this guide are part of the GrowTal talent network and have passed a rigorous, multi-step vetting process. We don’t just look for certifications; we focus on identifying specialists who have demonstrated their ability to deliver tangible business results. Our goal is to connect you with a professional who can translate technical expertise into sustainable growth for your company.
- Proven PMax Track Record
We prioritize specialists with a portfolio of successful PMax campaigns. Our evaluation focuses on measurable outcomes like ROAS improvement, scalable growth in conversion value, and effective budget management for clients. - Technical Skills Assessment
Candidates are tested on their technical proficiency within the Google Ads platform. This includes their ability to structure asset groups, implement sophisticated audience signals, and analyze performance data to extract actionable insights. - Strategic Thinking
Our evaluation goes beyond technical skills to assess a candidate’s ability to build a holistic paid acquisition strategy. We look for experts who can align PMax campaign objectives with your broader business goals and market positioning.
Our network includes a wide range of talent to meet diverse business needs. You can learn more about our vetting process and how we ensure you’re matched with top-tier marketing professionals.
Top 10 Google Ads Specialists for PMax
Finding the right expert is crucial for maximizing your return on ad spend. The specialists below have been vetted for their technical skills, strategic thinking, and proven ability to manage complex Performance Max campaigns. This selection represents a range of expertise suited for different business models and growth stages.
Luke Bright
SEM (Google Search & Shopping)
Luke has over five years of PPC experience and spent three years at Google as a Growth Strategist, working on Google Ads campaigns across search, shopping, display and YouTube. He has managed advertising budgets ranging from £1,000 to £1,000,000 per month across industries like beauty, apparel, e‑commerce and B2B technology. Now freelancing, Luke helps ambitious brands scale revenue through data‑driven Google Ads and YouTube strategies.
Core Strength: Expert-level PPC management across Google Search, Shopping, Display and YouTube.
Best For: E‑commerce and B2B tech brands seeking to grow through sophisticated Google Ads campaigns.
Nick Bublik
SEM
Nick is an SEM specialist with more than eight years of experience managing large-scale paid search campaigns. He specializes in Google Ads, Bing Ads and Amazon Ads, handling monthly budgets up to $8 million. Nick has run campaigns for major brands such as Walgreens, Cole Haan and Harvard, and also provides conversion optimization insights by analyzing user behavior and website performance.
Core Strength: Managing high-budget Google Ads programs with a focus on conversion optimization.
Best For: B2B tech and e‑commerce companies looking for an experienced SEM leader to scale paid search efforts.
Khiem Nguyen
SEM
Khiem is an online marketing specialist with over seven years of SEM experience. He has developed and restructured paid marketing programs for both large and small e‑commerce businesses and subscription models. His expertise includes new user acquisition and lead generation across various industries, with a hands‑on approach to building scalable Google Ads strategies.
Core Strength: Building and optimizing SEM programs for e‑commerce and subscription businesses.
Best For: E‑commerce and subscription‑based companies needing scalable SEM and acquisition programs
Rainer Ramoran
Paid Search & Paid Social
Rainer has six years of experience managing Facebook and Google Ads for industries such as DTC, e‑commerce, B2B and lead generation. He works with budgets from $100 to $10,000, using data‑driven media buying and high‑level strategy to increase revenue or improve efficiency. His services cover end‑to‑end ads management, creative development, landing page optimization and tracking setup.
Core Strength: Integrating Google Ads with Facebook and TikTok campaigns through data‑driven media buying.
Best For: DTC and e‑commerce businesses seeking full-service ads management to scale and optimize campaigns.
Nicholas Julia
Strategy & Paid Search Advertising
Nicholas is a data-driven marketer who uses paid search to drive rapid growth. At Flyx AI Labs he helped ramp up user engagement to 50,000 monthly actives and an $800 K run rate in just 90 days. His experience at Chatfuel and Chatblender demonstrates his ability to build community and scale revenue. He leverages paid search and analytics to accelerate growth for B2B SaaS, e‑commerce and B2C applications.
Core Strength: Data‑driven growth strategy combining paid search and analytics to boost user engagement and revenue.
Best For: B2B SaaS and e‑commerce companies seeking a strategic leader to drive growth through Google Ads and data insights.
Jaime Sikora
Paid Search Advertising (Google & Bing)
With over a decade of digital marketing experience, Jaime specializes in paid search and multi‑channel advertising. She has agency and client‑side experience managing campaigns across Google, Bing, Facebook/Meta, Apple Search, Twitter, LinkedIn, Reddit and influencer channels. Jaime builds early‑stage marketing programs from scratch and uses data to maximize user acquisition and value.
Core Strength: Paid search advertising with cross‑channel expertise across search and social platforms.
Best For: Financial services and B2C brands that need a seasoned paid search strategist to build and scale integrated campaigns.
Our Engagement Process
We make it simple to connect with the right marketing expert. Our process is designed to be fast, efficient, and focused on finding the perfect fit for your specific needs.
- Submit your brief (2-minute questionnaire)
- Matchmaking call to refine scope and fit
- 48-hour shortlist of 2–5 vetted candidates
- Pilot sprint (risk-free trial), fast onboarding
The GrowTal Advantage
We provide a straightforward, flexible, and results-oriented way to build your marketing team.
- Rigorous vetting (skills-tested, reference-checked): Only the top 3% of applicants are accepted, ensuring you work with proven professionals.
- Flexible engagement (hourly, part-time, full-time) with no hidden fees: Scale your marketing support up or down as needed with transparent pricing.
- Coverage across SEO, content, paid, lifecycle, and interim CMOs: Access a full suite of marketing expertise from a single, trusted source.
- Bottom-line focus: free rematch if the first match isn’t perfect: We guarantee the right fit for your team and objectives.
Hire vetted experts through GrowTal!
Conclusion
Performance Max is an essential but complex channel that demands specialized expertise to unlock its full potential. Attempting to manage it without deep knowledge often leads to wasted budgets and missed opportunities. By partnering with a vetted freelancer, you gain immediate access to top-tier talent who can navigate the platform’s intricacies, optimize for profitability, and deliver clear, measurable results. This flexible approach allows you to maximize your ROI without the long-term commitment of a full-time hire. To achieve your performance marketing goals and turn PMax into a reliable growth driver, the most effective step is to hire a Google Ads specialist with a proven track record of success.
Frequently Asked Questions
What skills define a top-tier PMax expert?
Beyond campaign setup, look for strategic skills. A top-tier expert has a strong creative testing methodology, a deep understanding of audience signals and first-party data, and the ability to interpret performance data to make informed decisions.
How long does it take for a PMax campaign to generate results?
You should budget for a 4-6 week learning period for Google’s AI to gather data and optimize delivery. An expert can ensure this phase is effective by providing high-quality inputs from the start, which helps streamline the path to stable performance.
Can I run PMax campaigns without video assets?
While Google can auto-generate low-quality videos from your images, it is strongly discouraged. An expert will emphasize that custom, high-quality video assets are crucial for maximizing reach, engagement, and overall campaign performance.
How is success measured in a PMax campaign?
Key metrics include Return on Ad Spend (ROAS), Cost Per Acquisition (CPA), and total conversion value. A true expert will also analyze incrementality and provide reports on how PMax is contributing to overall business growth, not just channel-specific metrics.
