Breaking into major agency roles like Digital Buyer or Campaign Operations Manager at companies like Publicis, WPP, or Omnicom requires more than just basic knowledge of Google Ads. These positions demand a deep understanding of platform mechanics and the ability to manage complex campaigns across multiple clients with large budgets. If you’re serious about landing one of these coveted roles, here’s what you need to focus on.
Why Agencies Expect More Than Platform Basics
Agencies operate on a different level compared to freelancers or in-house marketers. They handle diverse client portfolios, multi-million-dollar budgets, and intricate campaign structures. Knowing how to navigate Google Ads is just the starting point. Agencies want candidates who can think strategically, optimize efficiently, and adapt quickly to shifting client needs.
This is why relying solely on foundational resources like Google Skillshop might not cut it. While Skillshop teaches you how to use the platform, it doesn’t prepare you for the operational challenges unique to agency work.
What Sets Agency-Level Proficiency Apart?
At an agency, proficiency goes beyond knowing where to click. It involves mastering skills like:
– Managing pacing across campaigns with tight deadlines.
– Coordinating billing and reconciling discrepancies for multiple accounts.
– Creating scalable strategies that align with diverse client objectives.
– Troubleshooting issues under pressure while maintaining performance metrics.
These skills require hands-on experience and advanced learning beyond standard courses.
Building Your Agency-Ready Skillset
To stand out as a candidate, you’ll need to go beyond theory and demonstrate practical expertise. Here’s how:
1. Start with Foundational Certifications
Google Skillshop certifications are still valuable as they validate your technical knowledge. Complete exams like the Google Ads Search Certification and Display Certification to prove you understand the basics. However, treat these as stepping stones rather than endpoints.
2. Dive Into Advanced Learning Resources
Look for specialized training programs designed for agency professionals. Platforms like LinkedIn Learning, Udemy, or even industry-specific workshops often cover topics like multi-client management, budget optimization, and cross-platform integration. Seek content tailored to handling complex campaigns.
3. Gain Hands-On Experience
The best way to learn is by doing. Volunteer to manage ad campaigns for small businesses, non-profits, or startups. This gives you real-world practice managing budgets, tracking KPIs, and optimizing performance—skills directly transferable to agency roles.
4. Network Strategically
Connect with current agency professionals through LinkedIn or local marketing events. Ask them about their day-to-day responsibilities and common pain points. Their insights will help you tailor your preparation to meet actual job demands.
Actionable Tips for Standing Out
- Showcase Your Work: Build a portfolio showcasing successful campaigns, even if they’re personal projects or volunteer efforts.
- Highlight Transferable Skills: Emphasize experiences in project management, data analysis, or teamwork during interviews.
- Stay Updated: Follow industry blogs, attend webinars, and participate in forums to stay ahead of trends.
- Practice Problem-Solving: Use case studies or simulations to sharpen your ability to troubleshoot campaign issues.
What’s Next?
Start by auditing your current skillset. Identify gaps between what you know and what agencies expect. Then, create a focused plan to address those gaps using the steps outlined above. Remember, landing a top agency role isn’t just about having the right certifications—it’s about proving you can deliver results in high-pressure environments.