Question

Agency owners: Does a PPC agency's PM need to be deep in Google Ads themselves or just excellent at process?  

Answer 1

I prefer the latter but that comes from the former only

Comments

That's my thought also, but man, you know it's tough to even find the former without the qualifier of being stellar at process ;) We're having an internal debate on it. I've always been in the camp of needing to be super deep in AdWords (how else do you guide), but man it would be nice if I was wrong.  

Answer 2

If they have other people who are good who are willing to take leadership in getting into the weeds of the platform then the PM could lead in the process

Answer 3

As for agency, a better match might be to be good at people management. All else is actually easy

Answer 4

You need one Ads Genius, more people who do what the genius says operative and even more for projectmanagement and communication (ideally also selling) for the client (but these group needs to understand what genius does, or why, and the operatives do).  In an ideal world