TPE #133: 14 key traits of Elite PPC Specialists

Read time: 4 minutes

GM — Miles here with The PPC Edge.

Over the last 3 years, I’ve worked with, coached, and observed 10.000+ Google Ads Specialists — from beginners to world-class pros.

And I kept asking myself:

Why do some people struggle, while others level up so effortlessly?

Turns out, it’s not just experience, luck, or even knowing more tactics.

The top 1% simply do things differently — they think, act, and operate on another level.

It comes down to 14 key traits that separates the elite from the rest.

Today, I’m breaking those traits down — so you can develop and apply them too.

Let’s dive in!

1. Takes extreme ownership.

Elite specialists don’t make excuses. They own results — even when external factors that may be beyond their control are at play. If performance drops, they don’t blame the algorithm, the client, or the market. They ask: “What could I have done differently?”

2. Looks beyond platform data.

The best specialists know that platforms like Google Ads love to overattribute to themselves. The top 1% know that the most valuable insights often come from outside of Google Ads: irresistible offers, CRM data, profit margins, close rates, lead quality… The pros zoom out to make better strategic decisions (and never fully rely on what the platforms says).

3. Takes control of landing pages.

The best don’t stop at the click. Elite specialists help improve what happens after — whether by writing copy, collaborating with CRO experts, or improving bad landing pages. The top 1% know that the biggest lever for results is the landing page.

4. Knows testing is the way to go.

Elite specialists never stop testing. Headlines, audiences, landing pages, bidding strategies — everything is one big test. They know progress doesn’t come from guessing or from overthinking the ‘perfect strategy’, but from iterating based on real-world results.

5. Challenges themselves all the time.

The best specialists are always asking: “How can I get better?” — Whether that’s learning new skills, having difficult conversations, or experimenting with new campaign types — they seek growth by challenging themselves beyond their comfort zone.

6. Knows investing in themselves is the only way to grow.

The top 1% know that the only way to grow is by investing in yourself. Whether that is through courses, communities, coaching, events, tools, books… They see these things as a non-negotiable expense — because they know their results (and income) will follow their skills.

7. Don’t wait for opportunities (but create them).

The best specialists don’t wait for opportunities to be handed to them. They pitch ideas, suggest new strategies, ask for more responsibility, and take initiative. They create opportunities by being proactive — not reactive.

8. Is resourceful (says “I don’t know, but I’ll find out”).

When top 1% specialists don’t know something, they are honest about it. Instead of covering it up, they try figure it out. Whether it’s reading documentation, testing something in a dummy account, or asking an expert — they never let “I don’t know” be the final answer. Instead, they always end with “… but I’ll find out”.

9. Is curious and eager to learn.

The elite ask great questions. They dig deep. They don’t settle for surface-level understanding… They want deep mastery. And curiosity fuels mastery. The top 1% are incredibly curious about how Google Ads really works, and never stop learning. They understand that once they think they know it all, they fall behind.

10. Communicates frequently and proactively.

Elite specialists don’t disappear for 3 weeks and then drop a report. They communicate well, manage expectations early, and highlight wins AND challenges. This builds trust — and makes them an irreplaceable, valued business partner. They communicate frequently and proactively all the time, not just in the initial onboarding period.

11. Is obsessed with results & never satisfied.

The elite celebrate wins… briefly. Then they ask: “How can we do even better next time?” They live for the thrill of improvement, just for the sake of it.

12. Always thinks “what else can I do?”.

The top 1% go above and beyond. They ask smart questions like:

• “Can I help improve the offer?”
• “Can I plug this into CRM to track LTV?”
• “Can we improve CVR on the landing page?”

They constantly look for ways to overdeliver beyond what is expected.

13. Prioritizes deep mastery over shortcuts.

The best PPC Experts are not chasing hacks or trends. They double down on mastering the fundamentals. They know that shortcuts don’t build careers — but mastery does.

14. Knows going together takes you further.

The best specialists don’t try to do everything alone. They join communities, build relationships, share knowledge, and ask for help. They know that surrounding themselves with other A-players is the fastest way to also become (and stay) an A-player.

Final thoughts.

Every trait above is learnable.

This isn’t about being born “elite” — it’s about how you show up every day and work on improving yourself and your clients.

So here’s your challenge:

Pick 1 trait you haven’t developed yet — and work on it this week.

The compound effect of doing that over and over? That’s how you become world-class.

I believe in you!

Oh, last note: want to surround yourself with 2.000+ Elite Google Ads Specialists who embody these traits every day?

Then join The PPC Hub. That’s where the top 1% hang out.

We’ll help you develop the key skills and traits so you can drive the best possible results for your clients, and attract the best opportunities for your business, career, and life.

We’d love to see you inside! Click here for more info or to join The PPC Hub.

Thanks for reading — see you next week!

Cheers,

Miles (& Bob)