"As a Google Ads manager, should you also know how to create landing pages? I understand what elements should be included in a landing page when running ads. I can give advice to clients, but I don't personally create the landing pages. Starting a career as a Google Ads manager in the freelancing field, what advice can you give me on landing pages? I'm confused about this aspect."

You might think that performance is the #1 factor in retaining Google Ads clients, but my experience working with 20+ marketing agencies and hundreds of Google Ads accounts has shown me that something else is even more important... Communication. Clients love making more money, of course, but will quickly forget about the extra money in the face of uncertainty. Certainty is one of the 5 primary social motivators in David Rock's SCARF model and if you stop to think about it you can probably think of some situations in which a lack of certainty made you hesitant, and even angry. There are a few key moments in a client's relationship with you that require intentional communication (other than regular performance reports). The point of the communication is more to give them the certainty of action and progress, and has little to do with sharing every little thing that you're doing. The first key moment is onboarding & setup. If a client signs an agreement and then pays you to set up and manage their ad account, they have just taken a risk. They weren't sure whether you were the right choice, but they pulled the trigger and chose you. If you don't give them some sort of idea about what will happen next, they're proceeding with uncertainty. If you don't update them about the work you've done every few days, or at least once a week, they'll feel uncertainty. When they feel uncertain about what you're doing, doubt creeps in as to whether they made the right decision in hiring you. Your working relationship can be dead in the water a week after you start and it will take months of great performance and communication to establish the tiny trust they initially had. The easiest way to handle this is to send them a quick overview of your setup process with a basic timeline. This sets basic expectations and prevents them from reaching out after a few days to ask what you're doing. As you write ad copy, you can win bonus points by sending them the ad copy for approval so they know that you're doing work and that you value their input. It shows that you care enough about their brand's image to check with them that everything aligns.