Not knowing who or what your client does, I would say:
– If they’re a small shop, research local Google Ad consultants. Your client might get more bang for their buck by having someone nearby to come in, experience their programs, and develop a strong ad program. And the price will likely be right, too.
– Medium-sized shops benefit from larger digital agencies managing their programs (expertise, resources, cutting-edge knowledge, etc.). These agencies, of course, cost more, and likely require greater collaboration and coordination b/w client and agency.
– If your client has never executed Google Ads before, start by securing a Google Ad Grant. Also, ensure they have Google Analytics tracking (specifically eCommerce), then join all of your Google platforms for seamless data sharing (e.g. Google Tag Manager, Google Analytics, Google Ads, YouTube, etc.).
– Start by maximizing the spend in the Google Ad Grant account, then move on to a paid Google Ad account.
– The best hiring advice I can give you in this space is: look for someone who can clearly communicate the technical side of this channel to a layperson. Far too many consultants hide behind technical jargon and snowballing their clients.