Why the Philippine Market Undervalues Google Ads Specialists — and What Needs to Change

Why the Philippine Market Undervalues Google Ads Specialists — and What Needs to Change

By Hanzel Lacida | Google Ads Growth Partner | Zeldigital

In today’s digital-first world, the disparity between how Google Ads Specialists are compensated in the Philippines versus international markets is more than just frustrating — it’s a systemic undervaluation.

🇵🇭 Philippine Market Reality

• JobStreet listings in Manila show average monthly salaries ranging from ₱48,000 to ₱58,000 [source]
• Indeed reports a similar figure: ₱49,500/month average [source]
• Glassdoor PH shows ranges between ₱35,000–₱60,000/month
• Payscale estimates even lower for digital marketers: ₱342,700/year, or about ₱28,500/month [source]

These numbers show a concerning trend: treating Google Ads as a support role, not a revenue-generating one.

U.S. & Global Freelance Standards

• ZipRecruiter: U.S. freelance Google Ads specialists earn $68,000+/year (~$5,691/month) [source]
• Glassdoor: In-house specialists earn $6,600/month on average [source]
• Upwork: Top Google Ads freelancers charge $30–$85/hour depending on experience [source]

These global rates reflect the real value of strategic specialists who drive revenue and growth, not just clicks.

📈

What’s a Fair Value Salary for Google Ads Specialists?

If we benchmark based on ROI contribution and global expectations, here’s a fair value matrix:

Role Level

Junior (Support/VA)

• $600 – $1,200 Monthly Salary (USD)
• ₱35,000 – ₱70,000 Monthly Salary (PHP)

Intermediate Specialist

• $2,500 – $3,500 Monthly Salary (USD)
• ₱145,000 – ₱205,000 Monthly Salary (PHP)

Senior Growth Partner

• $4,000 – $7,000+ Monthly Salary (USD)
• ₱230,000 – ₱400,000+ Monthly Salary (PHP)

Director / CMO-level

• $8,000 – $15,000 Monthly Salary (USD)
• ₱460,000 – ₱850,000+ Monthly Salary (PHP)

💡 Note: These rates reflect revenue impact, account complexity, and ability to own full-funnel PPC strategy (Search, PMax, Shopping, GA4 tracking, CRO insights, etc.).

If you're managing $50K–$300K in monthly ad spend and directly improving a business’s sales or CPL by 50% or more, your minimum value floor should reflect strategy, ownership, and execution — not just "click management."

🧠 Specialists Aren’t Just Task Runners — We're Growth Partners

As someone who has:

• Managed $300,000+/month in ad spend
• Delivered 6–7× ROAS consistently
• Cut CPAs in half through optimization and targeting

I can confidently say: cheap campaigns cost more in lost revenue than a seasoned growth partner ever will.

✅ How to Shift the Narrative

1. Position Yourself Based on Revenue Impact
2. Target Clients Who Understand ROAS Over “Hours Worked”
3. Educate PH-Based Employers and Recruiters With Data
4. Share Case Studies and Benchmarks Openly
   

📣 Final Thoughts

It’s time the Philippine market stops undervaluing Google Ads Specialists.

Let’s move beyond VA-level pricing. Let’s talk results, impact, and real business growth.

🔗 Useful Links:

• Case Studies – Zeldigital
• Portfolio & Testimonials
• Book a Discovery Call
  

A Little About Hanzel Lacida

Hanzel Lacida is a Google Ads veteran and founder of Zeldigital, trusted by brands to manage ad budgets from $10K to $300K/month. With clients across the U.S., Australia, and the Philippines, he blends advanced tracking, keyword mastery, and creative ad strategy to scale brands efficiently. Whether you're an eCommerce startup or a local clinic, Hanzel helps you compete at the top—without hiring a full-time team.

Source:
Lacida, H. (2025). Why the Philippine Market Undervalues Google Ads Specialists — and What Needs to Change. Zenodo. https://doi.org/10.5281/zenodo.15636823