Should You Hire an Ad Manager to Boost Sales?
A hugely common question that’s asked a lot in the author world is “should you hire an Ad Manager?” Ad managers aren’t magic. If your stuff can be sold, they can help. If it can’t, no one can fix that but you.
When you’re trying to grow your career as an author, marketing can be tricky, especially when it comes to running ads. If you’ve wondered whether hiring an ad manager is the right move, you’re not alone. Many authors face the same question: Do I need an ad manager, and am I ready for one?
Let’s break it down step by step and answer these questions to help you decide.
What Does an Ad Manager Do?
An ad manager isn’t just someone who pushes buttons on ad platforms. They’re professionals who manage, monitor, and optimize your advertising campaigns. They make decisions based on data, test strategies, and ensure your ad spend delivers results.
Think of them as the “marketing quarterback” for your advertising. But here’s the catch: not everyone’s in the right position to hire an ad manager.
So, how do you know if this is a step you should take? Well, it starts with knowing where you are in your author journey.
Are You Financially Ready?
The first (and most important) question to ask yourself is: How much am I making each month?
Hiring an ad manager is a financial investment. Aside from paying for the ad spend itself, you’ll also need to cover the manager’s fee—this isn’t cheap. If you’re not earning enough, this cost might cause more stress than it’s worth.
If you’re not consistently generating income or you’re living solely off your book earnings, you may need to hold off. For example:
- Do you have extra funds available for ads and the ad manager’s fee?
- Is your income stable, or are you still relying on “viral” moments like TikTok spikes or big promos to make sales?
If you’re making less than $5,000 to $8,000 per month from book sales, hiring an ad manager might be premature. However, if you have another income stream or you’re ready to scale, it could be worth considering.
Is Your Product Marketable?
A good ad manager helps you scale a sellable product—not something that’s struggling to gain traction. Before adding ads into the mix, ask yourself:
- Are your books selling without ads?
- Are they resonating with readers?
- Is the packaging (cover, blurb, branding) strong enough to convert clicks?
If a product isn’t marketable, even the best ad manager can’t deliver miracles. For instance, some ad managers will turn you down if your product isn’t ready. Instead, they’ll suggest fixing key issues first. Honest feedback like this is a sign of a good ad manager—they won’t take your money if they don’t believe they can help.
Are You Comfortable Letting Go of Control?
Think about your personality. Are you okay with letting someone else take the reins? Effective ad management requires trust. Micromanaging your ad manager often leads to frustration on both sides.
If you need to make changes to your ad account on your own, it could create data confusion. For example, ad managers track every variable like budgets, overlaps, and platform changes. One unapproved tweak can throw off their entire strategy.
If you’re the type of person who checks sales every hour or can’t resist tampering, an ad manager might not be the right fit.
Do You Have the Time and Energy to Learn Ads?
Learning to manage ads isn’t impossible, but it takes time, effort, and patience. Platforms like Facebook Ads and Amazon AMS are complex. They involve testing, tracking trends, and keeping up with constant changes.
For authors with packed schedules, outsourcing this responsibility to an expert can save significant time. Ad managers spend years mastering these skills, learning from constant failures and successes. For many authors, the time saved is worth the cost.
Can You Handle the Fluctuations?
Ad results aren’t always consistent. There are seasonal changes, algorithm updates, and even external factors like holidays or Prime Day sales that can impact ad performance. For example, the fourth quarter often sees higher costs (CPCs) due to more competition.
If you’re someone who panics every time sales drop slightly on random Tuesdays, it might be hard to handle the inevitable advertising ups and downs. You’ve got to be able to ride the waves and trust your manager’s strategy.
Is Your Budget Aligned With Your Goals?
Some authors believe they’re saving money by keeping ad spend low or running campaigns themselves. While that might provide temporary savings, it can hold you back from scaling. A skilled ad manager can often improve returns on ad spend (ROAS) beyond what you’d achieve alone.
Instead of simply putting money “on ads,” a strategic approach aims for growth-ready campaigns. That means you might spend more—but you’ll likely earn more too.
Finding the Right Fit
If you’re considering working with an ad manager, keep these points in mind:
- Be clear about your goals. Do you want more sales? More reach? Both?
- Make sure they’re ethical. A good ad manager won’t take clients just to fill spots. They genuinely want to help you grow (and will be honest if you’re not ready yet).
- Check their communication style. Are they approachable? Do they explain strategies clearly? What’s their reporting process?
Keep in mind that many ad managers, like us, won’t share client lists or testimonials for privacy reasons. But a direct conversation should give you confidence in their knowledge and professionalism.
What If You’re Not Ready for an Ad Manager?
If you aren’t quite ready to hire someone yet, don’t worry. There are plenty of resources to help you improve your ad skills and prep your business for future growth. Free educational tools, courses, and insight-packed videos are a great place to start. The key is to keep learning and building a product that’s sellable and scalable.
Final Thoughts
Hiring an ad manager can be a game-changer for your career—but only if you’re ready. Evaluate your financial situation, your ability to hand over control, and the marketability of your books. If everything lines up, an ad manager might be the key to scaling your success.
Have more questions? Check out our resources at Finding Your Indie or use the link above to ask directly. Whatever path you choose, don’t forget: stay consistent, stick to your brand, and most importantly, have fun.
Feel free to share your thoughts or ask questions in the comments below. Don’t forget to subscribe and hit the bell so you won’t miss our future videos!
