Marketing Tips: What Ad Managers Do and How They Boost Campaign Success in 2025

Hiring an ad manager can be a game-changer for authors ready to take their marketing to the next level. But what exactly should an ad manager do? What can you expect from them, and how can you work together effectively? If you’re curious about these questions, you’re in the right place. Let’s break this down so you know what to look for and how to make the most of this partnership.

What Should an Ad Manager Do?

At its core, an ad manager’s job is to take the budget you’ve set and spend it strategically to maximize your return on investment (ROI). It sounds simple, but there’s much more involved:

• Testing campaigns: A good ad manager constantly tests audiences, images, headlines, and copy to pinpoint what works and what doesn’t.
• Improving blurbs and creatives: If your ad’s not performing well, your manager might suggest tweaks or even rewrite blurbs to better attract the audience.
• Targeting the right readers: One of the most valuable skills an ad manager brings is understanding your audience and finding those who are likely to click and buy.

Does your manager handle these tasks? If not, are they truly managing your ads or just offering generic guidance?

Transparency in Ad Management

Transparency is key in this relationship. Your ad manager should operate through your accounts, not their own. Why? When they run ads through their accounts, you lose insight into how your money is spent. Plus, they might withhold important data that can impact future strategies.

Look for managers who provide detailed ad reports. These show what’s working, what isn’t, and why certain decisions are made. If your ad manager hasn’t given you a report in six months, it’s time to ask questions.

Pro tip: Always have access to everything. From ad spend receipts to creative assets, knowing exactly what’s happening is non-negotiable.

Communication is Everything

No one expects daily updates from their ad manager, but there should still be clear and regular communication. A good manager will set expectations upfront.

• How often will you hear from them?
• Do you prefer email, Slack, or another tool for communication?
• How involved do you want to be in the process?

Some clients like occasional check-ins, while others need frequent updates. No approach is right or wrong — it’s about what works for you. But if your manager is only popping up when there’s an issue, that’s a red flag.

Collaboration is Key

While your ad manager handles much of the heavy lifting, you still play a role in your marketing success. Working together on tasks like these ensures campaigns hit the mark:

• Supplying high-quality assets: Send your manager polished cover art and creative materials in high resolution. Bonus points if graphics come without distracting text overlays.
• Sharing upcoming promotions: If you’re running sales, launching a new book, or dropping a box set, let them know. This allows ads to align with your larger strategy.
• Being open to feedback: If your ad manager suggests changes to your blurbs, landing pages, or even packaging, hear them out. They’re working to make sure everything connects with your audience.

Marketing isn’t just about ads. Think of it as a wheel, and ads are just one spoke. You need all spokes — solid branding, good blurbs, engaging covers, and consistent marketing — to keep the wheel rolling.

What to Look for in an Ad Manager

Not every ad manager is created equal. Here are a few questions to ask yourself:

• Do they truly understand your audience? If they’re missing the mark on targeting, your ads won’t convert.
• Are they proactive about solving problems? Whether it’s an ad rejection or a tough season (hello, holiday competition), your ad manager should have solutions.
• Are they invested in your success? A good ad manager genuinely wants you to succeed. If they’re not willing to go the extra mile to help, that’s a concern.

An ad manager should never make you feel like you’re doing all the work. If they do, they’re likely more of a consultant than a true manager.

Avoid Common Pitfalls

Over the years, many authors have found themselves burned by poorly managed ad campaigns. Here’s how to avoid costly mistakes:

• Don’t chase ranks. Some managers will spend your entire budget to climb rankings, leaving you deep in the red. If your manager prioritizes vanity metrics over profits, reconsider the relationship.
• Stay involved in your account. Never let ads run unchecked. Regular reviews keep you in the loop and ensure your money is spent wisely.
• Beware of set-it-and-forget-it campaigns. Facebook ads require constant refreshing to stay effective. If your manager isn’t tweaking regularly, you’re not getting the value you need.

Going Beyond Ads

An ad manager isn’t just about ads. They’re a critical part of your overall marketing team. Effective managers often ask broader questions:

• When was the last time you sent out a newsletter?
• Are you planning promotions that tie into your campaigns?
• What’s your release schedule, and how can advertising support it?

Great ad managers don’t just throw money into Facebook or AMS ads. They help ensure your entire marketing plan is aligned — from your book covers and blurbs to your landing pages and newsletters.

Conclusion

Your ad manager should be more than just someone pressing buttons on a Facebook or Amazon Ads dashboard. They should be a partner in your success, someone you can trust to make smart choices with your budget while offering constructive feedback to improve your brand.

If they’re not stepping up in these areas, it might be time to revisit your expectations or search for someone who truly fits your needs. And remember, success in book marketing isn’t just about one strategy — it’s about creating a balanced wheel where all the spokes work together.

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