Why the Philippine Market Undervalues Google Ads Specialists — And What Needs to Change
📅 Published June 2025 | ✍️ By Hanzel Lacida
In the Philippines, Google Ads specialists are often undervalued — not because of lack of skill, but due to outdated market perceptions and misaligned salary benchmarks. Drawing from over a decade of experience managing high-performance campaigns for U.S. and global clients, I wrote a working paper to shed light on the pay gap and advocate for fair compensation aligned with international standards.
🔍 In this paper, I detail:
- Real-world salary data from Philippine job boards
- Value benchmarks from global markets (especially the U.S.)
- A fair value framework for evaluating senior-level PPC roles
- Actionable insights for both hiring managers and specialists
📄 Read the full working paper here:
👉 Zenodo DOI: 10.5281/zenodo.15636823
This is not a commercial paper — it's a transparent contribution for industry growth, fully based on hands-on insights and real client results.
📌 Note: Published under the Zenodo repository and ORCID standards, this paper supports ongoing professional and policy conversations. All rights reserved by the author, under Zeldigital.
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