The way founders hire Google Ads specialists has changed.
Interviews are harder.
Trust is lower.
Screening is deeper.
This did not happen by accident.
It is a market correction.
What triggered the correction.
Paid traffic became accessible.
Training became cheap.
Entry became fast.
Some programs charge as little as 500 pesos to promise a path into virtual assistance and paid ads work.
They scale across Luzon, Visayas, and Mindanao.
Volume is high.
Depth is low.
Thousands entered the market labeled as specialists.
Very few were ready.
Founders absorbed the cost.
What founders experienced.
• Budgets spent without profit.
• Accounts built without intent mapping.
• Match types used without control.
• Scaling attempted without signals.
• Reports that looked active but solved nothing.
This was not a talent problem.
It was a decision problem.
Why founders now hire differently.
After repeated losses, founders adapted.
They no longer trust:
• Certificates alone.
• Tool familiarity.
• Screenshots without explanation.
They now test judgment.
They ask why before how.
They listen for thinking, not confidence.
This is not distrust.
This is discipline.
What a real market correction looks like.
Easy entry created oversupply.
Reality removed weak operators.
Price only hires disappear.
Script driven execution fails.
Surface level portfolios stop working.
What remains are operators who can explain decisions under pressure.
Where I sit in this correction.
I see this from inside accounts.
I see where spend leaks.
I see where structure breaks.
I see where founders lose patience.
Founders are not testing politeness.
They are testing judgment.
I do not lead with dashboards.
I lead with decisions.
Why bids moved.
Why keywords were cut.
Why scaling waited.
Why losses were accepted.
This correction did not hurt real operators.
It exposed them.
What serious founders should screen for now.
Stop asking:
What tools do you use.
Ask:
• What made you pause spend.
• What failed and why.
• How you structure from zero.
• When you scale and when you stop.
Competence shows fast.
What screenshots never show.
Screenshots show activity.
They do not show thinking.
They hide:
• Tradeoffs.
• Risk control.
• Intent discipline.
• Accountability.
Only experience shows that.
What this means for specialists.
The bar is higher.
That is fair.
Strong operators adapt.
They speak in:
• CPA.
• ROAS.
• Margin.
• Timeline.
They show failures.
They explain decisions.
They own outcomes.
Noise fades.
Signal remains.
The takeaway.
This is not about geography.
This is not about nationality.
This is not about virtual assistants.
This is what happens when easy entry meets real money.
The Google Ads hiring market corrected.
Serious founders benefit.
Serious operators do too.
This is the market now.
If you are a founder navigating this correction, you do not need more promises.
You need judgment.
That is the role I operate in.
I work as a Google Ads operations partner.
Not a task executor.
Not a dashboard manager.
I focus on:
• Account structure built for intent.
• Spend controlled by signals, not emotion.
• Scaling tied to margin, not vanity metrics.
• Clear decisions explained in plain language.
This is how I protect capital.
This is how I work with founders who take growth seriously.
If you are done testing cheap and ready to work with accountability, this correction already filtered the noise.
I am Hanzel Lacida.
Google Ads operations partner.
I work where decisions matter.
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