Years of experience
Supported roles
Total spend managed
Google search is probably the most competitive environment to show an ad in, next to marketplace advertising like Amazon. It has also become a much more competitive environment than it was before. Click prices are increasing across the board and new and existing advertisers continue to increase ad spend putting more pressure on you. On top of that, paid search advertising has drastically changed in the last years -- from structures, to bidding to campaign types.
Let's be honest, staying ahead of the curve can feel like riding a bike while solving a Rubik's cube at the same time. Have a look at my work below to understand how I've stayed ahead of that curve.