I've always used customer testimonials. When I first started doing PPC (Adwords) back in 2004, I would do it for my own sites and created benchmark spreadsheets. It would show my current traffic, traffic after PPC was implemented, and any other type of metric that prospective clients would ask to see. After that, I landed a couple relatively small contracts, and used them as references for new bigger clients, then so on, and so on.
Short answer, the only way to show you know PPC is by showing results. Without results, anyone can say they know how to set up an Adwords campaign.
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