6 things to consider when choosing a Google Ads agency

July 29, 2022
google ads

Hiring a Google Ads agency might be difficult in today’s fast-paced digital marketing environment. There are so many PPC agencies nowadays that it might be difficult to discover the ones that can provide worthwhile results.
Despite having little expertise or understanding in Google Ads management, some web design firms provide PPC as a “bonus” service. A poorly managed Google Ads (Adwords) campaign may seem like a deep hole in the ground, with money being poured in. You want to be sure you pick an agency that has prior experience managing results-oriented marketing campaigns.
Finding the ideal Google Ads company doesn’t have to be a guessing game if you know what to look for. We’ve compiled this list of important things to consider while selecting a company to take care of your PPC.

Possesses expertise in Google ads

The first step should be to assess their Google Advertising expertise. The firm in question should have a better understanding of how to structure a campaign to fit your business, as well as handle ad groups and select proper targeting criteria.
Businesses frequently run into problems with stagnant PPC campaigns, which are those that have been set up and left to run for months, if not years. A competent Google Ads agency understands the risks of this, and a campaign should be reviewed and optimized regularly to offer further improvements based on changes in market trends and conversion data. This approach is only accessible through the appropriate agency. They will also demonstrate knowledge of how to adapt a campaign in light of shifting PPC patterns.

A proven track record of success

Experience is crucial in digital marketing, just like it is in many other industries. Take a look at some of the agency’s case studies and request references from prior customers. Obtaining client names may not be feasible, but an agency should be able to provide you with data on comparable PPC campaigns.
Another factor to consider is whether the firm has prior experience launching campaigns that are relevant to you. If you’re a consultancy firm that specializes in construction cost consulting and the agency has solely worked with e-commerce clients, they may not have the necessary skills for your campaign. Look for testimonials from previous customers that are similar to yours or operate in the same sector. The appropriate Google Ads company will develop custom campaigns based on your company’s objectives.

Is aware of your company’s objectives

A quality Google Ads agency doesn’t simply blanket-apply a one-size-fits-all campaign strategy to all of its PPC accounts. A competent Google Ads agency understands that marketing succeeds when the campaign is tailored to the client’s target audience and objectives.
Your ideal agency will spend time getting to know the objectives of your company and how your clients interact with you. During the initial consultation session, the agency will not only conduct research in your industry, but they’ll also ask you questions about your business. Before launching a PPC campaign, reputable PPC experts want to know as much information as they can about your services, goods, competitors, primary revenue streams, and market trends.

Prioritises ROI

This is the most important one. Many agencies evaluate the effectiveness of their PPC campaigns solely on how many people click on them and how many times they are seen (impressions). But it’s not enough to simply be visible. The ideal firm will spend the time to understand what matters most to you as a company and will be focused on providing a measurable return on your investment.
Following on from your company objectives, a competent Google Ads agency will want to know what KPIs are most important to you. The best agency will take time to fully comprehend what matters most to you as a company, from revenue to leads to precise area exposure. The knowledge obtained by understanding your KPIs can also be used to produce valuable and practical results in their reports.

Great customer communication

Regardless of the business, effective communication is essential. Because PPC campaigns are frequently subject to unexpected events, keeping an open line of communication with your firm helps to guarantee that the campaign stays on track.
If you choose to work with an agency, make sure they are accessible and willing to adapt their approach to meet your needs. While bombarding an organization with numerous queries is a poor idea, if their communication is effective, thorough, and informative, this should not be the case.
However, informative communication doesn’t imply inundating everything with marketing jargon while neglecting to supply information that is immediately helpful. If an agency attempts to confuse possible consumers with excessive verbiage, this might be a warning that effective client communication is not their strong suit.

Fosters customer transparency

When engaging any third party to collaborate with your organization, trust is a must-have. When working with a third-party business, it’s often difficult to establish trust and transparency. Make sure the firm has both.
A genuine honest firm won’t be full of yes-men eager to say anything to keep the customer pleased. An honest agency will give its candid opinions and impartial advice, as well as confess when a mistake is made. Before you begin working with an agency, it’s difficult to pinpoint their honesty. Ask your prospective Google Ads agency about their company principles. And it’s a good idea to talk with previous customers about the firm as individuals. A competent agency will be delighted to provide client references. If you’re unsure, trust your instincts and work with the person who feels most comfortable.


When it comes to hiring a PPC agency, choosing the cheapest campaign might be appealing. However, taking the most inexpensive path is almost certain to decrease your investment and potential gains. It’s also easy to be diverted by marketing jargon or glamorous presentations.
If you have solid business objectives in mind, you’re more likely to determine when you’ve discovered an agency that can help you achieve your goals.
A competent firm should be able to show that it understands your company and creates a tailor-made advertising campaign. Taking the time to locate an agency that meets all of these criteria is usually a greater long-term option.


Kamil Krystman is an SEO expert with 13 years of experience. In 2013, he founded Alfamedio LTD, a company that specializes in search engine optimization and digital marketing services for small businesses.

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