What To Look Out For When Choosing The Right Google Ads Agency for your Business.
According to research, a large number of small and medium-sized businesses waste around 25% of their budget on Google Ads (AdWords). And this because of simple mistakes.
The reason for these errors is that Google Ads account managers are not using best practices and actively managing these advertisers’ accounts.
As an entrepreneur or marketing manager, choosing the right Google Ads agency for your business can be a daunting task.
You might not know much about Google Ads campaign management and how it works, but if you want to invest your marketing budget wisely, using Google Ads campaigns is no longer an option – it’s a necessity.
There are many benefits to partnering with a Google Ads agency, but how do you make sure your partner is as good as they say they are?
What do you need to know and look for?
You have to understand that there is a good difference between a campaign with Google Ads and web referencing, also known as natural referencing. According to the agencies, the quality of the service provided, the communication and collaboration, the reporting, or simply the know-how, can be very different from one agency to another.
Here are 9 questions to understand how the partnership will work and how likely the partner is to achieve your goals:
- How can I trust the Google Ads agency?
Some of the less transparent Google Ads agencies do not provide direct access to customers’ Google Ads & Analytics accounts and their data. If you notice this kind of step, you need to be careful because it is a huge red flag when choosing a partner agency of Google Ads.
Look for agencies that give you all the necessary property rights. Professional agencies usually create Google Ads accounts that are the sole owner of the customer.
This way you also have access to the full account history and you can be sure that the Google Ads agency is not charging any hidden fees.
2. Who will manage my account and perform the work?
When looking to hire a Google Ads agency, make sure you know who is actually going to be in charge of your account.
There are many agencies that subcontract the work to other subcontractors or to offshore workers; and who don’t do a lot of optimization themselves.
Look for agencies that have dedicated account managers who also have Google Ads certifications. You need to feel comfortable with the agency involved and trust their expertise and experience.
3. Should I work with a large or a small agency?
More and more, well-known brands are turning to “small” agencies to gain access to the quality of expertise that large agencies would like to have, and which they sometimes lack.
If you are looking to go faster than your competition, you might want to hire a smaller agency.
Look for agencies with specific Google Ads expertise that are quick to go and have a good track record with big brands.
4. How can I be sure that the agency’s work is of high quality?
Check if the person who will work with your account has passed their Google Ads certification. Certification alone does not demonstrate actual competence – it’s past results and practical experience that really matters.
Look for agencies who can talk to you about their internal processes and workflow.
5. What are the references for the agency?
It is good to know at least a few companies or industries that the agency has worked with.
You might even ask them if they can put you in touch with past or current customers, and ask them for their feedback and experience with the Google Ads agency in question.
Look for: Agencies who have experience with large Google Ads accounts or technical accounts, who have received positive reviews from other clients, and who could actually increase your revenue.
6. What key indicators does the agency focus on?
The value of a Google Ads campaign lies in the ROI (return on investment) it generates. Good agencies usually focus on the measurable results they bring to their clients.
You need to clarify, with the agency, what are the key performance indicators (KPIs) that are important for your business to meet its goals.
Look for agencies that focus on increasing your sales, revenue, and ROI while lowering acquisition costs.
7. How will I receive the reports?
The main idea of reporting is to find actionable information and to know if the agency is on the right track with its work. If you want to track your business’s ability to increase sales, you need to keep tabs on Google Ads marketing results on a regular basis.
Remember that the success of Google Ads is based on mutual cooperation, your future agency will not be able to do a good job if they work without feedback from you.
Depending on your agreement, agencies typically send out regular reports with the most important KPIs on a weekly, bi-weekly, or monthly basis.
Look for: Agencies that run reports for valuable insight, that regularly send out detailed Google Ads reports, and can help with more pressing matters as well.
8. Is the pricing transparent?
Some Google Ads agencies charge you on a percentage of monthly ad spend, some have a monthly plan, and still, others charge you by the hour. There are pros and cons to each of these billing methods.
Look for the value the agency can provide you, not just the cost. Ask them why they chose their billing method over the different options, then see if the answer also makes sense to you.
9. What is the agency’s expertise on Google Analytics?
Smart marketers don’t just trust data from Google Ads. They get very relevant information about your ads and website when they inspect Google Ads performance in Google Analytics as well.
But what if your Google Analytics settings are wrong?
This can lead to inaccurate and biased results. Eventually, you can lose a lot of money and lose months of work just because of it.
The worst thing that can happen is trusting data that is actually inaccurate.
Look for Google Ads agencies that have at least one technical person on their team who can make sure your tracking is working properly on your site or app before you start advertising.
It’s up to you: find your Google Ads expert! Now that you know some important points for choosing the right Google Ads agency, do it! You’ll be amazed at the positive changes a great Google Ads agency can make to your business.
If you need the expertise of a certified Google partner, then you need not worry, for you are on the right page.
Leave a comment if you have any questions for us.
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