Google Ads is one of the few marketing channels where you can measure exactly what you got for your money. Which makes it strange how many agencies still report on impressions.
Non-negotiable: you own the account
If an agency runs your ads inside their own MCC account and won't transfer it, you lose every bit of conversion history the day you leave. That history is what makes your bidding work. Ownership is not negotiable.
Ask for the search terms report
It's the least flattering report in Google Ads and the most honest. An agency happy to show it every month is an agency that's actually managing negatives and match types.
Judge on cost per lead, not clicks
- What did a qualified enquiry cost this month?
- How many of those turned into jobs?
- Which campaigns and keywords produced them?
- What's the plan to bring that cost down next month?
If your monthly report doesn't say what a lead cost you, it isn't a report — it's a receipt.
Watch the landing page question
Agencies that only run ads will send your traffic to your existing homepage and blame the site when leads don't come. Because we build the site as well, the landing page and the campaign get designed together — which is where most of the cost-per-lead savings actually live.
Fees should be simple
A flat monthly management fee, no lock-in, no percentage-of-spend arrangement that rewards an agency for spending more of your money.
Start with a free audit
We'll review your existing account for free and show you the wasted spend line by line. If we can't find anything, we'll tell you that too.
Want this done for you?
We do two things and we do them really well — Google Ads and website design. Book a free 20-minute strategy call and we'll tell you exactly where your fastest wins are.