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Questions to Ask When Hiring a Google Ads Agency in 2024

Hiring a Google Ads agency in 2024 can prove to be quite a challenge.

However, we’ll help you identify which agency is a good fit for your business by asking the right questions.

Let’s explore the signs of a good agency and what are the red flags that you should avoid.

Let’s get right into it!

What are the Essential Questions When Hiring a Google Ads Agency?

In the quest to find the ideal Google Ads agency, the right questions can be your guiding star.

Let’s dive into the essential queries that will help you gauge the potential of a PPC manager.

1. Account Management

Understanding who will be at the helm of your account is crucial. Don’t hesitate to ask who will manage your account and consider requesting a meeting with them, especially if they are different from your initial contact. This step ensures you’re comfortable with the team handling your campaigns and their level of expertise.

2. Result Expectations

Set clear expectations about results and timelines. Inquire about how long it typically takes to see tangible results from the campaigns, which usually range from 30 to 90 days. This conversation sets a realistic timeline and helps manage your expectations.

3. Contract Terms

Discuss the contract terms in detail. Preferably, opt for month-to-month or short-term contracts for greater flexibility. This approach allows you to evaluate the agency’s performance without a long-term commitment.

4. References and Referrals

Ask for references or referrals from their previous clients. This feedback can provide valuable insights into the agency’s capabilities and reliability.

5. Experience and Strategy

Check their experience, specifically in your industry, and ask about their overall approach and strategy. This will help you understand if their expertise aligns with your business needs.

6. Account Review

Consider asking for a brief review of your account to assess their expertise. This can give you a glimpse into their approach and how they might manage your campaigns.

✏️If you’re running a SaaS business, check out our list of top 10 SaaS Google Ads agencies 2024 which will surely help you in making your decision.

How to Identify Agency Transparency and Authenticity

Transparency and authenticity are the bedrock of a trustworthy agency-client relationship.

Let’s explore how to identify these traits in a Google Ads agency.

Communication Patterns

Pay attention to communication patterns. If the communication is mostly indirect or via email with unusual timings or language use, it might indicate the use of international freelancers. Consistent and direct communication is key to a transparent relationship.


Assess the agency’s transparency regarding its team composition and location. A transparent agency will be open about who is working on your account and where they are based.

Client Interaction

The level of direct interaction with the team members working on your account can be telling. A lack of direct interaction might suggest that the agency is outsourcing its work to freelancers, which is an important factor to consider based on your preferences.

Evaluating Agency Performance and Accountability

Evaluating an agency’s performance and accountability is crucial in ensuring they meet your business goals.

Here’s how to assess these aspects effectively.

Result Timeline

Set clear expectations for seeing results, typically within 60 to 90 days. If results are not observed within this timeframe, it could be a red flag indicating that the agency’s strategies are not effective for your business.

Performance Review

Regularly review the performance of your campaigns. If the agency’s performance is not meeting expectations after a reasonable period, consider reevaluating the partnership. Consistent underperformance is a sign that the agency might not be the right fit for your needs.

Professional Evaluation

Consider getting a third-party professional to audit the campaign. This can provide an unbiased assessment of the agency’s work and help you make an informed decision about continuing the partnership.

Understanding Agency Expertise and Specialization

In the quest to find the perfect Google Ads agency in 2024, it’s not just about picking any agency; it’s about finding the right fit for your unique business needs.

This section is all about peeling back the layers to understand an agency’s expertise and specialization.

What Industries or Types of Businesses Have You Worked With?

This question is your key to understanding the agency’s breadth and depth of experience.

It’s not just about the number of clients they’ve served; it’s about the diversity and relevance of their experience.

Have they worked with businesses similar to yours? Do they understand the nuances of your industry?

An agency that has a track record in your industry or with businesses similar to yours is more likely to hit the ground running. They know the landscape, the competition, and what works.

This experience translates into more effective and efficient campaign strategies tailored to your specific industry needs.

Do You Have Experience with Businesses of My Size and Market?

Size matters in the world of Google Ads.

The strategies that work for a small startup are vastly different from those suitable for a large corporation. It’s crucial to find out if the agency has experience managing businesses of your size and market.

This experience equips them with the knowledge of how to scale campaigns, allocate budgets effectively, and navigate the challenges unique to your business size.

Whether you’re a small local business or a large multinational, an agency that understands the dynamics of your market size can make a significant difference in the success of your campaigns.

How Do You Tailor Strategies for Different Industries or Niches?

The one-size-fits-all approach is a big no-no in the dynamic world of Google Ads. Each industry and niche has its own set of challenges, opportunities, and audience behaviors.

Ask the agency how they tailor their strategies for different industries or niches. What tools and data do they use to understand industry-specific trends? How do they customize their approach to meet the unique needs of each client?

An agency that takes the time to craft bespoke strategies based on your specific industry and audience insights is more likely to deliver campaigns that resonate with your target market and achieve your business goals.

Assessing Communication and Reporting Practices

In the digital marketing odyssey, clear and consistent communication, coupled with insightful reporting, is the compass that guides you through the sea of data and strategy.

In 2024, as Google Ads campaigns become more intricate, understanding an agency’s communication and reporting practices is a must.

Let’s navigate through the key questions that will help you assess whether an agency’s communication and reporting align with your needs.

What is Your Communication and Reporting Process?

This question is your gateway to understanding how the agency will keep you informed and involved. A top-notch agency doesn’t just send reports; they communicate stories.

They turn data into narratives that help you understand not just what is happening, but why it’s happening. Ask them to walk you through their process.

How do they gather data? What tools do they use for reporting? How do they ensure that the information they provide is both comprehensive and comprehensible?

You’re looking for an agency that doesn’t just talk at you with jargon and numbers, but talks to you with insights and strategies that make sense for your business.

How Often Will We Review Campaign Performance?

The frequency of performance reviews can make a big difference in how agile and responsive your campaigns can be.

In the fast-paced world of Google Ads, staying on top of campaign performance is crucial. Find out how often the agency plans to review and discuss the performance of your campaigns with you.

Is it weekly, bi-weekly, or monthly? The ideal frequency can vary depending on the nature and scale of your campaigns, but the key is to ensure that it’s sufficient for timely optimizations and strategy adjustments.

Regular performance reviews are a sign of an agency that’s actively engaged in your campaign’s success and values your input.

Discussing Budget Management and Billing Practices

Managing your budget is like orchestrating a ballet – it requires precision, foresight, and a keen sense of balance.

In 2024, where every dollar in your Google Ads spend counts, understanding an agency’s approach to budget management and billing is crucial.

How Do You Manage and Optimize Ad Spend?

Efficient budget management is the heart of a successful Google Ads campaign. When you ask this question, you’re looking to uncover the agency’s strategy for making every penny count.

How do they allocate the budget across different campaigns and ad groups? What methods do they use to identify and capitalize on high-performing keywords while trimming down on underperforming ones?

You’re seeking an agency that not only manages your budget but optimizes it. They should be able to articulate a clear strategy for maximizing ROI, whether through smart bidding strategies, continual testing, or audience segmentation.

Can You Explain Your Billing and Fee Structure?

Transparency in billing and fees is non-negotiable. You need to know exactly what you’re paying for.

Is the agency’s fee a flat rate, a percentage of ad spend, or based on performance? Are there any hidden costs or additional charges for services like creative development or analytics reports?

A trustworthy agency will be upfront about their fee structure, providing a clear and detailed explanation of what’s included in their services.

This clarity helps you budget effectively and ensures there are no surprises down the line.

How Flexible Are You with Budget Adjustments?

The digital marketing landscape is dynamic, and so should be your budgeting. Ask the agency about their flexibility in adjusting the budget.

How do they handle changes in your marketing goals or shifts in the market? Can they scale up or down quickly in response to campaign performance or seasonal trends?

You want an agency that can adapt swiftly to changes without disrupting the momentum of your campaigns.

Their ability to manage budget adjustments effectively can be a significant factor in the agility and success of your marketing efforts.

Red Flags and Warning Signs

Knowing the red flags can save you from making a costly mistake.

Let’s explore the warning signs to watch out for and how to steer clear of common pitfalls when selecting a Google Ads agency.

Common Red Flags When Choosing a Google Ads Agency

The first step in avoiding a bad agency experience is to recognize the red flags:

  1. Overpromising Results: Beware of agencies that promise sky-high results in an unrealistically short time. Google Ads is powerful, but it’s not magic. Success requires time, testing, and optimization.
  2. Lack of Transparency: If an agency is vague about their strategies, billing, or performance metrics, take a step back. Transparency is key in any agency-client relationship.
  3. One-Size-Fits-All Approach: Every business is unique, and so should be the approach to its Google Ads campaigns. If an agency offers a cookie-cutter strategy without understanding your specific needs, it’s a red flag.
  4. Poor Communication: Consistent and clear communication is crucial. If an agency is unresponsive or fails to explain things in a way you understand, it could signal future communication issues.
  5. No Case Studies or References: An agency proud of its work will happily provide case studies or references. If they can’t, it might mean they lack experience or have a poor track record.

How to Avoid Common Pitfalls in Google Ads Agency Selection

To dodge these pitfalls, adopt a proactive approach:

  1. Set Realistic Expectations: Understand that Google Ads is not a quick fix. Set realistic goals and timelines for your campaigns.
  2. Demand Transparency: Ask for detailed explanations of strategies and regular, comprehensive reporting. Ensure you understand their billing structure.
  3. Seek Customized Strategies: Look for agencies that take the time to understand your business and tailor their approach accordingly.
  4. Prioritize Communication: Choose an agency that values open communication. Regular check-ins and updates should be part of their process.
  5. Do Your Homework: Research potential agencies thoroughly. Read reviews, ask for case studies, and speak to their current or past clients.


As we wrap up this comprehensive guide on hiring a Google Ads agency in 2024, let’s take a moment to reflect on the journey we’ve embarked on together.

Choosing the right agency is a pivotal decision, one that can propel your business to new heights or lead to missed opportunities and wasted resources.

Recap of Key Points to Consider When Hiring a Google Ads Agency

  1. Experience and Specialization: Look for an agency with a proven track record in your industry and with businesses of your size. Their experience should align with your specific needs.
  2. Transparency and Communication: Choose an agency that values open communication and transparency in their strategies, reporting, and billing practices.
  3. Strategic and Creative Approach: Ensure the agency has a tailored approach to campaign strategy and creative development, and is adept at testing and optimizing for the best results.
  4. Budget Management and Ethical Practices: The agency should demonstrate efficient budget management, ethical practices in campaign management, and compliance with Google’s advertising policies.
  5. Long-Term Partnership Potential: Look for an agency that views the relationship as a long-term partnership, showing commitment to your growth and scalability.
  6. Red Flags Awareness: Be aware of red flags such as overpromising results, lack of transparency, and poor communication.

Learn the 7 Google Ads Metrics Every SaaS Business Should Track.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.