Your Guide to Choosing the Right Google Ads Consultant or Agency

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Typically, a small to medium-sized business allocates around $10,000 per year to Google Ads.

Given this, it's no surprise that there are numerous agencies and specialists currently offering their "Google Ads Management Services". If you're considering hiring someone to enhance your campaigns and are unsure what to look for, this piece is intended for you.

When you're in the market for a Google Ads agency or consultant to oversee your advertising campaigns, you're obviously seeking a tangible ROI on your ad expenditure. Therefore, you need to be cautious about who you entrust with this task.

There are several key factors to take into account to guarantee you're selecting a reliable and effective partner. Throughout my career in the pay-per-click (PPC) advertising and search engine optimization sector, I've discovered that these are the most vital factors to consider when recruiting a Google Ads agency.

Related: How to Expand Your Business Using Google Ads

Seek agencies or consultants with a solid history of managing successful Google Ads campaigns. Inquire about their experience collaborating with businesses similar to yours in terms of industry, size, and objectives. I suggest firms with at least 10 years of Google Ads management experience.

Google Partner certification signifies that the agency or consultant has proven proficiency in Google Ads. Google Partners have passed Google's certification exams and meet certain performance standards that, while not perfect, offer a good basic benchmark for establishing trust.

Consider your specific requirements. Do you need assistance with campaign setup, optimization, or both? Ensure the agency or consultant provides services that match your needs. If you're unsure where to begin, make sure your agency offers a "full service" solution to guide you from start to finish.

A competent agency or consultant should take the time to comprehend your business objectives and devise a customized strategy for your campaigns. Steer clear of those that propose a one-size-fits-all strategy.

Transparency is key. The agency or consultant should offer clear insights into campaign performance, including data on clicks, impressions, conversions, and costs. Regular reporting should be a component of their service, including KPI tracking.

Open and regular communication is crucial. Opt for an agency or consultant that is responsive and keeps you updated about campaign modifications, updates, and results as they occur. Slow response times or waiting a day or more for a response is unacceptable.

Ensure the agency can effectively manage your budget to yield the best possible results. They should be capable of optimizing your campaigns to deliver the highest ROI without exceeding costs. Google Ads makes it simple to assign budgets and spending targets, so there's no reason for an agency to exceed these predetermined figures.

Related: 6 Steps to Enhance the ROI of Your Google Ad Campaigns

Inquire about the tools and software they utilize to manage and monitor campaigns. Advanced tools can help optimize campaigns more effectively and efficiently.

While the Google Ads dashboard offers some robust insights, other tools like Fluency, WordStream, and SEMrush provide more sophisticated analytics (note: I'm not affiliated or associated with any of these companies).

Request case studies or references from past clients. This can offer insights into the agency's or consultant's ability to deliver results. Review the submitted materials before making any hiring decision with a Google Ads agent.

Ensure the agency adheres to ethical advertising practices and complies with Google Ads' policies. Avoid agencies that guarantee unrealistic results or engage in black-hat tactics that may result in a Google penalty that damages your SEO performance.

When assessing a Google Ads agency or consultant, asking the right questions can help you evaluate their expertise, approach, and suitability for your business. Here are some crucial questions to ask:

1. What other services do you provide? Clarify the scope of services they offer. This could include campaign setup, keyword research, ad copywriting, ongoing optimization, tracking setup, and more.

2. How do you determine the appropriate budget for our campaigns? An informed agency should be able to explain how they calculate and allocate budgets for maximum ROI.

3. How do you measure and report campaign performance? Ask about the metrics they track, the frequency of reporting, and the level of detail you can expect in their reports.

4. Can you explain your approach to keyword research and targeting? This question helps you evaluate their approach to identifying relevant keywords and targeting the right audience segments.

5. How do you handle ad creatives and copywriting? Their response will give you insight into their ability to create engaging ads that resonate with your audience.

6. How do you stay updated with Google Ads trends and changes? Look for agencies that emphasize continuous learning and staying current with the latest industry developments.

7. How do you optimize campaigns for better performance? Their optimization strategy should involve monitoring, adjusting bids, refining targeting, and A/B testing ad variations.

8. What is your pricing structure and payment terms? Ensure that their Google Ads billing structure aligns with the industry standard pricing model.

9. What happens if campaign performance isn't meeting expectations? A reliable agency should have a plan for addressing underperforming campaigns and making necessary adjustments.

10. Can you provide a clear timeline for campaign setup and launch? Having a timeline will help you understand when to expect your campaigns to go live and start generating results.

Related: 18 Ways to Boost Your Google Ad Without Paying an Extra Cent

Two decades after its initial launch, Google Ads remains the top player in the PPC advertising field. Although utilized by many, it's a challenging marketing channel to master. A qualified Google Ads consultant or agency can assist you in creating or refining your Google Ads strategy so that you can maximize your ad spend.

By following the steps I've detailed above, and asking the right questions, I believe you can increase your chances of securing a top-tier Google Ads partner for the job.