Over the past 15+ years, our Kelowna Google Ads agency has inherited a lot of accounts. Like a lot!

Sometimes we have the pleasure of creating a new account from scratch, or receiving an account that is in good health and performing well. All too often however, we inherit money burning accounts that are in complete ruins, and sometimes even beyond repair. Most horrifying is the amount of time the account ran for, and all of the money it has wasted.

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The problem is that you can’t take a walk without running into someone who wants to sell you Google Ads management. After a while, it’s hard not to become disenfranchised with the idea of paying an Google Ads management agency to work your ad campaigns. Especially when you look at the multiple piles of burned money that you’ve wasted getting to this point. But at the same time, if Google Ads are done correctly, they can significantly improve your conversions and gain you tons of new customers really quickly. However, they need to be looked after, and on top of everything else, who has time to do that?

So now we’re back at square one, which is hiring the best Google Ads agency. The good news is hiring a Google Ads management agency doesn’t have to be a big risk, if you’re willing to do your due diligence. Here are some important tips to follow.

How to Evaluate and Choose a Google Ads Marketing Agency

Selecting the right Google Ads marketing agency is crucial for the success of your online advertising efforts. Here’s how to evaluate and choose the best agency for your business:

1. Experience and Expertise

• Assess the Agency’s Track Record and Client Portfolio:
  • Review the agency’s past work to understand their experience managing Google Ads campaigns. A solid track record with a diverse client portfolio indicates the agency’s capability to handle various industries and campaign complexities.
• Understanding Their Expertise in Your Industry or Niche:
  • Determine if the agency has specific experience in your industry. An agency with expertise in your niche will be more familiar with industry-specific challenges and opportunities, leading to more effective campaigns.

2. Certifications and Partnerships

• Importance of Google Partner Status and Google Ads Certifications:
  • Check if the agency is a Google Partner, which means they have met Google’s criteria for managing substantial ad budgets and delivering quality results. Being a certified Google Ads agency demonstrates the agency’s proficiency in using the platform’s ad tools.
• What These Certifications Mean for Your Business:
  • Through it’s not exactly difficult to get certified (you take a few exams, meet fairly average performance requirements, and manage a combined ad spend of at least $10,000 per 90 day period), it’s a great first step that an agency can take to show their ad-working chips. Choosing a certified Google Ads agency ensures that your campaigns are managed by professionals who are knowledgeable about the latest Google Ads practices and updates, leading to better performance and ROI.

3. Client Testimonials and Case Studies

• Reviewing Success Stories and Client Testimonials:
  • Look at client testimonials and success stories to gauge the agency’s ability to deliver results. Positive reviews from previous clients can provide insight into the agency’s reliability and effectiveness.
• Identifying Measurable Outcomes Achieved for Other Clients:
  • Evaluate case studies to see the tangible results the agency has achieved for other clients, such as increased traffic, higher conversion rates, or improved ROI. This can help you determine whether the agency can meet your specific goals. Better yet, ask for references of at least 3 clients they are working with currently. Have a list of questions ready when you call the references, and try to stick to high level inquiries such as “how did the agency help you reach your growth goals”, “did the agency accomplish what they promised”, and so on.

4. Transparency and Communication

• Evaluating the Agency’s Communication Style and Responsiveness:
  • Assess how the agency communicates with you during the evaluation process. An agency that is responsive, clear, and open in its communication is likely to be a better partner in the long term.
• Understanding Their Reporting Processes and Frequency:
  • Ask about the agency’s reporting process, including how often they provide updates and the type of data they include. Regular and transparent reporting is essential for tracking ad campaign performance and making informed decisions. One great question you can ask is how they’ll forecast results before you spend any money. An experienced agency will be able to confidently project numbers for you, while beginners will likely struggle with this.

5. Account Management

• Defining the Role of the Account Manager: When working with an agency, you’ll typically be assigned an account manager who will be your primary point of contact. The account manager's role is to oversee your campaigns, ensure goals are met, and keep you informed of any changes or optimizations. Ensure you understand who will be handling your account and their level of expertise.
• Understanding Team Structure and Support: Clarify whether your campaigns will be managed by a dedicated team or if they will be spread across multiple managers. A dedicated team can provide more personalized attention, while larger agencies may divide tasks among specialists. Understanding how the team is structured and the level of support you will receive is crucial for a successful partnership.

6. Google Analytics Expertise

• Importance of Google Analytics in Campaign Performance: A Google Ads marketing agency should not only excel in ad management but also have deep expertise in Google Analytics. This tool is essential for tracking user behavior, conversion rates, and campaign performance beyond just clicks and impressions. By analyzing data from Google Analytics, agencies can optimize campaigns to target high-converting audiences and improve ROI.
• Assessing Their Ability to Use Analytics for Optimization: Ask the agency how they incorporate Google Analytics into their ad optimization strategies. An experienced agency will use insights from Analytics to adjust campaigns based on user engagement, traffic sources, and behavior flow. This ability to merge data from both Google Ads and Analytics ensures more accurate targeting, refined audience segmentation, and higher conversion rates. A Google Ads professional who is adept in Analytics will also know how to properly set goals that mean something. A huge and very common problem we’ve seen is people putting their trust in bad data. We've inherited too many accounts where the conversion rate looks fantastic, while the soft fluffy goals don’t indicate anything related to leads or sales.

7. Pricing and Contract Terms

• Comparing Pricing Models: Flat Fees vs. Percentage of Ad Spend:
  • Compare different Google Ads agency pricing models. Some may charge a flat fee for their services, while others may take a percentage of your ad spend. Consider which model aligns best with your budget and expected outcomes.
• Understanding Contract Terms and Flexibility (e.g., Exit Clauses):
  • Review the contract terms carefully, especially the length of the contract, any exit clauses, and the flexibility to adjust the terms as your needs change. Choose an agency that offers fair and flexible terms to avoid long-term commitments that may not benefit your business.

Red Flags to Watch Out For

Don’t be fooled by a Google Ad agency that promises the world right off the bat. Not even Google themselves can control the Google Search algorithm, so an agency that claims they can get you amazing results with one easy payment is simply lying. Here are some more red flags to watch out for:

1. Guaranteed Results Promises

• Why No Agency Can Guarantee Specific Results:
  • Be cautious of agencies that promise guaranteed results, such as a specific number of leads or a fixed ROI. The nature of digital advertising is unpredictable, with numerous factors outside the agency’s control, such as market conditions, competition, and consumer behavior. No legitimate agency can guarantee specific outcomes.
• Importance of Realistic Expectations and Honesty:
  • A trustworthy agency will set realistic expectations and be transparent about potential challenges. They should provide a clear strategy and explain how they plan to achieve your goals without making unrealistic promises.

2. Lack of Transparency in Reporting

• The Risks of Working with Agencies That Withhold Data or Results:
  • An agency withholding data or providing vague reports is a major red flag. You need full visibility into how your campaigns are performing to make informed decisions. Agencies that are not transparent may be hiding poor performance or mismanaging your budget.
• Ensuring Full Access to Campaign Metrics and Insights:

3. Overly Low Pricing

• Understanding the Trade-Offs of Low-Cost Services:
  • While low pricing may seem attractive, it often comes with significant trade-offs, such as less experienced staff, minimal strategic input, or reduced service quality. Agencies offering rock-bottom prices may cut corners, leading to underperformance or even damage to your brand’s online presence.
• Ensuring the Quality of Service Aligns with Your Business Goals:
  • Evaluate whether the agency’s pricing aligns with the level of service and expertise they offer. High-quality Google Ads management requires investment in time, tools, and talent. If the price seems too good to be true, it probably is.

Conclusion

As long as you do research, read reviews, and keep these tips in mind, you’re sure to find a Google Ads agency that will take your advertising dollars and maximize your return on them.

Remember, a reputable agency will not only help you navigate the complexities of Google Ads but also provide transparency, realistic expectations, and high-quality service tailored to your business goals. By being aware of potential red flags and carefully evaluating your options, you can partner with an agency that will effectively manage your campaigns, drive meaningful results, and help your business grow.

If you’ve gotten this far, you’re probably ready to boost your conversion rate with a Google Ads agency. Reach out to Roketto today and we’ll work with you to maximize your ROI on ad spend.