You and your company are ready to invest in paid advertising to drum up business, but you don’t have the resources yet to hire an internal paid media strategist or team. So, you decide to check out some Pay-Per-Click (PPC) agencies. You go to a handful of websites, but it seems they are all saying the same thing: “We get the best results for our clients” (in one form or another-think case studies, client testimonials, etc.). Well, not all agencies are created equal. Hiring a PPC agency is a significant decision that can greatly impact your marketing return on investment (ROI), and the wrong partnership can cost you more than just ad spend. To ensure you’re finding the best fit for your company and your goals, consider asking these questions:
1. Will We Own Our Accounts?
This one is a biggie. If your Google Ads, or any other platform’s ads or analytics, are being built from scratch by an agency, make sure that your company has ownership of that account. The agency should be able to walk you through the steps to get the account created under your umbrella, and then you can give management access to them.
Too many times we have had clients come to us saying that they already have a Google Ads account, but when they try to leave their old agency, the ad account is either held for ransom or just shut down altogether. For Google Ads, you can certainly build out another account, albeit you will lose the data history that Google has acquired over time, but for other platforms, it’s not that simple. Speaking of platforms…
2. What Platforms Do You Specialize In?
PPC isn’t limited to just Google Ads. A strong agency should have expertise across platforms such as Google, Bing, Meta (Facebook/Instagram), and more. Depending on the audience you are trying to reach, a combo of these could be the solution, and it’s beneficial to have an agency that can build out your strategy across platforms.
3. What Can I Expect in the First Week/Two Weeks/Month?
We’re not necessarily talking about results here, although that is a good conversation to have. More like, what is your process for onboarding, and what does that timeline look like? You probably want to be up and running right away, but building out solid campaigns takes time. There’s not only the campaign builds themselves, but conversion tracking implementation, call tracking, possible landing page builds, and more. The agency should have a clear vision of what will happen and when, and also let you know what will be expected of you along the way. On that same note…
4. Can You Handle Landing Page Creation and Conversion Tracking?
Great PPC isn’t just about driving traffic—it’s about converting it. Find out if the agency can assist with landing page creation (if needed), A/B testing, and setting up proper conversion tracking.
5. Who Will Manage My Account Day-to-Day?
Sometimes this isn’t determined until you sign on the dotted line, but if you can get this information up front, it’s a plus! Finding out their experience level and how accessible they will be to you before signing up could play a big factor in your decision.
6. How Do You Structure Your Pricing and Fees?
It should never be just about pricing, but of course, this is a factor. PPC agencies typically charge a flat fee, a percentage of ad spend, or a hybrid model. Contracts or proposals should spell out exactly what you are getting and how much it costs, but can contain “gotchas” that increase fees down the road. Make sure you understand how fees are structured, if there are setup or cancellation fees, what’s included in the service versus something considered an extra charge, and if fees will change down the road based on any factors such as ad spend.
Side note: Make sure you know if the contract is month-to-month or if you are locked in for a certain amount of time. We have had clients come to us wanting to start PPC services only to find out from their present agency that they are locked in for the next six months, and the client had no idea.
7. How Frequently Will I Receive Reports and What Will Be Included?
Transparency in reporting is vital. Ask how often you’ll receive reports (weekly, bi-weekly, monthly) and what data will be included. The report should cover general metrics and data like clicks and impressions, but also
- Campaign performance and KPIs
- Spend vs. conversions
- Actionable insights
- Strategy recommendations
I’m always shocked when we get a new client who passes along their reports from an old agency, and there aren’t any conversion metrics on it! This happens more than you would think.
8. How Do You Stay Up-to-Date with Platform Changes?
Digital advertising evolves quickly. Ensure the agency invests in continuous learning, certifications, and platform updates so your campaigns stay competitive. This may not even be an in-person question if you can find certification badges on the agency’s website.
While the above 8 and your own research will give you a pretty good idea, you can always dig a bit deeper:
9. What Is Your Approach to Strategy and Campaign Planning?
Understanding how the agency develops a strategy is critical. Be sure to ask about their processes for:
- Researching keywords and audiences
- Competitor analysis
- Defining conversions
- Structuring campaigns
10. How Do You Measure Metrics for Success?
While this should seem obvious, we have seen some agencies count landing page views as conversions, meaning no action was taken. It was just someone landing on a page you have on the website. Make sure the agency aligns with what you feel is a success. Example: While calls to your business from an ad might be considered a conversion, how long does that call usually have to be in order to be considered a viable lead? If it’s 60 seconds, then that should be what is considered a conversion and nothing less than that time.
Final Thoughts
Choosing a PPC agency is about more than just price. It’s about trust, expertise, and alignment with your business goals. By asking these questions, you can better evaluate potential partners and ensure your investment drives meaningful results. Have more questions? Contact us today.
Angie Batten
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