Questions to ask
| Question | A good answer |
|---|---|
| Who owns the ad account? | You do, with admin access from day one |
| How is ad spend billed? | To your own card, separate from the fee |
| What do you track? | Calls, forms and bookings, tied to campaigns |
| Who works on my account? | A named person you can contact directly |
| How long is the contract? | Month to month, or a short first term |
Red flags
- Guaranteed rankings, leads or a fixed cost per lead
- Reports full of clicks and impressions but no leads
- Ad accounts the agency owns and will not transfer
- A fee that rises with ad spend, with no added work
- Long contracts with steep exit fees
What a Google Partner badge means
Google Partners must meet spend, certification and optimization score thresholds. Google requires a minimum optimization score of 70% and $10,000 in ad spend over 90 days. The badge shows experience with the platform. It does not prove an agency will get you good leads.
Test before you commit
Ask for a short plan for your account. A good agency will name the services, areas and searches to start with, and explain what it would measure. Vague promises about "growth" tell you little.
Good example. An owner picks the agency that explains its tracking plan, hands over admin access and offers a month-to-month contract.
Bad example. An owner signs a 12-month deal with the agency promising first place on Google, then cannot access the account.
If your current agency is not delivering, talk to us. Our PPC management works in accounts you own, with no long contract.