9 Traits of a Great Google Ads Agency | Maximise Your ROI

So you’re actively looking for a Google Ads Agency to bring in instant sales for your business. But with the budget required to run ads, plus agency fees, you want to make sure you get the best ROI.

Secret: If you want the best ROI, you have to hire the best agency.

So how do you find the best Google Ads Agency, or more realistically, a great one? Keep reading to find out…

What is Google Ads?

Before we dive into the meat of this article, let’s first explain what Google Ads is.

Google dominates the search engine market, with a share of over 83%. That’s one of the main reasons why advertising on Google is so important. You are visible to almost everyone.

Google Ads is the name of Google’s pay-per-click (PPC) platform, which allows businesses to gain visibility across Google’s properties. 

The most common Google Ad type is the search ad, which appears on search engine results pages (SERPs) for selected keywords. More specifically, keywords your customers are searching for.

Other campaigns include display ads, shopping ads, YouTube ads, and more.

Why Use Google Ads?

What do social media and organic traffic have in common? They both take a long time to monetise. 

Social media requires a lot of time to build a following and organic traffic requires continuous SEO efforts - this can often take years to gain traction.

On the other hand, PPC methods such as Google Ads offer you instant traffic, which can lead to short-term sales. 

As long as you generate more money than you spend, you’ll gain a positive return on ad spend (ROAS) and grow!

As mentioned before, Google Ads gives you the chance to feature right at the top of customer searches, or feature on relevant websites and youtube videos. You can also customise your ads to ensure they target specific customers, and you can tweak demographics to narrow down your audience. These efforts help to increase the value of each click.

Overall PPC advertising gives you something other marketing methods don’t.

Instant traffic, and instant results.

google ads agency

Google Ads Agency vs DIY

A Google Ads Agency has the following benefits over doing it yourself:


  • An agency knows how to run successful Google Ads campaigns. They target the right audience, create effective ads, and make your campaigns work better.

Time Savings

  • An agency saves you time by taking care of all the daily tasks involved in managing your Google Ads account. This includes creating ads, tracking results, and making improvements.

Better Results

  • When you work with a Google Ads agency, you can expect better results than if you were to handle your ad campaigns alone. Agencies have the know-how to run successful campaigns that bring in leads and sales. 
  • If you want clear and measurable results from Google Ads, teaming up with an agency is the way to go!

9 Traits of a Great Google Ads Agency

1. Qualifications

The first thing you’ll want to do is review the agency’s qualifications, which should be listed on their website.

In particular you should be looking out for their Google Ads certification, awarded by Google to individuals who prove their proficiency and expertise in Google Ads.

The only way to earn a Google Ads certification is to enrol in Google’s online training program via Skillshop.

You should be looking out for a badge on their website that shows they’re a Google Partner or a Google Premier Partner.

While a Google Ads certification is absolutely necessary, it is also vital that the agency is dedicated towards other means of continuous development and growth.

Questions to Ask

  • Are they Google Ads Certified?

2. Experience

A top Google Ads agency not only has the right qualifications but also a proven track record. Here are some important questions to ask:

  • Can they share some successful case studies?
  • Have they worked in your industry before?
  • The answer doesn't have to be a straight "yes," but they should show they've achieved results in a similar industry and explain how they'll apply it to your campaign.
  • Are they a marketing agency specialising in PPC? Or do they do it all?
  • Some agencies specialise in PPC, while others “do it all” (PPC, SEO, social media, email marketing, etc). Each one is a field in its own right, so you’ll typically want to choose an agency that specialises in PPC. Generally speaking, avoid the “do it all” agencies.

3. Tracking and Reporting

The process of turning ad viewers into customers requires gathering data and updating your marketing strategy. This should be done on a regular basis.

As a client, you should expect regular reports from your Google Ads agency that showcases this data in an easy-to-understand way. The reports should detail what your agency is doing behind the scenes: what’s working, what isn’t and why.


  • Terrible agencies don’t track at all
  • Bad agencies track poorly

So, in order to find a great Google Ads agency, you should ask the following questions:

  • Do they use Google Analytics?
  • Do they also use Google Tag Manager?
  • Do they set up tracking to measure goals?
  • What counts as a conversion?
  • Will they track how profitable the campaign is?
  • Do they track actions that matter to you?
  • How do they report results?
  • Do they have their own reporting system or dashboards?

4. Communication

As you're getting to know a Google Ads agency, their communication may seem perfect: quick replies, frequent check-ins, and a reassuring attitude. But what happens after you sign the contract?

In the early stages, it’s important to ask these questions:

  • How often will they communicate with you, and through what channels?
  • Can you easily reach them with questions?
  • How much do they expect you to communicate?
  • How much work will you need to do?
  • Will you have one person in charge of your campaign?
  • Do they want you to sign a long-term contract? This could be a warning sign.
  • Do they make promises that sound too good? Be cautious; a reputable agency won't guarantee unrealistic results.
  • Will you still have full control over your account? This is crucial, and it should be a yes.

5. Pricing and Transparency

What should your agency's pricing cover exactly? Here's a basic list of services that should be included without extra charges:

  • Creation and management of search, display and other Google ad campaigns
  • Professional ad copy creation
  • Remarketing campaigns
  • Social media remarketing
  • Reviewing and scoring campaign-generated calls
  • Importing calls into Google Ads
  • Setting up Google Analytics and Google Tag Manager
  • Creating conversion actions
  • Conducting keyword and competitive research
  • Ongoing A/B testing and optimisations

6. Strategy & Setup

If you decide to work with an agency, how will they learn about your business?

  • Will they ask you to fill out a long questionnaire?
  • How many questions will they ask, and are they about increasing your revenue?
  • Will they do research themselves or rely on you?

An agency that doesn't spend time learning about your business won't make the best campaign.

Think about:

  • How do they learn about you?
  • Do they understand your needs before proposing solutions?

7. Tools

Alright, let's talk about software and tools. There are some you absolutely need, some that come in handy, and then there are those you really don't need (but might be used as an excuse to charge you extra).

So, it's crucial to ask:

  • What tools and software do they use, and what's the reason behind their choice?

8. Campaign Building and Account Activity

You don’t have to be an expert on Google Ads (that's what your agency is for!), but it's good to understand what a solid campaign setup looks like and how involved your agency should be in managing your account.

Here are some useful questions to ask:

  • How do they structure their campaigns?
  • Will the campaign be tailored to your needs?
  • How active are they in managing your account?
  • Do they regularly review search terms (at least monthly)?
  • Do they update your negative keyword list and match types as needed?

9. Culture

When interviewing potential PPC agencies, ask yourself:

  • What do you expect from this business relationship?
  • Who do you enjoy working with?
  • What qualities do you appreciate in people?

Also, consider asking these personal questions to see if you really click with the Google Ads agency you want to hire.

Key Takeaways

  • Google Ads can provide instant website traffic and sales.
  • A Google Ads Agency provides expertise, saves time, and delivers better results compared to managing campaigns yourself.
  • To hire a top Google Ads Agency, focus on their qualifications, experience, tracking/reporting capabilities, communication skills, pricing transparency, strategy/setup proficiency, tools used, campaign management activity, and cultural fit.

If you would like to learn more about our PPC and Google Ads services, please visit our digital marketing page. 

If you like what you see, contact us to schedule your FREE consultation.