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November 26, 2022

The Definitive Guide to Choosing a Google Ads Agency for Your Business

Are you considering hiring a Google Ads agency to help grow your business? If so, you’re making a smart decision. Google Ads (or Google Adwords) can effectively reach more customers and increase sales. However, not all Google Ads agencies are created equal. How do you choose the right one for your business? This blog post will discuss some things you should consider when selecting the best Google Ads agency for your online advertising campaign.

Types of Google Ads Agencies

Not all Google Ads agencies are created equal. There are quite a few different agencies, each with its strengths and weaknesses. The type of agency you choose should be based on your specific needs and goals.

Full-Service Agencies

Full-service agencies offer a wide range of services, including (but not limited to) pay-per-click (PPC) advertising, search engine optimisation (SEO), social media marketing, web design, and more. These agencies typically have a team of experts who specialise in different areas of digital marketing. This allows them to provide their clients with an integrated approach to digital marketing that covers all bases.

Pros

  • You’ll have access to a wide range of services under one roof
  • You’ll be able to benefit from an integrated approach to digital marketing

Cons

  • Full-service agencies typically charge more than other types of agencies
  • You may not need all of the services that a full-service agency offers

Specialised Agencies

Specialised agencies such as PPC focus on just one or two services related to Google Ads. For example, some specialise in creating PPC campaigns creating high-converting landing pages, while others focus on building remarketing lists. If you only need help with a specific part of your campaign, working with a specialised agency can save you money and give you access to experts who know their stuff.

Pros

  • You’ll save money by only paying for the services you need
  • You’ll be working with experts who know Google Ads inside out

Cons

  • You may need to work with multiple agencies to get all the help you need
  • Specialized agencies may not offer the same level of service as full-service agencies

SEO/SEM Agencies

SEO/SEM stands for search engine optimisation/search engine marketing. These agencies focus on helping their clients improve their organic search rankings and run effective paid ads campaigns. While SEO and SEM are two different strategies, they are often used together since they complement each other well. If you’re looking for help with your Google search efforts, then an SEO/SEM agency is a good option.

Pros

  • You’ll be working with an agency specialising in SEO and SEM.
  • You’ll have access to a team of experienced professionals who can help you improve your organic search ranking and run effective paid search campaigns
  • An integrated approach to digital marketing since these agencies will offer both SEO and SEM services

Cons

  • These types of agencies typically charge more than other types of agencies

13 Factors to Consider To Find the Right Google Ads Agency

Know your goals and desired outcomes

First and foremost, you need to know your goals and desired outcomes. What exactly do you want to achieve with your Google Ads campaigns? Do you want to increase brand awareness? Drive more traffic to your website? Boost sales? Once you know your objectives, you can start looking for an agency that specialises in achieving those specific goals.

A clear understanding of your industry and business

The second thing to consider is whether or not the agency clearly understands your industry and business. They should be up-to-date on the latest trends and changes in your industry, and they should understand your unique selling points. Only then can they create an effective PPC campaign to reach your target audience.

Tracking and reporting

A good agency will have robust tracking and reporting tools that enable them to stay on top of your campaign results, identify areas of improvement, and make changes as needed to optimise your ad’s performance. Whether they use in-house tools or third-party software like Google Analytics, an agency should be able to provide you with detailed metrics such as click-through rate, conversion rate, cost per conversion, cost per click, and more. This enables you to clearly understand how your ads perform and make necessary adjustments to get the best results.

Pricing structure

When it comes to pricing, there is no one-size-fits-all approach. Different agencies may offer other pricing models, such as a flat fee or monthly retainer, or they may charge clients on a per-click or per-impression basis. Ultimately, you will want to find an agency that offers pricing that fits within your budget and can help you achieve your goals. Some agencies may also provide options like pay-per-call advertising, which involves paying only for calls that originate from your ad rather than clicks on your website. When evaluating different agencies, it is essential to consider all factors, including their pricing structure, to find the right fit for your business needs.

Considering the level of expertise and experience with Google’s advertising platform is essential. After all, running successful ad campaigns on Google takes specialised knowledge and skills, and only an experienced agency can deliver the results you need. A good Google ads agency should have a proven track record of success in managing various campaigns, ranging from small local businesses to large multinational corporations.

They should also have deep expertise in all aspects of Google ads and online marketing, including targeting strategies, bidding algorithms, testing methodologies, quality scoring systems, and more. Ultimately, to see actual results from your advertising investment on Google, it is crucial to work with a trusted partner who truly understands this sophisticated platform. So when choosing your next Google ads agency, be sure to look beyond simple price or convenience factors and focus instead on finding one with the right combination of expertise and experience for your specific needs.

A transparent process and methodology of Google Ads Campaign

A good Google ads agency will have a transparent process for creating, developing, and optimising your campaigns. This process should include steps that allow you to easily track and manage your campaigns and ways to measure and analyse campaign performance in real time. Additionally, a good Google ads agency will have tools and strategies to drive optimal results on the highly competitive and dynamic Google Ads platform.

The ownership of Google ads accounts, ad assets, and creative ideas.

One of the most important factors is who owns the ad’s account, assets and creative ideas. Ideally, an agency should retain all rights to these components to ensure control over their optimisation and development. This can allow for more flexibility and creativity in creating engaging and compelling ads, which is essential for success in any advertising campaign.

At the same time, some agencies may be willing to share ownership of the ads and access to tracking tool like google analytics account with their clients to establish a long-term partnership or potentially earn additional fees from licensing agreements. Ultimately, what matters most is choosing an agency that has the experience, tools, and expertise necessary to achieve your marketing goals.

Short-term Contracts Flexibility

Flexibility is one of the most important factors when choosing a Google ads agency. Particularly for businesses just starting with their online marketing campaigns or looking for a change in strategy, an ads agency must be able to offer short-term contracts. This allows you to try different techniques and refine your approach without being locked into long-term commitments. In addition, if you find that a particular vendor is not a good fit, you should be able to terminate the contract with minimal notice, ensuring that you can always switch things up as needed. So whether you’re looking for a new partner to help drive your ad campaign forward or aiming to shake things up after months of stagnation, having the ability to quickly adapt your strategy can make all the difference in achieving success online.

A proven and consistent track record

A reputable agency will have a proven track record of delivering successful campaigns and achieving client goals. They will also provide consistent results over time, demonstrating their ability to adapt to changes in the market and quickly find practical solutions to new challenges.

Regarding tracking results, it’s not just about the number of clicks and conversions they’re able to generate; it’s also about the quality of those clicks and conversions. Does the agency ensure that they send high-quality traffic to your site, or do they focus on volume? By partnering with an agency with a strong track record of success, you can be confident that qualified prospects will view your ads and that your ad budget will be well spent.

Total agency transparency

One key factor to keep in mind is total transparency. It is essential that any agency you work with be completely honest and transparent about their services so that you can feel confident that they are delivering the best results possible. This means providing clear information about costs, strategies, and results and working collaboratively to set goals and monitor progress. Trusting your Google ads agency means choosing one that prioritises openness and honesty in everything they do. So if you’re looking for a partner to grow your business through Google ads, choose an agency with nothing to hide.

Optimise for conversions and revenue

The agency you choose should be focused on optimising your campaigns for conversions and revenue. An agency can help you effectively target high-value customers who are most likely to convert into sales by optimising conversions and revenue. Furthermore, this optimisation considers your existing marketing spending and helps achieve maximum return on investment by providing cost-effective targeting strategies. Ultimately, by optimising conversions and revenue, an effective Google ads agency will ensure that your campaigns deliver maximum value for your business.

Simple language and clear communication

Ideally, you want to work with an agency that uses clear and straightforward language when discussing your campaign goals so there is no confusion about what needs to be done. Also, a good Google ads agency should be responsive and willing to listen to your feedback, quickly addressing any comments or concerns you may have. These qualities are essential for establishing a solid working relationship between client and agency and ensuring that your campaign runs smoothly from start to finish.

Professional certification

Google Ads certification demonstrates that an agency thoroughly understands all aspects of Google ads and its best practices. This knowledge allows them to develop fully optimised campaigns tailored to each client’s unique goals and needs. Additionally, agencies with proper certifications can better provide ongoing support and guidance for their clients, ensuring that campaigns continue to deliver strong results over time. Ultimately, Google partner certification is essential for any Google ads agency seeking a trusted reputation and long-term success in this highly competitive field.

Conclusion

When choosing a Google Ads Agency, there are many factors to consider. From knowing your goals and desired outcomes to understanding the agency’s pricing structure, it is essential to research to find the right fit for your business. However, by keeping these critical factors in mind, you can be sure to find an agency that will deliver quality results and help you achieve your desired outcomes.

Please contact us today if you’re looking for an agency to help you grow your business through Google ads. We would be happy to discuss your specific needs and goals and develop a customised plan to help you succeed.

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Adam


Adam has more than 8 years of experience in web development, conversion optimization, and search engine optimization.

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