What does a PPC agency actually do?
A PPC agency runs your pay-per-click ads, mostly on Google, sometimes on Microsoft, Meta and LinkedIn too. That covers tracking, keywords, ads, bidding, negative keywords, landing page advice and reporting.
The work that matters most is unglamorous: reading search terms, cutting waste and checking tracking. Ask how often they do it.
How to choose a PPC agency: what should you check?
Work through this list with every agency on your shortlist. It makes them easy to compare.
- Account ownership: the ad account should belong to your business, with the agency added as a user or through its manager account.
- Who does the work: ask for the name of the person who will build and run your campaigns, and how senior they are.
- How often they check: weekly, twice a month or monthly? Ask what they look at each time.
- Tracking first: a good agency checks your conversion tracking before it changes anything else.
- Reporting: the report should show enquiries or sales and what they cost, in plain English.
- Price: get the fee in writing before you start, with what's included and what isn't.
- Notice period: know how much notice you need to give, and what happens to your account and data when you leave.
- Relevant work: ask for examples in businesses like yours, with the timeframe for every number.
- Communication: how you reach them, who replies, and how fast.
How do PPC agencies charge?
Most use one of three models. Each can be fair. What matters is that you know the number before you start.
- Fixed fee: a set price for the work, whatever you spend. Easy to budget, and the agency has no reason to push your spend up.
- Percentage of ad spend: the fee grows with your budget. Simple, and it can suit large accounts, but ask how they decide when to recommend spending more.
- Hybrid: a base fee plus a percentage above a certain spend. Common, but read the detail.
- Performance fees: paid per lead or sale. Rare, and only works when tracking is airtight and both sides agree what counts.
What questions should you ask a PPC agency?
These take ten minutes on a call and tell you most of what you need.
- Will the ad account be in my name?
- Who will run my account day to day, and can I speak to them directly?
- What will you change in the first month, and why?
- How will you know if my tracking is right?
- What will the monthly report show?
- What happens if I want to leave?
What are the red flags when choosing a PPC agency?
Most agencies are honest. A few habits are still worth walking away from.
- Guarantees of top positions or a set number of leads. Nobody controls the auction.
- Refusing you admin access, or building the account in their own name.
- Reports full of impressions and clicks with no enquiries or sales.
- Long minimum terms with no clear way out.
- Not being able to say who will actually do the work.
Does a Google Partner badge matter?
It's a useful sign, not a guarantee. Google Partners have met Google's requirements on certifications, spend and account performance.
Plenty of good specialists and smaller teams aren't Partners, and plenty of Partners are big teams where a junior runs your account. Ask the questions either way.