Hiring a digital marketing ad agency can be one of the most important investments you make to grow your business. But not all agencies are created equal—and choosing the right partner takes more than just reviewing portfolios or pricing packages. One of the best ways to determine fit, expertise, and alignment with your goals is by asking the right questions upfront.
If you’re considering working with a Google Ads digital advertising agency, it’s essential to know what to ask to ensure transparency, experience, and long-term value. Whether you’re new to PPC ads management or looking to switch agencies, this blog will walk you through the most insightful questions to ask—and why they matter.
Why Asking the Right Questions Matters
With so many pay per click agencies and Google ads companies out there, it’s easy to be overwhelmed by options. Flashy presentations and promises of quick results can be tempting, but asking detailed, strategic questions will help you separate talk from true capability.
From understanding their technical approach to getting clarity on reporting and communication, these questions provide the framework for a productive and successful partnership.
1. What Is Your Experience in My Industry?
A reputable Google advertising agency should be able to demonstrate experience not just in paid search but also in your specific vertical. Ask for examples of clients they’ve worked with in similar industries, and how they tackled common challenges or achieved notable results.
If an agency has never managed campaigns in your space, they may face a steep learning curve—costing you both time and ad dollars.
2. How Do You Approach PPC Strategy Development?
You want to understand how a PPC ads agency crafts campaigns that align with business goals. Ask how they conduct keyword research, develop ad copy, segment audiences, and structure ad groups.
This conversation should also touch on how they balance short-term wins with long-term optimization. A strategic agency should focus not just on traffic, but on qualified leads and ROI.
3. What Metrics Will You Track and Report?
Transparency is essential in Google ad management services. Make sure you ask about the types of reports you’ll receive, how often, and which metrics they focus on.
Look for key performance indicators (KPIs) like:
- Click-through rate (CTR)
- Conversion rate
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
A data-driven advertising agency should be proactive in explaining performance and suggesting improvements.
4. Who Will Manage My Account?
In many agencies, the salesperson you talk to is not the person who will manage your campaigns. Be sure to ask who your point of contact will be, whether they’re a dedicated account manager, and what their experience is with PPC ads management.
This is particularly important when working with a Google ads digital advertising agency where your budget may be managed by multiple team members.
5. How Do You Optimize Campaigns Over Time?
Launching a campaign is just the beginning. Ask how often your campaigns will be reviewed and optimized. A strong Google ads agency should consistently test ad variations, adjust bids, pause underperformers, and explore new opportunities.
You should also understand how frequently your ads will be refreshed with new copy or design if applicable.
6. What’s Your Approach to Landing Pages and Conversion Tracking?
Even the best ads won’t deliver results if users land on slow, confusing, or irrelevant pages. Ask how the agency evaluates landing page performance, and whether they offer guidance or services for improving them.
Also, ensure they can set up proper tracking via Google Analytics, Google Tag Manager, and other tools so you’re not flying blind.
7. Can You Walk Me Through Your Pricing Structure?
Pricing for Google ads company services varies. Some charge a percentage of ad spend, others use flat-rate pricing, and a few may offer hybrid models.
Ask about:
- Setup fees
- Monthly minimums
- What’s included in the management fee
- Contract terms and cancellation policies
Make sure there are no hidden costs, and that reporting and consultation are part of the agreement.
8. How Will You Communicate With Me?
Establish expectations around communication. How often will you meet? Will you receive phone or email updates? Will you have access to performance dashboards?
Clear communication is a hallmark of a reliable digital marketing ad agency, and having a direct line of contact builds trust and faster results.
9. Do You Provide a Roadmap for Scaling?
As your campaigns improve, you’ll want to invest more into what’s working. Ask how the agency plans for growth. Do they gradually expand campaigns? Will they recommend new platforms or additional services?
A forward-thinking Google advertising agency will proactively suggest ways to scale your advertising in alignment with your business goals.
10. What Makes You Different?
Finally, ask the agency what sets them apart. While many agencies offer similar services, the differentiator is often in how they execute, how they communicate, and how much they care about client success.
If you’re ready to dive deeper, review this list of top questions to ask a PPC advertising agency for additional insights.
Looking for Help Choosing the Right Fit?
If you’re still narrowing down your options, be sure to read our full guide on how to choose the right Google Ads agency for your business. It covers everything from qualifications and certifications to red flags to watch out for.
Partnering with a Google ads agency can be a game-changer for your business—if you find the right one. Asking thoughtful, targeted questions before signing on will save you time, money, and frustration down the road.
A truly great advertising agency won’t just tolerate your questions—they’ll welcome them. After all, an informed client is a successful one.
Have questions for us?
Call Optimize Worldwide or send a message through our website. We’d love to learn about your business and show you how smart strategy and experienced PPC ads management can take your marketing to the next level.
