Choosing the Wrong Agency Is Worse Than No Agency
A good Google Ads agency can transform your business. A bad one can drain your budget, lock you into contracts, and leave you worse off. From the outside, it's hard to tell the difference — especially if you don't know much about Google Ads.
This guide gives you the knowledge to evaluate agencies properly and understand what good management looks like.
Pricing Models
| Model | Typical Cost | Pros | Cons |
|---|---|---|---|
| Percentage of ad spend | 15-20% of monthly spend | Scales with budget, lower entry point | Incentive to inflate your spend |
| Flat monthly fee | £300-1,000/month | Predictable, no incentive to overspend | May not suit very low budgets |
| Performance-based | Per lead or conversion | Sounds ideal | Often leads to gaming; "lead" definitions get fuzzy |
For most small businesses, a flat fee or percentage with a cap offers the best balance.
Red Flags That Should Make You Walk Away
1. They Won't Give You Account Access
If an agency sets up Google Ads under their account rather than yours, they control everything. If you leave, you lose all your data. Your account must be in your name. The agency gets manager access. No exceptions.
2. Long Contracts With Exit Fees
Six or twelve-month lock-ins with hefty penalties signal an agency that relies on trapping clients rather than delivering results. Look for month-to-month or 3-month initial terms.
3. Guaranteed Results
"We'll get you to position 1" or "double your leads in 30 days" — specific promises should be treated with extreme scepticism. Performance depends on too many variables no agency controls.
4. Vague About What They Do
Ask what monthly management includes. If the answer is just "we optimise your campaigns," push for specifics. Good agencies can articulate exactly what they do each week.
5. No Mention of Conversion Tracking
If they don't ask about tracking in the first conversation, they're not serious about measuring results.
6. They Can't Show Examples
Any established agency should have case studies or anonymised examples. If they have nothing to show, ask why.
Questions to Ask Before Signing
About Their Process
- "How will you structure my campaigns?" — They should ask about your services and goals first.
- "How often will you make changes?" — Weekly minimum, not monthly check-ins.
- "How do you handle negative keywords?" — They should proactively review search terms regularly.
- "What's your process for testing ad copy?" — Ongoing A/B tests on headlines and descriptions.
About Reporting
- "What reports will I receive?" — Monthly minimum, ideally with a walkthrough call.
- "What metrics do you focus on?" — Right answer: cost per lead, conversion rate, return on spend. Wrong answer: clicks and impressions in isolation.
- "Can I see a sample report?" — If they can't, they don't report properly.
About Account Ownership
- "Will the account be in my name?" — Must be yes.
- "What happens to my account if we part ways?" — You retain full access. Get this in writing.
- "Do you mark up my ad spend?" — Your entire budget should go to Google.
About Experience
- "Have you worked with businesses like mine?" — Industry experience matters significantly.
- "What certifications does your team hold?" — Google Partner status shows baseline competence.
What Good Management Looks Like
Weekly
- Reviewing search terms and adding negative keywords
- Monitoring cost per lead and adjusting bids
- Checking for anomalies (cost spikes, conversion drops)
- Testing ad copy variations
Monthly
- Comprehensive performance report with commentary
- Strategy adjustments based on data
- Competitor analysis
- Budget recommendations
What You Should Receive
| Deliverable | Frequency |
|---|---|
| Written performance report | Monthly |
| Strategy call or meeting | Monthly |
| Search terms / negative keyword updates | Weekly |
| Ad copy tests | 2-3 per month minimum |
| Proactive recommendations | As needed |
| Honest assessment when something isn't working | Always |
Signs Your Account Is Being Neglected
Many agencies focus on bigger clients and put small businesses on autopilot — set up the campaign, barely touch it, collect monthly fees. Warning signs:
- Reports are just screenshots with no commentary
- Nothing has changed in the account for weeks
- Responses to your questions are slow or generic
- Performance has plateaued with no new strategies proposed
DIY vs Agency: An Honest Framework
DIY makes sense when: Monthly spend is under £300, you have time to learn, you're comfortable with data, you enjoy the process.
An agency makes sense when: Spend is £500+/month, your time is more valuable on billable work, you want expert management, or DIY results have been disappointing.
Finding the Right Fit
Have conversations with at least three agencies. Ask the questions above. Trust your gut about who you'd work well with. The right agency understands your market, communicates clearly, and genuinely cares about your success.
If you'd like to see what transparent, results-focused Google Ads management looks like, get a free audit of your current campaigns. We'll show you what's working, what's wasted, and what could be better — no obligation. For more guides, visit our blog.
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