How to Choose your Google Ads agency

Running Google Ads campaigns alone is a massive task and not one that should ever be entered into lightly.

If you’re currently pulling this off then I will and truly take my hat off to you.

But, as a business owner who has to focus on absolutely every aspect of the game, you might be in the market for a trusted and qualified Google Ads agency that can help to take some of this stress away from you and really take charge of your Google Ads campaigns.

However, we’re really entering a stage of unprecedented growth online (and great as that is for businesses, it also means more competition and more dodgy dealers).

So, without further ado, let me offer you a few words of wisdom when it comes to picking a Google Ads agency for your business.

After all, Google Ads are one of the most effective ways of reaching a massive audience when you’re just starting out.

1.Have your own goals in mind.

Before getting a Google Ads agency on board, you need to have a loose idea as to what you want them to do. It’s okay if you have absolutely no idea when it comes to the technical stuff but. What’s the purpose of them even being there? Do you want to scale the business? Do you have a specific number in mind when it comes to increased revenue? Do you want to solely focus on brand awareness for the moment? That’s the overarching goal.

When you have that in mind, you can work from there with the Google Ads agency at your side. They are the ones that can tell you what strategies you should be pursuing in order to achieve your goals.

2.Check their certifications.

You might not know this but Google actually only certifies a few select agencies with their Google Premier Partner badge.

This can ensure you rest assured you have picked the best of the best and the cream of the crop (whatever comparison you prefer).

Certified agencies receive exclusive opportunities for training and materials, access to beta features before they are publicly available and data, advice and support straight from the team at Google!

This is incredibly beneficial to you, as a client, and to the agency itself as it means less wasted time on technical fixes and more time spent absolutely smashing ads campaigns and reaching those business goals we mentioned at the beginning!

3.Look at their previous work.

Take a look at the agency’s previous work. Are they able to share case studies with you? Look deeper into these. What size clients do they have experience working with?

What have they been able to achieve for these clients? Are they the same goals you have in mind for scaling your own growth?

What sorts of businesses have they previously worked with? Does the Google Ads agency specialize in retail/e-commerce businesses, for example?

Can they actually provide tangible results and evidence of work achieved for these clients? If not, that is most definitely a red flag to run from.

Be aware that they obviously cannot share every specific piece of data with you for security and privacy reasons, but, if they are proud of their work they are likely to have a fair few case studies published online, or at least will be happy to share these with you if you ask.

4.Location, location, location.

Likewise, investigate where the businesses are that the digital marketing agency has previously worked with. Do they work with global or local clients?

This is important as if you’re a smaller business, you might find you are more suited to working with a local Google Ads agency. For example, if you’re a small to medium Sydney-based business, you’ll be in good hands if you were to pick a Google Ads agency in Sydney.

This is because it allows for seamless integration of the two teams as one. Even in these times of physical distancing and meetings via video, there is still an argument to be made for how great it can be to truly have the teams side by side and working with one another.

5.Seek out the agencies that are willing to provide transparency.

At the end of the day, it is your business we are talking about – you should have access to all the reports and detailed information about where your money is going.

Google actually requires this of all of their certified agencies – so it’s just another great reason to pick one of those.

Likewise, you should retain control of your own Ad creatives and copy – not the agency!

6.Look for short-term contract offerings.

In your quest to smash your business goals and scale growth, you really do not want to be hemmed in to long-term contracts that simply trap you.

Obviously, there is going to be some kind of contract, but if you can find a more flexible arrangement as opposed to a 12 or 24 month one, you’re likely to come off better in the instance the Google Ads agency is not a good fit for you and you need to go elsewhere.

Lastly – best of luck in your search!

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