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  • Writer's pictureJanina Key

How To Choose A Google Ads Consultancy

Finding a new marketing consultancy to run your Google Ads campaigns can be a challenging task. You want someone who has the experience to get the job done, is easy to deal with and takes work off your plate rather than adding extra to-dos.

The demand for digital marketing services is high and as a result, the number of agencies, consultancies and digital marketing experts is ever-growing. It can be hard to figure out who is the right match for your business and often, you don’t know until you try it.

However, there are a few things you can look out for and questions you can ask before signing up that will increase the chance of finding the marketing expert you’re looking for.

Experience & Expertise

Of course, the first thing to evaluate is the company’s experience and expertise with Google Ads. Look for case studies about previous work as well as client testimonials and ask if they have experience with businesses like yours. It is also worth taking a look at Google reviews as – unlike on their website – they can’t be modified by the company.

Another trust factor is external recognitions like the Google Partners badge which certifies that a company meets high standards in campaign management, performance and expertise.

Communication & Transparency

When we ask new clients why they left their previous agency, more often than not “bad communication” and “I didn’t know what they’re doing” were the main reasons. If you don’t understand what you pay money for, it is understandable to stop at some point. While you don’t need to be informed about every little detail and minor change in your accounts, it is important for you to know what’s going on.

Being informed helps you to be able to make decisions, judgements and understand why performance goes one way or the other. Find out how the agency communicates with their clients (email, phone) and how often. Do you know who will be your account manager? Ask for a short 'meet and greet' with your main point of contact to find out if you can work well together.


The agency’s work and campaign performance are one thing but communicating results and their meaning to a client is an art in itself. Often, the client’s knowledge about digital marketing is at a beginner level (after all, that is why they are looking for help) and your account manager should be able to explain performance reports in a way that is easy to follow.

Ask the agency which kind of report you will get and how often. Do they take you through the results and discuss the next steps? The last thing you want is to receive an automated report without further comments or explanations leaving you puzzled about what all these numbers actually mean.

Account & Data Ownership

If you have never run Google Ads campaigns before, your new consultancy will create a new Google Ads and – if not existing – Google Analytics and Google Tag Manager account for you. Whenever new accounts are created for you, you should be added and have full ownership.

That doesn’t mean you should go in and make changes but in case that things don’t work out well and you want to change agency, you can take your account and data with you. If your accounts were owned by the agency, you would end up with zero data and have to start it all over again when you leave them.


Once all the above boxes are ticked, it comes down to the cost. There are different pricing models consultancies offer for their services like fixed packages with an agreed number of campaigns, monthly flat rates or a percentage of the media spend. Large agencies often have a minimum monthly spend that might exceed your budget. Work out how much you can spend on campaign management as well as the media fee to run Google Ad campaigns.


There are a few things to consider when choosing a Google Ads consultancy but the effort pays off when you find a company that you trust and that helps you achieve your business goals.

If you would like any further support, contact JK Digital to schedule a free introductory consultation and virtual 'meet and greet' to discuss your Google Ads needs.

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