There are thousands of agencies, consultants, and freelancers offering Google Ads management. The quality gap between them is enormous — and the cost of hiring the wrong one isn't just the retainer. It's budget wasted on poorly structured campaigns, months of missed revenue while you figure out something isn't working, and damage done to your account history.
This guide is written from the inside. After managing Google Ads since 2016 — at agencies, then independently — I've seen every version of this go wrong. What follows is what I'd tell any business owner hiring their first agency or replacing one that isn't delivering.
The Agency Hiring Process at a Glance
Before we go deep, here is the full picture. Every stage below is covered in this guide.
Is Your Current Agency Any Good?
Answer 5 quick questions. We'll tell you if there are red flags worth acting on.
Do you know the name of the person managing your account day to day?
Does your monthly report show cost per lead or ROAS — not just clicks?
Has your campaign structure changed in the last 60 days?
Does the agency charge a percentage of your ad spend (e.g. 15% of budget)?
Is your Google Ads account owned by the agency, not by you?
7 Questions to Ask Before You Sign
A good agency answers all of these clearly and without hesitation. Evasiveness on any of them is information.
7 Red Flags That Should End the Conversation
Each of these represents a structural problem that will directly cost you money. Tap any card to read why.
What Good Google Ads Management Looks Like
A competent agency has a clear plan for every month. Here is what the first 90 days — and beyond — should look like. If your agency can't describe this, that's a red flag.
- Account audit & historical data analysis
- Keyword research & competitor analysis
- Campaign structure build or rebuild
- Conversion tracking verification
- Negative keyword list seeded
- Ad copy A/B test variants written
- Smart bidding algorithms collecting data
- Search term reports reviewed weekly
- Negative keywords added continuously
- Ad copy performance evaluated
- Landing page conversion rate assessed
- First full reporting period reviewed
- Bid strategy adjustments based on data
- Winning ad copy scaled, losers paused
- Audience layers added (RLSA, in-market)
- Device & time-of-day bid adjustments
- Budget reallocation toward top performers
- CPA or ROAS trend confirmed positive
- Budget scaling on proven campaigns
- New campaign types tested (PMax, DSA)
- Seasonal bid strategy adjustments
- Competitor gap analysis revisited
- Attribution model reviewed quarterly
- Strategy review call with recommendations
If your agency can't walk you through their Month 1 plan before you sign — that is your answer. A professional operation has this documented. Improvisation is not a strategy.
Agency vs. Boutique Specialist
There is no universal answer — but the trade-offs are stark. Toggle between both to compare.
Pre-Hire Checklist
Before signing any contract, run through this list. Every item unchecked is a conversation you need to have first.
What Great Google Ads Management Looks Like
Most businesses have only experienced mediocre PPC management, so they don't know what to benchmark against.
Strategy before spend
Campaign structure, bid strategy, and conversion tracking are mapped out before a single dollar of ad spend is committed.
Proactive communication
You hear from them when something changes — not just when you ask. Budget anomalies, algorithm updates, competitor moves: they flag it first.
Ongoing optimisation
New ad copy tests, bid adjustments, search term reviews, audience exclusions — something meaningful is changing in your account every week.
Outcome-focused reporting
Reports answer one question: 'did this produce revenue?' Every metric connects to business impact — not just platform vanity stats.
Frequently Asked Questions
Ready to work with an agency that answers all 7 questions?
Casaccio Media manages a small number of accounts directly — no junior staff, no templated campaigns, no percentage-of-spend pricing.
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