To choose a Google Ads agency, evaluate three things: which business metric it commits to, who actually runs your account, and how it charges. These ten questions help you compare proposals with confidence.
The ten questions
- What business metric will you move? Cost per customer, qualified leads or sales, not just clicks or impressions.
- Where do you start? A good starting point is an audit of your account, tracking and competition, not launching campaigns blindly.
- Who runs my account, and how much time do they give it? The person responsible should be committed to your project.
- How do you charge? Flat fee, percentage of spend, performance-based or mixed. Understand who carries which risk.
- How is a result defined? It should be in writing, with metrics and timelines.
- Do I own the ad account and the data? You should, always.
- How is tracking set up? Calls, forms and messaging channels should be measured as conversions.
- Can you show results from real accounts? Ask for context: industry, spend and period.
- What do you need from me? A serious agency will tell you what it needs from your team.
- How long is the commitment, and how does it end? Ask about contract length and handover.
Warning signs
- Guaranteed results before they understand your business.
- Talk about vanity metrics only.
- No clarity on who manages your account.
- Reluctance to put anything in writing.
- The same price for everyone, regardless of your situation.
How we answer these at Torre Media
- Metric: cost per customer and sales volume.
- Starting point: a free audit with two parts, a diagnostic of your business and a review of your Google Ads account.
- Pricing: a mixed model of fee plus performance, defined for each client and agreed in writing.
- Proof: we have run Google Ads for law firms, car dealerships, colleges and roofing companies in the United States, and for B2B, retail and automotive accounts in Latin America.
Continue with how much a Google Ads agency costs, or see our work with law firms, car dealerships, roofing companies and colleges.
