How to Hire a Google Ads Agency Checklist
Choosing the right Google Ads agency can make the difference between profitable growth and wasted ad spend. The right partner will manage your campaigns as if they were their own, tracking every click, testing every ad, and optimizing every dollar for better results. The wrong one will set your campaigns on autopilot and leave you guessing where your money went In 2026, the world of online advertising is more advanced than ever. Artificial intelligence plays a larger role in targeting, automation, and performance reporting. That means experience, strategy, and human insight matter more than ever before. This guide will walk you through a complete checklist to help you hire the best Google Ads agency for your business. You will learn what to look for, what to ask, and how to spot red flags before signing a contract.
Step 1: Define Your Advertising Goals
Before you start contacting agencies, you need clarity on what success looks like for your business. Are you trying to generate more phone calls, increase online sales, or build brand awareness? Each goal requires a different campaign strategy and budget structure. Agencies that specialize in performance marketing will approach a lead generation campaign differently from one focused on ecommerce. Write down your goals, monthly budget, and the main metrics you want to measure, such as cost per lead or return on ad spend. Clear objectives help you evaluate whether an agency’s strategy aligns with your needs.
Step 2: Verify Experience and Specialization
Not all agencies are created equal. Some focus on web design, others on social media, and only a select few specialize in Google Ads. Ask potential partners what percentage of their clients rely on Google Ads as a primary advertising channel. The more focused their expertise, the better equipped they are to manage the platform’s nuances. You can also ask for examples of past campaigns in your industry. A plumbing company will have very different advertising challenges from an ecommerce store or a medical clinic.
PRO TIP: Google maintains a certification program called Google Partners, which verifies that an agency has met specific performance standards. Look for that badge when evaluating potential partners.
Step 3: Understand Their Process
A professional Google Ads agency should be able to explain exactly how they manage accounts. This includes campaign setup, keyword research, ad creation, landing page alignment, and ongoing optimization. They should also outline how often they make adjustments, how they report results, and what level of involvement you will have. Transparency is key. If an agency refuses to explain their process or hides performance data, that is a red flag. For an overview of how structured campaign setup improves ROI, review our article How to Structure a Google Ads Campaign for Maximum ROI, which explains the systems that top agencies use to deliver consistent results.
Step 4: Ask About Conversion Tracking
An agency can only improve what it can measure. Proper conversion tracking is the foundation of every successful campaign. Ask whether they set up and verify tracking for phone calls, form submissions, and purchases. Without accurate data, it is impossible to calculate ROI or optimize effectively. At Cristanta Digital Marketing, every client package includes full analytics setup and verification. We ensure you have clear visibility into where every lead and sale originates. Learn more about this on our Paid Advertising Services page.
Step 5: Review Case Studies and Client Results
Any agency can make big promises—but results are what really matter. Ask for concrete examples of how they’ve helped other businesses grow through Google Ads. Strong agencies should be able to show real case studies, not just testimonials. Look for case studies that include specific, measurable outcomes, such as:
Percentage increases in leads or sales
Reductions in cost per conversion
Improvements in return on ad spend (ROI)
Clear before-and-after performance comparisons
Even if the agency hasn’t worked in your exact niche, that’s not necessarily a dealbreaker. What matters more is whether they demonstrate a repeatable process—one built around strategy, testing, optimization, and data-driven decision-making. To uncover that, ask thoughtful follow-up questions like:
What happens if we don’t get results right away? What’s your process for diagnosing and fixing issues?
How do you test and iterate on campaigns over time?
How do you define success, and how often do you report on it?
What metrics do you focus on beyond clicks and impressions?
A good agency won’t promise overnight success. Instead, they’ll explain how they identify problems, adjust strategy, and continuously improve performance. That transparency—and a clear plan for handling challenges—is often a stronger signal of competence than bold guarantees.
Step 6: Discuss Landing Page Optimization
A common mistake many advertisers make is separating ad management from landing page design. A strong agency will manage both. If ads lead to a slow or confusing landing page, conversions will suffer. The best agencies include landing page optimization as part of their service to ensure a seamless path from click to conversion. This is one of the reasons Cristanta Digital Marketing stands out. We optimize landing pages as part of our Done for You Google Ads Management service, ensuring every visitor sees content tailored to their search intent.
Step 7: Evaluate Communication and Reporting
Clear, consistent communication is critical to long-term success with Google Ads. Before choosing an agency, ask how often you’ll receive reports and—just as importantly—what those reports actually include. Good reporting should go beyond surface-level numbers and provide clear, actionable insights. The best agencies don’t just send dashboards—they schedule regular strategy calls to walk through performance, explain what’s working, what’s not, and what changes are being made next. At a minimum, reports should clearly cover:
Conversions and conversion trends
Cost per acquisition (CPA)
Return on ad spend (where applicable)
Insights on new opportunities or risks
Next steps and optimization plans
If you can’t easily understand what the results mean or how they connect to your business goals, the reporting process is failing its purpose. Transparency isn’t optional—it’s a requirement.
Story Time: We once spoke with a client who had worked with an agency for months and never received a single report. Not once. The agency also never reviewed ad performance with them. The client knew they were getting leads because phone calls were coming in—but they had no idea where those leads were coming from. Were they driven by SEO? PPC? Something else entirely? When we suggested they ask for performance numbers, things got uncomfortable. The marketer reacted defensively, refused to share the data, and completely avoided the question. That response told us everything. A trustworthy agency welcomes transparency. They don’t hide behind vague explanations or avoid hard questions. If an agency can’t—or won’t—clearly explain your results, that’s not just a red flag. It’s a dealbreaker.
Step 8: Review Contract Terms
Before committing, review the agency’s contract in detail. Make sure you understand the scope of services, termination terms, and how work is considered “delivered.” Many disputes in digital advertising don’t arise from bad intent, but from misaligned expectations around timelines, approvals, and deliverables. Be cautious of agreements that lock you into long-term commitments without flexibility, but also be wary of assuming performance guarantees where none are stated. Paid media often requires testing, iteration, and client approval before campaigns go live. A reputable agency is transparent about pricing, revision policies, and cancellation terms, and clearly outlines what is included — such as creative development, campaign setup, and optimization — versus what requires additional approval or assets. Clarity upfront protects both parties and prevents misunderstandings later.
Step 9: Ask About Budget Allocation
One of the most important questions you can ask is how your budget is managed. Some agencies charge a percentage of ad spend, while others use flat monthly fees. Make sure you understand how much of your payment goes to ad spend versus management fees. Your campaigns should always be billed directly through your own Google Ads account. This ensures transparency and control over your data. If an agency insists on running ads through their internal account, that is a warning sign. You should always retain ownership of your advertising assets. In case you’re wondering, at Cristanta Digital Marketing, we charge a flat fee and offer unlimited ads.
Step 10: Evaluate Their Knowledge of Current Trends
Google Ads is constantly changing. Features like Performance Max, automated bidding, and AI-driven ad creation have transformed how campaigns operate. Ask the agency how they stay up to date with changes to the platform. They should demonstrate familiarity with current tools and strategies that apply to 2026. Agencies that continuously learn and adapt will be far more capable of keeping your campaigns ahead of the curve. You can also review insights from Search Engine Land, which regularly publishes updates on emerging advertising trends.
Step 11: Compare Pricing and Value
Cost alone should never be the deciding factor when choosing a PPC agency. In many cases, the cheapest option ends up being the most expensive if campaigns are underperforming or poorly managed. Instead, focus on value and pricing structure. Not all agencies package their services the same way. Some include everything in a single monthly management fee, while others charge a separate setup fee for initial work like account creation, tracking configuration, and campaign buildout. Neither approach is inherently wrong—but it’s important to understand exactly what you’re paying for. When comparing agencies, ask:
What is included in the monthly management fee?
Is there a one-time setup fee, and what does it cover?
Are ad creation and testing unlimited or capped?
Is landing page optimization or testing included?
Does the price include conversion tracking and analytics setup, or is that an add-on?
Some agencies bundle these services into their ongoing pricing, while others charge separately for setup, revisions, or new campaigns. The key is transparency. You should clearly understand what’s included upfront and what may cost extra later. At Cristanta Digital Marketing, our PPC management packages include everything needed for measurable success—campaign setup, ad testing, ongoing optimization, and tracking—with no hidden fees or limits on ad revisions. That way, performance decisions are based on data and strategy, not pricing constraints. Ultimately, the right choice isn’t about finding the lowest number—it’s about choosing the structure that delivers the best long-term return on investment.
Step 12: Consider Cultural Fit and Collaboration
A strong agency relationship goes beyond tactics and tools—it’s built on trust, alignment, and mutual respect. You want an agency that understands not only your industry, but also your voice, values, and long-term goals. Pay close attention to how the agency communicates during the consultation process. Do they listen more than they talk? Do they ask thoughtful, specific questions about your business, customers, and challenges? Or do they jump straight into a generic pitch? These early interactions are often a preview of what the ongoing relationship will feel like. The right agency should feel like a strategic partner, not just a vendor executing tasks. Collaboration works best when both sides are invested, transparent, and comfortable sharing ideas and feedback.
At Cristanta Digital Marketing, we’re intentional about this. We believe the best results come from genuine partnerships, and we choose to work with people we like and respect—clients who value collaboration and open communication as much as we do. When there’s a strong cultural fit, strategy flows more easily, decisions happen faster, and performance improves as a result. Choosing an agency isn’t just about expertise—it’s about finding a team you trust to sit on the same side of the table and grow with you over time.
Step 13: Ask What Happens During the First 30 Days
The onboarding phase sets the foundation for your entire partnership, so it’s important to understand exactly what happens in the first 30 days. A strong agency should be able to clearly outline this process and explain how each step contributes to long-term success. During the first month, you should expect a structured onboarding plan that typically includes:
A deep dive into your existing data, account history, and past performance
Campaign and account setup or restructuring, aligned with your goals
Installation and verification of conversion tracking and analytics
Initial ad creation and testing to establish performance benchmarks
Clear communication around timelines, expectations, and next steps
This early work is critical. It ensures campaigns are built correctly from the start and that performance is measured accurately. Without this foundation, even the best optimization efforts later on can fall short. If an agency can’t clearly explain what the first 30 days look like—or gives vague, non-specific answers—it may signal a lack of structure or process behind the scenes. Transparency and organization at the beginning are strong indicators of how the partnership will operate long term.
Step 14: Review Their Testing and Optimization Process
Successful Google Ads management isn’t a one-time setup—it’s an ongoing process of testing, learning, and improving. Platforms, competitors, and user behavior change constantly, and campaigns that aren’t actively optimized will lose efficiency over time. Ask the agency how they approach continuous testing. A professional team should be regularly:
Testing new ad variations (headlines, descriptions, and calls to action)
Adjusting bids and budgets based on performance data
Adding, refining, or removing keywords and search terms
Expanding what works and cutting what doesn’t
You should also ask how often performance is reviewed. Strong agencies have a rhythm—typically weekly analysis—that allows them to spot trends early and make incremental improvements before issues snowball. Equally important is why changes are made. Optimization shouldn’t be random or reactive. There should be a clear process for identifying opportunities, forming hypotheses, testing changes, and measuring results. Without regular testing and optimization, even well-built campaigns can stagnate or decline. An agency with a clear, consistent optimization process ensures your campaigns don’t just perform well at launch—but continue improving over time.
Step 15: Request a Performance Audit
Before hiring an agency, ask for a free or paid audit of your existing account. This will show how deeply they understand campaign data and whether their recommendations align with your goals. An audit should include a review of your account structure, keyword performance, Quality Scores, and conversion tracking setup. If you have never had a professional audit, you can schedule one directly with Cristanta Digital Marketing through our Paid Advertising Services page.
Red Flags to Watch For
Some signs suggest an agency might not be the right fit. Be cautious if you notice:
Lack of transparency about spend or reporting
Promises of instant results without reviewing your data
No clear explanation of how they manage or optimize campaigns
Limited communication after signing the contract
Overly generic strategies that ignore your specific goals
An honest, data-driven agency will focus on sustainable improvement rather than shortcuts.
Why Working With the Right Agency Matters
Hiring the right Google Ads agency is more than a convenience; it is a strategic decision that directly impacts your growth. A strong agency acts as an extension of your business, aligning advertising strategies with your overall marketing goals. They focus on generating real results, not just clicks or impressions. At Cristanta Digital Marketing, we believe every business deserves a transparent, results-focused approach. We handle everything from setup to optimization and provide ongoing insights that help you grow. If you want to know whether your campaigns are performing as well as they should, or if you are ready to partner with a team that treats your results like their own, schedule your consultation today.
Conclusion
Hiring the right Google Ads agency requires more than a quick online search. It involves evaluating expertise, transparency, communication, and performance systems. By following this checklist, you can confidently identify an agency that aligns with your goals, protects your budget, and helps you achieve measurable growth. Take your time, ask the right questions, and choose a partner who understands your business as well as the Google Ads platform. To see how a professional, data-driven approach can improve your advertising results, visit our Paid Advertising Services page and request your personalized campaign audit.