Google Ads that pay back, not just spend.

What does a Google Ads agency do?

The agency builds the account structure, picks keywords and match types, writes ad copy and landing page recommendations, sets the bidding strategy and, most importantly, sets up conversion tracking correctly. If tracking is wrong, Google's automated bidding optimizes toward the wrong goal.

Whose name should the account be in?

The ad account should be opened in your name, with your payment method, and the agency should connect to it with manager access. That way, even if you part ways with the agency, the campaign history and data stay with you.

Why are ad budget and management fee separate?

The ad budget goes to Google; the management fee goes to the agency. When you compare proposals, look at these two items separately, and ask in writing what the management fee covers (setup, reporting frequency, landing page work).

What should you check before launching a campaign?

• Are GA4 and the conversion tags set up correctly and tested?
• Are cookie consent and consent-based measurement settings in place?
• Is the landing page fast, with a clear path to a quote or contact?
• Who will review the negative keyword list and the search terms report, and how often?
• Are there advertising rules specific to your sector? (for example, ad restrictions on healthcare and legal services)