Choosing the right Google Ads agency can be a daunting task. With over 426,208 advertising agencies in the market according to Ibis World, finding the perfect fit for your business can feel overwhelming. However, understanding the key factors that influence your choice can make the process much easier. In this guide, we’ll break down everything you need to consider to make an informed decision when selecting a Google Ads agency that aligns with your business goals.

What is a Google Ads agency?

If you’re familiar with online advertising, you’ve likely come across Google Ads. These paid promotions appear across Google’s search platform, as well as on other partner websites and mobile apps. A Google Ads agency is a specialised marketing firm that works with businesses to manage and optimise their Google Ads campaigns. These agencies handle everything from account setup to campaign management, ensuring that your ads reach the right audience and deliver the best possible results.

A Google Ads agency can help businesses of all sizes—from small startups to large corporations—navigate the complexities of online advertising. They are experts in creating targeted campaigns that maximise return on investment (ROI), optimise your ad spend, and improve your digital presence.

Key factors to consider when choosing a Google Ads agency

When choosing a Google Ads agency, there are several critical factors that should influence your decision-making process. Here are the most important ones to keep in mind:

Experience and expertise

The experience of the agency is paramount. A seasoned Google Ads agency will have a deep understanding of the platform’s features and intricacies, and they will be able to tailor their strategies to suit your unique business needs. Look for agencies with a proven track record in managing campaigns similar to yours. Whether you’re in retail, education, healthcare, or any other industry, choose an agency that has expertise in your field.

Customised approach

Every business is unique, and your Google Ads campaigns should reflect that. A good agency will not rely on one-size-fits-all strategies. Instead, they will take the time to understand your specific goals, target audience, and industry trends. This allows them to develop personalised strategies that effectively target the right customers and generate meaningful results.

Transparent reporting and communication

Transparency is essential when it comes to managing your Google Ads campaigns. The best agencies will offer detailed reports that outline your campaign performance, key metrics, and ROI. They should be willing to provide regular updates and be responsive to your questions. Clear communication ensures that you are always in the loop and can adjust your strategy when needed.

Proven success and case studies

Before committing to an agency, ask for case studies or examples of past clients who have seen success through their Google Ads campaigns. A reputable agency will be proud to share their success stories, showcasing their ability to drive measurable results. Look for agencies with experience in increasing conversions, lowering cost-per-click (CPC), and optimising ad spend for their clients.

Certified Google Partners

Google Partners is a certification given to agencies that meet specific criteria set by Google, including a certain level of ad spend and performance. Certified Google Partners have access to exclusive tools and resources that can give your campaigns an edge. Choosing a Google Ads agency with a Google Partner status provides an additional level of assurance that the agency is highly qualified and committed to delivering quality results.

Pricing and cost structure

Understanding how much a Google Ads agency charges is crucial in determining whether their services fit within your budget. Pricing models vary widely among agencies. Some charge a flat fee, while others work on a percentage of your ad spend.

When evaluating cost, don’t just look at the upfront fee. Consider the agency’s ability to stretch your ad budget further by optimising campaigns. A more expensive agency may provide better value in the long run if they’re able to generate more clicks and conversions for every pound spent.

How much do agencies charge for Google Ads?

Pricing for Google Ads services varies based on the agency’s reputation, the number of campaigns that need managing, and your advertising budget. On average, agencies charge between 10-20% of your total ad spend, although this can differ depending on the agency and the scale of your business. Some agencies offer fixed-price packages for small businesses, while others offer flexible pricing based on campaign complexity. Our agencies follows the later model, as we understanding the budget limitiations of SME’s. Click here to learn about how much Google Ads cost in 2025.

In addition to management fees, you’ll need to account for the actual Google Ads spend. This is the budget you allocate directly to Google for placing your ads. A good agency will work with you to determine an optimal budget based on your goals and will help you allocate resources effectively to maximise your return on investment.

What makes a good Google Ads agency?

The difference between a good and bad Google Ads agency is stark. A good one focuses on your priorities and objectives and not its own monthly retainer. The best agencies are those which put results and data at the centre of what they do. Here are some of the qualities that make an agency stand out:

• Data-driven decision making: The best Google Ads agencies rely on data to make informed decisions. They continuously analyse campaign performance and adjust strategies based on real-time data to optimise results.
• Communicate clearly with clients: A good ads agency ensures crystal-clear transparency and communication, keeping clients informed and involved every step of the way.
• Focus on ROI: Ultimately, the goal of any Google Ads campaign is to drive sales or leads. A reputable agency will focus on maximising your ROI, ensuring that every penny of your ad spend is spent wisely.
• Creative ad strategies: Effective Google Ads campaigns require creative and compelling ad copy, eye-catching visuals, and targeted messaging. A good agency will know how to craft ads that capture attention and drive conversions.
• Continuous optimisation: Google Ads is not a set-it-and-forget-it platform. A great agency will continually test, optimise, and refine campaigns to ensure they remain effective as market conditions change.
• Stay on top of the latest best practises: A good agency never stands still. The PPC sector is always changing my, with new updates being rolled out every day. Evolving and staying on top of these is paramount. Outdated practises bring poor results.

Conclusion

Selecting and working with the right Google Ads Agency can be a truly business-changing decision. It could be the difference a highly effective or ineffective advertising strategy. We hope that from our guide, you’ll be equipped to make the right decision for your company. Our Derby-based Google Ads agency has worked with a wide range of clientele across varying sectors, check out some of our success stories by clicking here.