You can judge a Google Ads agency without learning Google Ads. Ask them eight plain questions about ownership, tracking, wasted spend, reporting and fees. A good agency answers each one clearly, shows you the evidence in your own account, and is comfortable with you looking. Vague answers, or reluctance to let you see the account, are the signs to take seriously.
Here are the questions, what a good answer sounds like, and what should make you pause.
Before you ask: be fair
Most agencies and freelancers are trying to do a good job. Results in Google Ads depend on your market, your budget, your website and how quickly you answer enquiries, and some of that is outside the agency's control. These questions are not a trap. They are a way to understand what you are paying for and to start a useful conversation.
1. Do I own the Google Ads account?
A good answer: "Yes. The account is in your name, linked to your billing, and we have access as managers. If you leave, you keep everything."
Want a second pair of eyes on your own setup?
A warning sign: The account was set up under the agency's own login, or they cannot tell you who the owner is. If you leave, you may lose years of history that your next manager would need.
You should be able to sign in to your own account at any time and see what is happening.
2. What exactly counts as a conversion?
A good answer: A short list of real actions: calls over a certain length, form submissions, booking confirmations, messaging taps. They can show you where each one is set up and which are used for bidding.
A warning sign: Page views, time on site or button clicks counted as main conversions. If the account counts the wrong thing, automated bidding learns to buy more of the wrong thing. There is more on this in Google Ads for clinics: track bookings, not clicks.
3. How often do you read the search terms report?
A good answer: A rhythm, such as weekly at first and every two weeks once stable, with examples of negative keywords they added recently and why.
A warning sign: "The algorithm handles that now." Automation has changed a lot, but someone still needs to look at what you are paying for. If you want to see what this work involves, Negative keywords for clinics: where to start walks through it.
4. Where do my ads show, and to whom?
A good answer: They can tell you which locations are targeted, which location option is used (people in the area, or people interested in it), which networks your Search campaigns run on, and what hours your ads show.
A warning sign: They are not sure, or the settings are still on defaults that were never reviewed.
5. Which landing page does each ad use, and why?
A good answer: Each group of ads goes to the page that best matches the search, and they have an opinion on what would make those pages work better.
A warning sign: Everything goes to the home page and nobody has looked at the pages on a phone.
An agency does not always control your website. But a good one will tell you when the page is the weak point, even if fixing it is someone else's job.
6. What does your report tell me, in one sentence?
A good answer: Something like "Last month we spent this much and it brought this many calls, forms and bookings. Here is what we changed and what we will try next."
A warning sign: Long reports full of impressions, click-through rates and charts, with no clear line about enquiries or bookings. Those numbers have their place, but they are not the point.
It is fair to ask for a report you can read in five minutes.
7. What are you testing right now?
A good answer: One or two specific things, such as a new ad message, a different landing page or a change in bidding, with a date when they will judge it.
A warning sign: Nothing, or a long list with no end dates. An account that never changes is not being managed. An account that changes everything at once cannot tell what worked.
8. How exactly are you paid?
A good answer: A clear explanation of the fee: a flat monthly amount, a percentage of ad spend, or a mix. They also confirm that your ad spend goes straight to Google, and say whether there are any setup fees, minimum terms or notice periods.
A warning sign: You cannot tell how much of your monthly payment is ad spend and how much is the fee. Or the fee rises with spend and nobody has explained why spending more is the right move.
There is a fuller comparison of pricing models later this week.
How to use the answers
You do not need perfect answers to all eight. You are looking for an agency that:
- Lets you see and own everything
- Measures enquiries and bookings, not just clicks
- Can explain what it changed last month in plain words
- Is open about how it is paid
If two or three answers worry you, it does not automatically mean you should leave. Raise them, give the agency a fair chance to respond, and see whether things change.
A short checklist
- ☐ I own the account and can sign in myself
- ☐ I know what counts as a conversion
- ☐ Search terms are read on a regular rhythm
- ☐ Locations, networks and hours have been reviewed
- ☐ Each ad goes to a matching page
- ☐ The report says what the money brought in
- ☐ I know what is being tested and when it will be judged
- ☐ I understand exactly how the agency is paid
Frequently asked questions
Is a Google Partner badge a guarantee of quality?
No. It shows the agency meets Google's programme requirements, which is a reasonable sign. It does not tell you how well they will run your account. Ask the questions anyway.
How long should I give a new agency before judging results?
There is no fixed period. A new account or a big change needs time for data to build up. What you can judge straight away is whether they answer these questions clearly and set up tracking properly.
Should a health clinic use an agency that knows healthcare?
It helps if they know that health ads have extra rules, both Google's and your local regulator's. Ask how they check ad wording before it goes live.
Want an outside view?
If you would like someone independent to look at your setup, SeenSilver's free website review is a one-page review of your website and how you show up on Google, written in plain words, with no obligation. You can get your free review here. Clinics can also read how we approach this work on the for clinics page.
Want a second pair of eyes on your own setup?