How to decide on the best AdWords company

According to Unbounce, half of the people who click your ads are more likely to make a purchase than those who come from an organic link.

That's a bit of a surprise.

With 600 million devices running ad blockers, ads are less effective. Google Ads accounts for 73.1 percent of search advertising, around $ 40.3 billion. Advertisers couldn't afford to keep spending that much money on ads if they didn't work.

Google Ads are effective.

For many companies, it is difficult to choose the right AdWords agency. Managing Google Ads takes a lot of time, effort, and energy. Most companies outsource this hard work to a PPC agency. If you're up to the same thing, you need to know how to choose the right agency to manage your Google ads.

That's how it works

Know your goals and desired results

Google Ads is a direct response platform where customers search directly for your product or service. To get profitable results from your Google Ads campaigns, there are a few specific goals you need to consider. In general, businesses focus on a few specific goals, like those listed on the Google website:

  • Get more calls to your company: Use this destination to book appointments, plan a job, attract customers, make phone calls, or close a deal.
  • Increase visits to your store: If you're a local business, you'll want to drive pedestrian traffic to your physical location through your Google Ads campaign. This goal is about generating offline demand.
  • Drive people to your website: The general purpose goal is to send people to a specific website so they can fill out a form, buy your product, request more information about your services, or sign up for your mailing list.

The ultimate goal for each of these goals is sales. Any of the above examples would be considered indicative. Unlike SEO, where results take weeks or months of work, Google Ads is a direct response channel. A successful ad triggers immediate action from seekers.

The focus is on action.

Next, you want to create a specificity for your goals. It depends on a few factors like your budget, the keywords you choose, the match types, etc. For example, if you run a service business, you know you need a certain number of leads. This means you need to identify details like yours:

  • Breakeven cost per click (CPC): This is the maximum amount you can pay to get a click without losing any money.
  • Exchange rate: Most people know this one; This is the total number of conversions divided by the total number of visitors you received. How many conversions do you need to be profitable?
  • Breakeven costs per conversion (CPA)):: The average cost of a conversion.
  • Breakeven costs per lead (CPL): The best you can afford to get a new lead.
  • Customer Lifetime Value: This measures a customer's overall worth over the course of the relationship.

There are other metrics that you need to track, but your agency can manage these for you and give you the reports you need when they're up and running. Providing these numbers to your agency can make it easier to set up. With these you can set your daily / monthly budget, identify profitable campaigns at a glance or set goals to increase profitability.

It would be best if you had a rough idea of ​​the numbers you need to be profitable – the number of leads, sales, and customers you need each month for the campaign to be self-sustaining.

7 characteristics that make a great AdWords agency

Here are a few things to look out for when reviewing an AdWords agency. These qualities are important must-haves. Use them to help determine if the agencies you are considering are a good fit for you.

1. Professional certification

The agencies you are considering should have Google Affiliate status. Google explains this in more detail and shares why this is so important to your agency:

“Achieving partner status means that your company has demonstrated the capabilities and expertise of Google Ads, met the requirements for Google ad spend, achieved revenue growth from corporate agencies and customers, and sustainably expanded and expanded its customer base. Partner status gives your company access to a number of benefits, including the Google Partner Badge, which can be displayed on your website and in marketing materials. "

When looking for an agency to manage Google Ads on your behalf, it is important for several reasons. It shows potential customers that:

  • Your agency has enough clients to meet Google's spending requirements
  • Active customers generate sales growth and keep their promises
  • Your agency is growing (i.e. more clients and revenue)
  • Google believes that you have the necessary expertise to manage Google Ads accounts for customers

If you're looking for a clear indication that your AdWords agency is legitimate, this is it. You'll also want to check that each of the paid search strategists on your account are individually certified. You can use this URL to check your agency's partner status on Google. The review will give you a list of the Google products that your agency has received certification for, their type of partnership, and the number of Google certified offices. If there is a banner / badge on their website you should be able to click to check your agency's status on Google.

Once you've requested a proposal, you should be provided links to the certification URLs for each strategist assigned to your account. The URL should appear in the following format:

Your certification should give you a graduation identification number as well as the graduation and expiration dates for your certification. This is what a person's certification looks like:

2. You hold assets and be creative

Some PPC agencies use a pay-per-lead model. With this model, they route traffic to a general landing page or advertorial that generates leads for their customers. The downside to this model is the fact that customers don't get the landing pages, themes, or assets that were used to create the landing page.

This arrangement is great for agencies, but bad for clients.

This is ideal for agencies as they can use a landing page or ad with multiple clients in the same industry. Sure, clients get the leads they need, but they always depend on the agency that produced them. They never really figure out how to make things work for themselves.

This approach can work.

If you are only interested in the leads and not interested in creating your own content, landing pages, or marketing in the future, then there is nothing to worry about. If you're also interested in staying with the same agency indefinitely, no problem.

If you change any of these things, you may no longer get the amazing results that you have come to expect in the long term. Insist that your agency give you the assets and creatives they built for your business.

3. Complete transparency of the agency

Google requires agencies to be transparent to their customers. This has been a requirement for a while now, and another reason why Google partners and custom certifications are so important.

“If you work with another company to manage your AdWords campaigns, you should be able to find out how much of your advertising budget (cost) was spent on AdWords, how often your ads were shown (impressions), and how often people clicked on them Your ads (clicks). We will include these requirements in our legal terms and agreements. "

Google also mentions that almost all certified partners already offer this transparency to their customers. Transparency is not common with non-certified agencies. Most agencies don't offer this unless customers know better.

If you work with your agency, you should have access to all reports. You should also have access to metrics including impressions, click-through rates, keywords, account and ad group structure, and more. If you have any questions about where or how your money is being spent, you should get straightforward answers. Ask your agency about the information they provide to clients if you are not sure.

4. Short term contracts

Some agencies prefer to put you on a long-term contract (e.g. 12 or 24 months). This is useful if you find that setting up and starting a new customer account takes a lot of time and resources. Most AdWords agencies don't make money in the account until a few months after the campaign starts.

This agreement is not always best for clients, especially if the agency is not performing. Customers should be able to come and go as they please. When agencies focus on doing well for clients, the relationship is more stable.

Some agencies can offer monthly agreements at a profit. A compromise could be an initial three-month contract that then changes to a monthly agreement. Whatever you negotiate with your agency, it must be beneficial to both of them. If you are not satisfied with your agency, you should be able to leave the agency.

5. A proven and consistent track record

Your agency should be able to provide you with references and case studies to validate their expertise. There should be no doubt about your agency's performance. You should have the data you need to review your experience and keep a record of it.

It's not enough to prove that you've achieved amazing results for your customers. You need to demonstrate that you have consistently managed this over time.

Ask your agency for all the data you need to validate their performance – references, case studies, anonymized campaign data, and before and after campaign data.

6. A clear process and methodology

Your agency should have an established process for managing and maintaining your account. They should be able to tell you when to add keywords and create new ads, how to set and manage budgets for keywords and ad groups, and what adjustments or changes to make for different markets.

They should also be able to tell you what tests are being run, how they are being run, and what metrics or KPIs they are using to validate performance.

7. Optimize for conversions and earnings

I'm not talking about the ad setting on your account. I'm talking about your agency's focus on increasing sales. Many agencies often focus their attention on impressions or clicks. Your agency should focus on helping you convert those clicks into revenue.

This means that your agency needs to focus its attention on:

  • Ad news, improving the timing, targeting and placement of your ads
  • Optimizing the conversion rate to improve the performance of copies, landing pages and offers
  • Set up analytics and reports to track the performance of keywords, ad groups, and landing pages
  • A / B split / multivariate tests to improve campaign performance based on the data you get from Analytics

Google Ads is a direct response platform. Therefore, optimization for conversions and revenue should be the focus of your agency. If they're focused on something else, they don't go well together.

How to work with an AdWords agency

Here is a list of the things your agency will need from you. These requirements are not difficult, but they do require some effort on your part.

  • Trust your agency: Your agency needs your trust. If you are concerned about being burned, watch them closely when the relationship begins. When you find that they are knowledgeable and able to properly manage your campaign, trust them.
  • Set quantifiable goals: Clear, measurable goals are what you need. When looking for leads, set realistic goals for the number you need per day / month. When you have a specific conversion rate, make this clear to your agency. Are you looking for a specific number of bookings? Make the requirements specific.
  • Stability and focus: Setting goals is important, but you should avoid repeatedly changing your goals and KPIs. Your agency needs time to gain a foothold. Your account managers need time to run tests, analyze performance data, and optimize KPIs. Repeatedly changing your goals will reset your progress so you may not get the results you want.
  • Commitment to improvement: If your website can't convert visitors, PPC is a waste of time and money. This means that tactics like website usability and optimization of conversion are important musts if you want to improve your campaign performance.
  • Be flexible with your offers and prices: Take advantage of special offers, discounts, bonuses, or incentives to grab customers' attention. Give your agency the flexibility it needs to attract the traffic you need. Share your breakeven costs with your agency and then let them work with the parameters you set.
  • Create good products and services: If your product or service is terrible, the conversions are low. If you're selling a product that nobody wants or is unfamiliar with, not much changes in PPC. Advertising cannot save terrible products. Be ready to have an open conversation with your agency about your products and services.

Give your agency permission to make important decisions on your behalf. Set up a clear point of contact so your account strategists can get in touch when they need your help. State your expectations and communication standards in advance.

If you want weekly communication, let your agency know.

How to find the right AdWords agency for you

You can use Google Marketing Platform Partners, HubSpot Agency Directory, or to find an AdWords agency. We've added some of the best agencies to make your job easier.

1. NP Digital – best for generating revenue

My agency, NP Digital, is focused on conversions and earnings. While many agencies focus on clicks, we specifically focus on generating instant revenue for our clients. Many agencies specifically focus on PPC ads through Google or Facebook. We offer paid search support from A to Z for: paid media, paid search / shopping, paid social networks, Amazon and programmatic advertising.

2. Adventure Media Group – Best suited for Enterprise AdWords Management

Adventure Media Group started as an AdWords training company and then moved to agency services, focusing specifically on AdWords and landing page design. They have grown quickly and are focused on Enterprise AdWords Management.

3. Ignite visibility – best for the ROI focus

Ignite Visibility lists WeddingWire, Tony Robbins, and Mission Federal Credit Union as their customers. Your agency model is focused on returns. They are a full service agency, but they have the experience to manage paid search campaigns across multiple channels, including social, display and programmatic advertising.

4. Disruptive – Best for PPC focus with larger budget (10,000 minimum)

Disruptive advertising focuses on what they call results-based relationships. Your agency has 152 employees and a high concentration of paid search consultants, which is unusual in the industry. They have been listed as a top agency by, Upcity, and others. Her agency focuses on brands with larger PPC budgets.

5. Voy Media – Best for cross-platform ads

Voy Media focuses on customer growth through paid advertising. You call yourself the Swiss Army Knife in advertising. They are also specialists in Facebook ads. Hence, their agency is well suited for clients who want to optimize their ad spend and also rely on multichannel advertising to grow.

6. Megethos – Best for Technical Industries

They are listed as the # 1 PPC Agencies in Phoenix. They offer customers paid search management and conversion rate optimization services based on their data-driven model. As an agency, you focus on 100 percent transparency towards customers. They are seasoned professionals when it comes to promoting technology companies, whether they are in SaaS, e-commerce, technology, or transportation.

7. KlientBoost – Best for low budgets

KlientBoost has a unique business model that works well with low budgets / entry-level budgets. PPC is usually an expensive proposition for agencies, but KlientBoost can make it work consistently for their clients. Your agency works well with small or local businesses.

8. WebMechanix – Best for medium to large companies

WebMechanix is ​​a performance-oriented digital marketing agency for medium and large companies. They are an award winning company focused on paid search advertising. They also offer other agency services but focus on measurable results and financial impact for their clients.

9. Policy – Best for SAAS companies

Directive is a paid search agency for software and SaaS companies. You describe yourself as next generation software performance marketing. They focus their attention on growing Qualified Leads (MMS) for their customers and helping their sales and marketing teams achieve their performance metrics.

10. JumpFly – Best for PPC specialists

JumpFly specializes in digital advertising and focuses on setting up and managing PPC accounts for Google Ads, Microsoft Ads, Facebook and Amazon. If you are looking for a PPC specialist, or want PPC specialists to work with your in-house team, JumpFly might be a great choice.


Clicks on your PPC ads are more likely to result in a sale. It sounds surprising, but despite the growth of ad blockers, paid advertising is still more effective than organic links.

Google Ads work.

However, AdWords is difficult to manage. That's why you need an agency. Use this post as a guide to help you choose the right agency to manage your Google Ads. Review your agency carefully. When you find the agency that suits your needs, give them the tools and resources they need to grow your sales.