The decision to hire a Google Ads agency is an important investment for your business. In my experience, the right agency can noticeably improve your ROI. The wrong one just costs you money without measurable results.
In my experience managing Google Ads accounts, I've conducted hundreds of initial consultations. Time and again, I've noticed the same mistakes: Companies choose agencies based on the lowest price or empty promises instead of asking the right questions.
In this guide, I'll show you the 10 crucial questions you should ask every Google Ads agency before signing a contract.
Why the Right Google Ads Agency is Critical
A professional Google Ads agency is more than just someone who runs your campaigns. They're your strategic partner for:
- ROI Maximization: Better results with the same budget
- Time Savings: You focus on your core business
- Expertise: Access to years of experience and best practices
- Current Strategies: Agencies know the latest features and trends
- Data-Driven Optimization: Continuous improvement based on numbers
But here's the catch: Not every agency delivers on its promises. In my experience, I regularly meet businesses that were dissatisfied with their first Google Ads agency. The main reason? They asked the wrong questions or none at all before hiring.
The 10 Crucial Questions for Every Google Ads Agency
1. Which Certifications Does the Person Managing My Account Hold?
Why this question matters:
Many agencies advertise the Google Partner badge. But the badge is a weak quality signal, because it rests on programme requirements that say little about the day-to-day work in your account:
- A share of the staff must hold Google Ads certifications
- A minimum ad spend across the accounts it manages
- A minimum optimization score, which comes down to whether Google's own recommendations are applied or dismissed
So the badge mainly shows how an agency deals with Google's recommendation system, not how well it runs your account. What counts more is what the person actually working in your account can do.
What to look for:
- Ask who will actually manage your account and whether that person holds current Google Ads certifications. Certifications are personal, so that person can show you the proof directly
- Ask how the agency handles Google's automated recommendations: applying them blindly is not a sign of quality
- Ask whether the account is registered to you and what the reporting looks like (more on that in questions 3 and 8)
Context: Even a personal certification is a hygiene factor, not proof of good management. So always ask about the concrete approach and about results from your industry.
Red Flag: Evasive answers to these questions are a warning sign.
2. Which Campaign Types Do You Master Best?
Why this question matters:
Google Ads includes various campaign types:
- Search Campaigns
- Shopping Campaigns
- Display Campaigns
- Video Campaigns (YouTube)
- Performance Max
- App Campaigns
Not every agency is equally strong in all areas. An e-commerce specialized agency is perfect for Shopping campaigns but might not be ideal for B2B lead generation.
The right answer:
A good agency will:
- Honestly communicate their strengths
- Show examples from your industry
- Suggest specific strategies for your campaign type
My focus: At MJ Marketing, I specialize in Search campaigns, Shopping, and Performance Max, with hands-on experience in e-commerce and B2B.
3. How Do You Measure the Success of My Campaigns?
Why this question is crucial:
Many agencies focus on vanity metrics like clicks and impressions. But what really counts are:
- Conversions: Sales, leads, inquiries
- Cost per Acquisition (CPA): What does a conversion cost you?
- Return on Ad Spend (ROAS): How much revenue does €1 (or $1) in ad spend generate?
- Customer Lifetime Value: Long-term customer value
The right answer:
A professional agency should:
- Focus on business goals, not just clicks
- Clearly define which KPIs are measured
- Offer transparent reporting (at least monthly)
- Show ROI in actual currency, not just percentages
4. Who Will Actually Work on My Account?
Why this question matters:
Many agencies use a "bait and switch" model:
- The senior expert conducts the sales conversation
- But your account is managed by a junior
- You don't get the promised expertise
What to watch for:
Ask specifically:
- Which person will manage my campaigns?
- How many years of experience does this person have?
- How many other accounts do they manage simultaneously?
- Will I have a dedicated point of contact?
How I work: At MJ Marketing, I manage every account personally. You work directly with me: no account manager in between, no hand-off to juniors, no outsourcing.
5. What Contract Term Do You Require?
Why this question is critical:
Long commitments are rarely advertised on the website. They tend to sit in the terms and conditions, for example twelve months as the default if nothing else is agreed, or an automatic renewal. The problem with long terms:
- You can't cancel if performance is poor
- The agency has no incentive to consistently deliver
- You're paying for results that don't come
The right answer:
A confident agency offers:
- Monthly cancellation terms
- Or maximum 3-month contract duration
- No hidden cancellation deadlines
- Transparent cancellation conditions
My study of contract terms at 50 German Google Ads agencies shows that websites and terms and conditions do not always say the same.
How I handle it: Management starts with a 3-month start phase as the minimum term, then it is cancellable monthly. You only stay if the collaboration works for you.
6. What Is Your Pricing Structure?
Why this question must be transparent:
Google Ads agencies typically work with different pricing models:
1. Percentage of Ad Spend (e.g., 15% of media budget)
- Advantage: Scales with your budget
- Disadvantage: Can create incentive to increase budget even when unnecessary
2. Fixed Monthly Fee (e.g., €800 or $1,000/month)
- Advantage: Predictable costs
- Disadvantage: Doesn't always fit account size
3. Performance-Based (e.g., % of generated revenue)
- Advantage: Agency only earns with success
- Disadvantage: Can lead to short-term thinking
What to watch for:
- Are there setup fees?
- Which services are included?
- Do reporting costs extra?
- What happens if budget increases?
Transparent pricing: My Google Ads services page lists the published starting prices, for example management from €1,000 per month, with no hidden costs.
7. How Often Do You Optimize My Campaigns?
Why this question matters:
Google Ads isn't "set and forget." Successful campaigns require:
- Daily monitoring (for critical campaigns)
- Weekly optimizations
- Monthly strategy adjustments
- Continuous A/B testing
The right answer:
A professional agency should:
- Check your account at least weekly
- Monitor larger accounts daily
- Quickly respond to performance changes
- Proactively suggest improvements
Red Flag: If an agency says "we check once a month," find another agency.
8. What Access Will I Have to My Google Ads Account?
Why this question is essential:
Your Google Ads account belongs to you, not the agency. You should:
- Have full access to your account
- Be able to view all data at any time
- Keep your account if you cancel
- Never experience "account hostage" situations
The right answer:
A reputable agency:
- Gives you admin access
- Works in your own account (not in an agency account)
- Shows you how to view data yourself
- Transfers everything completely upon cancellation
Red Flags:
- "The account runs through us, you only get reports"
- "For security reasons, we don't give access"
- "If you cancel, you'll need to set up the account from scratch"
9. What Experience Do You Have in My Industry?
Why industry experience counts:
An online fashion store works differently than:
- A SaaS tool for B2B
- A local dental practice
- A construction company
Ask specifically:
- Have you worked with businesses in my industry before?
- What industry-specific challenges are you familiar with?
- Do you understand the specifics of my business model?
- What typical metrics are realistic in my industry?
The right answer:
A good agency will:
- Describe industry-specific challenges in detail
- Name typical benchmarks for your industry (CPC, CR, CPA)
- Suggest concrete strategies for your industry
- Set realistic expectations based on industry experience
My experience: Through years of working with businesses across various industries, I understand the specific requirements of e-commerce, B2B, local services, and more.
10. What Happens in the First 30 Days?
Why the onboarding phase is crucial:
The first 4 weeks show how an agency works. Ask:
Week 1-2:
- Account audit: What's working, what's not?
- Tracking check: Are conversions measured correctly?
- Strategy workshop: Where do we want to go?
Week 3-4:
- Campaign setup/optimization
- First quick wins
- Weekly check-in meeting
The right answer:
A professional agency has:
- A clear 30-day plan
- Defined milestones
- Regular touchpoints
- Realistic expectations (no unrealistic promises)
Red Flag: "We need 3 months setup time" or "You'll see results in 6 months at the earliest" = stalling tactics.
Bonus Questions for Particularly Diligent Entrepreneurs
If you want to go even deeper, ask these questions:
11. How do you handle seasonal fluctuations? Shows whether the agency thinks strategically.
12. What tools do you use besides Google Ads? Google Analytics, dashboarding tools, etc. show professionalism.
13. How do you stay up to date? Google Ads changes constantly. Good agencies invest in continuing education.
14. What is your churn rate? High customer satisfaction = low churn rate.
15. Can we speak with existing clients? Real references are worth gold.
Red Flags: When You Should NOT Hire
Stay away from agencies that:
❌ Promise unrealistic results ("300% ROI guaranteed!") ❌ Don't give transparent access to your account ❌ Require long contract terms without exit options ❌ Can't show concrete numbers or references ❌ Throw around terms you don't understand (and don't explain) ❌ Push you on budget without understanding your goals ❌ Only communicate through sales, never with the actual account manager
Checklist: How to Choose the Right Agency
Use this checklist for every agency conversation:
Before the meeting:
- Own goals clearly defined (revenue, leads, CPA target)
- Current budget established
- List of questions prepared
- Existing campaign data ready
During the meeting:
- All 10 questions asked and satisfactorily answered
- References from similar industry seen
- Price-performance transparently discussed
- Concrete contact person introduced
- Contract terms clearly communicated
After the meeting:
- Written proposal with all discussed points
- Time to compare with other agencies
- References checked
- Gut feeling positive
If you want to compare several agencies on the same basis, my Google Ads agency brief template gives you twelve sections to fill in and a scoring matrix for the proposals.
What You Can Expect from MJ Marketing
At MJ Marketing, this is how I work:
✅ Transparency: 3-month start phase, then cancellable monthly ✅ Expertise: 5+ years of hands-on Google Ads experience, including 2023-24 advising direct Google Ads customers on behalf of Google ✅ Personal Service: You work directly with me, with no account manager in between and no hand-off to juniors ✅ Measurable Results: Focus on ROI and conversions, not vanity metrics ✅ Fair Pricing: Transparent cost structure without hidden fees
Interested? Book a free intro call and ask me all 10 questions personally.
Frequently Asked Questions (FAQ)
What does a Google Ads agency cost on average?
Costs vary depending on model and account size. From what I see in offers and conversations (not an official price index), they roughly land here:
- Small (Budget <€3,000 or $3,500/month): usually €800-1,500 agency fee
- Medium (Budget €3,000-10,000 or $3,500-12,000/month): 15-20% of media budget
- Large (Budget >€10,000 or $12,000/month): Individual agreement, in the enterprise segment also €10,000 or more
At MJ Marketing, management starts at €1,000 per month, with a 3-month start phase and cancellable monthly after that.
How long until I see results?
A realistic timeline from my practice:
- Week 1-4: Setup, tracking, initial optimizations
- Month 2-3: First measurable improvements
- Month 4+: Continuous optimization and scaling
Anyone promising "immediate results" is lying. Google Ads needs data and testing phases.
Do I need an agency or can I do it myself?
Hire an agency if:
- Your monthly budget >€2,000 ($2,500) (then expertise pays off)
- You lack time for daily monitoring
- You've already failed with DIY attempts
- You want to scale faster
Stay with DIY if:
- Your budget <€1,000 ($1,200)/month
- You have time and interest to learn it
- You have a very simple business model
Can I switch agencies anytime?
Yes, if your contracts are cancellable monthly. When signing contracts, watch for:
- Cancellation period (1 month is standard)
- Account takeover rights
- Data transfer upon cancellation
What's the difference between a freelancer and an agency?
Freelancer:
- Often cheaper (from what I see in the market, roughly €400-800 or $500-1,000/month)
- Direct communication
- Risk: vacation, illness, capacity
Agency:
- Team backup during vacation
- Often more tools and resources
- Higher costs
MJ Marketing model: Best of both worlds, personal service like a freelancer, professionalism like an agency.
Next Steps: Here's What to Do
You now have all the questions you need to find the right Google Ads agency.
Your next steps:
- Prepare: Use the checklist above as a guide for your agency conversations
- Compare: Conduct conversations with 2-3 agencies
- Decide: Choose based on facts, not gut feeling alone
- Start: Agree on clear goals for the first 90 days
Ready for an honest conversation?
Book your free 20-minute intro call with Mijo Jurisic now. No sales pitch, just honest answers to your questions.
About the author: Mijo Jurisic is a Google Ads Manager and Consultant. He brings 5+ years of hands-on Google Ads experience, including 2023-24 as a Google Ads consultant on behalf of Google, responsible for direct Google Ads customers and top agencies in the DACH region. Mijo continues to serve small to medium-sized businesses, enterprise companies, and agencies. His mission: Transparency and measurable results instead of empty promises.
