Choosing the Right PPC Agency

Paid search management is an important piece of any well-planned marketing campaign, but not all PPC agencies are created equal. Some agencies lack the resources, experience, and general knowledge that it takes to run a successful PPC campaign. But how can you make sure you’re partnering with the right agency? This guide will help you identify which PPC agencies are going to be worth your money and time investment.

What is Pay-per-click (PPC)?

PPC is a way of using search engine advertising to generate more clicks to your website, rather than earning those visits organically. These are the sponsored ads you often see at the top of Google’s search results. PPC puts your ad at the top of search engine results, which positions your company directly in front of your target audience’s search queries. The more visible your ad, the more likely users are to click.

To put it simply, PPC means you’re paying for results.

Benefits of PPC

  • It’s fairly low cost. You only pay when someone clicks on your ad. You also set your own budget by placing a cap on your daily spend.
  • It’s flexible. You can change your daily cap whenever you please. Results are immediate. You can start seeing results for traffic and conversion rates practically the next day.
  • It’s puts your ad in the right place, at the right time. Location targeting and delivery options allow you to send very specific messages to your target customer when they’re nearby and on a specific device, like a mobile phone.

What it takes to be good

A successful relationship between you and a PPC agency requires trust and transparency. When courting a potential PPC agency, it’s important to ask the right questions and address any concerns before entering into a contract.

Important questions to ask:

“Who owns my AdWords account before, after, and during the campaign?”

A good PPC agency will give you instructions on how to set up an AdWords account in your name or guide you through the process. Having the account under your business’ name and billing information gives you visibility into the complete history of the account and puts you in control of who can access it.

 “What is the expectation for communication? How often will I hear from you?”

A good PPC agency will stay in regular, recurrent contact with you to provide updates, ask for your input, and address any potential concerns. It is recommended that you schedule a monthly meeting to review your account’s performance, but the size of your account may require more or less frequently meetings.

“How do you report my results?”

A good PPC agency will connect your AdWords and Analytics accounts. Your AdWords results will always be reported in the framework of your other traffic data.

“How do you determine who will see my ads?”

A good PPC agency understands what people are searching for and they do this by paying close attention to keywords. Knowing what keywords consumers are searching for ensures that your ads get in front of the right audience.

A good PPC agency will also understand what keywords could put your ad in front of the wrong audience. These are called negative keywords, and knowing what keywords will negatively impact your campaign are just as important as (if not more than) positive keywords. By excluding these search terms from your campaigns and focusing only the keywords that matter to your customers, you can dramatically increase your return on investment (or ROI).

“What are your qualifications as a PPC agency?”

A good PPC agency will be a Google Certified Partner and your account manager will be a Google Certified Individual. This mean that your PPC agency has the knowledge and experience necessary to help you reach your marketing goals.


When you’re ready to start looking for a PPC agency to help meet your marketing needs, it’s important to identify your goals and create a list of agency must-haves. It’s then up to the right PPC agency to demonstrate how they will help you meet those goals while providing transparency along the way. Remember, you’re in the driver’s seat of your business’ marketing plan. You just need the right partner to help you reach the finish line.