You’re paying an agency (or freelancer) to manage your Google Ads, but how do you actually know if they’re doing a good job?
You're not in the account every day. You get reports, maybe the occasional meeting. But unless you're an expert yourself, it's hard to tell if you’re getting value or just polished spreadsheets.
Here’s what to look for.
1. You’re Seeing Real Business Results - Not Just Clicks
Clicks and impressions are nice, but they don’t pay the bills.
If your agency’s reports are full of surface-level stats like CTR and impressions without linking them to leads, sales or revenue, that’s a red flag.
What to look for:
• Clear goals (leads, bookings, revenue)
• Measurable conversions - tracked and reported properly
• A positive return on ad spend (or a clear path to getting there)
If you don’t know what success looks like, you can’t measure it.
2. They Actually Explain What’s Going On
A good agency doesn’t hide behind jargon.
They should be able to explain:
• What they’re testing
• What’s working (and what isn’t)
• What they’re doing next and why
You shouldn’t feel confused after a call or left in the dark for weeks.
3. They’re Proactive, Not Just Reactive
Are you always the one asking questions? Or chasing updates?
A decent agency should be leading the process, reviewing performance regularly, spotting new opportunities, and suggesting improvements before you even ask.
If they’re just “setting and forgetting” your campaigns, you’re not getting what you’re paying for.
4. They Test, Learn and Improve - Not Just Tweak
A solid agency is always experimenting. They don’t settle for “it’s working fine.”
That means:
• Testing different ad copy
• Trying new match types or bidding strategies
• Exploring new keyword themes
• Reviewing landing page performance
If your campaigns haven’t changed in months, that’s a problem.
5. You Have Access to Your Own Account
This is a big one.
You should have full admin access to your Google Ads account, it’s your data, your spend, your results. If an agency keeps you out of the account or runs everything under their own umbrella account (without giving you access), run for the hills.
Transparency matters.
6. Watch Out for These Warning Signs
If you’re seeing any of the following, it might be time for a second opinion:
• They never show you the search terms report
• You’re getting loads of irrelevant leads
• They dodge questions about ROI or strategy