Google Ads can be the fastest way to get customers, or the fastest way to waste money. The difference usually comes down to who runs the account and how. Whether you are a law firm in Houston, an online store in Birmingham, a clinic in Dubai or a software company in Lahore, the same principles decide whether an agency is worth hiring.
What a Google Ads agency should do
- Set up tracking properly: forms, calls, purchases and, where possible, real sales or booked appointments imported back into Google Ads.
- Build the right campaign structure: grouped by service, product or location so budgets and messages match intent.
- Choose and maintain keywords: including a growing list of negative keywords to block irrelevant searches.
- Write and test ads: clear offers, proof and calls to action, refreshed regularly.
- Improve landing pages: or at least recommend specific changes, because the click is only half the job.
- Manage bids and budgets: using automated bidding sensibly, not blindly.
- Report clearly: leads, sales and cost per result, explained in plain language, with next steps.
How Google Ads agencies charge
| Model | How it works | Watch out for |
|---|---|---|
| Percentage of ad spend | The fee rises and falls with your budget | No link to results; an incentive to spend more |
| Flat monthly fee | A fixed fee for an agreed scope | Make sure the scope grows if your account does |
| Setup plus monthly fee | One-off build, then ongoing management | Check what the setup actually includes |
| Performance-based | Fee tied to leads or sales | Clear definitions of a qualified lead are essential |
Ad spend is always paid to Google separately from the agency's management fee. Ask any agency to set out both clearly. For our own fees, see our contact page.
Questions to ask before hiring
- Will we own the Google Ads account and all its data?
- How will you track conversions, including phone calls and offline sales?
- Who will manage our account day to day, and how many other accounts do they handle?
- What will you do in the first 30, 60 and 90 days?
- How often will you report, and what will the report show?
- What is the notice period if we want to leave?
- Can you show examples from businesses like ours, with permission?
Red flags
- The agency wants to create the account under its own name and keep ownership.
- Reports show clicks and impressions but never leads, sales or cost per result.
- No negative keywords or search term reviews after months of running.
- Long contracts with heavy exit fees.
- Promises of guaranteed results or "top position" for every keyword.
- Hidden markups on ad spend.
What good reporting looks like
A good monthly report answers five questions:
- How many leads or sales did we get, and at what cost?
- Which campaigns, keywords and ads drove them?
- What changed since last month, and why?
- What did we test, and what did we learn?
- What will we do next month?
In-house, freelancer or agency?
| Option | Best for | Trade-offs |
|---|---|---|
| In-house specialist | Large, steady budgets and fast internal decisions | Harder to hire, single point of failure |
| Freelancer | Small accounts and simple campaigns | Limited time and backup |
| Agency | Growing businesses that need several skills | Varies in quality; you must check who does the work |
How this works worldwide
The fundamentals are the same everywhere: own your account, track real outcomes and demand clear reports. What changes by market is click cost, language and regulation. Legal, finance and health clicks are expensive in the USA, UK, Canada and Australia. Gulf campaigns often need Arabic ads and licence details. In Pakistan and much of Asia, phone and WhatsApp leads matter most.
Frequently Asked Questions
How much should I spend on Google Ads?
Enough to get a steady stream of clicks in your most important campaign, so results can be judged. An agency should help you work out a starting budget from click costs and conversion rates in your industry.
How long until Google Ads works?
You can get leads in days, but most accounts take two to three months of testing and optimisation to reach steady, efficient performance.
Should I give an agency admin access?
Give the access level they need, and keep yourself as the account owner.
Is Google Partner status important?
It shows the agency meets basic standards and spend levels. It doesn't guarantee they suit your business, so ask for examples and references too.
Sources & References
Written by Farzeen Rasheed
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