20 Questions to Ask Before Hiring a Google Ads Agency

Don't Sign Until You've Asked These Questions

You're about to hand over significant budget and business trust. Due diligence matters.

Print this list. Use it on every agency call.

About Their Experience

1. "How long have you been managing Google Ads specifically?"
2. "Do you have case studies in my industry or similar businesses?"
3. "How many accounts do you currently manage?"
4. "What's your team's Google certification status?"
5. "What's your experience with [specific campaign type you need]?"

About Your Account

6. "Who specifically will manage my account day-to-day?"
7. "How many other accounts does that person manage?"
8. "Will I have direct access to them?"
9. "What happens if they leave or are unavailable?"

About Process and Communication

10. "How often will we have calls or meetings?"
11. "What does your monthly reporting include?"
12. "How quickly do you typically respond to emails?"
13. "What's your process for the first 30 days?"

About Ownership and Contracts

14. "Will I own my Google Ads account?"
15. "What's the minimum contract length?"
16. "What's the notice period to end the contract?"
17. "Are there any hidden fees or extras?"

About Performance

18. "What KPIs do you typically focus on?"
19. "How do you handle poor performance?"
20. "What would cause you to fire a client?"

Listen Carefully to Answers

Good answers:

• Specific and detailed
• Honest about limitations
• Backed by examples
• Show they've listened to your needs

Bad answers:

• Vague and generic
• Overpromising
• Deflecting questions
• One-size-fits-all

Take Notes and Compare

After each call:

• Rate their responses
• Note your gut feeling
• Compare across candidates
• Check references if offered

The Most Important Question

Ask yourself: "Do I trust this person/team with my money?"

If the answer isn't a clear yes, keep looking.

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