What Does a Google Ads Agency Actually Do? Explained

Behind the Scenes of Google Ads Management

You hand over your ad budget and get reports. But what actually happens in between?

Here's what a good agency does day-to-day.

The Onboarding Process

Week 1-2:

• Access setup (Google Ads, Analytics, Tag Manager)
• Comprehensive account audit
• Tracking verification and fixes
• Competitor analysis
• Keyword research
• Campaign strategy development

Ongoing Daily/Weekly Tasks

Bid management:

• Monitoring performance by keyword, ad group, campaign
• Adjusting bids based on conversion data
• Managing automated bidding strategies
• Budget pacing and allocation

Search term management:

• Reviewing search terms report
• Adding negative keywords
• Identifying new keyword opportunities

Ad copy optimisation:

• Testing new headlines and descriptions
• Pausing underperforming ads
• Writing responsive search ad variations

Performance monitoring:

• Checking for anomalies
• Investigating performance changes
• Identifying technical issues

Monthly Activities

Deep performance analysis:

• Campaign-level review
• Conversion analysis
• Attribution review
• Quality Score monitoring

Reporting:

• Creating performance reports
• Preparing insights and recommendations
• Scheduling strategy calls

Strategic adjustments:

• Testing new audiences
• Launching new campaigns
• Restructuring underperformers

Periodic Projects

Quarterly/annual:

• Account restructuring
• Landing page recommendations
• Seasonal campaign planning
• Budget reallocation reviews
• Competitive analysis updates

Communication and Reporting

Good agencies provide:

• Monthly (minimum) performance reports
• Regular strategy calls
• Quick email/chat response
• Alert on significant changes
• Transparent access to accounts

What You Should Expect

From any agency:

• Full account access (you own it)
• Regular reporting with insights
• Proactive recommendations
• Responsive communication
• Continuous improvement

Red Flags

Warning signs:

• Won't give you account access
• No regular communication
• Vague about what they're doing
• Same reports month after month
• No testing or new ideas

Work With Transparency

We believe in full transparency — you own your accounts, see exactly what we do, and get honest insights.

Get a free audit to experience our approach.