If you’re spending money on Google Ads and not seeing results, here’s a question worth asking: Do you even know what your agency is doing?
Too many businesses hand over their Google Ads accounts to agencies and hope for the best. No reports, no access, no idea where the money’s going. We’ve seen it firsthand—clients onboard with us and are shocked to learn their previous agency never even set up Google Analytics.
It’s time to change that. Whether you’re new to Google Ads or have been running campaigns for years, here’s a list of must-ask questions to keep your agency accountable—and your ad budget working for you.
- Do I have access to my Google Ads and Google Analytics accounts?
You should have full access. If your agency controls your accounts and refuses to share access, that’s a red flag. You paid for the campaigns, the data, and the setup—it belongs to you. Even if you’re not logging in daily, having access means transparency.
- Is Google Analytics set up and linked to my Ads account?
This one’s basic, but you’d be surprised how often it’s missed. Without Google Analytics (or GA4) connected, you’re flying blind. You won’t know what people are doing on your website or how your ads are performing beyond basic clicks.
Ask your agency:
- Is GA4 set up?
- Is it linked to Google Ads?
- Are conversions being tracked properly?
If the answer is no or “we’re working on it,” that’s a problem.
- What reports do I receive, and how often?
You deserve more than a vague update like “Things are going well.” Your agency should be sending clear, easy-to-read reports at least monthly (weekly if you’re spending more). These reports should show:
- Total ad spend
- Cost per click (CPC)
- Number of conversions
- Conversion rate
- Top-performing keywords or campaigns
- Website performance insights (bounce rate, pages visited, etc.)
If your reports are confusing or non-existent, it’s time to ask why.
- Can you explain what success looks like for my business?
Every business is different. Whether you want more online sales, leads, or phone calls, your agency should have a clear strategy—and be able to explain it to you in simple terms. You’re not just paying for traffic. You’re paying for results.
- What happens when we stop working together?
If your contract ends, do you keep the data, ad creatives, and account history? Or does it all disappear? Ideally, you want to retain everything. You paid for it. Make sure your agency doesn’t build campaigns under their own master account—because if you leave, you might lose it all.
- How do you test and improve campaigns over time?
Google Ads isn’t a “set and forget” platform. A good agency:
- Tests multiple ads and landing pages
- Adjusts keyword targeting
- Refines bidding strategies
- Keeps up with new Google features
If they aren’t doing this or can’t explain their approach, they’re likely coasting—on your dime.
- What’s your experience with my industry?
This one’s optional but helpful. An agency that understands your industry will likely make better choices from the get-go. They’ll know what keywords to avoid, what your audience wants, and how to stand out from the competition.
The Bottom Line: Knowledge Is Power
We get it—Google Ads can feel intimidating. There’s a lot of jargon, dashboards, and data. But you don’t have to know everything. You just need to ask the right questions.
At the very least, your agency should be:
- Transparent
- Accountable
- Data-driven
Because if you don’t know what’s happening in your Google Ads account… who does?
Want a second opinion on your current Google Ads setup?
Let’s have a look. We’ll gladly review your account setup, reporting, and tracking—no strings attached.