Last updated: August 2026 · By Anant Rao, Advertizingly
Most businesses ask the wrong questions to ask your ppc agency during the vetting process — and end up locked into a 12-month contract with an agency that can’t deliver. The median business spends 9–12% of total revenue on paid advertising, according to WordStream (2026), yet most brands pick a PPC partner based on a slick pitch deck and a vague ROAS promise. Six months later, they’re shopping for a replacement.
The right questions to ask your PPC agency cover account ownership, platform expertise, reporting cadence, attribution models, fee structure, and how they respond when performance dips. Ask about lead tracking, bottleneck identification, landing page control, and whether you’ll own the ad accounts — these reveal how the agency actually operates when things break.
- Account ownership is non-negotiable — you must control your Google Ads, Microsoft Ads, and Meta accounts from day one
- Average cost per lead across industries is $66.69, with conversion rates at 8.18% (WordStream, 2026) — ask how they’ll beat these benchmarks
- Most PPC agency relationships fail within 6 months because brands skip questions about lead tracking, attribution, and performance dip protocols
- Pricing models vary wildly: flat fees, percentage of spend (typically 10–20%), or performance-based — each has hidden tradeoffs
- The best agencies answer “What happens if performance dips?” with a documented protocol, not vague reassurances
- Will we own the ad accounts, or does the agency control them?
- What platforms do you specialize in, and how does that match our needs?
- How are leads tracked, attributed, and followed up?
- What can I expect in the first week, two weeks, and first month?
- Can you handle landing page optimization, or do we need a separate team?
- What happens if performance dips or enquiries slow down?
- How do you identify bottlenecks in the journey from click to conversion?
- What are the top 3 areas within an account that are fundamental to ensuring paid search growth?
- What experience do you have with my industry, and can you share case studies?
- How much does a PPC agency cost, and what’s included in your pricing?
- What was the starting point, how long did it take to see results, and what challenges did you hit?
6.64%
Average CTR across industries — WordStream, 2026
$5.42
Average cost per click — WordStream, 2026
8.18%
Average conversion rate — WordStream, 2026
Will we own the ad accounts, or does the agency control them?
You must own your Google Ads, Microsoft Ads, and Meta ad accounts from day one. The agency should operate with admin access granted to your account, not run campaigns inside their own master account. If they resist this, walk away — you’re about to lose all campaign data, audience lists, and conversion history the moment you part ways.
According to Dagmarmarketing (2024), the first question to ask when evaluating a PPC agency is “Will we own our accounts?” This isn’t a minor detail. Agencies that insist on running campaigns through their own infrastructure are positioning themselves to hold your data hostage.
When you own the account, you retain:
- Historical performance data and trend analysis going back months or years
- Custom audience segments, remarketing lists, and lookalike audiences you’ve spent budget building
- Conversion tracking pixels, event configurations, and attribution models
- Quality Score history and ad relevance signals that took time to accumulate
- The ability to switch agencies without starting from zero
Reputable agencies have zero problem with this arrangement. They know their value comes from strategy, execution, and results — not from locking you into a data prison. If an agency pushes back with “our proprietary system” or “easier to manage centrally,” that’s a red flag the size of a billboard.
Account ownership isn’t negotiable — if the agency won’t grant you full admin access to accounts created in your business name, they’re planning to hold your data hostage when you leave.
What platforms do you specialize in, and how does that match our needs?
Platform specialization matters more than generalist claims. An agency that runs Google Ads, Meta, LinkedIn, TikTok, and Amazon equally well is lying — each platform has distinct auction mechanics, creative formats, and attribution quirks. Ask which platform drives 60%+ of their client results, then decide if that aligns with where your customers actually convert.
Dagmarmarketing (2024) highlights “What platforms do you specialize in?” as a critical vetting question. A B2B SaaS company needs an agency fluent in LinkedIn’s lead gen forms and Google Search’s high-intent keywords, not someone who primarily runs DTC Meta carousel ads.
Here’s what to dig into:
- Which platform generates the majority of their client leads or revenue?
- Do they have certified specialists for each platform, or one generalist managing everything?
- Can they show you a live account audit for the platforms you care about?
- What’s their stance on emerging platforms like TikTok or Reddit Ads — are they testing, or dismissing them entirely?
If you’re an ecommerce brand, you need someone who lives inside Google Shopping and Meta’s Advantage+ campaigns. If you’re a local service business, Google Local Services Ads and geo-targeted Search matter more than anything else. The wrong platform mix burns budget fast. For more on choosing the right platform mix, see our breakdown of Meta Ads vs Google Ads: Which ROI Wins.
Platform specialization beats generalist promises — ask which single platform drives 60%+ of their client results, then verify it matches where your customers convert.
How are leads tracked, attributed, and followed up?
Lead tracking and attribution determine whether you’re optimizing toward revenue or vanity metrics. Ask how the agency connects ad clicks to closed deals, which attribution model they default to (last-click, data-driven, linear), and whether they integrate with your CRM to track leads through to sale. Without this, you’re flying blind.
According to Prosperwell (2024), one of the seven critical questions to ask when choosing a PPC agency is “How are leads tracked and followed up?” Most agencies stop at form fills or phone calls. The best ones close the loop: they want to know which keywords, ads, and audiences generate customers who actually pay, not just prospects who ghost after the first email.
Push them on these specifics:
- Do they use server-side tracking, or rely entirely on browser pixels that iOS and ad blockers break?
- Which attribution model do they recommend, and why? (Hint: if they say “last-click” without hesitation, they don’t understand multi-touch journeys.)
- How do they handle offline conversions — phone calls, in-store visits, sales team closes?
- Will they integrate with your CRM (HubSpot, Salesforce, Zoho) to track lead-to-customer rates by campaign?
- What happens when attribution breaks — do they have a backup measurement framework?
An agency that can’t answer these questions will optimize your campaigns toward junk leads. You’ll hit volume targets while revenue stays flat. That’s the nightmare scenario most businesses don’t catch until month four.
“How are leads tracked and followed up? What happens if performance dips or enquiries slow down? How does the agency identify bottlenecks in the journey from click to conversion?”— Prosperwell, 2024
What can I expect in the first week, two weeks, and first month?
A detailed onboarding timeline separates serious agencies from those winging it. The first 30 days should include account audits, conversion tracking setup, audience research, ad creative development, and a documented strategy deck — not just “we’ll get campaigns live and see what happens.” Ask for a week-by-week breakdown before you sign.
Dagmarmarketing (2024) lists “What can I expect in the first week/two weeks/month?” as a must-ask question. Vague answers here predict vague results later. The best agencies hand you a project plan during the sales call.
Here’s what a competent onboarding looks like:
Account access setup, historical performance review, conversion tracking audit, competitor analysis, and stakeholder interviews to understand business goals.
Campaign structure proposal, keyword research, audience segmentation, ad creative briefs, landing page recommendations, and tracking implementation.
Campaigns go live with daily monitoring, bid adjustments, and early performance data collection. No major changes yet — this is the learning phase.
Initial performance review, underperforming keyword pauses, ad copy tests, audience refinements, and a written report with next steps.
If the agency says “we’ll get campaigns live in 48 hours,” that’s a warning sign. Speed without strategy is just expensive noise. You want methodical, not reckless.
Demand a week-by-week onboarding plan before signing — agencies that can’t articulate what happens in weeks 1, 2, 3, and 4 don’t have a repeatable process.
Can you handle landing page optimization, or do we need a separate team?
A PPC agency that only optimizes ads but ignores landing pages is solving half the problem. Conversion rate optimization (CRO) is where most paid campaigns fail — you can have a 10% CTR, but if your landing page converts at 1%, you’re burning cash. Ask whether they build, test, and iterate on landing pages, or if that’s your responsibility.
According to Dagmarmarketing (2024), “Can you handle landing page optimization?” is a deal-breaker question. Some agencies include CRO as part of their PPC management. Others expect you to handle it internally or hire a third party. Neither approach is wrong, but you need to know upfront.
Here’s what to clarify:
- Do they build custom landing pages for each campaign, or send all traffic to your homepage?
- Will they A/B test headlines, CTAs, form fields, and page layouts?
- Do they use tools like Unbounce, Instapage, or Webflow, or do they need access to your site’s CMS?
- How do they measure landing page performance — bounce rate, time on page, scroll depth, or just conversion rate?
If the agency doesn’t touch landing pages, you need an internal team or a separate CRO partner. That’s fine — but factor it into your total cost and coordination overhead. For a deeper get into landing page optimization, check our Conversion Rate Optimization Guide.
What happens if performance dips or enquiries slow down?
Every campaign hits a slump. Seasonality, competitor activity, algorithm changes, or creative fatigue will eventually drag performance down. The question isn’t if it happens, but how the agency responds. Ask for a documented protocol: what they check first, how quickly they react, and what communication looks like when things go sideways.
Prosperwell (2024) emphasizes asking “What happens if performance dips or enquiries slow down?” as one of seven essential questions. The best agencies have a troubleshooting checklist: they audit tracking, review search term reports, check auction insights for new competitors, test fresh ad creative, and adjust bids within 48 hours.
Push them on specifics:
- What’s the first thing they investigate when conversion volume drops 20% week-over-week?
- How long do they wait before making changes — do they react immediately, or let data accumulate?
- Will you get a proactive alert, or do you have to spot the dip yourself in a monthly report?
- Do they have a written escalation process, or is it ad hoc?
Agencies that answer with “we’ll figure it out” or “that rarely happens to us” are lying or inexperienced. Slumps are inevitable. The difference between a good agency and a mediocre one is how fast they diagnose and fix the problem.
Ask for a written performance dip protocol before signing — if they don’t have one, they’ll panic when results drop and waste weeks diagnosing the issue.
How do you identify bottlenecks in the journey from click to conversion?
Bottleneck identification separates strategic agencies from those who just push buttons. Ask how they diagnose where users drop off — is it the ad-to-landing-page disconnect, form friction, slow page load, unclear value prop, or something else? They should reference tools like heatmaps, session recordings, funnel analysis, and multi-step form tracking.
According to Prosperwell (2024), “How does the agency identify bottlenecks in the journey from click to conversion?” is a critical vetting question. Most agencies stop at Google Analytics funnel reports. The best ones use Hotjar, Microsoft Clarity, or FullStory to watch real user sessions and spot friction points you’d never see in aggregate data.
Here’s what to probe:
- Do they use session replay tools to watch how users interact with your landing pages?
- Will they audit form fields to see which questions cause drop-off?
- Do they test mobile vs desktop experiences separately?
- How do they measure page load speed, and what’s their threshold for action?
- Can they segment funnel analysis by traffic source, device, or audience?
If the agency can’t articulate a bottleneck diagnosis process, they’ll blame “low-quality traffic” when conversion rates sag — instead of fixing the actual problem, which is usually a broken user experience.
What are the top 3 areas within an account that are fundamental to ensuring paid search growth?
This question tests whether the agency has a coherent growth philosophy or just reacts to whatever Google recommends. According to We-discover (2024), strong agencies cite search term sculpting, audience layering, and conversion tracking accuracy as the three non-negotiables — not broad match keywords and automated bidding, which Google pushes because it benefits Google.
We-discover (2024) includes “What are the top 3 areas within an account that are fundamental to ensuring paid search growth?” in their 50+ PPC RFP question guide. The answer reveals the agency’s strategic priorities.
Here’s what top-tier agencies prioritize:
- Search term hygiene and negative keyword management — they mine search term reports weekly, add negatives ruthlessly, and prevent budget waste on irrelevant queries.
- Audience segmentation and layering — they build custom intent audiences, layer first-party data, and adjust bids by user behavior, not just demographics.
- Conversion tracking and attribution accuracy — they ensure every meaningful action is tracked, validate data against CRM records, and fix discrepancies immediately.
If the agency says “Quality Score, ad copy, and bid strategy,” they’re reciting Google 101. Those matter, but they’re table stakes. The real edge comes from search term control, audience intelligence, and measurement precision.
Agencies that prioritize search term sculpting, audience layering, and tracking accuracy over “Quality Score and ad copy” understand what actually drives growth.
What experience do you have with my industry, and can you share case studies?
Industry experience matters because each vertical has unique conversion cycles, customer objections, and competitive dynamics. A SaaS PPC strategy looks nothing like a local service business or ecommerce brand. Ask for case studies from businesses similar to yours — same industry, same deal size, same sales cycle. If they can’t produce one, you’re their guinea pig.
According to Adventuremedia (2025), “What experience do you have with my industry?” and “Can you share case studies or success stories from similar businesses?” are two of the 20 essential questions. Generic case studies don’t count. You need proof they’ve solved problems identical to yours.
Dig deeper:
- How many clients in your industry do they currently manage?
- What’s the average deal size or customer lifetime value they’ve worked with?
- Can they walk you through a specific challenge they solved for a similar business?
- Will they connect you with a current client for a reference call?
If the agency says “we work with everyone,” that’s code for “we haven’t specialized, so we’re learning on your dime.” Industry expertise accelerates results because the agency already knows which keywords convert, which objections to address in ad copy, and which landing page layouts work. You can explore examples of industry-specific work in our case studies.
How much does a PPC agency cost, and what’s included in your pricing?
PPC agency pricing typically follows three models: flat monthly fees (£1,500–£10,000+), percentage of ad spend (10–20%), or performance-based (tied to leads or revenue). Each has tradeoffs. Flat fees are predictable but don’t scale with results. Percentage of spend incentivizes the agency to increase your budget, not efficiency. Performance-based sounds ideal but often comes with higher base fees and attribution disputes.
Ask exactly what’s included:
- Campaign setup, management, and optimization across which platforms?
- Ad creative development — do they write copy, design images, or produce video?
- Landing page design and A/B testing, or is that separate?
- Reporting frequency and depth — weekly dashboards, monthly strategy calls, or quarterly reviews?
- Conversion tracking setup and ongoing troubleshooting?
- Are there setup fees, minimum contract lengths, or early termination penalties?
Some agencies quote a low management fee but exclude creative, landing pages, and tracking setup — then hit you with surprise charges. Others bundle everything into one price. Neither is inherently better, but you need transparency before signing. Use our ad budget calculator to estimate total costs including agency fees.
| Pricing Model | How It Works | Best For | Watch Out For |
|---|---|---|---|
| Flat Monthly Fee | Fixed cost regardless of ad spend (£2,000–£8,000/month typical) | Businesses with stable budgets who want predictable costs | Doesn’t scale with growth — you pay the same whether you spend £5k or £50k |
| Percentage of Spend | 10–20% of monthly ad spend as management fee | High-spend accounts (£20k+/month) where flat fees would be too high | Agency is incentivized to increase spend, not efficiency — conflicts of interest |
| Performance-Based | Fee tied to leads, sales, or ROAS targets | Businesses with clear attribution and short sales cycles | Attribution disputes, higher base fees, agencies cherry-pick easy wins |
The cheapest agency is rarely the best value. You’re not buying hours — you’re buying expertise, speed, and results. A £3,000/month agency that cuts your cost per lead by 40% is cheaper than a £1,500/month agency that wastes your ad budget.
Pricing transparency matters more than the number — ask exactly what’s included, what costs extra, and whether there are minimums or setup fees before comparing quotes.
What was the starting point, how long did it take to see results, and what challenges did you hit?
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Frequently Asked Questions About Questions to Ask Your PPC Agency
What does a PPC agency do?
A PPC agency manages paid search campaigns across platforms like Google Ads, handling account setup, keyword strategy, bid management, and landing page optimization. They track leads, identify performance bottlenecks, and adjust campaigns when results dip. According to Dagmarmarketing, top agencies clarify account ownership upfront and set clear expectations for results timelines.
What agency has the best PPC results?
The best PPC agency depends on your industry and goals. Adventuremedia recommends asking for case studies from similar businesses and understanding their starting point, timeline to results, and challenges overcome. Revvgrowth emphasizes requesting specific success stories with measurable outcomes rather than generic testimonials.
What does the 3 3 3 rule mean in marketing?
The research provided doesn’t contain information about a ‘3 3 3 rule’ in marketing. For PPC-specific guidance, consult We-discover’s framework on fundamental account areas for paid search growth or Wordstream’s industry benchmarks to understand performance standards in your sector.
What are some good questions to ask about digital marketing?
Key questions include: Will we own our accounts? What platforms do you specialize in? How do you track leads and follow-ups? What happens if performance dips? Can you handle landing page optimization? According to Prosperwell and Dagmarmarketing, these questions reveal agency transparency, expertise, and accountability.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.
Understanding questions to ask your ppc agency is essential for any business serious about growth in 2026.