Pay-per-click (PPC) advertising has become an essential aspect of online marketing for businesses of every size. By leveraging the power of search engines, social media platforms, and other online channels, companies can efficiently reach their target audience and boost conversions. Hiring a skilled PPC agency can help businesses maximise their marketing efforts and achieve a higher return on investment (ROI). This article provides an overview of crucial questions to ask your prospective PPC agency to ensure they have the experience, expertise, and resources to deliver the results you seek.

What is PPC advertising?

PPC advertising is a form of online marketing where advertisers pay a fee each time their ad is clicked by a user. Common platforms for PPC advertising include Google Ads, Microsoft Ads, and social media networks like Facebook, Instagram and LinkedIn. By utilising keyword research and targeting strategies, PPC campaigns can effectively drive traffic to your website, generate leads, and increase sales.

Importance of hiring a PPC agency

A professional PPC agency can manage your campaigns, optimise ad performance, and ensure that your marketing budget is utilised effectively. By partnering with a specialised agency, businesses can focus on their core competencies while leveraging the agency’s expertise and resources for better results.


In this comprehensive guide, we will discuss the key questions to ask your potential PPC agency, covering topics such as:

  1. Experience and Expertise
  2. Strategy and Approach
  3. Communication and Reporting
  4. Budget and Pricing
  5. Team and Resources

By addressing these important factors, you can confidently choose the right PPC agency for your business needs and ensure a successful partnership.

PPC Experience and Expertise

How long have they been in the industry?

Experience matters in the constantly evolving world of PPC advertising. Ask your prospective agency about their years in the business, a more established agency is likely to have dealt with various challenges and learned valuable lessons.

What industries have they worked with?

Understanding an agency’s experience in your specific industry can be crucial to your campaign’s success. Agencies with experience in your vertical will better understand your target audience, competition, and the most effective marketing strategies for your business.

What certifications do they have?

Reputable PPC agencies often have certifications from major platforms like Google Ads, Meta Ads or Microsoft Advertising. These certifications demonstrate the agency’s commitment to staying updated with the latest PPC best practices and industry standards.

How do they stay up-to-date with industry changes?

PPC advertising is an ever-changing landscape, and it’s crucial for your agency to stay current with the latest trends, updates, and best practices. Ask about their methods for staying informed, such as attending conferences, internal training, webinars, or reading PPC blogs.

PPC Strategy and Approach

What is their approach to PPC advertising?

An agency’s approach to PPC advertising should align with your business objectives and goals. Inquire about their methodology, as well as the tools and technologies they use to manage and optimise campaigns.

How do they create a strategy for your business?

A successful PPC campaign begins with a well-defined strategy. Ask your prospective agency how they will develop a customised strategy for your business, taking into account factors such as your target audience, competitors, and unique selling points. This process should include keyword research, ad copy creation, landing page reviews, and bid strategies/management.

How do they measure success?

It’s essential to understand the key performance indicators (KPIs) your agency will use to measure the success of your PPC campaigns. Common KPIs may include click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS). Make sure the agency’s goals align with your own business objectives.

How do they optimise campaigns?

Campaign optimisation is a critical component of PPC management. Ask the agency about their process for monitoring and adjusting campaigns to improve performance. This may involve testing different ad variations, adjusting bids, or refining targeting settings.

Communication and Reporting on PPC Performance

How often do they communicate with clients?

Regular communication with your PPC agency is essential for maintaining a successful partnership. Inquire about their communication frequency and the methods they use, such as email, phone, face to face meetings or video calls.

What channels do they use for communication?

Understanding the channels your agency uses for communication can help ensure a smooth working relationship. Some agencies may prefer email, while others might use project management tools or messaging apps. Make sure their preferred channels align with your communication style.

What kind of reports do they provide?

Reporting is vital for tracking the progress of your PPC campaigns. Ask the agency about the types of reports they provide and the frequency at which they deliver them. Ideally, reports should be easy to understand and contain actionable insights.

How do they explain PPC campaign performance?

Your PPC agency should be able to clearly communicate the performance of your campaigns, helping you understand the results and any necessary adjustments. Make sure the agency is comfortable explaining complex data and metrics in a way that is easily digestible and comprehensible.

PPC Budget and PPC Agency Fees

How do they determine a budget for your campaigns?

An experienced PPC agency should work with you to establish a realistic budget that aligns with your business goals and objectives. Ask about their process for determining an appropriate budget and how they allocate funds across different platforms and campaign types.

What is their pricing structure?

Understanding the agency’s pricing structure is crucial for budgeting and evaluating the potential ROI of your campaigns. Some agencies charge a flat fee, while others may work on a percentage of ad spend or a performance-based model. Ensure that the pricing structure is transparent and suits your business needs.

Are there any hidden fees?

Hidden fees can significantly impact your overall marketing budget, so it’s important to clarify any potential additional costs upfront. Ask the agency about potential fees related to account setup, ongoing maintenance, or additional services.

How do they ensure ROI?

Your PPC agency should be focused on delivering a positive ROI for your campaigns. Ask them about their strategies for maximising ROI, such as optimising bids, refining targeting, and improving ad creatives and landing pages.

PPC Agency Team and Resources

Who will be working on your campaigns?

Understanding the team members responsible for managing your PPC campaigns can help build trust and accountability. Inquire about the roles, qualifications, and experience of the individuals who will be directly involved in your account. This may include account managers, strategists, and specialists in areas such as copywriting or design.

What kind of resources do they have?

A well-equipped PPC agency should have access to the latest tools, technologies, and industry resources to effectively manage your campaigns. Ask about the tools they use for keyword research, bid management, and campaign optimisation, as well as any proprietary technologies they may have developed.

How do they handle workload and deadlines?

The ability to manage workload and meet deadlines is crucial for a successful PPC partnership. Inquire about the agency’s process for managing multiple clients, prioritising tasks, and ensuring that campaigns are launched and optimised in a timely manner.

What kind of support do they offer?

Responsive and reliable support is essential for addressing any concerns or issues that may arise during your PPC campaigns. Ask about the agency’s support structure, availability, and response times, as well as their process for handling urgent issues or requests.


In conclusion, finding the right questions to ask your ppc agency is critical for selecting the right partner for your business. By evaluating their experience, expertise, strategy, communication, budgeting, team, and resources, you can ensure a successful and productive partnership that drives results and helps you achieve your marketing goals. Remember that open communication and ongoing collaboration are key to the success of your PPC campaigns.

Are you ready to take your PPC campaigns to the next level? Our team of experts is here to help you achieve your marketing goals and deliver exceptional results. Don’t hesitate to get in touch with us to discuss your specific needs and objectives. Let’s work together to drive growth for your business through effective PPC advertising. Contact us today and let’s get started!