5 Questions to Ask Your Google Ads Agency Before Signing Up

Choosing the right Google Ads agency can be a game-changer for your business — or a very expensive lesson. As a small or medium-sized business (SME), every dollar counts, and you need to be confident that you're partnering with an agency that truly understands your needs, industry, and goals.

Before you commit, here are five key questions you should ask any Google Ads agency. These will help you cut through the sales pitch and find a team that’s experienced, transparent, and aligned with your success.

1. Have you worked with a client in the same industry before?

Why it matters: Experience.

An agency already familiar with your industry will hit the ground running. They’ll understand your target audience, competitive landscape, and what kind of messaging resonates. You won’t need to spend valuable time (and budget) educating them on the basics. Ask for examples or case studies to back this up — ideally with real performance results.

2. Do you currently work with a client in the same industry as me?

Why it matters: Conflict of interest.

Experience is great — but exclusivity matters too. Suppose your potential agency is already managing campaigns for a direct competitor, that raises some red flags. Are you getting their full attention and unique strategy? Ask how they manage conflicts of interest and whether they offer industry exclusivity in your area or niche.

3. Can you break down your management fee for me?

Why it matters: Transparency.

Many agencies roll their management fee into the total budget, which can make it hard to see exactly how much is being spent on ads versus how much goes to the agency. A transparent agency will have no problem clearly outlining their fees, what’s included, and what additional services (like landing page builds or CRO) might cost extra. This helps you budget accurately — and avoids surprise charges later on.

4. Can you show me a sample report?

Why it matters: Knowledge and skills.

A good agency will track more than just clicks. Ask to see a sample report to understand what kind of data they monitor, how often they report, and how insights are communicated. Are they showing you ROI metrics like conversions, cost per lead, and ROAS? Do they give you clear explanations and actionable next steps? This shows how well they understand performance marketing — and how well they'll keep you in the loop.

5. What is your staff turnover rate?

Why it matters: Stability and quality of work.

A high staff turnover rate can be a red flag. If your account manager is constantly changing, your campaigns will lack consistency. Happy, long-term team members are more likely to care about your account, build deep knowledge of your business, and deliver better results. Agencies that treat their team well usually treat their clients well too.

Final Thoughts

Signing on with a Google Ads agency is a big decision, especially for growing SMEs. Don’t be afraid to ask the hard questions upfront. The right agency will appreciate your thoroughness — and it’ll set the tone for a successful, transparent partnership.

Looking for more tips or need help reviewing an agency proposal? Reach out and book today — I’m here to help you grow your Paid Ads knowledge, not guess.