Questions to Ask Your Next PPC Agency

Choosing a PPC agency to handle your paid advertising strategy is a huge step. On a platform like Google Ads, anyone can run ads, but you're searching for an agency because you want the best return on your PPC expenditure.

For this type of business partnership, communication is critical, and some conversations cannot be had over email. You'll want to contact or video call your agency on a regular basis to review goals, expectations, and progress — possibly every quarter or month, depending on how your agency works.

You shouldn't need to talk on the phone often because you have enough reporting and email exchanges, but you do want an agency that checks in on a regular basis to make sure your PPC strategy is contributing to your business goals.

The most critical information exchange with your PPC agency is reporting. The data should tell you everything you need to know about the performance of your ads, and they should be formatted in a way that anyone who isn't an expert in PPC advertising can comprehend.

Get an overview of the reporting you'll receive and how it'll be presented to you before you select an agency. They should be able to explain the data points you'll be given and what they mean in terms of performance - for example, what the impression share metric means in terms of search exposure.