Questions to ask your PPC agency

Most advertisers don't have the technical background to evaluate a PPC agency's work directly, but you don't need to. A short list of plain questions — and knowing what a straightforward answer sounds like — gets you most of the way there.

Questions about access and ownership

Start here, because the answers determine what you can even check for yourself later.

'Do I have admin access to my own Google Ads account?' — You should, independent of the agency.
'Is billing in my business's name?' — It generally should be, not the agency's.
'If we part ways, what do I keep?' — You should keep the account, its history and its conversion data.

Questions about measurement

Ask exactly what's being counted as a result, in plain terms, before discussing performance.

'Which conversion actions are set as primary, and what does each one actually measure?'
'How do you know the reported conversions match the leads or sales we actually received?'
'When did each conversion action last record a conversion?'

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Questions about spend and search terms

These ask the agency to show, not just tell, where the money goes.

'Can you show me the search terms report, sorted by cost, for the last 90 days?'
'What negative keywords have been added in the last month, and why?'
'Which campaigns are limited by budget, and which spend fully with no results?'

Questions about reporting and changes

A straightforward agency should be able to answer these without needing to prepare a special presentation.

'What changed in the account last month, and why?'
'Can I see the account's change history myself?'
'What does the monthly report actually measure, and how does it tie back to leads or sales?'

Questions about fees

Separate what you pay for management from what you pay Google for ad spend, and understand how the fee is calculated.

'Is the management fee flat, or a percentage of ad spend?'
'What's included in that fee — strategy, reporting, ad creation, ongoing optimisation?'
'What happens to the fee if we lower the budget?'

Limitations of this guide

These questions help you judge clarity and transparency; they don't replace independently reviewing the account yourself.

Frequently asked questions

What's a red flag answer to 'can I have admin access'?

Hesitation, or being told access isn't possible or isn't how the agency works. You should be able to get your own login to your own account.

Should I ask these questions even if I'm happy with results?

Yes — clear answers about access and measurement protect you regardless of current performance, especially if you ever want to switch agencies or add another.

Is it reasonable to ask for the search terms report directly?

Yes. It's your account's data. A reasonable agency can show it, or give you read access so you can look yourself.