10 Ways to Choose the Right Google Ads Agency (Without Wasting Budget)
Running a successful Google Ads campaign goes far beyond keyword selection and bid management. With Google’s algorithms evolving to reward experience, expertise, authoritativeness, and trustworthiness (EEAT), the stakes have never been higher. The right Google Ads agency can help you maximize ROI, scale effectively, and avoid costly missteps. But how do you make the right choice without blowing your budget on the wrong partner?
1. Look for Google Partner Certification
The most reputable agencies in 2025 hold Google Partner status, a distinction for participating agencies. This means they:
- Manage large ad spend volumes
- Demonstrate consistent campaign success
- Maintain certified PPC experts on staff
Tip:
You can verify a Google Partner via Google’s official directory.
2. Prioritize Agencies That Demonstrate EEAT
EEAT: experience, expertise, authoritativeness, and trustworthiness—is no longer just an SEO standard. It now applies across Google Ads performance evaluations, particularly for YMYL (Your Money or Your Life) niches like law, finance, and healthcare.
What to Look For:
- Case studies that showcase campaign success in your industry
- Named strategists with real credentials and experience
- Transparent reporting and a clear explanation of strategies
At FreshMove Media, we showcase measurable results in our client case studies, and all campaigns are managed by Google-certified experts with vertical-specific experience.
3. Ask About AI and Automation Strategies
As Google Ads shifts toward Performance Max and other AI-enhanced campaigns, your agency should:
- Understand how to structure data for AI to optimize performance
- Customize creative assets for audience signals
- Use first-party data to feed machine learning
Questions to Ask:
- “How do you train Google’s AI with our brand data?”
- “Can you show examples of successful Performance Max campaigns?”
Agencies stuck in a manual optimization mindset will struggle to compete in today’s automated environment.
4. Look for Conversion Rate Optimization (CRO) Expertise
Even the best-managed campaigns fail if your landing pages don’t convert. That’s why the best agencies provide integrated CRO services or collaborate closely with your web team.
Ask:
- “How do you measure and improve landing page performance?”
- “Do you offer A/B testing or user behavior analysis?”
5. Demand Transparent, Real-Time Reporting
The days of monthly PDFs are over. The top Google Ads agencies now offer live dashboards with real-time performance data. This includes:
- Click-through rates
- Cost-per-click
- Conversion rates
- Budget pacing
Tools to Expect:
- Google Looker Studio (formerly Data Studio)
- GA4 integration
- Heatmaps (Hotjar, Microsoft Clarity)
6. Evaluate Their Industry Experience
A generalist agency might deliver mediocre results if they don’t understand your market nuances. Look for:
- Niche-specific keyword strategies
- Regulatory compliance (e.g., for healthcare or legal)
- Competitor benchmark analysis
At FreshMove, we focus heavily on industries like real estate, law, home services, and dog training, and we tailor every campaign to those dynamics.
7. Test Their Client Onboarding Process
An expert agency should ask as many questions as they answer. A strong onboarding includes:
- Deep dive discovery calls
- Existing account audits
- Audience persona development
- Budget forecasting
If they jump into ads without understanding your business first, that’s a red flag.
8. Look for a Scalable Growth Strategy
The right agency doesn’t just optimize your current campaign—they plan for future growth. Ask:
- “What does our 6- and 12-month roadmap look like?”
- “How do you handle scaling across new geographies or services?”
- “Can we start small and grow over time?”
Look for a partner who builds growth strategies with you, not just for you.
9. Read Between the Lines in Their Contract
Avoid agencies that:
- Lock you into long-term contracts without performance benchmarks
- Charge high setup fees with minimal deliverables
- Obscure who actually manages your account
Ask to See:
- Account ownership rights (do you keep the data?)
- Exit clauses
- Actual strategist credentials
10. Don’t Just Trust Reviews, Investigate Them
Five-star reviews are great, but go deeper. Look for:
- Specific metrics (“They reduced our CPA by 32% in 60 days”)
- Long-term client relationships (1+ years)
- Results in your niche or spend level
Final Thoughts: Choose Smart, Spend Smarter
The Google Ads world in 2025 is more complex and competitive than ever. But with the right agency—one that brings expertise, transparency, AI know-how, and a real growth strategy—you can dominate your market without wasting your budget.
If you’re ready to find a true ppc partner, we would love to work with you. Contact our Google Ad team today!