Choosing the Right Google Ads Agency: What to Look For and Questions to Ask

April 28, 2025 Google Ads
Choosing the Right Google Ads Agency- What to Look For and Questions to Ask

Hiring a Google Ads agency isn’t just about outsourcing your ads—it’s about choosing a partner that can deliver real, measurable growth. In this blog, In Front Marketing shares the top qualities to look for in a great agency, red flags to avoid, and the key questions to ask before signing a contract. Whether you’re a small business in Calgary, Kelowna, or scaling across North America, this guide will help you make a confident, informed decision.


Your customers are like you and me; when needed, they will “Google it.” As a business owner, you should be present on the world’s most popular search engine!

Google Ads can drive high-quality traffic, generate leads, and deliver measurable ROI when managed effectively. But Google Ads also comes with a learning curve—and mistakes can get expensive fast. That’s why many businesses turn to agencies for help.

If you’re a business owner in Calgary or Kelowna or scaling across North America, choosing the right Google Ads agency is one of the most important decisions you’ll make for your digital growth. The agency you hire will manage your budget, represent your brand, and impact your bottom line.

So, how do you separate the true pros from the flashy talkers? Here’s what to look for—and the must-ask questions before you commit.


What to Look For in a Google Ads Agency


There’s no shortage of agencies out there claiming to be Google Ads experts. But a slick website and a few buzzwords don’t guarantee results. Use these criteria to guide your evaluation:


Proven Track Record with Google Ads


Start by asking: Have they done this before—and done it well?

Look for a portfolio of successful campaigns, preferably with measurable results like increased conversions, lowered cost-per-click (CPC), or improved return on ad spend (ROAS). An agency that has experience with businesses like yours (size, industry, location) will better understand your challenges and opportunities.

Bonus: Ask if they’re a Google Partner agency. This indicates they’ve met Google’s standards for performance, spending, and certification.


Transparent Strategy & Reporting


You deserve to know how your money is being spent and what it’s doing. A reputable agency will:

  • Walk you through their strategy
  • Share data in plain language
  • Provide regular reports (weekly or monthly)
  • Explain what the numbers actually mean

If they dodge questions or deliver confusing spreadsheets without context, that’s a red flag.


Campaigns Built for Conversions, Not Vanity Metrics


It’s easy to rack up impressions and clicks. But if those clicks don’t lead to action—calls, form fills, sales—you’re not getting value. Look for an agency that focuses on your business goals, not just ad metrics.

Ask how they optimize for conversions and what steps they take to improve campaign performance over time (e.g., A/B testing, landing page refinement, or refining audience segments).


Custom-Tailored Approach


Every business is different. If the agency offers you a templated package without asking about your audience, market, or objectives—run.

Your strategy should be as unique as your business. That includes custom keyword research, local targeting (especially important for Calgary or Kelowna-based businesses), and landing pages designed to convert your audience.


Questions to Ask Before Hiring a Google Ads Agency


Here are some key questions that will help you dig deeper during the selection process:


1. What experience do you have with businesses like mine?


This helps you understand if they’ve worked with similar industries, budgets, or customer types. A Google Ads strategy for an eCommerce brand will look very different than one for a local HVAC company in Alberta.


2. What’s your process for building a campaign from scratch?


A thoughtful agency will walk you through their research, planning, creative, testing, and optimization processes. This question helps you gauge how organized and intentional their approach is.


3. How do you report on campaign performance?


Ask what you’ll receive and how often. You should expect reporting on the following:

  • Click-through rate (CTR)
  • Conversion rate
  • Cost per conversion
  • ROAS
  • Budget pacing
  • Top-performing ads & keywords

Make sure the agency is willing to explain the data—not just send you dashboards.


4. Will I have access to my Google Ads account?


You should always retain ownership of your Google Ads account. Some agencies create campaigns under their own manager account, which means you lose access if the partnership ends. That’s not just unethical—it’s a major barrier to transparency.


5. What’s your communication style & cadence?


Do they provide a dedicated account manager? Are they available for check-ins or questions? Regular communication keeps things moving and helps you pivot quickly when needed.


6. How do you stay current with Google Ads updates?


Google Ads changes constantly—from algorithm updates to new features like Performance Max campaigns or evolving privacy rules. A strong agency stays on top of industry changes and adjusts your strategy accordingly.


Red Flags That Signal a Bad Fit


Watch out for these warning signs:

🚩 Guaranteed #1 rankings – No agency can always promise top placement.

🚩 No clear onboarding process – If they can’t explain how they’ll get to know your business, that’s a problem.

🚩 Unwillingness to share performance data – If they keep the metrics behind a curtain, it’s usually because performance isn’t strong.

🚩 One-size-fits-all pricing – Pricing should reflect your goals, market size, and ad complexity. Be cautious of flat fees with no explanation.


Work with a Google Ads Agency That Has Your Back


At In Front Marketing, we don’t believe in fluff or fast talk—we believe in data, performance, and doing things the right way. Our team builds personalized campaigns that make sense for your goals, whether you’re running a local business in Calgary or scaling across British Columbia and North America.

From keyword research and ad copywriting to real-time optimization and landing page strategy, we help you get the most out of every dollar. We do this with full transparency, clear communication, and a genuine commitment to your growth.

Looking for an agency that treats your success like their own? 

Let’s chat. Reach out to In Front Marketing today and take the guesswork out of Google Ads. 

author avatar
John McColman Co-Founder
If you want to pick someone’s brain for anything from social media to display advertising, SEO or digital marketing pick John's. Today, John’s putting businesses in front of millions of users and he can do the same for your business. Reach out today.
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Calgary SEO Web Design Calgary
John-McColman - Founder In Front Marketing
John McColman Co-Founder

If you want to pick someone’s brain for anything from social media to display advertising, SEO or digital marketing pick John's. Today, John’s putting businesses in front of millions of users and he can do the same for your business. Reach out today.

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