Anyone who advertises with Google Ads and hires an agency for it is investing not only ad budget every month, but also trust. Trust that the agency will make the most of the budget, work transparently, and deliver measurable results. But what if the numbers stagnate, the communication remains superficial, or it’s never quite clear what is actually being done?
More and more companies are asking themselves the question: “Is my Google Ads agency doing a good job?” And rightly so. The market is overcrowded, many agencies have specialized in Google Ads – often with little experience, standardized processes, and an opaque way of working. Monthly management has become a steady business model for many. But for clients without specialist knowledge, it’s difficult to assess whether the work being done is actually good.
With this article, we want to provide more clarity and show you what to look out for. We’ll explain how to spot weaknesses and what really sets a good Google Ads agency apart.
How to Tell If Your Google Ads Agency Is Doing a Good Job
1. Do you have access to the Google Ads account?
The account always belongs to you as the client. You should therefore have full admin access at all times. Only then can changes be tracked, data exported, or the collaboration ended if necessary. Read-only or restricted access is a clear red flag.
2. Is there regular activity in the account?
Google Ads campaigns don’t run themselves and require ongoing management. In the account change history, you can see what actions the agency has taken and when.
If little happens for weeks or you see mostly automated Google changes, that’s a warning sign. Good agencies work actively in the account and deliberately disable standard automations to retain control.
3. Is there transparent documentation?
Professional agencies document their work internally with clear traceability. What optimizations were carried out? What was tested? What were the results? Documentation is an essential guide to an agency’s work and helps avoid misinterpreting data, repeating mistakes, or forgetting important steps.
When working on an hourly basis, time tracking is also essential. Professional agencies use time tracking software. (We, for example, use Toggl)
4. Are goals clearly defined and measurable?
A campaign without a goal is like a compass without north. Were clear goals defined together? For example, maximum cost per lead (CPL), a target ROAS, or a specific number of sales per month?
Equally important: accurate conversion tracking. Good agencies don’t just track sales, but also micro-conversions, regularly check data quality, and use robust setups. We, for instance, combine Google Analytics with Matomo to get precise data even without cookies.
5. Are tests planned, executed, and evaluated?
A/B tests are a crucial (and often underestimated) tool for improving performance and efficiency. But they only work if they’re executed in a structured and purposeful way. Good agencies develop test plans, define hypotheses, implement them cleanly, and document the results. What works gets implemented, what doesn’t is discarded.
6. Is there regular reporting and real learnings?
A monthly report should be more than a column of numbers. Good agencies provide insights: How are KPIs developing? What actions have been taken and which are planned? What has been learned? What are the current challenges?
Modern agencies often use Looker Studio dashboards, which pull and process all campaign data in real time. As a client, you have access at all times. That means you get real-time data instead of cluttered PDFs or Excel reports by email.
7. Is your campaign being viewed holistically?
A campaign is a highly complex structure. Only when viewed and optimized holistically can you get the most out of it. It’s not enough to just generate clicks. Good agencies think in broader terms:
- Is the target group being precisely reached? How high are the scatter losses?
- Which search segments convert best? Where is the highest user quality achieved?
- How relevant is the ad to the search query?
- How well is the landing page structured?
- What is the competition doing differently and better?
- What does the customer journey look like from first contact to conversion?
Those who only tweak keywords and bids without seeing the bigger picture are leaving a lot of potential untapped.
A practical example: One client insisted for a long time on using their beautiful but sales-unfriendly website. Only after persistent persuasion were we able to develop a sales-oriented landing page. The result: four times more inquiries with the same budget. Those who only adjust CPC are missing huge opportunities.
8. Is there realistic expectation management?
CPC and CPL cannot be reduced endlessly. Markets change, competitors don’t sleep, and Google wants its share. Good agencies communicate openly when optimization limits are reached and then focus on maintaining performance instead of making empty promises.
How to Make Sure You’re Working with a Good Agency
1. Transparency and independence
A good agency gives full insight into all accounts, reports, and tools. It acts independently, aligned with your goals – not the platforms’.
By the way: The Google Partner badge is not a quality seal. On the contrary – those who wear it must meet certain requirements that are not always in the customer’s best interest.
2. Experience and expertise
Experienced agencies showcase their know-how. They publish expert articles, give talks, or conduct studies. You’ll also have a dedicated and experienced point of contact who takes strategic responsibility – not someone who changes every few weeks.
And: Good consultants also say no. Those who always agree aren’t truly thinking things through.
3. Holistic thinking
Good agencies see more than just clicks. They understand target audiences, landing pages, brand impact. They connect Google Ads with SEO, data analysis, and conversion optimization. The goal: a cohesive whole, not just an optimized campaign.
4. Clear processes and communication
A good start begins with thoughtful onboarding. Then come regular reports, structured testing plans, and clear roadmaps. Good agencies also speak up when things get uncomfortable and address challenges openly.
5. Fair offers and contract terms
Good offers are tailored. They show that the agency has taken time to understand your business and isn’t just sending a standard package.
Contracts should be transparent, without hidden costs, and offer short cancellation periods. Anyone offering comprehensive strategic consulting and ongoing support for €80 a month is either calculating unrealistically or simply not working professionally.
Conclusion: A Good Agency Is Recognizable by Its Approach
The question “Is my Google Ads agency doing a good job?” can be answered – if you know what to look for.
Full account access, a clear change history, defined goals, transparent reporting, and a holistic approach are key indicators of quality work. That also includes the ability to question things critically and not sugarcoat every click.
If you feel that many of these points aren’t being met by your current agency, ask questions. And if the answers don’t come – take action.
Because good Google Ads management is not about fancy charts, but honest work, clear communication, and results that truly matter.