How to Find the Best PPC Agency for Your Company in 12 Steps

Deciding which pay-per-click (PPC) agency to hire can be difficult. How do you know which one is best for your company? And how do you know if they will be a good fit?

In this post, we’ll discuss 12 steps that will help you find the best PPC company for your unique business.

We'll cover everything from understanding your needs to checking references and interviewing potential candidates.

So, read on and learn how to choose the best partner to ensure your brand's digital marketing success!

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech.

Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.

Identifying the Best PPC Companies

Step #1: Identify Your Needs, Goals and Desired Outcomes

The first step in choosing the right PPC agency is identifying your needs, goals and desired outcomes. Be clear about your company's strengths and weaknesses, and what you hope to achieve by working with an agency.

The PPC management agency you choose should be able to customise a paid media solution that meets your specific business goals. By being clear about your objectives from the outset, you'll be able to choose an agency partner that can help you achieve the best possible results.

Meeting with representatives from various agencies and getting a sense of their approach to PPC advertising will help you make the best decision for your company.

A good starting point is to simply be prepared to answer the following questions: What do you want to accomplish with PPC marketing? What channels are a good match? What ad formats are important (search, video, display)? What is your monthly budget?

Any good PPC agency will want to sit down with you, get to know your business and ask you these questions before deciding to take you on as a compatible client. After all, they need to understand what your company is all about in order to know whether they can market it effectively.

PPC is a fast and extremely effective way to reach your target audience and achieve your desired outcomes. However, it's important to choose a leading digital marketing agency that has experience and success in executing PPC campaigns in your specific industry, or that at the very least can show success within a relatable case study.

Choose a Local or International PPC Agency

Step #2: Choose a Local or International Firm

As you search for the perfect PPC firm to partner with, one of the first questions you need to ask yourself is whether you prefer face-to-face meetings or remote communication. If you prefer in-person meetings, it may be best to choose a local agency.

However, going with a non-local agency gives you a larger choice of firms and may benefit you in the long run. Your company may be based in London, United Kingdom, but there could be a Nordic agency that fits your needs and niche perfectly. It may be better to settle for Zoom meetings if that's what it takes to hire an agency that is ideal for your company.

By taking the time to find an agency that best meets your needs, you'll be setting yourself up for a successful partnership. Running digital marketing is hard enough, and when you have a great product or service, you want to make sure you can take it as far as possible.

This means future-proofing your relationship with your PPC bureau by determining if they can work in new markets so you can expand. If they specialise in PPC services for small businesses, they may not have the experience or resources to handle a larger campaign.

Or, if they're a PPC agency that only focuses on one market, they may not be able to adapt to a new market quickly enough. By future-proofing your relationship, you can protect your investment and ensure that your PPC firm can help you grow as you expand into new markets.

Is the Agency is Doing PPC Services for Themselves

Step #3: Confirm the Agency is Doing PPC for Themselves

Any potential PPC agency should be doing for themselves what they are proposing for their clients. If they're not, it's a huge red flag.

As a business owner, you want to be confident that the PPC agency you hire will use the same high-quality strategies for your business that they would use for their own. After all, their success is directly tied to your success. A great way to evaluate an agency's ability is to request B2B marketing campaign examples.

This will give you a chance to see firsthand how they approached similar businesses and what results they were able to achieve. Pay close attention to the level of detail in the examples and the level of creativity displayed. These are both important factors in determining whether or not an agency is a good fit for your business.

This proves that they are confident in their abilities and will likely get good results for their clients as well. After all, why would anyone want to partner with an agency that isn't taking its own advice?

To avoid being taken advantage of, always take the time to look at a PPC agency's marketing before making any decisions. Doing so could save you a lot of time, money and headaches further down the road.

Verify Digital Marketing Agency Social Proof

Step #4: Verify Social Proof and Industry Know-How

When choosing a digital agency, social proof can be a valuable tool in helping you make your decision. Testimonials from past clients and reviews of the agency's work can give you insights into what it would be like to work with that agency.

While positive reviews are certainly helpful, don't discount the value of negative or neutral reviews. These can also provide valuable information about areas where the agency may struggle and how the agency deals with criticism.

In addition to online reviews, you can ask colleagues in your industry for recommendations. With a little bit of research, you should be able to get a clear picture of what working with a particular digital agency would be like.

Critique the PPC Agency's Website Design

Step #5: Critique the Agency's Website Design, Ad Copy and User Experience

When evaluating a potential PPC partner, it is important to take a close look at their website and PPC landing page examples they deploy. If the site is poorly executed, it's a good indication that the agency doesn't place a high value on the details of quality design, ad copy and user experience.

Mobile optimisation, sound web development and content marketing should be obvious; however, the best PPC advertising agency should be extremely concerned with quality design, ad copy and user experience. These directly translate to client work when it comes to banner ad designs, ad copy, landing pages and demand generation.

PPC is only effective when the banner design, PPC landing pages and ad copy are all engaging. The best paid advertising agencies will have a team of experienced designers and copywriters who can create eye-catching and persuasive ads, and who have a strong understanding of how to craft a positive user experience.

By working with an agency that excels in all these areas, you can be confident that its advertising efforts are aligned for success.

Select a Specialised PPC Agency or Full Service

Step #6: Choose Between a Specialised PPC Agency or a Full-Service Digital Marketing Agency

In today's marketing landscape, it's important to have a cohesive omnichannel strategy that spans all platforms. That's where full-service ad agencies come in.

By handling everything from traditional media (like print) to digital marketing efforts (like social media management, search engine optimisation, SEO services, web design services, content marketing, paid social, landing pages, app marketing and growth marketing strategy), full-service ad agencies can provide a more seamless integration of advertising.

This in turn leads to better brand recognition and a more consistent message across all platforms. For companies looking to maximise their marketing efforts, a full-service ad agency is the way to go.

Full-service agencies are often lauded for their ability to provide a one-stop shop for all your marketing needs.

However, there is a downside to this wide-ranging approach: it can be difficult to access top specialised talent.

When you work with a full-service agency, you are relying on that agency to have the in-house expertise to handle all aspects of your marketing. This sounds great in theory, but trust us, we've been there, and these agencies have an extremely difficult time being exceptional at any one thing.

While full-service agencies can be a convenient option, it’s important to consider whether they will be able to provide the level of expertise that you need to reach your goals.

On the other hand, a PPC only agency has a deep understanding of how paid search marketing works and is up to date with the latest changes in the industry.

Because PPC management agencies focus solely on paid search, they can devote all their time and resources to staying ahead of the curve. This allows them to provide their clients with the best possible service and results.

Just like when you have a specific medical issue that needs attention, you go to see a specialist rather than a general practitioner. The same principle applies when choosing digital marketing services. The best agencies excel at one or two things, with their other digital marketing services being secondary options.

PPC is a perfect example. Any good PPC advertising agency will tell you that success in this area requires daily practice, continuing education and a never-ending commitment to learning and growth.

You simply cannot be the best at PPC if it's just one of the many hats you wear as an agency. You need to be focused on and dedicated to the craft if you want to achieve real results for your clients.

The same is true of SEO services, social media marketing, content marketing, web development, email marketing, app marketing and any other digital marketing discipline. You need to choose an agency that is focused on the specific services you're looking for to complement your in-house team if you want the best results.

So, when you're looking for best-in-class paid search marketing, it's best to choose a niched agency that specialises in this area. By doing so, you'll get the best results and the most value for money.

Verify PPC Company Case Studies Industry Experience and Expertise

Step #7: Verify Case Studies, Industry Experience and Expertise

PPC companies are experts in paid advertising and know how to get the most out of your ad spend. They have years of experience and know how to target your ads to the right audience. With their help, you can maximise your ROI and reach your target customers.

Does the PPC company have case studies?

When you're searching for a top PPC bureau, one of the best ways to evaluate their experience and capabilities is to look at their case studies. A relatable case study will show that the agency understands your industry and knows how to create successful campaigns. Look for case studies that are similar to your own business in terms of size, marketing budget and objectives. This will give you a good idea of what the agency is capable of and whether it would be a good fit for your needs. If a leading digital marketing agency doesn't have any high-quality, relevant case studies, it's probably best to keep looking.

Does the PPC company have industry experience?

While experience in your particular field is helpful, an excellent marketing agency should be able to prove their expertise by showing you an industry or client that’s somehow analogous to your campaign. For example, if you’re in the eCommerce space, an agency that’s managed successful PPC ads for a retailer can likely transfer those skills to your business. Or, if you're a B2B company, an agency that's generated leads for other businesses in your industry and knows the latest B2B digital marketing trends will likely have a similar process and understanding of your market.

Look for a digital marketing agency with a diverse range of clients from a few different industries. This will show that they have the flexibility to adapt their approach to meet the needs of any business. And, more importantly, it will give you the confidence that they can handle your campaign, no matter how unique it may be.

What do the best PPC company’s testimonials say?

When you're considering a particular PPC company, be sure to read their testimonials. Look for testimonials that are specific and give details of the results the agency was able to achieve. Also, look for clients who are in a similar industry to your own business. This will give you a good idea of whether the digital marketing agency is a good fit for your needs.

A successful PPC ad campaign requires a delicate balance of art and science. The creativity to develop engaging ad copy and design attractive ads, combined with the analytical skills to track performance and optimise campaigns for maximum ROI.

Confirm PPC Management Qualifications

Step #8: Confirm the Agency's Qualifications

Does the PPC firm have a strong understanding of all marketing disciplines (not just PPC)?

When vetting PPC companies, the agency must have a strong understanding of all marketing disciplines, not just paid media.

For example, search engine optimisation and PPC advertising are two of the most important tools in a marketer’s digital strategy. Both can be highly effective in driving website traffic, but they should be used in complementary ways.

A good paid search agency will have a strong understanding of both disciplines and how they can be used together to create a holistic marketing strategy. By utilising the strengths of both search engine optimisation and paid media, the best PPC companies can help you grow your other marketing initiatives as well.

Another example is how social media marketing campaigns can also be highly effective, and how wins from a PPC campaign can be carried over to B2B social media marketing. By targeting the same keywords, businesses can reach a wider audience and generate even more leads.

In addition, social media provides an opportunity to build relationships with potential customers. By engaging with users on social media marketing channels, businesses can create a more personal connection with their target audience.

The best PPC companies will have a strong understanding of all marketing disciplines and how they can be used together to create a holistic marketing strategy.

Are the PPC management company's employees passionate?

Passion is one of the most overlooked qualities when hiring a PPC digital agency. The team members should be passionate about their work, their clients, the industry and their teammates. This will ensure that they are committed to delivering the best possible results for the clients.

A passion for digital marketing will also ensure that the team members are up to date with the latest trends and developments in the industry. Passionate team members will also be able to motivate and inspire each other to do their best work.

Ultimately, a passion for PPC management and digital growth marketing will result in a higher quality of work and better results for the clients.

Do the PPC company and its team members have the proper certifications?

If you are hiring for Google Ads PPC services, do the agency's team members have the proper certifications from Google (Search Marketing, Display, Video, Analytics and Google Shopping)? This will ascertain whether the agency and its team have the necessary skills and knowledge to provide the best possible service to their clients. The same applies to Facebook PPC services and being a certified Facebook marketing partner.

Certifications from Google ensure that the agency and its team members are up to date with the latest theories, practices and tools. Being a Google Premier Partner allows the agency access to exclusive resources that help them stay ahead of the curve.

The Google Ads Certification is a professional accreditation that Google offers to individuals and companies who demonstrate proficiency in basic and advanced aspects of Google Ads. The certification exam covers topics such as campaign settings, targeting, reporting and troubleshooting.

Earning the Google Ads Certification badge demonstrates that an advertiser is competent in these areas and is qualified to manage Google Ads campaigns for businesses.

To become a Google Partner or Google Premier Partner, an agency must be Google certified. The Google-certified badge allows customers to know that they can trust your PPC management company with their business.

To maintain Google Partner status, PPC agencies must recertify every year and meet certain ad spend requirements. Partners also have access to exclusive resources, such as product training and promotional offers.

Does the agency have any awards?

Being multi-award-winning is often something that PPC agencies tout, but it can often just be a collection of dust. It's not always an indicator of quality, but rather a measure of how many awards an agency has been able to win.

While it's certainly impressive to have won multiple awards, it's important to remember that they're not always a reliable measure of quality. An agency could have won awards for campaigns that weren't particularly effective, or for work that was only marginally better than their competitors’.

So, while an agency's multi-award-winning status might be something to boast about, it's not necessarily a guarantee of success or client satisfaction.

Does the agency have the right experienced and specialised team?

PPC campaigns are complex and require a lot of experience and expertise to be executed properly. That's why it's so important to choose a PPC digital agency that has a strong team with the right credentials.

However, equally important is whether the team is internationally diverse. This is important not only for your national campaigns but also for international campaigns. PPC agencies with teams that are internationally diverse have a better understanding of how to connect with customers from all cultures and backgrounds.

If you're running PPC campaigns in multiple countries, it's helpful to have team members who are familiar with the local market and culture. This can help ensure that your campaigns are effective and successful.

Additionally, having a diverse team can help you tap into different global markets and understand different consumers’ needs. When it comes to PPC, having an internationally diverse team can be a major asset.

Review Digital Strategy Onboarding And Long Term Vision

Step #9: Digital Strategy, Onboarding and Long-Term Vision

A digital marketing agency won’t be able to help your business if they don’t take the time to understand it.

A good agency will want to know everything about your business to create an effective digital strategy. This includes your company history, target audience, unique selling points and goals. They should also ask about your current marketing efforts and what has worked well in the past.

Only then can they begin to develop a plan that will help you meet your objectives.

If an agency seems unwilling or unable to learn about your business, it is probably not worth working with them.

Does the agency have an onboarding process?

The best agencies will also have a clear onboarding process. This means they will take the time to understand your business and create a customised plan for you.

They should also provide you with a detailed timeline and deliverables so that you can see exactly what they are working on and when you can expect results.

A good agency will want to establish a long-term relationship with you and should be transparent about their expectations.

Avoid agencies that seem more interested in making a quick sale than in helping you achieve your goals.

Does the agency diagnose before it prescribes?

A digital marketing agency should never suggest a course of action or digital strategy for your Ads campaign without first getting to know your business inside and out.

Only after asking you a multitude of questions, conducting independent research and in-depth strategising will they be qualified to suggest a solution for your PPC needs.

Beyond that, your agency should also offer explicit expectations for its proposed campaign strategy, including why it should work, why it may not, what the potential outcomes could be and why it’s the best option for you.

By taking the time to fully understand your business and your needs, the best digital marketing agencies will be able to create a custom solution that has the best chance of success.

Will the agency audit your current campaign?

The best PPC advertising agencies will always review your existing campaign before making any changes. This is because there can be a lot of valuable information hidden in your campaign data that can help the agency understand what is and what isn't working.

By taking the time to review your existing campaign, the agency can avoid making the same mistakes in the future and optimise the points of success.

So, if you're looking for a new PPC bureau, be sure to ask if they will review your existing campaign before starting work.

Are they PPC strategists or account managers?

Top PPC agencies make a point of being strategists first and account managers second.

That is not to say that these agencies don't have great account managers; of course they do. But what separates the best PPC companies from the rest is their ability to be proactive strategic thinkers who are constantly upping their game and finding new ways to succeed.

The best part about working with a top agency is that you can rest assured that your campaigns are in good hands, and that your account manager is always working towards making your campaigns better and more successful.

So, if you're looking for a top PPC agency, ask them how they approach digital strategy, and how they work to stay ahead of the curve. Take PPC for SaaS as an example, customer experience determines how successful conversions will be. For this reason it is important to hire a PPC agency that understands your target audience and goals so they can create an optimized campaign strategy.

You'll be glad you did.

Are they an extension of your team?

Top PPC agencies will always make you feel like you are their only client. They should be responsive to your needs and proactive in their approach to your campaigns.

Additionally, the agency should be willing to integrate with your existing team and workflows. This way, they can become an extension of your team and help you to achieve your objectives.

A good agency will also be flexible in its approach and willing to adjust its innovative strategies based on your feedback. So, if you're looking for a new PPC management firm, make sure to ask them about their process for integrating with your team.

Is the PPC Agency a Fit Culturally

Step #10: Find Out if an Agency's Culture is a Good Fit

When it comes to choosing an agency to partner with, quality and fit are both important considerations. You want to make sure that the agency you choose can provide a quality service that meets your needs, and that their values and culture mesh well with your own.

After all, an agency is an extension of your business, and you want to make sure that you're working with a team you can trust. Fortunately, there are a few things you can do to help ensure that you find the right fit.

Do they reflect your values?

First, take a moment to revisit your company's core values and culture. This will help you identify agencies that align with your mission and values.

Avoid 'fly-by-night' agencies

When looking for a partner to help with your PPC efforts, you want to make sure that you choose an agency with a long track record of success.

There are many fly-by-night agencies out there that will take your money and then disappear, leaving you high and dry. By checking how long an agency has been in business, you can avoid these bad actors and find a partner that you can trust to deliver results.

Look for an agency with at least 5 years of experience in the PPC space.

Are they a culture fit?

Before you commit to working with a new marketing partner, it's important to make sure that they are a good culture fit with your company. After all, you'll be spending a lot of time together and you want to make sure that you're on the same page when it comes to your marketing goals.

Look for an agency that’s creative, innovative and forward-thinking. You want an agency that is passionate about PPC marketing and always looking for new and interesting marketing channels. A strong partnership will benefit both parties.

Can you relate to their branding?

As any marketing professional knows, branding is essential to the success of any company. A strong brand helps to build customer loyalty, differentiate a company from its competitors and attract new customers.

It’s therefore important to choose a partner agency that shares your company's commitment to branding. The potential partner agency's branding should resonate with your company's values and mission. It should also be consistent with the image you want to project to the world.

Only by carefully considering these factors can you be sure that you’re choosing an agency that will help you achieve your goals.

What is their work ethic?

When considering a potential partner agency, it's important to evaluate their work ethic. Are they passionate about PPC, the industry and their colleagues? Do they have a strong work ethic and take pride in their work?

A partner agency with a strong work ethic is more likely to produce high-quality work and be reliable. They're also more likely to be supportive of your goals and be committed to working together to achieve them.

If you're looking for a partner agency that will provide high-quality work and be a true partner in your success, make sure to consider their work ethic. It's an important factor in choosing the right agency for your needs.

What is their background story?

When considering partnering with an agency, it’s important to understand their motivations for doing the work they do. What is their background story? What drives them to do what they do?

By taking the time to learn about their history and mission, you can get a better sense of whether or not they are likely to be a good fit for your organisation.

Do they share your values? Do they have a similar vision for the future? If so, there is a good chance that partnering with them will be a fruitful endeavour.

However, if there are significant differences between your organisations, it may be best to look for another partner that is a better match. By taking the time to learn about an agency's back story, you can gain valuable insights into whether or not they are likely to be a good partner for your company.

PPC Advertising Communication Pricing Transparency

Step #11: Communication, Pricing and Transparency

What is the frequency and clarity of their communication?

PPC companies will typically have a communication plan and schedule that they adhere to. This is important to ask about so you know what to expect going forward. You don't want a company that will over-communicate and waste your time, but you also don't want one that is difficult to get hold of when you have questions.

The best PPC companies will email or call you regularly to touch base and update you on the progress of your campaign, as well as their expectations and needs from you. If you have any questions, they should be quick to respond so that you can continue moving forward with your PPC digital strategy.

To what extent will you be required to contribute?

PPC digital marketing services are most successful when they are highly collaborative. This means that your input, thoughts and ideas are essential to create a PPC strategy that matches your desired outcomes.

The best PPC agencies and projects will have a dedicated point of contact and team ready to manage the project. This ensures that you're not holding up the process on your end and that all of your PPC needs are accounted for.

What is the PPC management agency's pricing model?

When considering a PPC firm, it’s important to know its pricing model. Many agencies charge a percentage of ad spend, while others charge a flat monthly fee. There are pros and cons to both pricing models. The percentage of ad spend model can be beneficial because it aligns the agency's interests with the client's. The flat monthly fee model can be beneficial because it gives the client predictability in their marketing budget.

Is the agency's pricing model transparent?

Before you partner with a digital marketing agency, you'll want to be sure that they are upfront about their pricing. Make sure you get a complete breakdown of costs so you know exactly what you're paying for. What services are (and aren't) included in the pricing?

It's important to know what you're getting for your money and to make sure that the agency is being transparent about what they can and cannot do. For example, do they offer landing page development, banner ad designs, ad copy or video production? They should let you know about this upfront. That way, you can make an informed decision about whether or not they are the right agency for your needs.

Should you sign a long-term contract?

Most agencies will require some kind of commitment from you, whether it be a three-month or six-month minimum. Some will even ask for a one-year commitment. But is this really in your best interest?

First, let's consider the agency's perspective. They want to know that you're serious about working with them and that you're not going to just jump ship at the first sign of trouble. This is a valid concern. After all, they're putting their time and resources into developing your account and they don't want to see all that effort go to waste. 

But what about from your perspective? Well, if things do change and the relationship isn't working, you're going to be stuck paying for a service that you're not using. That's why it's important to make sure you avoid signing any long-term contracts unless you're certain that it's the right decision.

Will you retain full administrative control over your account?

As a business, you must maintain complete administrative ownership of your marketing channel accounts, no matter what.

That way, if you ever decide to end your relationship with your current agency, they can't take your data with them.

So, make sure your Google and social media management accounts are under your business name and that you have ownership of them.

PPC Bureau Conversion Tracking Reporting and Analytics

Step #12: Conversion Tracking, Reporting and Analytics

As the digital landscape becomes increasingly complex, businesses must rely on data-driven insights to navigate the ever-changing landscape.

Your PPC services should provide these insights by constantly monitoring data and detecting patterns. By understanding these patterns, an agency can fine-tune your digital strategy to get the most out of your budget and reach your target audience more effectively. 

As a client, you should expect regular reports from your agency that detail all their efforts on your behalf. These reports should be easy to understand and provide detailed information about the agency's work. By understanding what your PPC agency is doing, you can be sure that your digital marketing strategy is optimised for success.

Do they use and implement Google Analytics and Google Tag Manager?

Google Analytics is a powerful tool that can provide valuable insights into your website’s performance. However, it can be challenging to interpret the data and understand what it means for your business. That’s where a PPC firm comes in.

Your PPC digital agency should help you set up goals and track conversions, as well as analyse your website traffic data to identify opportunities for improvement. In addition, a PPC bureau can provide development services to further optimise your website and marketing automation to streamline your campaigns and improve your ROI. By working with a PPC agency, you can make the most of Google Analytics and maximise the benefits of using this powerful tool.

Google Analytics is a great tool for understanding the online sales and lead generation processes and how well paid social media campaigns are performing, but it's not the only tool an agency should be using.

Google Tag Manager provides more specific, customisable tags that make it easier to collect valuable data without the risk of human error.

This makes it an essential tool for any agency that wants to get the most out of its digital marketing efforts.

While both Google Analytics and Google Tag Manager are important tools, no reputable agency will rely on just one to track their progress.

Next steps?

Now that you've done your research, you know what you need from the best PPC advertising agency.

Now it's time to start reaching out to companies and get the sales rolling in.

Could that PPC agency be us? With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.