How To Choose The Right PPC Agency For Your Business

PPC (Pay-Per-Click) is one of the most effective tools for driving conversions and increasing sales. That’s why, if you plan on taking your business to the next level, you’ll either need to learn how to do PPC yourself or hire a professional agency to take care of it for you. 

Professional agencies understand the complexities of PPC and will optimise your campaigns most effectively.

Qualities to Look for in a Good PPC Agency

Before hiring a PPC marketing agency that will boost your company’s ROI, you need to determine that the agency has the following qualities:

Industry Knowledge

It’s important to choose an agency with a deep understanding of the industry and its various nuances. PPC campaigns are not static – they need regular tweaking based on changing factors like customer behaviour and competition.

Asking various industry-related questions is a great way to gauge an agency’s knowledge, such as thinking about the buyer’s journey, the different ads they could use, the way their ad copy should be crafted, etc.


You need to trust your agency and know that they are doing the best job possible. To build this trust, look for an agency that is open and honest with their communication. They should be able to explain their strategies in simple language and keep you up-to-date with their progress.

You should also make sure that they are transparent with their fees and billing structure. Make sure you know exactly what is included in their services and what isn’t, so there are no surprises down the line.

Proven Track Record

Look for an agency that can prove its worth and back up its words with actions. Many agencies will have testimonials from previous clients on their websites, look at them to understand the results they’ve been able to get in the past.

You should also check out other case studies or campaigns they have carried out. This will help you understand their style and capabilities and give you an insight into the sort of results they might get for your business.

Clear Timelines

A PPC campaign can take anywhere from a few days to a few weeks or even months, depending on the scope and complexity of your project. It’s important that you know when your campaigns will be launched and for how long they will run.

Your agency should be able to give you a clear timeline of when the campaign will be set up, tested, and launched. You don’t want to wait for results that never come or with no sort of updates on what is happening in the meantime.

Dedicated Team Members

Look for an agency with a dedicated team of experts that can work on multiple aspects of your PPC campaign. It’s important to have someone who is an expert in researching keywords, creating ad copy and managing bids.

The more expertise, the better! A good PPC agency should also have access to a wide range of tools and software that can help them research and track their campaigns. This will ensure they are always up-to-date with the latest trends in the industry.

Data-Driven Approach

PPC campaigns are all about data. Your agency needs to analyse the data and insights they get from your campaigns. They should also be able to use this data to optimise and improve their strategies.

Look for an agency that uses the data they receive, tweaks its approach and documents its results. As the owner of the campaign, you should also be able to gain access to all of this data.


While Google is the biggest player in the PPC industry, other platforms can be more profitable and relevant to your business. Different platforms have unique features and strategies that need to be understood and executed correctly.

Alternative platforms such as Bing, Facebook and LinkedIn can help you reach customers in different ways. Look for an agency that has specialised in these platforms to ensure you get the best results possible.

Reporting Capabilities

You should also look for an agency that can provide you with comprehensive reports. These reports should include detailed information on how your campaigns are performing, what changes need to be made and advice on where to go next.

This will help you stay in the loop on how your campaigns are doing and give you a better understanding of the results you’re getting. Prospective agencies should be able to provide you with sample reports so you can get an idea of how they will present their findings.


By weighing these factors, you should be able to find the right PPC agency for your business. Do your research and ask plenty of questions before making your final decision. With a bit of effort, you should soon be able to find an agency that will help you get the most out of your PPC marketing efforts.