Adwords Agency: How to Choose the Right One in 2022

Digital advertising benefits businesses since it helps them to reach as many customers as possible.

However, hiring the right adwords agency is tough that can help you scale up.

You want to engage with potential buyers and direct them to your site using a variety of tactics, and Google AdWords is particularly effective for them.

What these businesses find difficult is managing their PPC ads while also trying to run an inbound marketing plan!

And in such cases hiring an agency to perform the heavy lifting for them might be the best option. Therefore, we have written this article incorporating all the knowledge about AdWords and PPC AdWords agencies. 

What Is AdWords?

AdWords, now called Google Ads, is a marketing platform created by Google to assist businesses in reaching online target markets via its search engine platform and partner sites. 

These partner sites display a text or image ad after a user searches for keywords and phrases related to a company’s products or services.

AdWords advertising on is normally displayed at the top and right-hand sides of a Search Engine Results Page (SERP).

You can choose keywords linked to your brand, products, services, and industry for your AdWords account. Customers will see your business’s advertisement when they search for these terms.

You only pay when someone clicks on your ad and visits your website or uses “click to call” to call your business.

What Is The Importance Of AdWords?

While spending money on Adwords may appear intimidating, the results are practically instantaneous and obvious. As a result, it is well worth the money you spend on it.

Google AdWords Benefits

  • AdWords is more efficient than SEO

The primary advantage of Google AdWords is that it is more efficient than search engine optimization. 

Search engine marketing tactics such as SEO and Google AdWords are both used to increase traffic and leads. 

Where SEO is mainly focused on organic search results based on keyword performance, a well-optimized AdWords campaign can help a business get to the coveted first page of search results much faster.

Here are some of the reasons why it’s more efficient and effective:

  1. You can concentrate on several keywords at once
  2. You have the option to switch the campaign on or off at any time
  3. Ads that appear at the top of the page are visible right away
  4. You can add negative keywords not to waste money on keywords you don’t want to rank for
  • Helps boost brand recognition

In addition to increasing traffic, clicks, and transactions, Google AdWords is a great way to spread the word about your company. 

To prove it, Google teamed together with Ipsos to conduct a study that spanned 12 industries, from automobiles to retail. It was revealed that search ads increase top-of-mind awareness by 6.6 percent on average.

  • Use their Gmail inbox to reach out to new customers

Email marketing is one of the most often used marketing tactics in every organization, which is why Gmail advertising can be beneficial. 

Google integrated native Gmail advertisements with Google AdWords in September 2015 and made them available to all marketers, allowing you to target more prospects via their Gmail inbox.

Gmail ads are usually seen on the promotion tab, although they can also be found in the social tab. These adverts are available on both desktops and mobile devices. 

If you have a limited budget, Gmail advertisements are a good option. They are often less expensive than search ads.

  • Reconnect with your website’s viewers

Reconnecting with your website visitors is one of the best features of Google AdWords!

Let’s take a closer look.

On your website, you might have some window shoppers. These are visitors who have viewed all of your website’s pages but have not taken any action. 

So, how can you make people remember who you are and what you can accomplish for them? 

By RLSA (Remarketing Lists for Search Ads) and Display Remarketing campaigns!

  • Track your progress regularly

Traditional advertisements are notoriously difficult to evaluate, such as newspapers, radio, broadcast television, cable television, outdoor billboards, and pamphlets. 

They’re also a lot more expensive than Google AdWords. You have no control over your spending and budget. 

On the other hand, AdWords will tell you exactly what happened with the campaign. You’d be aware:

  • How many leads have your ads generated?
  • How much traffic did AdWords bring to your website?
  • Which term brought in the most visitors and leads?
  • How much does each lead cost you?

This would aid marketers in determining which strategies succeeded and which did not.

  • Take a more aggressive approach to your opponent

When someone searches online for something related to your product or services and you aren’t running advertisements but your competitors are, you’re in danger. 

You should keep a watch on them to observe how they promote their firm, what types of advertisements they run, and so on. 

Google AdWords’ transparent system makes this possible. Take advantage of the possibilities that come your way and set yourself apart from the competitors. This greatly helps in search marketing. 

You now have a compelling reason to use Google AdWords to promote your business. And now comes the question of finding the right AdWords agency for you!

These AdWords agencies are going to be your digital marketing partners and you must take note of the following when you choose them! 

Why Do You Need An AdWords Agency?

Like most digital marketing methods, PPC advertising, and notably Google Ads, must be a full-time job. 

Google Ads strategy, management, and optimization is not something you can do on the side and expect to be successful.

That is why you require the best Google AdWords agency available! An AdWords agency is a PPC management company that’ll help you do:

  • Ads campaign management
  • Display advertising
  • Conversion optimization
  • Make custom strategies for advertising
  • Social media marketing
  • Draft out digital marketing campaigns 
  • Set digital marketing goals 
  • Video advertising 

While some businesses worry that an AdWords agency won’t understand their brand as well as an in-house employee, any good PPC firm will make learning the ins and outs of your company and sector a major priority.

This entails that the AdWords Agency does  preliminary research to determine who your rivals are and what distinguishes your brand.

The appropriate AdWords agency will become an extension of your team.

  • They invest time and money in training to stay ahead of the competition
  • They are aware of what their competitors are doing and use the best and most up-to-date tools to keep up
  • Hiring an agency also means you won’t have to pay any salary or perks. 

Inevitably, it becomes very important that you choose the right PPC advertising agency for yourself. 

So, here are 7 metrics that you need to be aware of while choosing the right AdWords agency.

7 Metrics To Identify Which AdWords Agency is Meant for You

Qualification/Certification Of The AdWords Agency

When looking for a Google AdWords agency, the best place to start is by going over their credentials and experience, which should be stated on their website.

The first question to ask is whether or not they are Google Ads Certified?

Isn’t it true that Google is the most popular search engine on the planet? As a result, it is clear that your chosen PPC agency must be Google Ads accredited!

A Google Ads certification is awarded to those individuals who demonstrate competency and expertise in online advertising and the only way to earn it is through an online training program called Academy for Ads.

In a field full of subpar internet advertising, a Google Ads certification implies credibility. This certification isn’t easy to obtain, but it should be the very minimum requirement moving forward in your search for a PPC AdWords agency.

In addition, you should also inquire as to what other certifications they hold?

A reputable AdWords Agency will always look for further certifications.

In addition to Google Ads certification, it’s always better to inquire about other qualifications held by the Ads agency

Below are some additional certifications to take note of:

  • DigitalMarketer

DigitalMarketer Certified Partners have access to a vast collection of world-class marketing resources, instructional labs, and a world-class support network.

DigitalMarketer is the foremost online community for digital marketing professionals and the leading source of digital marketing training and certifications, with over half a million subscribers in 68 countries across the world.

  • Forbes Agency Council 

The Forbes Agency Council is an invitation-only association for public relations, media strategy, creative, and advertising agency owners and executives.

Members are hand-picked and invited to join this community and to be eligible.

An individual must own or operate a successful agency (in this specific case, a PPC AdWords agency) and because the Forbes Agency Council is so selective, any AdWords agency that is a member is guaranteed to stand out from the crowd!

Testimonials/Case studies/Track record Of The AdWords Agency

The proper advertising firm will have not just the right qualifications, but also an outstanding list of experience, including a proven track record and process. 

Consider the following questions:

1.) Can the AdWords agency provide you with compelling case studies?

In digital marketing, a method is only as stunning as its outcomes, no matter how thoroughly designed!

In other words, while an agency may dazzle you with a step-by-step plan to generate leads and increase income, don’t get your hopes up until you analyze examples of previous client success. 

Case studies are an excellent approach for organizations to demonstrate their tried-and-true process. These reports focus on a single customer or project, identifying the client’s goal or project objectives.

2.) Has the AdWords agency already worked in your industry?

There’s a catch: the answer doesn’t have to be “yes.”

While prior experience in your business is advantageous, a good AdWords agency should be able to demonstrate their knowledge by presenting a similar industry or customer to your campaign!

3.) Are they a Pay-Per-Click (PPC) Marketing Agency? Or do they “do everything?

“Agencies that claim to ‘do it all’ like SEO, PPC, content marketing, email marketing, social media marketing, conversion rate optimization, print media, and the website design are most likely not lying.”

Sounds fantastic, doesn’t it? 

It would be your one-stop shop for all things digital marketing.


PPC is tradecraft like any other!

It can only be the top PPC AdWords agency (or SEO specialist, or content writer) if you focus on it. It necessitates daily practice, ongoing education, and the use of any spare time to study and grow.

Would you believe an optician who claimed to be able to identify and cure foot pain or dental issues?

Avoid an AdWords agency that claims to be able to accomplish everything.

Clear Pricing Structure – Transparency

You’re investing in (and committing to) a relationship when you engage a PPC AdWords agency. Communication and honesty are the cornerstones to success in every relationship.

If you find an advertising firm with the correct expertise, qualifications, tracking, and reporting methodologies, but they don’t communicate well, they aren’t “the one.”

Here are some questions to ask your PPC agency to ensure that you can trust them:

1.) How often and in what manner will the AdWords Agency communicate?

If you’re just getting to know an advertising firm, chances are their communication will be flawless: they’ll respond quickly, follow up frequently, and make you feel at ease.

But, once you’ve signed that contract, what can you expect?

During these early stages, it’s critical to inquire about future communication expectations.

2.) How much effort will you have to put in?

Your PPC campaign won’t be as successful if you don’t put in the effort, so figure out what (and how much) effort you’ll be expected to put in early on.

Likewise, having a clear knowledge of how much work your AdWords agency will put in is critical.

3.) Will your campaign be overseen by a dedicated client manager?

It’s vital to know that no matter how tiny or big your AdWords agency is, you’ll always have someone to talk to if you have any queries or problems.

Make sure you have a dedicated client manager who not only knows everything there is to know about your company, goals, and marketing plan but also serves as your point of contact.

4.) Do they charge enough for a good job? What is their advertising budget? 

It’s understandable to be ecstatic about finding a low-cost Adwords agency. 

The catch is that little cost nearly always implies low value and significant commitment!

Think about it.

They would be monitoring your campaign on a daily basis, tweaking it yearly, and leveraging the greatest tools and highly trained staff possible. 

Now compare that with the time, experience, and dedication required.

Would you accept their offer to do the same job for less money, Knowing how much time and effort should be put into it?

So, if they tell you that they’ll work for a low marketing budget, well it’s a signal to move on.

5.) Do they intend for you to sign a long-term contract?

It is possible that your campaign will change. Google may alter its policies. A major competitor could enter the digital arena that you previously dominated, and throw you off. 

Whatever the case, you don’t want to be bound into a long-term contract if things change and a good AdWords agency would understand this. 

They won’t bound you in a long-term contract, instead work effectively to make sure you associate with them again and again!

6.) Do they make any promises or provide any guarantees?

It’s easy to be swayed by a good old-fashioned guarantee.

However, if your potential PPC AdWords agency claims immediate results or a boost in revenue, it’s time to look for someone else.

Under-promise and over-deliver are the hallmarks of a good advertising agency so never be fooled by the hype.

7.) Is there any transparency in their pricing? What does It contain?

You should have a detailed cost breakdown; for example, what percentage of the price goes to copywriting? 

What services are included (and are not included) in their cost?

Remember, the services stated above should always be included. 

Likewise, they must be clear about what they can and cannot do. The point is that they must tell you upfront.

8.) Will you retain full operational control over your account?

When it comes to transparency, it’s critical to make sure you have complete administrative control over your account at all times.

See, if your PPC agency claims ownership, you risk losing all of the work you paid for if you decide to end your business partnership. 

As a result, rather than moving your existing data and campaigns to a new firm, they would have to start from zero (meaning more work, time, and money).

Your Google account should be yours and yours alone. Your agency is a visitor in that space, with the ability to create campaigns and track their progress.

Tracking And Reporting

Your AdWords agency must collect massive amounts of data to convert website traffic into consumers, improve your business’s reach and visibility, and optimize your overall digital marketing plan.

As a customer, you should anticipate regular reports from your PPC firm that highlight key data points in an easy-to-understand but comprehensive manner. The reports should explain what your agency is doing behind the scenes, including what is working and what isn’t, as well as why.


What agencies don’t track, they can’t report!

To put it another way, you must make certain that your potential AdWords agency has sound tracking procedures in place. They collect, monitor, and sort all of the data from your website and campaigns to learn more about your visitors and consumers to increase your sales.

Many PPC agencies would claim to “use” Google Analytics and Google Tag Manager, which are now considered the gold standard for tracking solutions (we’ll talk about these platforms in a minute).

Be warned that bad agencies do incorrect tracking and don’t keep track of anything!

Yes. There are certain PPC firms that don’t track anything at all. This, of course, means they have nothing to report because they are unable to demonstrate that their efforts achieved any results.

It’s a wonder, and perhaps, kind of criminal how these agencies continue to take money from clients.

On the other hand, there are terrible agencies that track incorrectly. That is, they may install tracking systems but do not use them appropriately.

There’s a lot of data accumulating, but no one is doing anything about it. 

It’s the same as taking a road trip with a perfectly decent map but putting it in the glove compartment untouched.

When looking for the ideal AdWords agency, it’s crucial to question them thoroughly about their tracking procedures. Here are a few questions to think about:

  • Is Google Analytics being used by them?
  • Is Google Tag Manager also used by them?
  • Do they implement a comprehensive goal-tracking system?
  • What constitutes a conversion in their eyes?
  • Are they going to track the campaign’s true profitability?
  • Will they keep track of your crucial actions?
  • How do they report?
  • Is proprietary reporting or dashboards used?

Strategic Approach

How do you think an AdWords agency will learn everything there is to know about your company if you decide to work with them?

  • Will you be required to complete a lengthy questionnaire?
  • How many questions are they going to ask?
  • Are such inquiries pertinent to increasing your revenue?
  • Will they undertake their own research or will they rely on you?

Any firm that does not spend a significant amount of time and effort understanding the ins and outs of your industry will be unable to create the most effective social media marketing campaigns or well – a good digital marketing strategy! 

Your agency should never recommend a strategy or course of action for your Ads campaign without first learning everything there is to know about your business. They should be able to create a proper digital marketing channel for your business!

Any good e-commerce marketing manager will only be qualified to provide a solution for your PPC demands after asking you a million and one questions, doing independent research, and in-depth strategizing.

In addition, your agency should state clearly what they expect from their suggested campaign strategy. Why it should work, why it might not, what the possible consequences might be, and why is it the best option for you?

Will they conduct a traffic study if you don’t have one?

Any advertising platform that ignores this crucial prior information and starts from the beginning is, well, lazy.

There could be a plethora of solutions concealed in your current campaign – both issue areas to avoid in the future and points of success to maximize.

Before you dismantle the entire house, check the foundation.

Do they make use of all Google Ads has to offer?

Basic paid advertising with Google Ads was the best channel for internet purchases for a long time. However, today’s Google Ads is much more than just paid search.

With features like Smart Shopping campaigns and responsive advertisements, your future AdWords agency must utilize all of Google Ads’ features.

In fact, smart Shopping is a must-do, especially for e-commerce business owners.

Do they identify as account managers or strategists?

Sure, your agency will be in charge of your account daily, making them “account managers.”

But, at their core, they should be strategists, which means that your campaign should always be driven by intention, research, optimization, and proactivity.

Inquire as to what distinguishes a strategy firm from an account management firm.

What are the tools and software they use, and why do they use them?

In addition to having a good marketing strategy, you must make sure your agency is using the proper tools and isn’t wasting your money on useless ones.

Here’s a basic rundown:

  • Advanced Competitive Analysis Software

Data is compared to your competitors using competitive analysis software (such as SpyFu, iSpionage, and SEMrush).

It’s a terrific way to figure out what’s working and what’s not for your competitors, as well as how much money they’re wasting on their ads, which landing pages they’re using, and which keywords they’re targeting.

So, if your agency uses this, you can rest assured that they’re on the correct route.

  • Click Fraud Software

You don’t require it, you’re ensured by Google! 

If your firm claims to utilize click fraud software, inquire as to why they require it. It’s possible that they’re using it to raise your prices.

In the time it would take an independent software to warn you of a fake click, Google is already capable of capturing it and refunding you.

Agency Culture 

This stuff might seem small, but you need to like who you’re working with when it comes to your PPC campaign. That means not only how they work but also their business’s culture as a whole.

Consider the following questions while interviewing possible PPC agencies:

  • What do you hope to gain from your business partnership?
  • What kind of individual (or group of persons) can you work with?
  • What qualities do you look for in a potential employee?

Remember to ask yourself these personal questions to see if you and the Google Ads agency you choose are a good fit.

Control Over Your Advertising Campaigns

You don’t need a wide range of knowledge about Google Ads but you should be completely aware of what makes a strong campaign structure and how much invested your agency should be in your account.

Make sure to consider the following questions:

  • What are the structures of their Ad campaigns?

Capable firms will create campaigns that are well-organized and simple to comprehend at a glance. They’ll have detailed information about online shopping campaigns and the required mailing list.

This means that keywords are organized into themes, and there is a defined campaign hierarchy in place, with each campaign having a distinct focus and purpose.

Simply looking at the dashboard, where the campaigns are nicely grouped,should be enough to grasp what each campaign’s goal is.

  • Is the campaign going to be tailored?

Rather than trying to shoehorn you into the Google Ads campaign your digital agency creates, it should tailor the campaign to you. Simply refuse to work with any agency that employs templates or cookie-cutter techniques.

  • Are they really invested in your account?

If you’ve already hired your agency, you may get an answer to this inquiry by looking at your Google account’s historical record.

  • Do they (at the very least) review search terms every month?

Do they also update your negative keyword list and match types while they’re doing it?

How Or Where To Find an AdWords Agency?

To find an AdWords agency, go to Google Marketing Platform Partners, HubSpot Agency Directory, or To make things easier for you, we’ve added a couple of the greatest agencies.

  • Adventure Media Group – Best for AdWords Management in Enterprise

Adventure Media Group began as an AdWords training firm, then transitioned to an AdWords agency, specializing in AdWords and landing page design.

  • Ignite Visibility LLC – Best for Return on Investment Focus

The agency’s business approach is based on profit. They’re a full-service firm, but they’ve managed paid search campaigns across a variety of channels, including social, display, and programmatic advertising.

  • Disruptive Advertising – Best for PPC campaigns with a higher budget (10k minimum)

They concentrate on what they refer to as “results-based relationships.”, Upcity, and others have listed them as a top agency. Their team of 50 – 249 employees caters to companies with larger PPC budgets.

  • Voy Media – For cross-platform ads, this is the best option.

Voy Media focuses on paid advertising for client growth. This AdWords agency is an excellent fit for clients who want to optimize their ad budget while still relying on multichannel advertising to expand because they’re Facebook Ad professionals.

  • Hanapin Marketing –  Specialises in search advertising 

Hanapin Marketing is a market-leading digital marketing firm that focuses solely on paid search advertising. And their goal is to make everyone in the industry better at it, including ourselves, our clients, and our peers.

  • TopSpot Internet Marketing – Best for developing customized digital strategies  

It is a Houston-based online design, development, and search engine marketing service. They specialize in web marketing solutions that generate high-quality leads for the companies they work with across the United States.

  • PBJ Marketing – Specialises in marketing strategies

PBJ Marketing is a Washington, DC-based digital marketing and consulting agency with a New York City office. The agency and its 12+ staff have a lot of experience with digital strategy, PPC advertising, and social media marketing, among other things.

  •  WebMechanix – A good option for mid-to-large businesses.

WebMechanix is a digital marketing agency that focuses on results for mid-to-large-sized businesses. They also provide other AdWords agency services, but their team of 10 – 49 employees concentrates more on demonstrable outcomes and financial effects for their clients.

  • Holini – works in PPC and conversion optimization

They have a small team of 2 – 9 employees and have managed several social media advertising campaigns for an online beauty outlet.

The Bottom Line

PPC ad clicks are more likely to result in a sale. Even with the rise of ad blockers, paid advertising is still more effective than organic links, which may seem surprising.

Google Ads are effective, however, managing AdWords is complex, which is why you need an AdWords agency. 

Choose a reliable AdWords agency to manage your Google Ads using the information above as a reference and examine every agency thoroughly. 

After you’ve found an agency that meets your requirements, provide them with the tools and resources they’ll need to increase your revenue!

We wish you luck!

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Udit Goenka
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