Hiring a Google Ads agency is a big step for any business. For Montana business owners, especially local service providers and home-service companies, it’s crucial to find a partner who understands your needs, values, and the unique challenges of our market.
Too often, we hear stories from prospective new clients like “We ran Google Ads but saw no return” or “it felt like throwing money into a black hole.” Montana entrepreneurs value honesty and community, where your word is your bond. You deserve a Google Ads Agency that operates with that same integrity, communicates clearly, and delivers real results, not excuses.
To avoid wasted spend and frustration, make sure to ask any prospective Google Ads agency these ten critical questions before you hire them.
1. Do You Understand the Montana Market and My Business?
Montana isn’t just another market; it’s a tight-knit community with its own customer behaviors and values. Ask if the advertising agency has experience with Montana businesses or similar local markets. An advertising firm that understands our local audience and culture will know how to target your ads effectively (for example, using geo-targeting for rural vs. urban areas, or timing ads around local events).
Remember that 72% of people use Google search to find local services – your agency should know how to capture those local searches, whether through Google Ads or tools like Google Business Profile and Local Service Ads.
In short, choose a partner who “gets” Montana values (like honesty, self-reliance, and community-mindedness) and will tailor campaigns to resonate with your customers. If they demonstrate knowledge of your region and take time to learn about your business (industry, target clientele, seasonality, etc.), that’s a great sign.
2. Do You Have Proven Experience in My Industry (e.g. Home Services)?
Don’t be shy about asking for case studies or examples of results in your specific industry. If you run a home-service business (plumbing, HVAC, landscaping, etc.), has the agency managed campaigns for similar Montana companies? An agency that already understands your industry’s challenges, customer journey, and competitive landscape will deliver results faster.
A reputable agency should be able to cite concrete successes – for instance, improving conversion rates or achieving a high return on ad spend (ROAS) for clients like you. Also, verify their credentials; an official Google Partner status is a plus, as it indicates they’ve met Google’s performance and training requirements.
In short, the right Google Ads agency should have a track record in your field and be able to confidently discuss which strategies work for businesses like yours. If they have local Montana client testimonials, it shows they can deliver in our market.
3. What Services and Strategies Are Included in Your Google Ads Management?
“Google Ads management” means different things to different agencies, so clarify exactly what they’ll do for you. A reputable agency’s service should be comprehensive, including:
- They See The Big Picture: They know there are other channels that might get the results you are after. They understand how email marketing, in-person connection, word-of-mouth, markets, and branding all tie into decisions and revenue.
- Thorough Keyword Research: Identifying the best keywords and adding negative keywords to filter out irrelevant traffic. (On Google, using negative keywords is critical – otherwise Google will drain your budget on irrelevant searches unless you set exclusions .)
- Ad Creation & A/B Testing: Writing compelling ad copy and testing different versions to improve click-through and conversion rates. Your ads should highlight what makes your business unique and speak to your customers’ needs.
- Conversion Tracking Setup: Implementing proper tracking (via Google Analytics, Tag Manager, etc.) to record every lead, sale, or call that comes from the ads. Without this, you can’t measure ROI.
- Landing Page Optimization or Advice: The best agencies don’t just send traffic – they ensure the traffic converts. They might help you create dedicated landing pages or advise on your website to boost conversions. (This matters: a focused landing page can convert up to 3× better than sending ad traffic to a generic homepage).
- Ongoing Monitoring & Optimization: Continuously analyzing performance and tweaking campaigns (bids, budgets, keywords) to improve results over time. Google Ads isn’t “set and forget” – regular tune-ups are needed to avoid wasted spend and capitalize on what’s working.
Make sure any agency you consider provides these kinds of services. If they only offer basic setup or infrequent reporting without active management, that’s a red flag. A good Montana Ads agency will essentially act as your partner in strategy and optimization, not just a vendor launching ads and walking away.
4. How Will You Measure Success and ROI on My Campaigns?
One major pain point for businesses is not knowing if their ad spend is actually paying off. In fact, 58% of small businesses aren’t confident where their ad dollars are going, and over 70% can’t directly link ad spend to revenue. Don’t let that be you.
Ask the agency what metrics they focus on and how they’ll prove value. The right agency will emphasize meaningful Key Performance Indicators (KPIs), such as Return on Ad Spend (ROAS), Cost Per Acquisition (CPA), and conversion rate, rather than vanity metrics like impressions. They should set up conversion tracking so that every lead or sale from the ads is recorded, and be able to tell you your cost per lead or sale.
Equally important is transparent reporting. A professional agency will provide regular reports (monthly or even weekly) that clearly show results and interpret the data for you. They’ll explain, for example, which campaigns or keywords are driving sales, and what’s being done to improve performance. Ideally, you should even have 24/7 access to your Google Ads account or a live dashboard – nothing should be hidden. If an agency is vague about results or only reports superficial stats, that’s not acceptable.
You’re investing real dollars, and you deserve to see a clear return on investment in terms of leads, revenue, or growth. Insist on an agency that treats ROI as the ultimate measure of success and can communicate it in plain English.
5. What Level of Communication and Reporting Can I Expect?
Effective communication is the backbone of a trusting partnership. Unfortunately, many businesses have dealt with agencies that go dark for weeks or send baffling reports with no context. Before hiring, ask how often you’ll hear from them and in what form:
- Will you have a dedicated account manager you can call or email with questions?
- Will there be a weekly or monthly check-in meeting to review progress?
A great agency should offer proactive updates and collaborate with you on strategy.
From a Montana perspective, we value straight talk and reliability. You want an agency that listens to your goals and explains their plans in terms you understand, not in buzzwords. In practice, this means they might set up regular status calls and provide written reports that highlight what matters (e.g. how many leads you got, cost per lead, ROI) rather than just dumping data.
Avoid any “one-size-fits-all” approach to communication – the agency should tailor its reporting to what you care about. Also, gauge their responsiveness: if they take days to answer emails during the sales process, they’re unlikely to improve when they have your business. You’ll be far happier with a partner who is accessible, transparent, and treats your business like their own, keeping you in the loop every step of the way.
6. Will I Have Ownership of the Google Ads Account and Data?
This is a crucial question that many business owners overlook: If you hire them, whose account will your campaigns run on, and who keeps the data? Insist that your business ultimately owns the Google Ads account and all the campaign data.
Some agencies create client campaigns under their own master account and restrict your access, effectively “locking in” your data. That’s a huge red flag. You should always have full admin access to your own Google Ads account, or at a minimum, the ability to view it at any time.
Transparency matters because you deserve to see how your money is being spent. But it’s also about control: if you part ways with the agency, you don’t want to lose all the history and optimizations that you’ve paid for.
A trustworthy Montana ad agency will be upfront about this and may even help you set up the account in your name (or transfer ownership to you). Data ownership also extends to analytics: ensure you retain access to Google Analytics, conversion tracking data, Google Business Profile, etc., aligned with the advertising efforts.
Montanans value independence and honesty, so don’t accept an arrangement where you’re kept in the dark or dependent on an agency to tell you what’s happening. The account and results should be as much in your hands as theirs. After all, it’s your business growth at stake.
7. Do You Set Up Conversion Tracking and Help Improve My Conversions?
Getting clicks on your ads is only half the battle – the real goal is turning those clicks into customers. Ask how the agency will ensure that happens. First, conversion tracking is non-negotiable: “If you’re not tracking conversions, you’re driving blind.” The agency should configure tracking for whatever actions matter to you – be it online purchases, lead form submissions, phone calls, or even store visits. This not only lets you see results (as discussed in Question 4) but also allows the agency to optimize campaigns based on real outcomes (e.g., focusing budget on keywords that generate phone calls or sales).
Beyond tracking, inquire if the agency will assist with conversion rate optimization (CRO) on your website or landing pages. The best Google Ads agencies won’t just dump traffic on your site and hope for the best. They know that small tweaks, like improving page load speed, simplifying a contact form, or adding a stronger call-to-action, can significantly boost the percentage of visitors who convert.
In fact, creating a dedicated landing page aligned with your ad offer can dramatically increase conversion rates (often yielding up to 3× more conversions than directing traffic to a generic homepage). A quality agency might offer to build such landing pages or at least advise your web team on best practices.
For e-commerce businesses, ask if they’ll set up e-commerce tracking (so you can see revenue from ads) and optimize your product feed or shopping campaign structure. For home services or other local businesses, see if they’ll help implement call tracking, so phone leads from ads are counted and even recorded. The bottom line: a great agency takes responsibility for not just driving traffic, but turning that traffic into tangible results. If an agency never mentions conversion improvements or says, “We just get clicks, the rest is up to you,” consider that a warning sign.
8. Are You Up-to-Date on the Latest Google Ads Features (Like Local Services Ads)?
Digital advertising is always evolving. With new ad formats and features rolled out regularly. You want an agency that stays on the cutting edge and leverages the best opportunities for your business.
One example for service-based businesses is Google’s Local Services Ads (LSAs). Ask if the agency is familiar with LSAs and whether your business is eligible. Local Services Ads appear at the very top of Google results, even above traditional search ads, and operate on a pay-per-lead model. They prominently show your business info (reviews, phone number, hours) with a “Google Guaranteed” badge – and you only pay when a customer calls or messages you through the ad, not per click. This can be a game-changer for home service companies looking to maximize exposure and avoid wasted spend on unqualified clicks. A savvy agency will mention tools like LSAs if appropriate, as well as other new features (for instance, Performance Max campaigns, advanced audience targeting, or the latest ad extensions).
Also consider their awareness of broader changes – for example, the transition to GA4 analytics, privacy updates, or new bidding strategies Google is pushing. An agency that invests in ongoing training and is a Google Partner likely keeps up with these trends.
In contrast, if you bring up something like Local Services Ads or the newest campaign types and get a blank stare, that’s a sign they might be behind the times. Montana businesses might be “local,” but we deserve cutting-edge solutions. Your ideal agency should combine local know-how with up-to-date technical expertise to ensure you’re not missing out on any advantage.
9.What Results Can I Expect – and Do You Provide Realistic Expectations?
It’s important to discuss goals and expectations up front. Ask the agency what outcomes they believe are achievable for a business like yours, given your budget and industry, and in what timeframe. Pay attention to how they answer. A trustworthy agency will be honest about the ramp-up period and avoid making wild promises. They might say that it takes a few months to gather data and optimize a campaign, or give ranges for expected cost-per-lead based on past experience. This kind of transparency shows they’re focusing on sustainable, long-term success. On the other hand, be wary of anyone who “guarantees” you a #1 ad position or a specific number of leads – no one can promise that in good faith. Google’s algorithm and competitive environment are always changing, and top ad rankings mean nothing if those clicks don’t convert into customers.
What a great agency will guarantee is a high level of service, effort, and transparency. As one expert put it, a reputable agency won’t promise specific sales figures, but they will commit to making every dollar of your ad spend work as hard as possible for your business. That includes setting measurable goals (like a target cost-per-lead or ROAS) and updating them as things progress.
It’s also important to be aware of contract terms and cancellation policy during this discussion of expectations. If an agency pressures you for a long-term (12+ month) contract without an opt-out, or uses high-pressure sales tactics, consider that a red flag. The best agencies earn your business with results and service, not by locking you in. In short, look for an agency that is straightforward about what it can and cannot do, and that focuses on building a genuine partnership to grow your business over time.
10.What Sets Your Agency Apart from Others, and Why Are You the Right Partner for Us?
Finally, give the agency a chance to tell its story. Ask them point-blank what differentiates them from the countless other agencies out there. A strong agency will be able to articulate clear value propositions – whether it’s their technological prowess or innovative strategies, a uniquely qualified team, superior customer service, or a deep understanding of the local Montana market. Pay attention to qualities that matter to you.
For example, if you value personal attention, do they emphasize their boutique size and dedicated support? If results are paramount, do they provide examples of ROI above industry benchmarks? This question can also reveal their cultural fit with your business. In Montana, we tend to appreciate humility, hard work, and integrity. Do they demonstrate those traits? Perhaps their team is Montana-based and prides itself on community involvement, or maybe they highlight honesty and transparency as core values. These are good signs that the partnership will mesh well.
Use this question to gauge their enthusiasm and authenticity, too. The right agency for you will come across as genuinely invested in helping your business succeed. Their answer should give you confidence that they have your best interests at heart. In the end, choosing a Google Ads agency is about finding a trusted partner who will work alongside you to achieve your goals. The agency that can clearly communicate how they’ll do that in a way that aligns with your values and objectives is likely the one worth hiring.
Your Next Steps for your Ad Agency Journey
Hiring a Google Ads agency can feel daunting, but asking these ten questions will help you cut through the sales pitch and find a partner who truly fits your Montana business.
The ideal agency will demonstrate expertise in your market and industry, offer comprehensive services to maximize ROI, and uphold the kind of honest, transparent communication that builds trust. In a world where many businesses have felt burned by poor communication or wasted ad spend, doing this due diligence ensures you team up with professionals who value your success as much as you do.
With the right ad agency, one that answers these questions convincingly, your Google Ads investment can drive exciting growth, all while reflecting the Montana values of hard work and integrity. Here’s to finding a Google Ads partner that will help your business reach new heights without compromising on trust or results.
Think Big Storm might be a good fit for your Google Ads? Contact us today.