Why Choosing the Right Agency Matters
Managing Google Ads for a national brand is not the same as running a few local campaigns. You’re balancing regional markets, brand consistency, and clear ROI, all while keeping an eye on wasted spend.
Unfortunately, many businesses hand over their ad accounts to agencies that automate without oversight, hide performance data, or fail to connect results back to real leads. The right partner operates transparently, communicates clearly, and scales strategically.
Before you sign a contract, ask these 10 essential questions to protect your investment and find a true Google Ads partner.
1. How Do You Manage Multi-Location or Franchise Campaigns?
National service brands need structured campaign hierarchies, not generic setups. Ask how the agency:
- Organizes campaigns across regions to prevent bidding overlap.
- Uses shared negative keyword lists and automated location extensions.
- Optimizes locally while maintaining national brand standards.
Learn how Big Storm structures scalable PPC campaigns.
2. What’s Your Approach to Conversion Tracking and Attribution?
You deserve full clarity on what’s working. Ask if the agency:
- Integrates Google Ads with GA4, Tag Manager, and your CRM.
- Tracks calls, form fills, and purchases across markets.
- Provides real-time dashboards (not just static reports).
Transparent data ensures every ad dollar is accountable.
3. How Do You Balance Brand Consistency With Local Relevance?
Consistency matters, but context wins. A great agency should:
- Create brand-approved templates for ad copy and extensions.
- Adjust campaigns for regional needs, seasonal trends, or local promotions.
- Maintain voice and visuals that align with your national brand.
Big Storm helps brands build centralized frameworks that empower local success.
4. Who Owns the Google Ads Account and Data?
Always confirm ownership before you sign. Your business should have:
- Admin access to all campaigns and billing.
- Downloadable performance history and data.
- Control over analytics and conversion tracking accounts.
If an agency won’t grant full ownership, that’s a red flag.
5. How Do You Ensure Consistent ROI Across Markets?
Regional results will vary, and great agencies manage that variance intelligently.
They should:
- Monitor cost-per-lead and ROAS by location.
- Identify top-performing markets and shift budgets dynamically.
- Report performance trends clearly at both the local and national levels.
A data-driven partner helps you grow efficiently, not just spend more.
6. What’s Your Communication and Reporting Cadence?
Strong partnerships depend on proactive communication. Ask:
- How often you’ll meet to review results.
- Whether you’ll have a dedicated account manager or strategist.
- If reports include insights and next steps, not just numbers.
At Big Storm, clients receive clear monthly updates and quarterly growth reviews with no guesswork.
7. How Do You Prioritize Lead Quality Over Quantity?
Not every lead is a good lead. The best agencies focus on quality metrics:
- Filtering irrelevant clicks through negative keywords.
- Integrating ad data with CRM or call-tracking insights.
- Using smart bidding and audience signals to attract high-value customers.
More leads don’t equal more sales — qualified leads do.
8. How Do You Handle Performance Max and Automation Tools?
AI-powered campaign types like Performance Max can drive efficiency if managed strategically.
Ask how the agency:
- Tests and tunes automation for your industry.
- Feeds quality audience and conversion data into Google’s system.
- Keeps human oversight over algorithm-driven decisions.
Automation should enhance performance, not replace expertise.
9. How Do You Integrate Google Ads With Other Marketing Channels?
Your customers see more than one ad. Your agency should align Google Ads with:
- SEO and organic strategy for consistent messaging.
- Retargeting and email automation for nurturing leads.
- Paid social campaigns for cross-channel synergy.
A unified strategy ensures your entire funnel works together, not in silos.
10. What’s Your Plan for Scalable, Sustainable Growth?
Ask how the agency defines and manages growth. They should:
- Scale budgets responsibly, based on proven performance.
- Run continuous A/B and multivariate testing.
- Prioritize profitability over ad volume.
Sustainable growth means smarter spend, not just higher spend.
Find a Partner, Not a Vendor
Choosing a Google Ads agency isn’t about finding the cheapest option; it’s about finding the most strategic and transparent partner.
When you ask the right questions, you’ll identify the team that:
- Understands your industry and goals.
- Communicates clearly.
- Builds scalable systems that grow with your business.
Ready to see how a data-driven, transparent approach can transform your campaigns?
Explore Big Storm’s Google Ads services or get in touch with our team.