Business & Marketing

How To Choose the Right Google Ads Management Company

When it comes to business in 2022, exposure, traffic, and lead generation are everything. You need to drive more people towards your services, and you need to do this via advertising. Google owns over 70% of the ad market share, so going with Google Ads is a no-brainer.

The problem is this can feel overwhelming to do yourself.

A Google Ads management company can make all the difference here. They can take the pressure off you and help increase your customer conversion rate. That said, picking the right one is a skill.

You can make the right call by knowing what to look for and having some basic starting knowledge. Read on for a guide on choosing the right Google Ads management company.

Familiarize Yourself with Google Ads

What is Google Ads, exactly? One of the first things you’ll want to do is familiarize yourself with how Google ads work. You should also know some jargon so you can judge each Google ad management company.

For starters, Google Ads drives users and potential customers to your business. Furthermore, the ultimate goal is not only traffic but conversion. According to Google, good ads do three main things:

  • They increase the volume of phone calls
  • Send more people to visit your store
  • Increase website traffic

All of these are pretty straightforward. Google ads that get you more calls help with customer conversion. The more people the ads convince to contact you, the more jobs or orders you can book.

You’ll also want more foot traffic if you have a physical store. Advertising your location and getting customers to swing by with do loads to help with conversion. The offline demand for your goods and services is as essential as the online demand.

Finally, you need to take advantage of online traffic in an ever-globalizing world. The more people you can get to interact with your site and services online, the larger your potential customer base. If you can get them on your landing page first, you’ll have a shot at getting their business.

Some Basic Jargon

When you hire a Google Ads marketing company, you’ll notice something. Many of them like to throw some jargon around to sound fancy. Don’t get us wrong, it all has a place, but there is a simpler way to look at things.

  • CPA
  • CPL
  • CPC
  • Conversion rate
  • Customer lifetime value

CPC stands for cost per click, CPL is the cost per lead, and CPA is the average cost per conversion.

Running a Google ads campaign costs money. But, at the end of the day, you hope to attract enough customers to make it worth it. By figuring out how much it costs you for every click, lead, and conversion/action you get, you’ll be able to judge how effective a campaign is.

The conversion rate is a great measure of how many users stop and engage in your services. Customer lifetime value can measure how valuable each customer relationship is to you. Are users only swinging by for a one-time purchase, or are they turning into loyal customers?

Tracking all this will help you know if a campaign is working and how much.

Look for Experience

When it comes to a Google ads management company, you need experience. Look for a company with a strong portfolio behind them and a track record of success.

Many companies will have certifications and awards speaking to their excellence. One thing to look out for is if the management company is a Google Partner. Having this means that Google recognizes its expertise in working with Google Ads.

Another thing to focus on is that portfolio. Any company worth its salt would advertise its achievements. This doesn’t mean they’d post sensitive marketing data, but it does mean something.

A real Google Ads marketing company would have a client list front and center. If they helped a juggernaut like Nike or Delta Airlines, you’d think they’d brag about it. If all you see is a list of unrecognizable start-ups – or worse, no clients at all – then you might want to reconsider.

Check Reviews

Any good list of Google ads tips will tell you to check reviews. It sounds straightforward, but most people neglect this crucial step. They buy into the jargon and advertising of the company without checking further.

Try to track down previous clients and see what they say. Don’t rely on the testimonials on the company or agency’s site. Remember, they work with advertising for a living – they’re sure to make themselves look good.

Google reviews can be a great resource. The same is true of contacting their past clients and asking directly. Pay attention not only to results but also to the quality of service and communication.

Talk to Them

Something not many Google ads guides might tell you to do is talk to them. Pick up the phone and see what kind of people they are to get a sense of who you might be dealing with. A 30-minute conversation will tell you everything you need to know.

For example, you’ll get a feel for how knowledgeable the company sounds. You’ll also sense if they can separate the buzzword jargon they use to impress people from the meat and potatoes of what you want.

Clarity and communication are critical assets in any future relationship you might have. Don’t undervalue this. If they can tell you what they do and address your specific questions and concerns clearly within 30 minutes, that’s a good sign.

If you end the call with more questions than you started with, it might be time to find someone else.

Consider Contract Length

The last thing to consider is contract length. Every Google Ads marketing company will be different, but most of them will want to lock you in. Think about this when choosing who to go with.

The difference between 1 and 2 years, for example, can be a lot in the world of business and advertising. Be very careful about long-term contracts – unless you are dead sure that they are the right fit for you. If you’ve researched and brushed up on what to look for, you should be fine.

The Right Google Ads Management Company

The right Google Ads Management Company helps grow your business. But, more than that, they have experience, a proven track record, clear communication, and terms that fit your needs. Finding the right one makes all the difference.

When it comes to learning more about the world of ad campaigns and management, though, it’s good to have a source. So why not check out more of our articles? We have plenty of posts to help get you up to speed on everything you need to know.