Pay Per Click

Selecting The Right PPC Agency in 2022

It's not as easy as finding the first result on Google

Pay-per-click (PPC) advertising has become a crucial part of any large company’s marketing strategy. By using PPC ads, businesses can effectively target their ads to the right audience and drive more traffic and sales to their website.

However, finding the right PPC agency to manage your advertising campaigns can be a challenging task. It’s important to take the time to carefully research and compare different agencies to ensure that you find one that is qualified, trustworthy, and affordable.

In this article, we will explore how to find the best PPC advertising agency for your business. We will discuss the key factors to consider, the questions to ask, and the steps to take in order to make an informed decision and choose the right agency for your needs. By following these guidelines, you can increase the chances of success from PPC and maximise your return on investment.

What is a PPC Agency?

A PPC agency is a company that specialises in managing and running paid advertising campaigns for businesses. This typically includes creating and running ads on platforms such as Google Ads, Facebook Ads, and Instagram Ads, as well as monitoring and optimising campaign performance and providing regular reports on how the campaigns are performing.

A PPC agency can provide a range of services to help businesses achieve their advertising goals, including:

  • Identifying the most appropriate platforms and strategies for your business, based on your goals, budget, and target audience
  • Developing targeted ad campaigns that are tailored to your business and designed to reach the right people at the right time
  • Conducting A/B testing to determine the most effective versions of your ads
  • Monitoring and analysing the performance of your campaigns, and making adjustments as needed to improve results
  • Providing regular reports and updates on the performance of your campaigns, so you can see how they are contributing to your business goals.

In short, a PPC agency can help your business to effectively reach potential customers and drive traffic and sales through paid advertising. By working with a knowledgeable and experienced agency, you can increase the chances of success with your PPC campaigns and maximise your return on investment.

Choosing the right PPC Agency

Finding the right PPC agency for your business can be a daunting task. There are many factors to consider and it’s important to take your time in order to find the right fit. In this section, we will discuss some key points to consider when choosing a PPC agency. This will help ensure that you find an agency that is well-suited to your business goals and needs.

What do you want to achieve with your campaign?

If your goals are clear then the agency trying to achieve these goals should have a clear path. They either execute it or not.  If it’s for brand awareness, to drive sales or launch a product then make that very clear to them. If your goals are confusing or vague then the agency might not fully understand what they need to do and that might not be their fault.

Select an agency that understands what it is that you want out of the campaign. You can even go as far as to select an agency that has a good track record of executing your specific campaign objectives, but for other clients.

Pricing structures

There are several different pricing structures that agencies may use for their services. The structure that is best for you will depend on the size and scope of your campaign, as well as your specific needs and preferences.

One common pricing structure is per-hour billing. This means that you will be charged for the time that the agency spends working on your campaign, at an agreed-upon hourly rate. This structure is often used for smaller campaigns or for specific tasks, as it allows for flexibility and can be more cost-effective.

Another common structure is a monthly retainer. In this case, you will pay a set fee each month for the agency to handle your campaign. This structure is often used for larger, ongoing campaigns, as it allows the agency to plan and budget for the work ahead of time.

Some agencies may also offer performance-based payment, where you only pay for the results that the agency is able to achieve. This can be a good option if you are looking for a high-impact campaign, but it is important to carefully review the terms and conditions of any performance-based agreements to make sure that you are comfortable with the potential costs.

Ultimately, it is important to carefully review the pricing structure that any agency offers and to make sure that you are happy with how you will be charged. Be sure to ask questions and clarify any points that are unclear, so that you can make an informed decision and choose the right agency for your needs.

Key criteria

When it comes to identifying the key criteria for evaluating the performance of your campaign, there are several factors to consider. First, think about the specific goals of your campaign. Are you looking to increase brand awareness, generate leads, or drive sales? Depending on your goals, you will need to choose different metrics to measure the success of your campaign.

For example, if you are focused on increasing brand awareness, you might look at metrics such as impressions, reach, or engagement to evaluate the performance of your campaign. If your main goal is to generate leads, you might look at metrics such as clicks, conversions, or cost per lead to gauge the success of your campaign.

It’s also important to consider the platform or channels on which you will be running your ads. If you are only running ads on a specific platform, such as Facebook, it may be helpful to work with an agency that specializes in that platform. This will ensure that you get the most out of your campaign and that your ads are optimized for that particular platform.

On the other hand, if you want to run your ads across multiple channels, you may be better off working with an agency that has experience running multi-channel campaigns. This will ensure that your ads are integrated and consistent across all channels, and that your overall campaign is more effective.

The key criteria you choose to evaluate the performance of your campaign should align with your specific goals and objectives. A good agency will be able to help you identify the right metrics to use, and will provide guidance and support to ensure that your campaign is successful.

The process

It’s a good idea to take some time to learn about the agency’s methodologies and processes. This will help you get a sense of how they approach PPC bid optimisation and data collection, as well as the strategies they use to find relevant keywords.

Here are a few specific questions you can ask to gain a deeper understanding of your agency’s PPC processes:

  • What is the overall strategy for PPC bid optimisation? Are bids adjusted manually or automatically, and how often do they change?
  • How does the agency collect data on PPC performance? Do they use in-house tools or third-party software, and how do they ensure the accuracy of the data?
  • What methods does the agency use to identify relevant keywords for PPC campaigns? Do they conduct keyword research, analyze competitors, or use other techniques?

By asking these types of questions, you’ll be able to see if your agency has a well-defined plan of action for PPC advertising, and you’ll gain a better understanding of the steps they take to ensure successful campaigns. Additionally, you’ll become more familiar with the specific techniques and tools they use, which can help you work more effectively with the team.

How do they work?

When working with any agency or external team, it’s important to ensure that there is clear communication and a shared understanding of expectations. Miscommunication and conflicts can slow down the process and lead to suboptimal performance, potentially resulting in higher costs.

To avoid these issues and ensure a smooth working relationship with your agency, it’s important to ask a few key questions up front. For example:

  • Will you be assigned a dedicated account manager who will be your main point of contact?
  • What is the payment schedule and how do you need to pay them (e.g. on a certain day of the month)?
  • Are they flexible and able to accommodate changes to your campaigns as needed, and if so, will there be additional fees for making changes?

Understanding the answers to these questions, you’ll be better equipped to work effectively with your agency and get the best possible results from your campaigns. Additionally, having a clear understanding of how you will be working together can help prevent conflicts and miscommunications down the line.














Finding the right agency to manage your PPC campaign is crucial to its success. The agency you choose will play a major role in determining the performance of your campaigns, as well as the ease of working with them. To find the right agency, it’s important to do your research and carefully evaluate multiple options before making a decision.

Once you’ve selected an agency, it’s important to stay engaged and provide regular feedback on their work. This will help them better understand your goals and preferences, and allow them to make adjustments and improvements to your campaigns as needed. Over time, as you work with your agency and collect historical data, you’ll be able to optimise your ads and improve their performance even further.

In summary, finding the right agency is the first step to a successful PPC campaign, and staying engaged and providing regular feedback will help you get the most out of your partnership. We’d love for you to consider Herdl as your PPC partner – give us a call to find out more about our services.

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