Important Questions to Keep in Mind: Before Hiring a PPC Company

Whether you are an entrepreneur, an established business or an ambitious startup, you need digital marketing services or PPC services to be more precise for your business.

Google Adwords is a key component for driving your business’ revenue growth. You can hire a certified PPC agency India to manage your campaign work.

However, you should be cautious about your campaign and ad spend as an agency may mishandle your campaign budget.


Here’s a list of questions you need to essentially ask the agency before hiring them:

  1. How Much Time Will You Take to Understand the Business?

A PPC agency should be in constant conversation with its client. The team should be asking you the right questions. The campaign should be carried out unanimously. The agency should understand your brand positioning and niche. For a successful campaign, the agency should use the right keywords for reaching the target audience.

  1. What Is Your Advertising Niche?

There are many PPC experts and each has their own expertise. You need to ask your agency for their expertise or alternatively refer to their client base and understand their work and the industries they are well versed in.

This will save you a lot of valuable time and trial errors for PPC campaigns. For the most successful campaigns, you need to be a highly experienced and skilled PPC expert.

You can also inquire about the money it manages for its clients. The amount of money it manages will give you sufficient insight into the client base of the agency.

  1. What Is Your Service Fee?

Different agencies have a different fee structure. Some charge a percentage of the advertising spend, while others work on the flat fee structure.

The amount you shell out on your ad should be in proportion of the fee charged by the agency. The service fee is usually in the range of 10-20 per cent.

If you are on a tight budget, you can first get an audit done. If the audit is successful, you can perhaps run ads for a long period of time.

  1. Will You Be Providing Search Term Results?

A search term is the exact set of words or word that a user enters in the search engine. Most businesses overlook the search term result aspect and focus only on keywords.

To measure the quality of traffic that comes to your website via PPC, you must see the search term results too.

  1. Are You Going to Add Negative Keyword?

It is essential to add negative keywords for low-performing keywords. These negative keywords will prevent your ad from being triggered by the low performing keywords. Hence, by adding negative keywords, you can enhance the quality of your search terms.

  1. How Are You Going to Track Conversions?

Most PPC agencies use DNI tracking. DNI stands for a dynamic phone number it swaps out every time after a user clicks on your ad.

There are several conversion tracking techniques that can be applied to a campaign. Tracking conversions will give insight into what’s working and what’s not.

  1. Do You Have Expertise in Design and Development?

It is crucial to have a solid landing page for a successful PPC campaign. You should ask your PPC agency whether they offer landing page design as one of the core services.

  1. Will Ad Word Account Ownership Be Given?

This is the most important question that you must ask your PPC agency. It is crucial to have ownership over the Google Adwords account.

Make sure that the Google Adwords account is being made using your business account only. The ownership guarantees transparency and some control over the campaign.


A PPC campaign is crucial for getting a higher ROI. The aforementioned questions are mandatory for evaluating the PPC agency. It is advisable to hire a 360-degree solution provider digital marketing company which can manage all your PPC and other modes of marketing campaigns which can help in increasing your business sales and traffic.

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