Pay-per-click advertising can transform your business overnight—when done right. But with countless agencies claiming to be PPC experts, knowing how to hire a PPC company that actually delivers results can feel overwhelming.
I’ve seen businesses waste thousands of dollars on ineffective PPC campaigns managed by agencies that overpromised and underdelivered. On the flip side, I’ve also witnessed companies achieve remarkable ROI when partnered with the right PPC management team.
In this comprehensive guide, I’ll walk you through everything you need to know about hiring a PPC company, from identifying your needs to evaluating agencies and making the final decision with confidence.
What Is a PPC Company and Why Do You Need One?
A PPC (pay-per-click) company specializes in creating, managing, and optimizing paid advertising campaigns across platforms like Google Ads, Microsoft Advertising, Facebook, Instagram, LinkedIn, and more. They handle everything from keyword research and ad creation to bid management and performance tracking.
You might need a PPC company if:
- You lack in-house expertise in paid advertising
- Your current campaigns aren’t delivering desired results
- You don’t have time to manage campaigns effectively
- You want to scale your advertising efforts quickly
- You need specialized knowledge for complex campaigns
The right PPC agency becomes an extension of your marketing team, driving qualified traffic and conversions while you focus on running your business.
What Should I Look for When Hiring a PPC Company?
Before you start evaluating agencies, understand what separates exceptional PPC companies from mediocre ones.
Proven track record: Look for agencies with documented success stories in your industry. They should have case studies, testimonials, and verifiable results that demonstrate their ability to deliver ROI.
Platform certifications: Reputable agencies hold certifications from Google, Microsoft, Facebook, and other advertising platforms. These credentials prove their team stays current with platform updates and best practices.
Transparent reporting: The best PPC companies provide clear, comprehensive reports that show exactly where your money goes and what results you’re getting. Avoid agencies that are vague about metrics or hide behind industry jargon.
Strategic approach: Quality agencies don’t just run ads—they develop comprehensive strategies aligned with your business goals. They should ask detailed questions about your target audience, conversion goals, and budget before proposing solutions.
Communication standards: Your PPC partner should be responsive, proactive, and easy to work with. They should explain complex concepts in understandable terms and keep you informed about campaign performance.
At Navees Infotech, we believe transparency and results-driven strategies are the foundation of successful PPC partnerships.
How Do I Determine My PPC Budget and Goals?
Before contacting agencies, clarify your objectives and budget constraints. This preparation helps you have more productive conversations and find agencies suited to your needs.
Define your goals:
- Lead generation (how many leads per month?)
- E-commerce sales (target revenue or number of transactions?)
- Brand awareness (impressions and reach goals?)
- Website traffic (quality visitors to specific pages?)
- App downloads or other specific conversions
Establish your budget: According to WordStream, small to medium-sized businesses typically spend between $1,000 to $10,000 per month on PPC advertising. However, your budget should reflect:
- Your industry’s average cost-per-click
- Your desired volume of conversions
- Your customer lifetime value
- Your competitive landscape
Remember, your budget includes both ad spend (what you pay platforms) and management fees (what you pay the agency).
What Questions Should I Ask Potential PPC Companies?
The interview process is crucial. Ask these essential questions to evaluate whether an agency is right for you:
About Their Experience and Approach
“What experience do you have in my industry?” Industry-specific experience means the agency understands your target audience, competitive landscape, and typical conversion paths. They won’t need to learn on your dime.
“Can you show me case studies of similar businesses you’ve helped?” Real examples with specific metrics (not vague claims of “increased traffic”) demonstrate their capability to deliver measurable results.
“What’s your approach to keyword research and campaign structure?” This reveals their strategic thinking. Strong agencies conduct thorough research, organize campaigns logically, and continuously refine targeting based on performance data.
“Which advertising platforms do you recommend for my business and why?” The answer should be customized to your goals, not a one-size-fits-all recommendation. Different platforms serve different purposes, and experienced agencies know where your budget will be most effective.
About Management and Optimization
“How often will you optimize my campaigns?” Quality PPC management requires constant attention. Look for agencies that monitor campaigns daily and make optimization adjustments weekly or bi-weekly based on performance trends.
“What metrics do you prioritize, and how do you measure success?” They should focus on metrics that matter to your business—conversions, cost per acquisition, return on ad spend—not vanity metrics like clicks or impressions alone.
“How do you handle underperforming campaigns?” Their answer should include specific strategies for troubleshooting, testing, and pivoting when campaigns don’t meet targets.
“Do you conduct A/B testing, and what do you test?” Continuous testing of ad copy, landing pages, audiences, and bidding strategies is essential for improving performance over time.
About Communication and Reporting
“How often will we meet, and what will those meetings cover?” Regular communication ensures alignment and allows for strategic adjustments. Monthly review meetings are standard, but some agencies offer more frequent check-ins.
“What does your reporting look like, and what information will I receive?” Request sample reports. They should be clear, comprehensive, and focused on business outcomes rather than overwhelming you with data that doesn’t drive decisions.
“Who will be my main point of contact?” Knowing who manages your account and their experience level is important. Some agencies assign junior staff to smaller accounts, which might not serve your needs.
About Costs and Contracts
“What are your management fees, and what’s included?” Agencies typically charge a percentage of ad spend (often 10-20%) or a flat monthly fee. Understand exactly what services are included and what costs extra.
“What is your contract length and cancellation policy?” While some commitment is reasonable (agencies need time to test and optimize), be wary of long-term contracts that make it difficult to leave if results don’t materialize. Look for agencies offering 3-6 month initial contracts.
“Are there any setup fees or additional costs?” Some agencies charge one-time fees for account setup, landing page creation, or platform migrations. Know all costs upfront to avoid surprises.
What Are the Red Flags to Avoid When Hiring a PPC Agency?
Recognizing warning signs early can save you time, money, and frustration.
Guaranteed results: No legitimate agency can guarantee specific rankings, positions, or conversion numbers. PPC performance depends on numerous factors, many beyond any agency’s control. Be skeptical of promises that sound too good to be true.
Lack of transparency: If an agency is reluctant to share their strategies, provide access to your ad accounts, or explain their processes clearly, look elsewhere. You should always have full visibility and ownership of your campaigns.
Poor communication: Delayed responses, difficulty reaching your account manager, or vague answers to direct questions indicate how the relationship will continue. Communication issues typically get worse, not better, over time.
No platform certifications: While certifications aren’t everything, their absence may indicate the agency doesn’t invest in professional development or stay current with platform changes.
One-size-fits-all approach: Agencies that pitch identical strategies to every client aren’t doing custom work. Your campaigns should be tailored to your specific business, audience, and goals.
Unwillingness to provide references: Reputable agencies happily connect potential clients with satisfied customers. If they won’t provide references, there’s probably a reason.
Unrealistic timelines: PPC campaigns need time to gather data, test variables, and optimize. Agencies promising overnight success either don’t understand PPC or are being dishonest.
How Do PPC Management Fees Work?
Understanding pricing models helps you budget appropriately and compare agencies effectively.
Percentage of ad spend: Many agencies charge 10-20% of your monthly ad budget. For example, if you spend $5,000 on ads, you might pay $500-$1,000 in management fees. This model scales with your investment but can become expensive as budgets grow.
Flat monthly fee: Some agencies charge a fixed amount regardless of ad spend, typically ranging from $500 to $5,000+ per month depending on campaign complexity and services included. This provides predictable costs and may be more economical for larger budgets.
Performance-based pricing: A few agencies tie their fees to results, charging based on leads generated or revenue driven. While this aligns incentives, it can be complex to implement fairly and may limit the agency’s willingness to test new strategies.
Hybrid models: Some agencies combine elements, such as a smaller percentage plus a base fee, or flat fees with performance bonuses.
Also consider:
- Setup fees: One-time charges for initial account creation, campaign structure, and implementation (often $500-$2,000)
- Minimum budgets: Many agencies require minimum monthly ad spends ($1,000-$5,000 is common)
- Contract terms: Month-to-month, quarterly, or annual agreements affect total commitment
Should I Hire a Specialized PPC Agency or a Full-Service Digital Marketing Company?
This decision depends on your broader marketing needs and organizational structure.
Specialized PPC agencies focus exclusively on paid advertising. They often have deeper platform expertise, advanced testing capabilities, and dedicated teams for different ad types. Choose a specialist if:
- PPC is your primary marketing channel
- You have complex, high-budget campaigns
- You already handle other marketing channels effectively
- You need cutting-edge PPC strategies and tactics
Full-service digital marketing companies offer comprehensive services including SEO, content marketing, social media, email marketing, and web development alongside PPC management. This approach works well if:
- You want integrated marketing strategies across channels
- You prefer working with one agency for everything
- Your in-house team is small or non-existent
- You value convenience and unified reporting
At Navees Infotech, we offer both specialized PPC expertise and comprehensive digital marketing services, allowing clients to choose the approach that best fits their needs.
How Do I Evaluate PPC Company Proposals?
Once you’ve interviewed agencies and received proposals, use these criteria to make your final decision:
Strategic alignment: Does the proposal demonstrate understanding of your business, industry, and goals? Generic proposals suggest the agency isn’t invested in your success.
Specific tactics: Look for detailed plans including platform recommendations, targeting strategies, ad formats, bidding approaches, and optimization plans. Vague promises aren’t enough.
Realistic projections: Be cautious of overly optimistic forecasts. Strong proposals provide ranges based on industry benchmarks and explain assumptions behind projections.
Clear timelines: The proposal should outline what happens when, from initial setup through ongoing optimization and reporting.
Transparent pricing: All costs should be clearly itemized with no hidden fees or confusing terms.
Contract terms: Review carefully, paying attention to minimum commitments, cancellation policies, and what happens to your campaigns if you leave.
Access and ownership: Ensure you’ll have full access to ad accounts and own all assets created (ads, landing pages, audiences). Some agencies restrict access, which is a red flag.
Don’t choose based solely on price. The cheapest option often delivers the poorest results, while the most expensive isn’t necessarily the best. Focus on value—the agency most likely to deliver strong ROI for your investment.
What Certifications and Qualifications Should a PPC Company Have?
While certifications don’t guarantee success, they demonstrate commitment to professional standards and platform expertise.
Google Ads certifications: The Google Ads certification program covers search, display, video, shopping, and measurement. Agencies should have team members certified across relevant specializations.
Google Partner or Premier Partner status: These badges indicate agencies meet Google’s requirements for ad spend, certifications, performance, and company health. Premier Partners represent the top 3% of agencies.
Microsoft Advertising certification: For agencies managing Bing campaigns, Microsoft certification demonstrates platform proficiency.
Facebook Blueprint certification: Facebook’s program certifies expertise in advertising across Facebook, Instagram, Messenger, and Audience Network.
Industry memberships: Participation in organizations like the American Association of Advertising Agencies or local marketing associations indicates professional commitment.
Awards and recognition: Industry awards from publications like Search Engine Land or Clutch provide third-party validation of expertise.
Ask agencies what certifications their team holds and how they maintain knowledge as platforms evolve.
How Long Does It Take to See Results from PPC Campaigns?
Setting realistic expectations prevents disappointment and helps you evaluate agency performance fairly.
Initial setup: 1-2 weeks for account creation, campaign structuring, ad creation, and initial launch.
Data collection phase: 2-4 weeks for campaigns to gather sufficient data for meaningful optimization. During this period, agencies monitor performance but make limited changes to allow accurate testing.
Optimization and improvement: 1-3 months for iterative testing and refinement based on performance data. This is when you’ll see significant improvements as the agency identifies what works.
Sustained results: After 3-6 months, well-managed campaigns should deliver consistent performance with ongoing optimization driving incremental improvements.
Keep in mind:
- Simple campaigns may show results faster than complex ones
- Highly competitive industries may require more testing time
- Budget size affects how quickly you can gather meaningful data
- Your website’s conversion rate impacts how quickly leads/sales materialize
If you don’t see any positive movement after 3 months, have a serious conversation with your agency about strategy adjustments or consider whether they’re the right partner.
Should I Give My PPC Company Direct Access to My Ad Accounts?
Absolutely, yes—but with appropriate safeguards.
Why agencies need access:
- To make real-time optimizations without delays
- To implement complex strategies efficiently
- To respond quickly to performance changes
- To properly track and report on campaigns
How to protect yourself:
- Grant “Standard” or “Admin” access, never “Owner” access (you should remain the account owner)
- Use your own business credit card for billing
- Request regular access to review campaigns yourself
- Ensure all intellectual property (audiences, conversion data, remarketing lists) remains in your account
- Include account access provisions in your contract
Never work with an agency that insists on creating campaigns in their own accounts that you can’t access. This prevents you from seeing exactly how your budget is spent and makes it difficult to transition to a new agency if needed.
How Can I Measure My PPC Company’s Performance?
Establish clear metrics and reporting cadences from the start to hold your agency accountable.
Key performance indicators to track:
- Click-through rate (CTR): Percentage of people who click your ads
- Conversion rate: Percentage of clicks that result in desired actions
- Cost per click (CPC): How much you pay for each click
- Cost per acquisition (CPA): How much you pay for each conversion
- Return on ad spend (ROAS): Revenue generated divided by ad spend
- Quality Score: Google’s rating of your ads’ relevance and landing page experience
- Impression share: Percentage of possible impressions you’re capturing
Look beyond the numbers:
- Are campaigns driving quality leads that convert to customers?
- Is your sales team satisfied with lead volume and quality?
- How does PPC performance compare to other marketing channels?
- Is the agency proactive with recommendations and optimizations?
Schedule monthly review meetings to discuss performance, upcoming strategies, and any concerns. Between meetings, you should have access to dashboards showing real-time campaign metrics.
What Happens If My PPC Company Doesn’t Deliver Results?
Despite careful selection, sometimes agencies don’t meet expectations. Here’s how to handle it:
First, communicate clearly: Schedule a meeting to discuss specific concerns with data to support your position. The agency may not realize certain metrics aren’t meeting your needs or may have valid explanations for performance.
Give them time to improve: If the agency acknowledges issues and proposes specific solutions, allow 30-60 days for improvements to materialize. PPC optimization isn’t instant.
Review your contract: Understand cancellation terms, notice periods, and any penalties for early termination.
Transition properly: If you decide to switch agencies, ensure you:
- Download all historical data and reports
- Export audience lists and conversion tracking setups
- Maintain account access throughout the transition
- Understand any non-compete or exclusivity clauses
Learn from the experience: Analyze what went wrong to make better decisions when hiring the next agency. Was it poor communication, strategic misalignment, unrealistic expectations, or genuine incompetence?
How Do I Prepare My Business Before Hiring a PPC Company?
Setting your agency up for success increases the likelihood of positive outcomes.
Optimize your website: PPC drives traffic, but your website must convert visitors. Ensure your site loads quickly, works on mobile devices, has clear calls-to-action, and provides excellent user experience. Consider professional web development services if your site needs improvement.
Define your target audience: The more specific you can be about who you’re trying to reach, the better your agency can target campaigns. Create detailed buyer personas including demographics, pain points, and buying behaviors.
Clarify your unique value proposition: What makes your business different from competitors? Your agency needs this information to create compelling ad copy that resonates with prospects.
Set up conversion tracking: Install Google Analytics, Facebook Pixel, and other tracking codes before campaigns launch. Your agency needs data to optimize effectively.
Establish realistic budgets: Determine how much you can invest based on your customer acquisition costs and lifetime value. Be prepared to invest enough to gather meaningful data—tiny budgets produce tiny results.
Prepare necessary assets: Gather logos, brand guidelines, product images, and existing marketing materials your agency might need.
Conclusion: Making the Right PPC Company Choice
Knowing how to hire a PPC company is crucial for your digital marketing success. The right agency becomes a true partner in your growth, driving qualified traffic and maximizing your advertising ROI.
Take your time with this decision. Interview multiple agencies, ask tough questions, check references, and trust your instincts. Look for partners who:
- Demonstrate genuine interest in understanding your business
- Communicate clearly and proactively
- Provide transparent reporting and account access
- Have proven expertise in your industry or similar businesses
- Align with your company culture and values
Remember, the cheapest option is rarely the best investment. Focus on finding an agency that delivers measurable results and positions your business for long-term growth.
At Navees Infotech, our certified PPC specialists have helped businesses across industries achieve exceptional returns from their paid advertising investments. We combine strategic thinking, platform expertise, and transparent communication to deliver campaigns that drive real business results.
Ready to transform your PPC performance? Contact us today to discuss your advertising goals and discover how our proven PPC management approach can help your business grow.