Finding the Right Google Ads Agency to Scale Your Business

Let's be honest. When you first dipped your toes into Google Ads, it probably felt empowering. But for most business owners, that feeling quickly gives way to the reality that it's just one more monumental task on an already overflowing to-do list. This is where a Google Ads agency comes in. They exist to take that time-sucking chore off your plate and turn it into a well-oiled growth machine.

Knowing When It's Time to Hire a Google Ads Agency

There's a familiar story I hear from marketing managers and founders: their Google Ads campaigns have just... stalled. What used to be a reliable source of growth now feels like a money pit, burning through cash without delivering the results to justify it. This isn't a failure. It's simply a sign that you've outgrown your current setup.

Bringing in an agency is a big decision, and it usually comes after a lot of back-and-forth. For a deeper look at this, the choice between in-house and agency marketing teams is a great resource that frames the decision nicely. Remember, hiring an agency isn't about giving up control; it's about gaining a specialist partner whose entire job is to accelerate your growth.

Telltale Signs You Need an Expert Partner

The first step is admitting you need a hand. If your team is stretched thin and can't possibly keep up with Google's constant algorithm updates, your campaign performance is going to suffer. What worked six months ago might be completely useless today—that's just the nature of the beast.

More often than not, there are specific pain points that act as glaring signals. These frustrations are often tied directly to your business model.

For eCommerce Stores: Are you getting tangled up in complex Shopping campaigns? Maybe your Return on Ad Spend (ROAS) has flatlined, or worse, dropped, even though you’re spending more.
For SaaS Businesses: Your cost-per-lead might be creeping up to unsustainable levels. Or maybe you're getting plenty of traffic, but none of it is turning into actual trials or demos.
For Property Businesses: Are you fielding calls from unqualified leads? Getting lots of clicks but very few serious enquiries from buyers or tenants is a classic sign of wasted ad spend.

It really boils down to this: you’re an expert in running your business, not in the full-time job of managing an incredibly complex advertising platform. An agency brings that dedicated focus and specialised knowledge to your corner.

Beyond the Plateau: Strategic Growth Awaits

Hitting a performance plateau is probably the number one reason businesses start looking for an agency. You’ve tinkered with bids, rewritten ad copy until you're blue in the face, and tested every keyword variation you can think of, but the needle just won't budge. Your ROAS is stuck, and you’re out of ideas.

This is where an agency can make a huge impact. They come in with a fresh perspective, armed with advanced strategies and a deep understanding of what actually works. A good agency also knows that Google Ads doesn't live in a bubble. Understanding how different channels work together is key; our guide on Meta vs Google Ads breaks down how a holistic approach can amplify your success.

Ultimately, by handing over the reins, you get your most valuable asset back—your time. You can get back to focusing on what you do best, knowing that your ad spend is finally in expert hands.

How Google Ads Agencies Structure Their Pricing

Alright, let's talk about money. It can be a tricky subject, but when you're hiring a Google Ads agency, understanding their fee structure is non-negotiable. Knowing the common models before you even hop on a discovery call gives you the upper hand and lets you quickly figure out if an agency is the right fit for your budget and goals.

There's no single "best" way for an agency to charge. The right model for you will depend on your monthly ad spend, how complex your campaigns are, and just how fast you want to grow. Let’s break down the three most common pricing structures you’ll run into.

The Percentage of Ad Spend Model

This is one of the oldest and most common models in the paid media world. The agency simply takes a set percentage of your total monthly ad spend as their management fee.

It's popular because it's straightforward and scales as you spend more. The logic is that as you invest more, the account needs more work, and the agency’s fee adjusts to match.

But you need to be aware of the potential conflict of interest here. An agency could be tempted to encourage higher spending, even if it's not the most efficient way to get results. A top-tier agency will always prioritise your ROAS over their own cut, but it's something to keep in mind.

The Flat Monthly Retainer Model

With a flat retainer, you pay a fixed fee every month, no matter what your ad spend is. This gives both you and the agency total predictability, which makes budgeting a breeze.

This structure is perfect for businesses that need stability in their marketing costs. It also creates a clean separation between the agency's pay and your ad spend. That means when they advise you to scale up or pull back, you know it's based purely on performance and opportunity, not on padding their invoice.

In the competitive South African market, a good Google Ads agency might charge a flat retainer anywhere from R5,000 to R50,000 per month, depending on the scope of work. These figures reflect the serious value these agencies deliver, particularly in hotspots like Cape Town and Johannesburg. For more local context, you can explore these insights on the South African market.

The Performance-Based Model

Often pitched as the ultimate win-win, this model ties the agency's fee directly to specific results. Think cost per lead, cost per acquisition (CPA), or even a share of the revenue generated.

On the surface, paying only for performance sounds like a dream come true. It forces the agency to have skin in the game—if you don't succeed, neither do they. This setup creates a powerful, shared-risk partnership.

This model is a great fit when conversions are easy to track and have a clear dollar value, like in eCommerce or SaaS lead generation. The biggest hurdles are setting fair but ambitious targets and ensuring your tracking is absolutely rock-solid. Without accurate data, this model falls apart.

Comparing Common Agency Pricing Models

To help you decide, it’s useful to see these models laid out side-by-side. Each has its strengths, and the best choice really comes down to your business’s current situation and long-term goals.

Here’s a breakdown of the three main pricing structures used by Google Ads agencies to help you choose the best fit for your business.

Pricing Model	How It Works	Best For	Potential Downside
Percentage of Ad Spend	Agency fee is a set percentage (e.g., 10-20%) of your monthly ad spend.	Businesses with large, scaling budgets where management complexity grows with spend.	Can create an incentive for the agency to increase your ad spend unnecessarily.
Flat Monthly Retainer	You pay a fixed, predictable fee each month for account management.	Businesses that need budget stability and a clear, ongoing partnership.	The fee doesn't decrease during slower months or if ad spend is temporarily reduced.
Performance-Based	Agency fee is based on achieving specific KPIs, like cost per lead or revenue share.	Businesses with clear conversion goals and robust tracking, like eCommerce or SaaS.	Can be complex to set up and requires complete trust in tracking and reporting.

No matter which model an agency uses, the most critical thing is transparency. A great partner will be completely open about their pricing, clearly explain what their fee covers, and work with you to find a structure that truly supports your growth.

How to Find and Vet Your Perfect Agency Partner

Finding the right Google Ads agency can feel a lot like dating—you often have to sit through a few awkward coffees before finding "the one." The goal isn't just to hire a vendor who emails you a report once a month; it's to find a true partner who genuinely gets your business. This takes a solid game plan to separate the agencies that just talk a good game from the ones that actually deliver.

Your search should start with their specialty. A "do-it-all" agency might sound good, but one that lives and breathes your industry will always have an edge. Whether you’re in eCommerce, SaaS, or property, you need to see case studies, testimonials, and language on their website that proves they understand your unique challenges and how your customers think.

The Non-Negotiable Vetting Checklist

Before you even book a call, a quick background check can save you a world of pain. A truly great agency is proud of its credentials and makes them easy to find.

Here’s a quick list of what to look for:

Google Partner Status: This is table stakes, but it’s still important. It confirms the agency has met Google’s minimum requirements for performance, ad spend, and certifications.
Industry-Specific Case Studies: Hunt for proof that they’ve solved problems like yours for businesses like yours. Vague success stories are a huge red flag; you want to see real numbers and tangible business results.
Team Transparency: Can you see who will actually be working on your account? It's critical to know the experience level of the strategists and account managers, not just the sales team.
Reporting Philosophy: Do they offer custom dashboards and focus on metrics that matter to your bottom line (like ROAS and CAC)? Or do they hide behind fluffy vanity metrics like clicks and impressions?

This initial screen will help you build a solid shortlist. As you dig in, it helps to understand the different types of PPC agencies out there and what they specialise in to refine your search even more.

Interview Questions That Reveal True Expertise

Once you've got your shortlist, the interview is where the real work begins. Forget the easy, softball questions. You need to dig into their strategic thinking, their problem-solving process, and how they communicate.

Think of it less like an interview and more like a strategy session. Their answers should paint a clear picture of what it’s actually like to work with them day-to-day.

Here are a few questions I’ve found get right past the sales pitch:

"Walk me through your process for a new client in my industry during the first 90 days." This question immediately shows you their onboarding process, how they plan to get up to speed on your business, and how they map out a strategy. A good answer is methodical, detailed, and feels collaborative.
"A key campaign's performance suddenly drops by 30% overnight. What's your immediate action plan?" This is a great stress test for their troubleshooting skills. You’re listening for answers that involve deep data analysis, checking for technical glitches, and proactive communication—not just hitting the pause button.
"How do you approach the balance between generating new leads and retargeting existing audiences?" This tells you if they understand full-funnel marketing. It shows whether they’re thinking about the entire customer journey or are just focused on that first click.
"Can you share an example of a time you disagreed with a client's request and how you handled it?" This is a brilliant question to gauge their confidence and partnership mentality. You want an expert who will push back with data-backed reasoning, not a "yes-person."

The best agencies won’t just execute your ideas; they will challenge them, refine them, and bring better ones to the table. Their job is to be the expert in the room, guiding your investment toward maximum profitability.

Red Flags to Watch Out For

Just as important as knowing what to look for is knowing what to run away from. Some agencies are masters of smoke and mirrors, which almost always ends in disappointment.

Spotting these red flags early will save you a ton of time, money, and headaches. If you're serious about finding a long-term partner, our team specialises in building transparent and effective Google Ads strategies.

Be wary of any agency that:

Guarantees #1 Rankings: Nobody can guarantee top rankings on Google. It’s a live auction influenced by dozens of factors, and anyone who makes that promise is being dishonest from the start.
Pushes a One-Size-Fits-All Strategy: If their pitch feels generic and they haven't asked you deep questions about your business goals and profit margins, they're probably just selling you a template.
Lacks Reporting Transparency: If they’re cagey about giving you direct access to your Google Ads account or their reports are vague and full of fluff, run. It's your data and your money; you deserve full visibility.
Uses High-Pressure Sales Tactics: A confident agency knows their value and won’t try to rush you into a decision. They want to make sure the fit is right on both sides.

Choosing a Google Ads agency is a massive business decision. Taking the time to properly vet potential partners ensures you’re not just hiring a service, but bringing a genuine growth partner into your business.

Measuring Performance with KPIs That Truly Matter

It’s incredibly easy to get hypnotized by the big, flashy numbers in your Google Ads dashboard. Seeing thousands of impressions or a huge spike in clicks can feel like a win, but here's the hard truth: they don't pay the bills.

A skilled Google Ads agency gets this. They'll immediately shift the conversation away from these vanity metrics and focus on the key performance indicators (KPIs) that actually drive business growth. These are the numbers that tell the real story of your campaign's health and its impact on your bottom line.

Moving Beyond Clicks to Conversions

The most fundamental shift in thinking is moving from traffic to outcomes. A click is just a visitor; a conversion is a potential customer taking an action that has real value to your business.

This is where your Conversion Rate (CVR) becomes your north star. It measures the percentage of people who clicked your ad and then did what you wanted them to do—buy a product, sign up for a trial, or fill out a form.

A low conversion rate is a massive red flag. It often means you're paying for clicks from the wrong audience or that your landing page isn't delivering on the promise of your ad. A great agency will be obsessed with improving your CVR, as even a small lift can have a huge effect on your profitability.

The True Cost of a New Customer

Next up is your Customer Acquisition Cost (CAC). This KPI is brutally honest—it tells you exactly how much you’re spending to acquire each new paying customer. You calculate it by dividing your total ad spend by the number of new customers you gained from those campaigns.

Knowing your CAC is essential for sustainable growth. If you spend R500 to acquire a customer who only generates R300 in profit, you've got a serious problem. The goal is to keep your CAC well below the lifetime value (LTV) of your customers. An agency worth its salt will constantly be testing new angles to drive your CAC down.

Measuring Your Return on Investment

Perhaps the most important metric of all, especially for eCommerce, is Return on Ad Spend (ROAS). This KPI measures the gross revenue generated for every rand spent on advertising. A ROAS of 4:1, for example, means you're making R4 in revenue for every R1 you put into your ads.

This chart breaks down the core pillars a good agency focuses on to achieve strong results, from their credentials to their strategic and reporting capabilities.

It’s a good reminder that vetting an agency involves checking their partner status, their strategic thinking, and—most importantly—how they report on the metrics that actually matter.

Industry-Specific KPIs You Must Track

What "good" looks like can vary dramatically between industries. A one-size-fits-all approach to KPIs is a recipe for disaster. Your agency must focus on the metrics that are most relevant to your specific business model.

For eCommerce Brands: Your world should revolve around ROAS and Average Order Value (AOV). The agency’s job is not only to bring in profitable sales but also to find ways to encourage customers to spend more per transaction.
For SaaS Companies: Here, the focus shifts to metrics like Cost per Trial or Cost per Demo. The ultimate goal is to optimise for the Lead-to-Customer Rate, which tells you how many of those initial sign-ups are converting into paying subscribers.
For Property Businesses: The key is Cost per Qualified Lead. It’s not about getting the most form fills; it's about getting the most enquiries from people who are genuinely in a position to buy or rent.

An agency’s success shouldn’t be measured by how busy they look, but by their ability to move the needle on these core business metrics. If their reports are full of fluff, it’s time to ask tougher questions.

Understanding benchmarks is also crucial. Below are some typical figures for South African businesses, which show just how much performance can differ by industry.

Industry-Specific Google Ads Benchmarks in South Africa

Use these key metrics as a starting point to evaluate campaign performance for your eCommerce, SaaS, or Property business.

Industry	Average CTR	Average Conversion Rate (CVR)	Primary Goal Metric
eCommerce	2.01%	1.31%	Return on Ad Spend (ROAS)
SaaS	3.80%	4.20%	Cost per Demo/Trial
Property	7.01%	3.89%	Cost per Qualified Lead

Source: Data adapted from industry reports.

These benchmarks show exactly why a data-driven agency is so critical. For example, health and medical ads can see an 18.04% Click-Through Rate (CTR), while auto repair services might enjoy conversion rates as high as 23.90%. You can discover more insights about these SA benchmarks to see where you stand.

By focusing on these KPIs, you empower yourself to have productive, data-driven conversations with your Google Ads agency. This ensures everyone is aligned on what truly matters: delivering real, measurable business outcomes, not just traffic.

Setting Your New Agency Up for Success in the First 90 Days

So, you've signed the contract. A lot of people think that’s the finish line, but it’s really just the starting gun. The first three months with your new Google Ads agency are absolutely critical. They set the tone for the entire relationship and can make or break the long-term success of your campaigns.

This initial period is a team effort. Yes, your agency will be doing a lot of the heavy lifting, but your active involvement is the secret sauce. Think of it as a structured handover where you arm them with the context, data, and business insights they need to really get your brand.

Month 1: The Discovery and Audit Phase

The first 30 days are all about deep immersion. Your new agency team needs to become an extension of your own, and that means getting up to speed on your business—fast. Expect a ton of questions about your ideal customers, profit margins, past marketing wins (and failures!), and your ultimate business goals.

Your job here is simple: be an open book. The faster you can provide access and information, the quicker they can start delivering value.

Grant Access: Get them set up with the right permission levels in Google Ads, Google Analytics, Google Merchant Center, and any other platforms you use. Delays here just burn precious time.
Share Historical Data: Dig up any past performance reports, customer research, or internal data you have. The more context they have, the fewer assumptions they have to make.
Provide Creative Assets: Hand over your library of ad copy, images, and videos. To get the best results, it's worth understanding why high-quality media is crucial for digital advertising.

While they’re soaking up all this information, they'll also be doing a deep-dive audit of your existing Google Ads account. This isn't just a quick look. They'll be checking everything from conversion tracking and account structure to keyword targeting and ad copy. The result of this phase should be a clear audit document and a strategic roadmap for the next 60 days.

Month 2: Strategy and Campaign Build-Out

With the audit done and a solid grasp of your business, month two is where the strategy takes shape. This is where your agency translates all those initial insights into tangible action, either by overhauling old campaigns or building entirely new ones from scratch.

It’s important to remember that this phase is more about building the right foundations than chasing instant results. It involves the careful work of creating new ad groups, writing fresh, compelling ad copy, maybe even developing new landing pages, and setting up smart audience targeting. It’s all architecture at this point.

For property businesses in South Africa, this strategic phase is especially important. A savvy local agency knows that Google Ads costs are geographically skewed. For instance, Johannesburg often commands CPCs 20-50% higher than Cape Town or Durban due to fierce competition. Armed with this insight, they can build campaigns with smart regional bid strategies from day one, making sure your budget isn't being devoured by overpriced clicks.

Month 3: Launch and Early Optimisation

And we're live! Month three is when the new campaigns launch and the real-time learning begins. This is where you need to manage your expectations carefully. The goal isn't an overnight explosion in profits; it's about gathering clean, reliable data that will inform every optimisation decision moving forward.

The first few weeks of a new campaign are for gathering data, not for judging final performance. Patience is key. The agency needs this initial data to understand what's working and, just as importantly, what isn't.

Your feedback becomes incredibly valuable now. For a SaaS or property business, letting your agency know about the quality of the leads coming through is non-negotiable. This feedback loop is what allows them to quickly tweak targeting and messaging to attract more of your ideal customers.

By the end of the first 90 days, you should be looking at a solid foundation:

A fully audited and restructured Google Ads account.
New campaigns built on a sound, data-backed strategy.
A clear reporting dashboard that focuses on your core KPIs.
A smooth, established communication rhythm with your agency partner.

This methodical 90-day process doesn't just get you started; it builds the groundwork for scalable, long-term growth and ensures your partnership with a Google Ads agency is on the strongest possible footing.

Got Questions About Hiring a Google Ads Agency?

It’s completely normal to have a few last-minute questions, even after you’ve done your homework. Handing over the reins to a Google Ads agency is a big decision, so let’s clear up some of the most common things business owners ask.

We get these questions all the time, so here are some straight-talking answers to help you feel confident about your next move.

How Long Until We See Real Results?

This is always the first question, and for good reason. The honest answer? It takes a bit of time. While you might see some positive signs early on, the first 30 days are all about laying the groundwork—deep dives into your account, data gathering, and building a rock-solid strategy.

You wouldn’t rush the foundations of a house, and this is no different. You should expect to see some real, meaningful traction and clear performance improvements within 60 to 90 days. By that point, the agency has enough data to start making smart optimisations that actually drive growth.

A word of caution: be very wary of any agency promising the world overnight. Sustainable growth is a marathon, not a sprint, and it’s always built on a foundation of solid data and rigorous testing.

How Much of My Time Will This Take Up?

The best agency-client relationships are true partnerships. This isn’t a ‘set it and forget it’ service. Expect to be heavily involved right at the start. Your input is gold—we need your business insights, customer knowledge, past experiences, and, of course, access to all the right accounts.

Once things are up and running, the pace settles into a comfortable rhythm. Typically, this means a quick weekly or bi-weekly check-in call and a more in-depth monthly meeting to review performance and plan the next moves.

But your most critical ongoing role? Giving clear, unfiltered feedback on the quality of the leads or sales coming through. That’s the one piece of information an agency can't pull from a dashboard, and it's absolutely vital for honing in on the right audience.

We’re a Smaller Business. Can We Actually Afford a Good Agency?

Absolutely. It’s a common worry, but many top-notch agencies offer pricing models built for businesses that are still growing. The trick is to stop thinking of it as a cost and start seeing it as an investment.

Instead of getting fixated on the monthly retainer, look at the bigger picture: the total investment (agency fee + ad spend) versus the potential return. A great agency can make a smaller budget work much harder than you could on your own, plugging leaks and eliminating wasted spend. It’s all about the Return on Ad Spend (ROAS) and building long-term value, not just looking at the invoice.

What’s the Real Difference Between an Agency and a Freelancer?

Great question. The answer really boils down to scope, structure, and what your business needs at this exact moment.

A Freelancer: Can be a brilliant, budget-friendly choice for more straightforward campaign management. You're typically hiring a single expert to handle the day-to-day execution.
An Agency: Brings a whole team of specialists to your account. This usually includes a strategist, a dedicated account manager, a copywriter, and maybe even a data analyst. You also get access to enterprise-level tools and a much broader strategic outlook.

If you just need a safe pair of hands to manage what’s already working, a freelancer could be a perfect fit. But if you’re looking for a strategic partner to tackle complex growth problems and help you scale, a Google Ads agency is almost always the better long-term bet.

Ready to stop guessing and start growing? Market With Boost builds data-driven paid media strategies that turn your ad spend into a reliable profit engine. Book a discovery call with our team to uncover realistic growth opportunities for your business today at https://www.marketwithboost.com.