How can I tell if my marketing agency is doing a good job?

The numbers that matter

Ask for a monthly report that answers four questions in plain language. If it can't, the report is measuring activity instead of results.

For seasonal Michigan businesses, compare each month with the same month last year rather than the month before. A landscaper's November will always look worse than their June, and that says nothing about the agency.

• How many calls and forms came from each channel: Google Ads, organic search and your Business Profile?
• How many of those became booked jobs, and what were they worth?
• What did each channel cost, including the agency's fee and Google's exact charges?
• How does that compare with the same month last year?

Check the work in your own accounts

You don't need to be an expert to verify an agency's work. You need access and a few minutes a month. These are the places to look.

• Google Ads change history: a list of changes to your account, campaigns and ad groups over the past 2 years, including who made them. Long stretches with no changes deserve a question.
• Search terms report: the actual searches you paid for. A list full of irrelevant searches means nobody is pruning.
• Conversion settings: which actions count as results. If page views or button taps count the same as phone calls, the results are inflated.
• Business Profile performance: views, searches, calls and direction requests from your profile.
• Search Console Performance report: the searches that show your website and the clicks they earn.
• Your own call log: do the calls in the report match what your team actually answered?

Signs of good work

Good agencies are easy to recognize once you know what to look for. Most of it shows up in how they communicate.

• They can explain, in plain words, what they changed last month and why.
• They tell you bad news early, such as a tracking break or a slow start to the season.
• They ask about lead quality and booked jobs, not just lead volume.
• They recommend against spending when an idea won't pay, even if spending more would suit them.
• Your accounts are in your name, and you can log in any time.

Warning signs

One of these on its own may have an innocent explanation. Several together usually mean it is time for a hard conversation.

• Reports show only impressions, clicks or rankings, with no calls or jobs.
• You don't have admin access to your own ad account, or the account isn't in your business's name.
• Costs in reports don't match Google's billing. Google requires agencies to report the exact amount Google charged, separate from their fees.
• The account history shows no changes for weeks or months.
• Conversions rise but your phone doesn't get busier. Ask what is being counted.
• Promises of rankings or top ad placement. Google says no one can promise a top ranking, and that a specific ad position can't be locked in.

What to do if you are not sure

Start with a direct conversation. Ask for admin access, a list of changes made in the last three months, and a report that ties spend to calls and booked jobs. Google's guide for advertisers suggests working with your partner to resolve issues first, and you can report a third party that breaks Google's policies.

If you decide to move on, make sure you keep the accounts, the website and the data, and plan the handoff before giving notice. We report the way this page describes: calls, forms and booked jobs, with the ad account in your name and Google's charges billed to you directly, separate from our flat fee. A free 30-minute call with Nick is a reasonable way to get a second opinion on what your current agency reports.

Keep reading

• How do I choose a marketing agency in Michigan?
• Should I run Google Ads myself or hire an agency?
• How much does a Google Ads agency charge?
• How do I know if my website is losing customers?
• Google Ads management from Modern Apex
• SEO from Modern Apex