If you’re ready to boost your paid‑search and display‑ad performance, working with a specialist PPC partner makes sense. But not all “PPC agencies” are equal. Choosing the right one can make the difference between wasted spend and meaningful ROI. Here are seven criteria you should insist on, so you pick a partner that works for your business.
7 Essential Criteria for Choosing the Right PPC Agency
1. Transparent Metrics & Benchmarks
A great PPC agency does more than just run ads. They measure, report and improve against real metrics. For instance, according to the 2025 benchmarks, the average conversion rate across all industries for Google & Microsoft Ads is about 7.52%. That number gives you a baseline.
In your discussions with a prospective PPC agency, ask for:
- Current conversion rate for similar clients/sectors.
- Cost‑per‑lead (CPL) or cost‑per‑acquisition (CPA) metrics.
- How they define a “conversion” (form submit, click–to‑call, purchase, etc.).
When you see these metrics clearly, you know the agency is data‑driven rather than just “running ads and crossing fingers”.
Clients need to get clear dashboards and monthly reviews, so they know exactly what the PPC spend is delivering.
2. Strong Sector & Platform Experience
PPC isn’t one‑size‑fits‑all. An agency may excel in e‑commerce retail but struggle with B2B lead generation, or the reverse. The right partner will have experience in your specific industry (or one very similar) and the platforms you intend to use, Google Ads, Microsoft Ads, perhaps LinkedIn or Meta if that’s relevant.
For example, the Word stream data show that conversion rates vary dramatically by sector. In “Automotive, Repair, Service & Parts”, conversion rates hit ~14.67%. Meanwhile, in finance & insurance, the rate may be as low as ~2.55%.
When you talk to a PPC agency, ask:
Which of our industry clients have you worked with?
What results did you achieve (not always exact numbers, but ranges)?
What platforms/tools did you use?
3. Clear Strategy & Optimisation Process
Running PPC isn’t just about turning a switch on. An experienced PPC agency follows a cycle of strategy → execution → optimisation → scaling. A strong partner will explain:
- How do they choose target keywords and audiences?
- How they craft ad copy, creatives, and landing pages.
- How they monitor performance and iterate (e.g., A/B testing, bid adjustments, device/geo splits).
- How they scale what works and eliminate what doesn’t.
When you hear an agency talk only about “we’ll run X ads” and nothing about optimisation or learning loops, that’s a red flag.
So the best execution should be: setting up the campaign, gathering data (typically first 4‑6 weeks), then refining based on what the numbers tell us. Then scaling up what’s performing, while pulling back or pivoting the rest.
4. Evidence of Performance, Not Just Promises
Words like “we’ll double your leads” or “we’ll slash your cost per click” sound good, but you need evidence. Ask for case studies or past client stories. Ideally, you get: numbers, before‑and‑after, and what actions caused the improvement.
According to Unbounce’s Q4 2024 data (41,000 landing pages, 464 million visits, 57 million conversions), the median conversion rate across all industries for landing pages was about 6.6%.
The median conversion rate that agencies achieve across all industries is ~4.61%.
While your own industry may vary, these help you see whether the agency is operating in a realistic performance zone or wildly over‑promising.
You should be looking for examples of clients where an improved conversion rate of 30‑60% over 3‑6 months, while reducing cost per lead by 20%. You should ask for those kinds of examples.
5. Flexible Contract Terms
This criterion often gets overlooked but is critical: how much freedom do you have? Some agencies lock clients into long‑term contracts, sometimes 12 months or more, with hefty exit penalties. That reduces your flexibility and can trap you with under‑performing spend.
Try to find agencies that offer flexible contracts, no mandatory long‑term lock‑ins, so if their performance isn’t meeting your expectations, you have the freedom to leave.
Why does this matter? Because PPC is not instantly perfect. It takes time to learn, optimise and scale. If you’re forced into a long-term contract, the risk is that you’ll be paying for mediocrity just because you can’t exit.
Ensure your prospective agency provides:
- Rolling contract (monthly or quarterly) rather than a fixed 12-month contract.
- Clear exit terms: what notice is required, what happens to your ad accounts/data.
- No hidden “we own all the data” clauses that lock you out.
Remember: you’re the client. The agency should want to earn your ongoing business, not hold it hostage.
6. Transparent Fees & Pricing Model
PPC spend involves two things: the ad budget (what you pay to the platform) and the agency fee (what you pay the agency). The agency fee should be clear, reasonable and aligned with results.
Here are some questions to ask:
Is the agency fee a flat monthly retainer, a % of ad spend, or somewhere in between?
What’s included in the fee: PPC strategy, reporting, optimisation, analytics?
Are there any hidden costs (landing pages, creative assets, third‑party tools) that you’ll have to pay extra for?
Is the pricing aligned with your scale? As your spend grows, does the fee model make sense?
One piece of data: many agencies outsource parts of PPC to white‑label providers, and most agencies rely on outsourcing PPC campaigns. This means you should ask: “Is all the work done in‑house or is it outsourced?” Because quality and accountability differ.
7. Alignment With Your Business & Growth Goals
Finally, choosing a PPC agency is not just about clicks and conversions; it’s about how paid media fits into your broader business goals. A good agency will ask:
- What are your business objectives, like new leads, new markets, brand awareness, and repeat customers?
- What’s your acceptable cost‐per‐acquisition and value per lead?
- What’s happening in your funnel after the ad click (landing page, phone call, CRM follow‑up)?
Many agencies run ads in isolation, ignore the bigger picture, and you end up with traffic but no real business impact.
To avoid this, make sure the agency:
- Understands your business model and selling process.
- Works collaboratively with your marketing/CRM/sales teams (not just “we’ll run ads and hand you the leads”).
- Provides insights into how to improve end‑to‑end, from ad click to sale, not just ad click.
Choosing the right PPC agency is a decision that can significantly impact your marketing spend, your growth and your return on investment. By using these seven criteria, you’ll be better placed to select a partner that delivers.
A good PPC agency doesn’t just run ads. It helps you grow, it adapts with you, and most importantly, it gives you the control you deserve.