Free download
The Small Business Google Ads Buyer's Guide
Everything you need to know before paying anyone to run Google Ads for you — written by agency people, with no agency bias.
FormatPDF
Pages11
Reading time14 minutes
An honest guide to hiring, briefing and measuring a Google Ads agency or freelancer. Includes the questions to ask before signing a contract, the conversion tracking setup you should demand on day one, and the three biggest red flags that a PPC pitch is too good to be true. Written so you can walk into any agency meeting and not get bamboozled.
What's inside
- What Google Ads is actually good (and bad) at
- Realistic monthly ad-spend budgets by industry
- How management fees should be structured
- Conversion tracking: what to insist on
- 10 questions to ask any PPC agency
- Red flags: 'guaranteed page one', percentage-of-spend fees, locked contracts
- What a healthy 90-day PPC timeline looks like
Ideal for
UK business owners about to commission Google Ads, or anyone already running ads who suspects they might be overpaying or under-delivering.