# How to Choose a PPC Agency

Source: https://dijitulmarketing.co.uk/guides/how-to-choose-a-ppc-agency/
Updated: 2026-10-18

> Choose a PPC agency that puts the ad account in your name, shows ad spend separately from its fee, sets up conversion tracking first, and reports on leads and sales, not clicks. dijitul manages Google Ads and Microsoft Ads from £150 a month + VAT, or 10 to 15% of spend, monthly, cancel with notice.

## Key facts

- Your Google Ads account should be in your business name with you as an admin user
- Ad spend should be paid directly to Google or Microsoft, separate from the agency fee
- Avoid anyone who guarantees positions, leads or ROAS: nobody controls the ad auction
- Ask who will actually work on your account and how often
- Reporting should focus on conversions, cost per lead or ROAS, and actions taken
- dijitul PPC management is from £150 a month + VAT, or 10 to 15% of ad spend, whichever is higher

## Non-negotiables

- **You own the account.** The Google Ads account, GA4 property, Merchant Center and Tag Manager container should be in your business name, with you as an admin. The agency gets access through its manager account. If you leave, years of data stay with you.
- **Ad spend is transparent.** Spend should be billed by Google to you, or shown clearly on invoices. Be cautious of bundled "£X a month all in" deals where you cannot see what reached Google.
- **Tracking comes first.** Any good agency will check or set up conversion tracking before spending your money.
- **No guarantees.** Promises of "page one", fixed lead numbers or a set ROAS are a warning sign.

## Questions to ask

- Who will work on my account day to day, and what is their experience?
- How often will you make changes, and how will I see them? (Google Ads has a change history you can check.)
- How do you handle search terms and negative keywords?
- What conversion tracking will you set up, and will it include phone calls and Consent Mode v2?
- What bid strategy would you start with, and why?
- What does your monthly report include?
- How is your fee calculated, and what does it include?
- What is the notice period, and what happens to the account if I leave?
- Can you show me a sample report and an anonymised account structure?

## Understanding fees and contracts

Agencies charge a flat fee, a percentage of ad spend, or a hybrid. Each can be fair. What matters is that you know exactly what you pay and what you get. Ask about set-up fees, minimum terms and any charge for tracking, landing pages or reporting.

For context on market prices, see how much PPC costs in the UK. Long fixed contracts are less common than they were. A confident agency should be happy to work monthly once the initial set-up is done.

## Badges, reviews and proof

Some agencies hold a Google Partner badge. If one claims it, you can check on Google's own Partners directory. A badge shows the agency meets Google's spend and certification criteria. It does not tell you how well they will run a small local account. Treat it as one factor among several.

Better proof:

- Specific answers to your questions about your market, not generic patter.
- A clear explanation of what they would do in the first month.
- References you can speak to, if they are willing to share them.
- A short audit of your current account, with practical findings rather than a sales pitch.

## Red flags

- They want to open a new account in their name and keep it.
- They will not give you access to the account, only to their reports.
- Reports focus on impressions and clicks, with no mention of leads or sales.
- Nobody can explain what changed last month.
- Display Network or Search partners are switched on in every campaign without a reason.
- They push Performance Max or automation for everything without checking tracking first.
- Long minimum terms with exit fees.
- Click prices marked up on your invoice without being disclosed.

One red flag on its own may have an innocent explanation. Several together usually mean the account is being run for the agency's convenience rather than your results. Ask for read access to the account before you commit, and check the change history yourself.

## How dijitul works

We manage PPC on Google Ads and Microsoft Ads from £150 a month + VAT, or 10 to 15% of ad spend, whichever is higher. Accounts stay in your name. Spend is paid directly to the platform. Tracking is checked first, and conversion tracking is £145 + VAT one-off if it needs building. Monthly, cancel with notice. If you just want a second opinion, a Google Ads audit is £45 an hour + VAT or a fixed quote.

## FAQs

### Should a PPC agency own my Google Ads account?

No. The account should be in your business name with you as admin. The agency links its manager account to yours to work on it. That way your data, history and conversion tracking stay with you whoever manages it.

### Is a Google Partner agency better?

A Google Partner badge means the agency met Google's criteria for certifications, spend and performance. It is a useful signal but does not guarantee good work for a small account. Ask specific questions about your market and how they manage search terms, tracking and reporting.

### How long should a PPC contract be?

There is no standard. Many agencies, including dijitul, work monthly with notice. Be careful with long minimum terms and exit fees, especially if the account is not in your name. Give any new agency enough time to set up tracking and gather data before judging.

### What should a monthly PPC report include?

Spend, conversions, cost per conversion or ROAS, and how they compare with the previous period and target. It should also list the main changes made, what was learned, and what happens next. Clicks and impressions are supporting detail, not the headline.

### Can I switch PPC agency without losing data?

Yes, if the account is in your name. The new agency links to your account and the old one is removed. Conversion history and Smart Bidding data stay. If the old agency owns the account, ask them to transfer it, or you may have to start a new one.

## Prices and contact

Prices (all from, + VAT; ad spend separate): Google Ads management £150 a month; Paid social (Meta, LinkedIn, TikTok) £150 a month; Social media management £125 a month; Email marketing £95 a month; Marketing automation set-up £195; SMS marketing £75 a month; GA4 set-up £95; Conversion tracking £145; Data Studio (Looker Studio) dashboard £145; Conversion rate optimisation £195 a month; Content marketing £195 a month; Consultancy, audits and strategy £45 an hour. All prices are "from" and exclude VAT. Ad spend is separate and paid directly to Google, Microsoft, Meta, LinkedIn or TikTok. Paid media management is from £150 a month or 10 to 15% of ad spend, whichever is higher. You own every ad account, pixel, audience and email list we set up. Contact: https://dijitulmarketing.co.uk/contact/ · 01623 650333 · info@dijitul.uk