Find the right Google Ads agency for your business

Why choosing the agency is decisive for success

Visibility is crucial for local companies. Google Ads is an effective tool for reaching users who are actively searching for your services or products. As competition increases and the platform becomes more complex, budgets can quickly be used inefficiently without in-depth expertise.

A good Google Ads agency acts as a strategic partner. Instead of just booking keywords and writing ad copy, she develops a strategy that is focused on your specific goals. This often makes the decisive difference.

What constitutes professional expertise

The added value of professional support is reflected in several areas, which contribute significantly to success:

• Strategic planning: A good agency first analyses your market, target group and competitors to develop a well-founded strategy.
• Continuous optimization: Campaigns are not only set up once, but are monitored continuously. A/B testing and bid adjustments are standard to maximize efficiency.
• Technical expertise: Experts are aware of the latest Google updates, tools, and tactics — from precise conversion tracking to the use of automation.
• Data-driven decisions: Adjustments and new ad texts are based on analyses to constantly improve return on ad spend (ROAS).

Think of working with an agency as an investment in expertise. You save time and get a strategic advantage that can be reflected in more inquiries and sales.

A look at market data confirms the growing importance: The search volume for “Google Ads Agency” in Germany is increasing — from monthly 880 searches in 2022 On expected 1,600 in 2025. At the same time, average click prices are around 14% sunk. This underlines how important efficiency and a well-thought-out strategy have become.

While Google Ads provides quick, paid visibility, organic presence shouldn't be neglected. Like a SEO optimization agency can help you to be successful in search results in the long term, we explain in a further article. The combination of both disciplines is often the most effective.

What measurable goals should be achieved with Google Ads?

Before you contact an agency, you should define what “success” actually means for your company. A general request such as “more customers” is understandable as a starting point, but it is not sufficient for professional cooperation. Without clear goals, effective campaign management is hardly possible.

It is about translating your business goals into measurable key figures, so-called Key Performance Indicators (KPIs). Based on these metrics, you can evaluate the success of your campaigns and fairly assess the agency's work.

From wishes to specific figures

The right KPIs depend heavily on your business model. A local craftsman has different priorities than a restaurant or a law firm. It is important to select key figures that contribute directly to your business goals.

Here are a few examples:

• Your goal: More qualified inquiries (e.g. as a tax advisor or craftsman)
• KPI 1: Number of calls via ads: Measures how many prospects get in touch directly.
• KPI 2: Completed contact forms: Capture written inquiries about your website.
• KPI 3: Cost per Acquisition (CPA): Shows how much you pay on average for a new request.

One goal that an agency can work with could be: “In the next three months, we want a ROAS of 350% achieve, with a maximum of a new customer request 45€ may cost. “This is a clear requirement on the basis of which a strategy can be developed.

Clear goals are the key to success

This preliminary work is the basis for all further steps. Google Ads is a powerful tool. Google's market share in search engine advertising in Germany is expected to be around in 2025 74% lie down. When set up correctly, campaigns can have a return on investment (ROI) between 200% and 400% achieve.

However, this potential can only be exploited if you and your agency know where you want to go. You can find more background information on the potential of Google Ads in this detailed article on the potential of Google Ads on adwus.de. Take the time to define your goals — it's a wise investment before you budget for an agency.

Agency models and budget planning: How much does a Google Ads agency cost?

What does a cost Google Ads agency and which services are included? These questions must be clarified before you decide to work together. Anyone who is familiar with the current price and service models can compare offers better and make a well-founded financial decision.

It makes sense to divide your overall budget into two areas right from the start:

1. The advertising budget (ad spend): This money goes directly to Google to display your ads.
2. The agency fee: This is compensation for the agency's expertise — for strategy, set-up, ongoing management, and optimization of your campaigns.

This separation ensures transparency and shows you at any time what your money is being used for.

An overview of current compensation models

Agencies use various models to bill for their services. Each model has advantages and disadvantages that you should know. Which is the best fit depends on your budget, goals, and risk tolerance.

• Percentage compensation (% of ad spend): A common model. The agency receives a fixed percentage of your monthly advertising budget as a fee, often between 10% and 20%. With an ad spend of 2,000€ and a fee of 15%, that would be 300€ for the agency.
• Fixed monthly retainer: You pay a fixed lump sum per month, regardless of the amount of your advertising budget. This model provides planning security and a predictable cost structure.
• Performance-based models: Here, the fee is directly linked to success, for example to the number of leads generated or the turnover achieved. This model requires seamless tracking and clear agreements to be fair for both sides.

An important note: The cheapest offer is rarely the best. A good Google Ads agency invests time in strategy, analysis and optimization. This expertise comes at a price, but often pays off through more efficient campaigns and a better return on ad spend (ROAS).

Comparison of agency compensation models

The following table compares the most common models to make your decision easier and to see the advantages and disadvantages at a glance.

Compensation model descriptionBenefitsDisadvantages% of ad spendThe agency receives a fixed percentage of the advertising budget. Scalable: The fee grows with the budget. Incentive for the agency to increase the budget efficiently. Can be expensive when budgets are high. Possible incentive to increase the budget unnecessarily.Fixed retainerA monthly lump sum, regardless of budget. Cost control and predictability. The focus is on performance, not on budget levels. Less flexible when budgets fluctuate strongly. Can be disproportionately high for small budgets.Performance-basedPayment is linked to concrete results (e.g. per lead). Low risk for the customer, as payment is only made for success. Strong performance incentive for the agency. Requires precise tracking. Often higher costs per result. Not suitable for all goals (e.g. branding).

Every model has its justification. Consider what is more important for your company: flexibility, cost security or a direct link to success.

Hidden costs and a fair comparison

To be able to compare offers, you should pay attention to the details. Ask which services are included in the price. Are there any additional costs for creating landing pages, reporting tools, or setting up campaigns once?

The following infographic can help you define your own goals, which is the basis of any budget planning.

The graph shows how different business goals (sales, inquiries, reach) influence the orientation of campaigns and thus budget requirements. A clear goal is the first step towards realistic budget planning.

A look at our detailed price overview can give you a feel for standard market conditions. A well-founded financial decision is the key to a successful long-term partnership.

Ask the right questions during your initial consultation with a Google Ads agency

The first conversation with a Google Ads agency is your opportunity to learn more about how they work. Instead of being impressed by presentations, you should be well prepared and ask specific questions. In this way, you can find out how transparently the agency works and whether the cooperation could be a good fit.

This conversation is critical to determine whether you can find a partner who will move your business forward or a service provider that offers a standard program. Therefore, approach the matter strategically.

Questioning the agency's working methods and strategy

Successful collaboration requires a clear plan. An agency that is unable to outline a comprehensible strategy for your company may not be the right choice. Check back to see if the agency is tailormade.

• What does your onboarding process look like? Ask for specific steps the agency wants to take to understand your business, your customers, and your market. A superficial analysis often leads to the same results.
• Assuming I'm a local company with a budget of €X — what strategy would you suggest? This question shows whether the agency can also deal creatively with smaller budgets or only offers standard campaigns.
• How do you ensure that my ads target local users? Ask about specific tactics. Is the agency talking about geotargeting, location-based ad extensions, or optimizing for mobile searches in your region?

These questions give you a sense of whether the agency is thinking strategically and acting as a partner.

Check the team's competence and experience

At the end of the day, you're working with people. The experience of your direct contact person is just as important as the reputation of the agency. You need someone who is not only certified but also understands your industry.

A certified Google Ads expert is a good foundation, but industry experience is often crucial. An agency that has already worked successfully for similar companies in your region better understands your customers and their needs.

Therefore, ask specifically about the team:

• Who will be my permanent contact and what experience does this person have? Ask for information about previous projects from the person who will manage your budget.
• Can you show us references from companies in our sector? Success stories from similar companies are convincing proof of the agency's competence.
• How do you stay up to date with Google Ads constantly changing? This is how you can tell whether the agency is proactively investing in continuing education for its team.

The answers will help you get a clear picture. A strong Google Ads strategy works best in combination with a solid organic base. Find out how to analyze the strengths and weaknesses of a website in our guide to choosing a SEO audit agency.

Review contract details and reporting standards

The initial discussions are followed by the offer and the agency contract. Now is the time to carefully review the details. The fairness and quality of a Google Ads agency They are often shown in small print.

A solid contract is the basis for a partnership and protects you from unexpected costs. It's about clearly setting out mutual expectations and making sure you stay in control of your data. A good contract creates trust.

What is important in an agency contract

Before you sign, review the following points as they determine your flexibility and the way you work together.

• Terms & notice periods: Long-term contracts for 12 or 24 months are no longer common today. An agency that is convinced of its performance does not require long commitment periods. Flexible terms with a notice period of of one to three months. This gives you the opportunity to react if you are dissatisfied.
• Clearly defined scope of services: What is included in the monthly fee? Is writing new ad texts, optimizing landing pages, or setting up conversion tracking included? These points should be clearly stated in the contract to avoid additional costs later on.
• Google Ads account ownership and access: This is a key point. The Google Ads account and the data it contains include To you. Insist that the account is in your name and that you have full administrative access at all times.

Attention: If an agency wants to deny you full admin access to your own account, care should be taken. This creates a strong dependency and makes it difficult to control or change later. You're the owner, not the agency.

The importance of transparent reporting

Good reporting is more than just sending out figures on a monthly basis. It is your most important tool for tracking campaign performance and how your budget is being spent.

Require regular reports — at least monthly — that not only list data but also classify it. A good report explains why A key figure has changed, which measures have been taken and what is planned next. It's about insights, not just data.

The focus should be on the following key figures:

• Impressions, clicks, and click-through rate (CTR): Basic metrics about the presence and appeal of your ads.
• Cost per click (CPC): The average cost per click on your ad
• Conversions and conversion rate: The number of calls, inquiries, or sales generated.
• Cost per Acquisition (CPA): The cost of a new customer or a qualified request.
• Return on Ad Spend (ROAS): The most important key figure that shows the turnover per advertising euro invested.

A contract that clearly regulates these points of transparency and fairness is the best basis for a successful and long-term partnership.

Alternatives to Google Ads agency for local businesses

Not every local company immediately needs a Google Ads agency order. Sometimes it makes more sense to first strengthen your organic foundation before investing your budget in paid ads. There are effective alternatives that are often overlooked.

Organic strategies are valuable for businesses with strong local ties. While they require time and continuity instead of a large advertising budget, they build sustainable visibility that doesn't disappear when advertising payments stop.

Google Maps and Local SEO as a basis for local businesses

The first step for any local business is a well-maintained Google Business Profile (formerly Google My Business). This profile serves as your digital figurehead in Google search and Google Maps and is often the first point of contact for customers in your area.

Professional optimization requires attention to specific details:

• completeness: Are the opening times, address and telephone number correct? This NAP data (name, address, phone) should be consistent across the network.
• The right categories: The selection of suitable main and secondary categories is crucial in order to be found in relevant search queries.
• Signal activity: Regular posts with offers, news, or images show Google that your store is active, which can have a positive effect on visibility.

An optimized profile is the basis for strong local SEO. How do you your Optimize your Google My Business profile and so that you can be more visible in your environment, we have explained in our own guide.

The combination: organic and paid visibility

The most effective approach is often not an either/or decision, but an interplay. A potential customer is looking for “heating installer near me.” Your Google ad appears at the top. After the click, he searches specifically for your company name to make sure he is on Google Maps and finds a well-maintained profile with positive reviews. This immediately creates trust.

Paid ads can generate quick attention, while strong local SEO ensures lasting trust. One leads to the click, the other supports the request.

An analysis of agenturtipp.de shows that although 11.1% of Google Ads agencies are based in Munich, but 25.6% fall under “other locations.” This points to a growing number of specialized providers outside major cities, who often place a stronger focus on regional strategies. For a local company, such support, which takes local SEO and Google Maps into account from the outset, can often be more valuable than the services of a large, generalist agency.

Summary and next steps

Choosing the right Google Ads agency is a strategic decision. Clarify your goals and KPIs in advance, understand the various compensation models and ask the right questions about strategy, team and reporting during the initial consultation. Ensure fair contract terms, in particular short terms and full access to your Google Ads account. For many local companies, it can also make sense to first lay the foundation with an optimized Google Business Profile and Local SEO before investing in paid ads.

Choosing an agency is a big step. Keep in mind that paid ads are often a short-term tactic. It is more sustainable and often more profitable to build up a strong position organically.

With SocialEdge Let us ensure that your company is prominently placed on Google Maps and in the company profile — without a monthly advertising budget. Find out how we're really moving your local business forward.