15+ Questions To Ask a PPC Agency Before Hiring Them

Choosing a PPC agency isn’t just another business task you tick off a list. It’s a commitment—financial, strategic, and often emotional too. Because when you’re trusting someone to manage your ads, you’re handing them the keys to your visibility, your leads, your growth. No pressure, right?

Whether you’re a local café in Collingwood or a national eCommerce brand expanding out of Melbourne, PPC can be a major part of your marketing mix. Which means choosing a PPC agency isn’t something you want to get wrong. The difference between a good agency and a mediocre one can be tens of thousands of dollars. Or more

So before you sign a contract, hand over access to your Google Ads account, or even schedule a second meeting, take a moment. Breathe. Ask the right questions.

This guide isn’t just for businesses in Victoria. But if you’re looking specifically for a PPC agency Melbourne brands trust, these questions will help you vet the best local talent, because not every PPC company plays the same game.

Why Asking the Right Questions Matters

It’s easy to assume most digital agencies operate in a similar way. They don’t.

Some are data-obsessed, transparent, and strategic. Others rely on templates and fluff. The challenge? Both can sound equally convincing during a pitch.

So what separates an average PPC provider from one that’s genuinely invested in your success?

• Transparency in how they manage your money
• Deep experience in your industry or audience
• A proactive, strategic mindset—not just a reactionary one
  

On the flip side, there are some red flags you’ll want to watch out for when hiring a PPC agency. Vague answers. Locked-in contracts. Overpromising quick results. If something feels a little off early on, trust that instinct. But still ask.

15+ Critical Questions To Ask Before Hiring a PPC Agency

You don’t need to quiz a potential agency like it’s a job interview. But you should get comfortable asking tough questions. Because the stakes are high, and the reality is, some agencies hope you won’t dig too deep.

Let’s break these down.

1. How much experience do you have managing PPC campaigns in my industry?

Ask about relevant campaigns they’ve handled. Industry experience helps agencies understand the competitive landscape, customer intent, and conversion behaviour specific to your space. If they’ve worked in your niche before, they’ll likely know what works (and what doesn’t), and can apply those learnings more effectively to your campaigns from day one.

2. Are you a certified Google Ads Partner or Microsoft Advertising Partner?

Certification shows an agency meets certain performance benchmarks and stays current with platform updates. It means they’ve managed a minimum spend and consistently followed best practices. While not a guarantee of success, it’s a basic credential that adds credibility, especially when combined with actual results and consistent campaign improvement.

3. Can I see case studies or references from past clients?

Case studies offer a window into how the agency thinks and executes. Look for proof of performance: improved ROAS, lower CPA, lead volume increases. References help verify claims. You’ll also get insights into how the agency communicates, adapts, and manages relationships, which matters as much as raw performance.

4. How do you determine keyword targeting and bidding strategy?

The best agencies combine research, competitor insights, and real-time data to inform targeting. They’ll segment keywords by intent, test bidding strategies (manual, smart bidding, etc.), and adjust based on ROI. Avoid any agency that uses generic keyword lists or sets bidding once and forgets about it. Strategy must evolve.

5. How do you structure ad campaigns?

Proper structure allows for better control, testing, and scaling. Ask if they group campaigns by intent, product category, or funnel stage. A thoughtful structure makes optimisation easier and improves quality scores. Beware of agencies lumping everything into broad ad groups, as it usually signals a lack of strategic segmentation.

6. What’s your process for ad copy creation and testing?

Effective ad copy blends relevance, clarity, and experimentation. A good agency will develop several copy variants, test them systematically (A/B or multivariate), and use data to refine messaging. If they write one version and leave it untouched for months, your campaigns could stagnate or underperform without you knowing.

7. Do you manage landing pages or provide CRO recommendations?

Even if they don’t build landing pages, strong agencies analyse user behaviour and offer guidance on improving conversions. They may suggest A/B tests, layout changes, or messaging tweaks. If they don’t touch CRO, your ads might bring traffic, but not leads. That’s a sign they’re focused on clicks, not outcomes.

8. What’s your monthly reporting process?

Reports should go beyond surface metrics. A good PPC company will share insights on trends, wins, losses, and next steps. You want clarity, not confusion. Ask if reporting is automated or manually reviewed. Bonus: reports with custom commentary show the agency is paying attention—not just pushing data through a template.

9. Will I have access to the PPC account?

You should always retain access and ownership. It’s your data, your campaign history, your budget. If an agency insists on managing everything in their own account, you risk losing valuable insights if the relationship ends. Full transparency helps build trust and ensures you’re never locked out of your own results.

10. How do you track and measure campaign success?

Success metrics should align with your goals—leads, purchases, form submissions, calls. A strong agency sets up proper conversion tracking and custom goals. They’ll also consider attribution models to understand how users interact across touchpoints. If they only focus on impressions or CTR, they might miss what truly drives business.

11. Do you work on a fixed fee or a percentage of ad spend?

Both models are valid. Fixed fees offer predictability; percentages scale with growth. Just ask about performance incentives. Some agencies push ad spend to earn more, even if ROI drops. Clarify what’s included (strategy, copywriting, reporting), and whether additional services like landing pages or CRO are part of the base fee.

12. How do you manage budget pacing throughout the month?

Effective agencies monitor pacing daily or weekly to prevent overspending or underspending. They may use automation scripts or manual checks, depending on budget size. Ask how they react if results dip mid-month. Do they pause, test new ideas, or wait it out? Good pacing is about staying in control, not guessing.

13. What platforms do you specialise in?

PPC spans beyond just Google. Ask if they’re skilled in Meta Ads, YouTube, LinkedIn, or Bing, depending on your goals. Some platforms perform better for certain industries. A solid agency won’t try to force a platform that doesn’t fit. They’ll advise where your audience is and how to reach them.

14. How often will we communicate or meet to review campaigns?

You’ll want at least monthly updates, if not more in the beginning. Clear, scheduled communication builds trust and allows for quick pivots. Ask who your main point of contact will be and how proactive they are. An engaged agency will reach out before issues arise, not just react afterward.

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15. How do you stay up-to-date with changes in PPC advertising?

Top agencies stay current through certifications, webinars, newsletters, and experimentation. Ask how they share new learnings internally and with clients. If they can’t describe a recent change in platform policy or ad format, that’s a red flag. PPC evolves quickly, and your agency needs to evolve with it.

Bonus!

16. Can you scale campaigns if we grow quickly?

Some agencies manage small budgets well but struggle at scale. Ask how they handle fast growth: do they have systems for testing new audiences, launching multiple campaigns, and managing larger budgets responsibly? Scaling isn’t just spending more; it’s about maintaining ROI while expanding reach. Make sure they’re ready to grow with you.

17. What happens during the onboarding process?

Onboarding sets the tone for everything that follows. Ask how long it takes, what they need from you, and what the first 30 days will look like. A strong agency will start with discovery, account audits, goal alignment, and strategic planning before launching any ads. If it feels rushed, be cautious.

18. Do you outsource any part of your PPC management?

Not every agency handles everything in-house. Ask if campaign management, copywriting, or reporting is outsourced. It’s not always a dealbreaker, but transparency matters. If your account’s being handed off to freelancers or offshore teams, you’ll want to understand how quality and communication are maintained. Otherwise, accountability can become murky.

19. What tools or technology do you use to optimise performance?

Great agencies use more than just native ad platforms. They might use automation tools, heatmaps, bid management software, or analytics integrations. The goal isn’t to be impressed by logos but to understand how they make decisions faster, catch issues sooner, and deliver better performance through smarter data interpretation and testing.

20. What makes your agency different from other PPC companies?

This open-ended question reveals how they see themselves and whether that vision matches your needs. Some may highlight their process, others their communication or niche expertise. Look for an answer that feels specific, not scripted. If they can’t articulate what makes them unique, they might not stand out when it matters.

How These Questions Help You Choose the Right PPC Agency in Melbourne

It’s not about being difficult. It’s about protecting your marketing investment.

When you ask thoughtful, specific questions to ask a PPC agency, you do three things:

• You clarify what you actually need
• You reveal how each agency truly works (not just how they pitch)
• You filter out the fluff
  

For Melbourne-based businesses, the market is both competitive and full of options. There are brilliant local agencies out there. But there are also plenty of generalists trying to do a bit of everything.

If you’re specifically looking for a PPC agency Melbourne businesses rely on, these questions give you a lens. The answers will expose who’s serious, who’s strategic, and who’s winging it.

And even if the agency doesn’t have perfect answers to all 15, that’s fine. Sometimes, it’s not about perfect; it’s about how honestly and clearly they respond.

What If You’ve Already Hired a PPC Agency?

Not everyone starts with a clean slate. Maybe you’re already working with a PPC company, but you’re unsure whether to keep going. Things feel… fine. But not great. You’re not really sure what’s being done behind the scenes, or how it’s affecting your bottom line.

That’s where these questions still matter.

You can absolutely revisit them mid-contract. Use them as a check-in framework. Schedule a meeting and say, “Hey, can we walk through some of these to make sure we’re aligned?” A good agency won’t get defensive; they’ll welcome the chance to clarify and improve. If they push back, that tells you something too.

And if the answers leave you feeling uneasy? It might be time to start exploring other options – quietly, confidently, and with better questions this time around.

When Chemistry Matters More Than Credentials

It’s easy to focus entirely on experience, structure, and platform certifications. Those things do matter. But there’s one factor that often gets overlooked: chemistry.

You’re going to be talking to this team regularly. Maybe weekly. Maybe more. You want to feel heard. Understood. Comfortable asking “basic” questions. Some of the best PPC results come from collaborative relationships, not just technical skill.

If the agency seems rushed, dismissive, or overly polished—trust your gut. A great PPC agency Melbourne businesses love working with will make you feel like a partner, not just another client on their Monday spreadsheet.

Sometimes it’s not the smartest agency on paper that gets you the best results—it’s the one that really gives a damn about your business.

It’s Your Budget. Ask the Questions!

At the end of the day, hiring a PPC agency is a business relationship. And like any relationship, the foundation matters.

It’s easy to get swept up by shiny presentations, dashboards, or promises of 10x ROAS. But smart, steady performance usually comes from agencies who ask the right questions themselves; who test, iterate, and communicate.

So, if you’re still in the research phase? Take this list. Use it on your next discovery call. And if you’re already working with an agency but not quite loving the results? These questions might help you understand why.

And if you’re looking for a trusted PPC agency in Melbourne, one that welcomes hard questions, book a free consultation with Clickmatix today. We’d love to chat.