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Before signing a pay-per-click (PPC) agency, confirm five things in writing: your business owns every advertising and tracking asset; success is measured against qualified business outcomes; media spend is separate from agency fees; a named operator follows a documented testing and reporting process; and the contract gives you a practical exit and data handoff.
Ask the questions below in the sales meeting, then make the answers contract terms rather than relying on verbal assurances.
1. Who owns the accounts, data and tracking?
Ownership is the foundation of a safe agency relationship. The business should create and retain the advertising, analytics and tracking properties. The agency can work through delegated or manager access, but it should not be the sole administrator of assets paid for by the client.
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- Who owns the Google Ads and Microsoft Advertising accounts?
- Who owns Meta advertising accounts, analytics properties, tag-management containers, call-tracking numbers, audiences, product feeds and landing pages?
- Will the business have administrator access from the first day, with the agency linked through its manager account?
- Who owns conversion tags, event configurations, audience lists, scripts, creative source files and historical data created during the engagement?
Fieldtrip Agency’s contract guidance recommends stating ownership of advertising accounts, analytics properties, tracking assets, audiences and data in writing. Its guidance on agency data access is a useful checklist for the clause.
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Define the handoff before you need it
Ask for a written export plan: the data formats, the date by which exports are delivered, who supplies credentials, and which items are transferred or recreated. A good answer names the account IDs, tag containers, audience definitions, landing-page files, creative files and change history that you will receive. It also confirms that the agency will not hold your account hostage over a billing dispute that the contract has not resolved.
2. How will success and lead quality be measured?
Clicks and impressions describe activity, not business value. Agree on one primary outcome and a small set of diagnostic metrics before launch.
Connect the KPI to the sales process
- For lead generation, define a qualified lead, the fields required to identify one, and the stage at which it enters the KPI.
- For ecommerce, define the revenue event, transaction exclusions, refunds treatment and whether the target is revenue or profit.
- For a service business, decide whether the target is booked appointments, sales-qualified opportunities, closed sales, cost per acquisition or return on ad spend (ROAS).
Ask: “How is a conversion counted, deduplicated and connected to our CRM or offline sales data?” The answer should explain the event trigger, duplicate handling, import schedule and owner of data validation. It should also identify the attribution model and lookback windows, because those settings change which campaigns receive credit.
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Request a recent sample report before signing. It should show spend, conversions, cost per conversion, revenue or lead-quality measures, trends, explanations and next actions—not just impressions and clicks. Ask how often the report arrives, which platform or warehouse supplies the numbers, who reviews it with you, and how recommendations become approved changes.
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Google’s third-party policy says agencies must report the exact amount charged by Google, excluding fees charged by the agency. The policy states: “When sharing your Google advertising cost data with customers, report the exact amount charged by Google, exclusive of any fees that you charge.” Read the Google Ads third-party policy and require the same separation in your reporting.
Set expectations for imperfect attribution
No platform can observe every sale. Ask which conversions are modeled, delayed or imported, what consent or browser restrictions affect coverage, and how the team will investigate discrepancies between ad-platform, analytics and CRM totals. Put the agreed source of truth and reconciliation process in the statement of work.
3. What exactly is included in the fee?
Obtain a line-item price sheet that separates advertising money from the agency’s compensation and from one-time or pass-through costs. Common fee structures include a flat management fee, a percentage of spend, a hybrid, or a performance-based arrangement. The label matters less than the calculation, minimums and exclusions.
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Ask who receives each payment
- Does the client pay Google, Microsoft or another platform directly?
- If the agency pays a platform, will you receive the platform receipt and the exact amount charged?
- Are there markups on media, currency conversion, card fees or invoicing?
- Is there a minimum monthly ad spend, a minimum management fee or a spend tier that changes the percentage?
- How and how often can prices, minimums or pass-through charges change?
Stackmatix advises putting the fee structure and extra costs in writing; its question list is available at Stackmatix’s PPC agency questions guide. Use the proposal to mark each item as included, separately priced or not offered.
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List work that often sits outside management
Ask whether the quoted fee includes the initial audit, account build, keyword research, ad copy and design, landing-page production, feed work, call tracking, analytics or tag implementation, A/B testing, reporting software, emergency work and training. Establish an approval limit for out-of-scope work so a useful recommendation does not become an unexpected invoice.
4. Who will operate the account?
The salesperson may not be the person changing bids and budgets. Ask to meet the day-to-day operator before signing and obtain that person’s name, role, location and relevant experience.
Test for relevant experience
- Has the operator managed your industry, funnel type, geography and approximate spend level?
- Which parts of the work are outsourced, and to whom?
- Who is the backup during leave or staff turnover?
- What response time applies to tracking failures, disapprovals, spend spikes and urgent budget changes?
- Who can approve changes that affect legal, brand or compliance requirements?
Ask for an escalation path with names or roles rather than a generic support inbox. The contract should require prompt notice if the named operator or backup changes.
5. What happens in the audit and first 30–90 days?
A credible plan explains what will be inspected before new spend is added and what evidence will justify each change.
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Initial audit questions
- Which account, analytics, tag, feed, CRM and landing-page checks occur before launch?
- How will existing conversion actions, duplicate tags, consent settings and offline imports be validated?
- Which historical campaigns, audiences and creatives are retained, paused or rebuilt, and why?
- What baseline period and business targets will be used to judge progress?
Turn optimization into testable hypotheses
Ask which hypotheses will be tested across keywords, search terms, ads, audiences, bids, budgets, landing pages and creative. For every test, require a stated change, success metric, minimum observation period, decision rule and record of the result. A test should be judged against the agreed business KPI where data volume allows, not against a temporary click-through-rate improvement alone.
Clarify how learning is documented when a test loses. You are paying for a compounding record of what was tried, under which conditions and with what result; without that record, a new operator may repeat old mistakes.
6. How should you compare multiple proposals?
Score proposals on the same evidence rather than on presentation quality. The following framework keeps the comparison focused on risk and operating substance.
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| Comparison area | Evidence to request |
|---|---|
| Ownership and access | Client-held account IDs, administrator access from day one and a written export process |
| Measurement | Defined primary KPI, conversion rules, attribution settings, CRM or offline-sales connection and sample report |
| Total cost | Separate media spend, management fee, setup, creative, landing pages, tracking, software, minimums and markups |
| People and communication | Named operator, backup, meeting cadence, response commitments and escalation route |
| Testing process | First-90-day plan, hypothesis log, decision rules and documentation of results |
| Relevant evidence | Case studies or references comparable in industry, funnel, geography and spend; ask what was measured |
| Contract flexibility | Initial term, renewal, notice, pause and termination provisions plus handoff obligations |
Do not treat a case study as proof that the same result is guaranteed for your business. Ask what changed, which period and market were involved, how leads were qualified, and whether the reported outcome was platform-reported or verified in the client’s records.
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7. What must the contract say about term and exit?
Read the termination and handoff clauses as carefully as the scope of work. Stackmatix identifies contract length, notice, penalties, retained data and continued account access as issues to settle before signing. Its checklist of contract questions can help you find omissions.
Set the commercial mechanics
- What is the initial term, and does the agreement renew automatically?
- How much notice is required to cancel or pause?
- Is there an early-termination fee, and how is it calculated?
- Can you reduce spend or pause management without terminating the whole agreement?
- What happens to prepaid fees, platform balances and work in progress?
Specify an offboarding sequence
The agreement should set deadlines for final invoices, administrator changes, credential revocation, data exports, tag and audience transfer, landing-page and creative-file delivery, and removal of the agency’s billing method. Require a final performance report and a handoff meeting that explains active campaigns, experiments, budgets, naming conventions and unresolved issues.
Keep your own administrator credentials and recovery details throughout the engagement. At termination, revoke delegated access only after confirming that platform billing, tracking and essential exports are working in the receiving account.
8. Red flags that justify slowing down
- The agency owns the account or refuses to give you administrator access.
- Reports lead with impressions and clicks while omitting qualified leads, sales, cost per acquisition or revenue.
- No one can explain exactly how a conversion is counted, deduplicated or tied to a sale.
- Media spend and management fees are blended, marked up or described as “all inclusive” without a calculation.
- The salesperson cannot identify the day-to-day operator, backup or escalation path.
- The proposal guarantees a position or return before the agency understands your economics, tracking and sales process.
- A long lock-in has no workable termination, pause, export or data-handoff clause.
A single red flag may be a drafting problem; refusal to correct it is a business risk. Ask for revised language and access evidence before paying a setup fee or granting a spending limit.
9. A pre-signing question list
Bring these questions to the final review and record the answer beside the contract section that implements it:
- Which accounts and assets will our business own, and will we have administrator access from day one?
- What is the primary business KPI, and how are conversions qualified, deduplicated and attributed?
- How will platform, analytics and CRM numbers be reconciled?
- Can we see a sample report with spend, outcomes, trends, explanations and next actions?
- Who operates the account, who is the backup and what response times apply?
- What is included in the fee, what is excluded, and who pays each platform charge?
- Are there markups, minimum spend, minimum fees or price-change rules?
- What will happen in the audit and first 30–90 days?
- Which tests will be run, how will they be judged and where are results recorded?
- What are the term, renewal, notice, pause and early-termination rules?
- What exactly will be exported and handed over, in which format and by what date?
- Will we receive a final report and handoff meeting, and how is access revoked safely?
10. The decision rule
Choose the proposal that leaves you with control, measurable accountability and a clean exit—not necessarily the one with the lowest management fee. You should be able to open the accounts, verify the platform charge, trace a reported conversion to a qualified business outcome, identify the person making changes, understand every extra cost and recover your data without negotiation. If any of those answers remains vague after the contract review, postpone signing until the wording and access arrangements are fixed.
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