PPC Vetting & Evaluation Guide
Turn your online store into a 24/7 sales machine.
PPC Vetting & Evaluation Guide
Direct, Non-Fluff Answers to the Questions Businesses Ask Before Hiring an Agency
This guide consolidates the universal and industry-specific questions decision-makers ask when evaluating a PPC partner. All answers reflect DesignoMate’s execution standards, transparency policies, and operational methodology.
PART 1: UNIVERSAL QUESTIONS (THE “VETTING” SCRIPT)
Trust, Ownership & Transparency (Red Flags)
Who owns the Google Ads account?
You do.
You retain ownership of the account, campaigns, audiences, history, and data. If we part ways, everything stays with you.
Do I have full administrative access?
Yes.
You can log in anytime and view every update, change, and optimization.
Are your billing practices transparent?
Yes.
- You pay Google directly for ad spend.
- Our management fee is billed separately.
No blended invoices. No hidden margins.
How do I verify your results?
We provide reporting with context:
- Search term improvements
- Margin impact (where applicable)
- Structural fixes
- Funnel behavior
- Tracking accuracy
We do not provide “pretty ROAS screenshots” without explanation
Signs of a sales-driven or unsafe agency:
Avoid agencies that:
- Guarantee unrealistic results
- Refuse to perform a paid audit
- Hide ad spend inside a lump-sum invoice
- Do not give account access
- Use proprietary tools that lock you in
Cannot explain their strategy in plain language
Costs, Contracts & Pricing Models
What is your pricing model?
- Lead-gen businesses: Fixed monthly fee
- E-commerce businesses: 10% of ad spend
No hidden fees.
Is there a minimum monthly ad spend?
No enforced minimum, but each industry has practical floor thresholds to generate statistical significance.
Are there setup fees?
No hidden onboarding fees.
If full tracking or funnel reconstruction is required, it is scoped transparently.
What is the “True Cost” of PPC?
Total cost =
Ad Spend (paid to Google) + Management Fee (paid to DesignoMate)
We do not mix the two.
Do you require long-term contracts?
No.
Engagements are flexible.
Is there a cancellation fee or notice period?
No penalty.
We request a 30-day notice to transfer assets cleanly.
Strategy & Execution (Human-Led Optimization)
Do you rely on autopilot software?
No.
All optimization is human-led. Automation is used only where it adds efficiency (e.g., Smart Bidding).
How often is the account optimized?
5–6 days per week, depending on data velocity, budget, and platform.
Do you use templates or custom strategies?
Strategies are custom.
We do not replicate identical structures across clients.
What does “Active Management” mean?
It includes:
- Search term mining
- Negative keyword expansion
- Bid/budget adjustments
- Ad copy testing
- Creative testing
- Landing page guidance
- Audience segmentation
- Retargeting refinement
- Feed optimization (for e-commerce)
How do you handle Max Clicks vs Max Conversions for new accounts?
For new or data-deficient accounts:
- Start with learning strategies (Max Clicks / Traffic)
- Transition to Max Conversions or ROAS targets after data accumulation
Do you use structures like SKAGs?
Used when appropriate for high-volume intent; otherwise, consolidated modern structures are more effective.
Scope of Work (Deliverables)
Do you build/optimize landing pages?
Included:
- CRO recommendations
- UX adjustments
- Copy structure improvements
- Minor edits
Full landing page design is separate.
Do you write ad copy and create creatives?
Yes — all ad copy is included.
Creatives for Display/Video are available as add-ons.
Do you handle technical setup?
Yes.
We configure:
- GA4
- GTM
- Pixels/Tags
- Conversion tracking
- Server-side conversion API
- Call tracking
- CRM integrations
Do you perform keyword research & competitor analysis?
Yes.
Including intent mapping, market gaps, and competitive bidding intelligence.
Do you manage remarketing campaigns?
Yes — across Google, YouTube, Meta, and LinkedIn (subject to industry restrictions).
Reporting & Communication
How often will we communicate?
- Monthly strategy calls
- Optional weekly updates
- Real-time dashboards
Will I have a dedicated account manager?
Yes.
One strategist owns strategy and communication end-to-end.
What metrics do you report on?
Business metrics only:
- Qualified leads
- Sales
- ROAS
- Profit
- Cost per appointment
- Cost per qualified lead
- SKU performance (e-commerce)
Can you explain reports in natural language?
Yes.
Reports clearly outline:
- What happened
- Why it happened
What we’re doing next
PART 2: INDUSTRY-SPECIFIC QUESTIONS
Real Estate PPC (Investors & Agents)
Investors (Wholesalers / Motivated Seller Leads)
How do I stop other wholesalers from clicking my ads?
We use:- Aggressive negative keywords (“wholesale”, “investor”, “assignment contract”)
- Competitor IP exclusion (where applicable)
- Seller-intent landing pages
- Form-based qualification
- Call screening
- Audience filtering
Do you specialize in motivated seller PPC?
Yes. This niche requires highly specific keyword control, lead filtering, and understanding of distressed seller behavior.What is a realistic CPA?
Initial CPAs are high — often hundreds of dollars. Costs decrease once:- Negative keywords mature
- Geo-targeting tightens
- Landing pages are optimized
Realtors (Agents)
Can I hire PPC without switching my CRM or website?
Yes. Your CRM and website remain independent. You should never be forced into vendor lock-in.How do I compete with Zillow/Redfin on a small budget?
By focusing on:- Hyper-local keywords
- Neighborhood intent
- Long-tail search terms
- Retargeting warm users
- Listing-specific campaigns
- High-intent demographics
Do you provide competitive analysis?
Yes — including:- Competitor keyword sets
- Impression share
- CPC heatmaps
- Market bidding intensity
Financial Services PPC
Lead Gen vs Retargeting for Financial Advisors?
Best practice is a two-step funnel:
- Drive traffic to a compliant, informational landing page.
- Retarget warm visitors using lead forms or appointment CTAs.
What is a good lead magnet?
High-value assets such as:
- Estate planning checklists
- Tax optimization case studies
- Retirement readiness audits
- Small business financial planning templates
How do we target High-Net-Worth Individuals?
Use proxy filters:
- Senior job titles
- High headcount companies
- Affluent metros
- Industry categories
- Profession-based targeting
Do you handle Google’s Financial Verification?
Yes.
We assist with all steps required for financial-services ad approval.
Healthcare PPC
What regulations apply to Healthcare PPC?
You must comply with:
- Google’s Health in Personalized Advertising policies
- Restrictions on sensitive conditions
- Prohibited targeting practices
Can we use remarketing?
Often not allowed if it implies knowledge of a health condition.
We follow platform rules to avoid violations.
How do you write ads without getting flagged?
We avoid:
- “Do you have X condition?”
- Claims implying knowledge of personal health
- Unverified medical claims
- Language that suggests diagnosis
Copy remains informational and compliant.
E-Commerce PPC
What is the best ad model for a new store?
Start with Shopping, then layer:
Shopping → Search → Performance Max
Do you manage Merchant Center feeds?
Yes — full feed management, including:
- Title optimization
- Attribute enhancement
- Supplemental feeds
- Disapproval fixes
How should campaigns be layered?
- Shopping for discoverability
- Search for higher-intent buyers
- PMax once enough data exists
What if my prices are higher than competitors?
We focus on:
- Long-tail search
- High-intent buyers
- Differentiation (quality, material, warranty)
- Feed optimization
- Audience refinement
Hospitality PPC (Hotels)
How do I compete with OTAs (Booking/Expedia)?
Rather than directly fighting them on price, we focus on:
- Brand campaigns
- Retargeting site visitors
- High-intent localized search
Direct booking incentives
How do I track revenue instead of just bookings?
By setting dynamic value tracking via GTM or server-side API.
Should I ignore “Price Parity”?
You cannot violate parity agreements, but you can offer:
- Value-add bonuses
- Loyalty/member pricing
- Free upgrades
Is Performance Max effective for hotels?
Yes — when structured properly using Hotel Center feeds.
How do I link Google Hotel Center?
We assist with:
- Hotel Center account setup
- Feed synchronization
- Availability and price mapping
- Dynamic insertion
PART 3: LEARNING & DIY (FOR STUDENTS / FOUNDERS)
Courses & Learning Path
Best beginner course?
Isaac Rudansky (Udemy) — structured fundamentals.
Best advanced course?
God Tier Ads (Ed Leake) or PPC Mastery.
Do Google Ads Certifications matter?
Useful for interviews, but not sufficient to deliver profitable campaigns.
Can I learn PPC just by watching videos?
No.
You must spend real money to understand optimization pressure, search term mining, and conversion economics.
What skills are required beyond “running ads”?
Mandatory skills include:
- GA4
- Google Tag Manager
- Conversion tracking
- CRO fundamentals
- Audience segmentation
- Negative keyword control