How to Find the Best PPC Agency?
Pay-per-click (PPC) advertising can be an extremely effective way to drive more traffic, leads, and sales for your UK-based business. However, managing profitable PPC campaigns requires significant expertise, tools, and time.
Partnering with the right PPC agency allows you to tap into these specialized resources so you can concentrate on running your business, not learning the intricacies of paid search.
But finding an agency that offers the right blend of skills and services to fit your budget isn’t always straightforward. This comprehensive guide will teach you how to research, evaluate and select the best PPC agency near you to meet your business goals.
Define Your Goals and Requirements
Before starting your search, clearly outline what you want to achieve from PPC advertising and any must-have capabilities for an agency.
Typical goals include:
- Increasing website traffic
- Generating more leads or sales
- Improving return on ad spend (ROAS)
Common requirements include expertise in:
- Your industry vertical
- Particular platforms like Google Ads or Microsoft Ads
- Conversion rate optimization (CRO)
- Call tracking
With clear goals and requirements defined, you’ll be equipped to search for and vet potential agencies effectively.
Research PPC Agencies Operating near you
Cast a wide net early in your research to identify all the contenders.
Ways to find PPC agencies near you include:
- Google search: Keyword searches like “PPC agency <city>” provide a starting point.
- Industry directories: Sites like Clutch and GoodFirms list agencies with client reviews.
- PPC platform partner directories: Google, Microsoft and more list approved marketing partners.
- Referrals: Ask business associates for PPC agency recommendations.
As you research, compile a list of promising agencies for further evaluation.
Verify Core Capabilities
Thoroughly vet shortlisted agencies to ensure they have the core expertise and services you require.
Specialized PPC Expertise
A competent PPC agency must demonstrate extensive experience managing profitable pay-per-click campaigns.
Confirm they possess specialized knowledge in:
- Keyword research
- Crafting high-converting ads
- Bid optimization
- Campaign optimization based on key metrics
Ideally, the agency should also use PPC management software tools for greater efficiency.
Performance Analysis and Reporting
Ongoing analysis through robust reporting ensures campaigns remain profitable.
Verify the agency will provide monthly reports detailing:
- Spend and return on ad spend (ROAS)
- Impressions and clicks
- Conversion rates
- Top-performing keywords and ads
These insights allow for optimization and improvement over time.
Conversion Rate Optimization
Converting website visitors into leads and customers is key for PPC success.
An experienced agency will assess your site and create dedicated landing pages designed to convert traffic.
Through continual testing and refinement, they’ll enhance page conversion rates over the course of the partnership.
Validate Specialized Expertise
Beyond core PPC capabilities, the ideal agency should offer other areas of specialized expertise relevant to your business.
Common specializations include:
- Industry-specific experience: An agency well-versed in your vertical can craft more resonant messaging.
- Multichannel expertise: Managing search, display and social campaigns through one agency often improves results.
- Remarketing: Retargeting past visitors boosts conversions across the web.
- Call tracking: Connecting call data to PPC provides fuller attribution.
The more capabilities an agency offers that align to your goals, the better positioned they are to deliver results.
Assess Customer Service and Communication
Managing profitable PPC campaigns over the long-term relies heavily on clear communication and responsive customer service.
During your evaluation process, assess:
- Responsiveness: Do they reply promptly to inquiries?
- Account management: Will you have a dedicated contact managing your account?
- Reporting cadence: How often will you receive performance reports?
- Optimization approach: Do they explain recommendations and changes clearly?
- Overall communication skills: Can they convey complex topics simply?
An agency that keeps you informed through open communication and proactive optimization suggestions is critical for campaign success.
Verify Case Studies and Client Reviews
The best indicator of an agency’s ability to deliver results is their past performance for other clients.
Carefully examine:
- Published case studies: These detail the strategy and results achieved for named clients.
- Client testimonials: Direct feedback from past clients validates capabilities.
- Online reviews: Reviews on sites like Clutch provide third-party validation.
Ideally, you want to see a proven track record of success across clients in your industry. The more relevant examples they can share, the better.
For example, Bristol PPC Agency, a top PPC agency in Bristol and a Google Partner, increased sales 342% in 90 days for an ecommerce client. They have a 4.9 out of 5 rating across Google and Facebook based on their clients’ experiences.
Evaluate Cultural Fit
The best partnerships are built on shared values and vision. Assess if an agency’s culture and style of collaboration appeals to you.
During your discussions, consider whether:
- You connect well interpersonally with their team
- Their communication style matches your preferences
- Their core values align to what’s important to your company culture
A strong values match and personal rapport can influence long-term success.
Discuss Pricing Models
PPC agencies offer several pricing models – each has pros and cons to weigh based on your budget and risk tolerance.
Common PPC agency fee structures:
- Fixed monthly fees: Predictable, can limit optimization incentives
- Cost-per-click (CPC): Risk shifts to agency, rewards optimization
- Revenue share: Aligns incentives, requires trust
Discuss which model(s) an agency offers to find the best fit for your business based on your budget and confidence in their expertise. Be wary of agencies that push you aggressively towards a single model that may not suit your needs.
Make an Informed Final Decision
Through this thorough vetting process, you should have clarity on which PPC agency in Bristol best fits your requirements and has the proven expertise to deliver real results.
As you make your final decision, consider:
- Which agency demonstrated the strongest expertise and track record in my niche?
- Which agency instilled the greatest confidence they can achieve my goals?
- Which agency communicated with me most professionally and responsively?
- Which agency do I simply feel most comfortable with?
The right partner for one company may not suit another – go with the agency you believe gives you the best chance for pay-per-click success.
Start Seeing Results
Once you’ve selected your PPC agency partner, you can shift focus from evaluating to executing.
Through an integrated paid search strategy leveraging their tools, talent and experience, your PPC agency will start driving real results – more traffic, more conversions or more sales.
With the right agency alignment, you have immense potential to grow your business and outpace competitors who neglect investing in paid search. The agency you choose will have a major business impact for years to come. By following this guide, you’re setting your company up for paid search success.