What matters for Google Ads
For Google Search campaigns, management connects search intent, campaign settings, advertising copy, and the destination experience. A campaign can appear active while spending on searches that are unsuitable for the business. Google Ads also offers other campaign types, so keyword and search-term advice does not apply identically to every placement. Account structure should make priorities visible: the services being promoted, locations served, meaningful conversions, and budget limits. Before changing bidding or expanding reach, verify that the system is learning from genuine business outcomes.
Make the handover and responsibilities explicit
List the accounts, files, domains, integrations, reports, and active campaigns involved. Confirm who controls each one and which licences can be transferred. Give the agency the access it needs and choose someone on your team to approve changes. Keep useful records and plan the handover to avoid unnecessary interruptions.
Check access, test the new setup, make the agreed changes, and then test the site or campaign from a customer's point of view. Where possible, keep a way to restore the previous setup if something goes wrong. The agreement should explain cancellation, help with exporting files or data, and any remaining charges, so you know what happens when the project ends.
A practical checklist
- Document the services, locations, and types of enquiry the business wants.
- Review search terms and add appropriate exclusions for irrelevant intent.
- Align ad copy and landing page language with the same offer.
- Test form submissions, calls, and CRM handoffs without counting button clicks as completed leads.
- Check budgets, location settings, schedules, and the conversions used for optimization.
- Review sales feedback alongside campaign data before scaling.
Use this checklist to see what is working and what needs attention. Start with the most important change before taking on more work. Record what you change so you can understand the results later.
How to assess the results
Track spend per qualified lead and, when available, per acquired customer. Search term relevance, conversion rate, and enquiry quality help explain changes. Keep brand demand separate when assessing new customer acquisition. A lower cost per click is not enough if visitors are less likely to buy.
What to include in your brief
Share your Google Ads account details, the services and locations you want to promote, and the landing pages visitors will see. Include examples of good and unsuitable leads, what you currently count as a conversion, and any sales feedback. Keep control of your account and give the agency appropriate access rather than sharing personal passwords.
Ask for a proposal explaining what is included, what your team needs to provide, who owns the work, and what it costs. Agree when you will review progress. Broad Promo can help you plan the services you need and explain how they fit together, with the details confirmed before work begins.