To choose a Google Ads agency in South Africa, check five things: that it is a Google Partner (ideally Premier), that it tracks leads and sales rather than clicks, that you own the ad account, that there is no long lock-in contract, and that a senior person will run your campaigns. An agency that passes all five is worth a strategy call.
The rest of this guide covers the questions to ask, the answers that should worry you, and how to compare the agencies on your shortlist.
Key takeaways
- Google Partner status is the minimum. Premier Partner puts an agency in the top 3%.
- Ask for results in leads and cost per lead, not clicks and impressions.
- The ad account should be in your name.
- Month-to-month terms show an agency is confident it can keep you.
1. Check their Google Partner status
Google Partner status means the agency meets Google’s standards for spend, performance and certification. Premier Partner is the top tier, held by roughly the top 3% of agencies in each country. You can confirm it on the agency’s Google Partner profile, so don’t take a badge on a website at face value. Launch Digital is a Google Premier Partner.
2. Ask how they measure success
The right answer is leads, sales and cost per lead. If the agency talks mostly about clicks, impressions and click-through rate, it is measuring activity. Ask to see a sample monthly report. It should be in plain English and show what changed and why.
3. Find out who will run your account
Many agencies sell with a senior person and hand the work to a junior. Ask who will manage your campaigns day to day, how many accounts they look after, and how often they work on yours. Weekly attention is the minimum for a lead generation account.
4. Make sure you own the account
Your Google Ads account should be set up in your name, with the agency given access. If you leave, your history, data and campaigns stay with you. An agency that keeps the account in its own name makes leaving expensive.
5. Read the contract terms
Six to twelve month lock-ins are common. They protect the agency, not you. A month-to-month agreement means the agency has to earn your business every month. Ask what happens if results don’t come: ours carries a 90-day money-back guarantee on management fees.
6. Compare what the fee includes
Agencies charge in different ways, so compare on scope as well as price. Our guide on how much a Google Ads agency costs in South Africa breaks down the fee models and what a fair fee should include.
Questions to ask on the first call
- Are you a Google Partner or Premier Partner? Can I see your profile?
- Who will manage my account, and how often will they work on it?
- How will you track leads from calls and forms?
- Will the ad account be in my name?
- What is the minimum contract term?
- What will you change in the first 30 days, and why?
A good agency answers all of these plainly and won’t push you to sign on the first call. If you’d like to see how we answer them, book a free strategy call and audit or read about our Google Ads management service.
Frequently asked questions
What is a Google Premier Partner?
It is the top tier of Google’s Partner programme, given to roughly the top 3% of agencies in each country based on client results, growth and certification. It is a useful filter when you are choosing an agency.
How long before a new agency improves my results?
Most accounts show a clear change within the first 30 days, once tracking is fixed and wasted spend is cut. Full momentum usually takes around 90 days.
Should I choose a local agency?
A South African agency knows local search behaviour, pricing and seasonality. What matters more is how the account will be run and measured. Ask the questions above whichever agency you speak to.
What should I avoid when hiring a Google Ads agency?
Long lock-in contracts, accounts held in the agency’s name, reporting that only shows clicks, and fees too low to pay for weekly work on your campaigns.
