How to Choose a PPC Consultant: Everything You Need to Know Before Hiring
- Jordan Brunelle
- Feb 17
- 8 min read
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Key Takeaways
Hiring the right PPC consultant can make or break your ad performance.
Look for experience, industry expertise, and a strong track record of success.
Avoid consultants who lack transparency or rely on cookie-cutter strategies.
Ask critical questions about their approach, reporting, and optimization strategies.
A good PPC consultant should focus on lead quality and return on ad spend (ROAS), not just clicks.
Why Hiring the Right PPC Consultant Matters
Running a successful PPC campaign isn’t just about setting up Google Ads and hoping for the best. It’s about strategy, data analysis, and ongoing optimization. Hiring the right PPC consultant can mean the difference between a campaign that generates profitable leads and one that drains your budget without results.
The Cost of Getting It Wrong
Many businesses make the mistake of hiring a PPC consultant based on price alone. The result? Wasted ad spend, low-quality leads, and frustration.
Consider these common issues that arise from hiring the wrong consultant:
Poor tracking and reporting – If you don’t know where your leads are coming from, you can’t optimize your campaigns effectively.
Lack of industry experience – Generic strategies don’t work for specialized industries like legal services or home improvement.
One-size-fits-all approach – Every business is different. A consultant who doesn’t tailor their strategy to your business goals is unlikely to deliver the results you need.
The Value of a Great PPC Consultant
A skilled PPC consultant doesn’t just drive traffic; they drive high-quality leads that convert into paying customers.
When you partner with the right expert, you can expect:
Better cost per lead (CPL) – Through precise targeting and bid strategies, a good consultant can lower your CPL over time.
Better lead quality – This one speaks for itself.
Higher conversion rates – Optimized landing pages and ad copy lead to better conversions.
Improved return on investment (ROI) – Every dollar spent should be accounted for, with a clear focus on maximizing revenue.
At Good Growth, we’ve seen firsthand how a well-executed PPC strategy can transform a business. For example, one of our construction clients, Byler’s Quality Construction, doubled their leads while keeping their ad spend the same by leveraging smart bidding and ongoing optimization.
What to Look for in a PPC Consultant
Not all PPC consultants are created equal. To ensure you’re making the right hire, here are the key factors to consider.
1. Proven Track Record
A consultant should have documented success stories with businesses similar to yours.
Look for:
Case studies with before-and-after performance metrics.
Client testimonials that highlight lead quality, not just click volume.
A history of working within your industry or a similar niche.
2. Industry Expertise
PPC strategies differ based on industry. A consultant who has experience running ads for home services, law firms, medical practices, or financial services will understand the nuances of your target audience.
Industry-specific expertise ensures:
The right keyword selection.
Ad copy that speaks directly to your ideal customers.
A deep understanding of competitive benchmarks.
3. Data-Driven Approach
The best PPC consultants rely on data, not guesswork.
They should:
Set up and track accurate conversion data (phone calls, form submissions, etc.).
Regularly analyze campaign performance and adjust accordingly.
Provide transparent reporting on lead quality and cost per acquisition.
4. Strong Bidding Strategy
Bid management is one of the most critical aspects of PPC.
A good consultant will:
Start with manual CPC if you don’t have enough conversion data.
Transition to max conversions bidding only after gathering sufficient lead data (typically 15-20 conversions over 30-45 days).
Optimize brand campaigns for better cost per conversion using manual CPC instead of max conversions.
5. Custom-Tailored Strategies
A true expert doesn’t apply the same strategy to every client.
Ask about:
Their approach to structuring campaigns (search ads vs. local service ads).
Whether they build custom landing pages to improve conversion rates.
How they handle budget allocation and bid adjustments over time.
Red Flags to Avoid When Hiring a PPC Consultant
Not all PPC consultants have your best interests in mind. Here are some warning signs that should make you think twice before signing a contract.
1. Lack of Transparency
If a consultant isn’t upfront about their strategies, reporting, or fees, that’s a red flag.
Be cautious of:
No access to your ad account – You should always own and control your Google Ads account.
Vague or infrequent reporting – You deserve clear insights on where your money is going and what results you’re getting.
Hidden fees – Pricing should be transparent, with no surprise costs.
2. Overpromising Results
Be wary of consultants who guarantee specific results, such as:
“We’ll get you the #1 spot on Google overnight.”
“We can cut your CPC in half instantly.”
“You’ll see a 10x return on your ad spend within weeks.”
PPC is a data-driven process that requires testing and optimization. No consultant can promise instant success.
3. One-Size-Fits-All Approach
If a consultant applies the same strategy to every business, that’s a problem. Every industry, target audience, and budget is different.
Be cautious if:
They don’t ask detailed questions about your business before making recommendations.
They push the same bidding strategy for every client without considering your data.
They suggest Performance Max or Display campaigns when your focus should be on Search Ads.
4. Lack of Focus on Lead Quality
Clicks don’t pay the bills—leads and conversions do.
A good PPC consultant should prioritize:
High-intent traffic – Ads should be targeted to people actively searching for your services.
Accurate conversion tracking – Every lead should be properly tracked and reported.
Regular performance reviews – A consultant should continuously refine campaigns to improve lead quality and cost efficiency.
Questions to Ask Before Signing a Contract
Choosing the right PPC consultant requires more than just reviewing their credentials—you need to dig deeper. Before signing a contract, ask these essential questions to ensure they’re the right fit for your business.
1. Who Owns the Ad Account?
Ownership of your Google Ads account is critical. Some agencies or consultants create campaigns under their own accounts, meaning you lose all data and insights if you part ways.
Ensure that:
Your business owns the ad account.
You have full administrative access.
You can retain historical campaign data even if you stop working together.
2. How Will You Track and Report Results?
A great PPC consultant provides clear and transparent reporting.
Ask about:
Lead tracking: How do they measure conversions (calls, form submissions, live chats)?
Reporting frequency: Will you get weekly, biweekly, or monthly reports?
Metrics included: Will reports focus on lead quality, cost per lead (CPL), and return on ad spend (ROAS)?
Dashboard access: Will you have real-time access to campaign data?
3. What’s Your Strategy for Improving Lead Quality?
Not all clicks lead to revenue. A good consultant focuses on attracting qualified leads.
Ask how they:
Filter out low-quality traffic.
Use negative keywords to avoid irrelevant clicks.
Optimize landing pages to increase conversion rates.
Adjust bidding strategies to focus on leads that convert.
4. What Bidding Strategies Do You Use?
A PPC consultant should be well-versed in different bidding strategies.
Ask:
How do you determine the best bidding strategy for my business?
Do you start with manual CPC, or do you immediately use automated bidding?
How do you optimize campaigns as conversion data accumulates?
When (and why) do you switch to Max Conversions bidding?
5. Will You Create and Optimize Landing Pages?
Landing pages significantly impact conversion rates.
Ask:
Do you create custom landing pages, or do you send traffic to my website?
How do you test and optimize landing pages?
What kind of conversion rate improvements have you achieved for past clients?
6. How Do You Handle Budget Allocation?
A good consultant ensures your budget is used effectively.
Ask:
How do you determine daily and monthly budgets?
How do you allocate budget across different campaigns and keywords?
How do you adjust spending based on performance trends?
7. Do You Have Experience in My Industry?
Industry expertise matters.
Ask:
Have you worked with businesses similar to mine?
Can you share case studies or examples of past success in my industry?
What challenges do you anticipate with my PPC campaigns?
8. How Do You Handle Account Optimization Over Time?
PPC isn’t a “set it and forget it” strategy.
Ask:
How often do you review and adjust campaigns?
What do you do if performance starts to decline?
How do you test new strategies or ad creatives?
9. How Do You Approach Competitor Analysis?
Understanding the competitive landscape can give you an edge.
Ask:
How do you analyze competitors’ PPC strategies?
Do you use tools like Auction Insights to assess market positioning?
How do you adjust our strategy to stay competitive?
10. What Are Your Fees and Contract Terms?
Transparency is key.
Ask:
How do you charge—flat fee, percentage of ad spend, or performance-based?
Are there any additional costs I should be aware of?
Is there a minimum contract length, or can I cancel anytime?
Common Mistakes Businesses Make When Hiring a PPC Consultant
Hiring a PPC consultant can be a game-changer, but many businesses make avoidable mistakes in the selection process. Here’s what you should watch out for—and how to make a better choice.
1. Choosing Based on Price Alone
While budget is important, the cheapest option is rarely the best. Low-cost PPC consultants may cut corners, use ineffective strategies, or lack experience.
Instead of focusing solely on price, evaluate:
Their track record and case studies.
The quality of their reporting and tracking.
Their approach to conversion optimization.
2. Not Checking for Industry Experience
PPC isn’t one-size-fits-all. Different industries require different approaches. A consultant experienced in service-based businesses (like home services, legal, or medical) will understand lead generation better than one focused on e-commerce.
3. Ignoring Conversion Tracking
Clicks mean nothing if they don’t turn into leads. Some consultants focus only on traffic volume, not conversions.
Ensure your consultant:
Sets up proper conversion tracking for calls, forms, and bookings.
Reports on cost per lead (CPL) and lead quality, not just clicks.
Helps optimize landing pages for better conversions.
4. Not Asking About Bidding Strategies
A consultant should have a clear bidding strategy that evolves over time.
Beware of those who:
Immediately use automated bidding without data.
Set and forget campaigns without manual adjustments.
Can’t explain when to use manual CPC vs. Max Conversions bidding.
5. Failing to Get Full Account Access
Some PPC agencies keep ad accounts under their control, meaning you lose everything if you stop working with them.
Always ensure:
You own your Google Ads account.
You have full access to all data and reports.
You can take your campaigns elsewhere if needed.
6. Overlooking Landing Page Optimization
PPC success depends on more than just ad clicks. A consultant who only focuses on ads—but ignores landing pages—is missing a crucial piece of the puzzle. Ask if they:
Design and test landing pages for better conversions.
Optimize forms, CTAs, and mobile responsiveness.
Run A/B tests to improve conversion rates.
7. Not Getting Clear Reports
Your PPC consultant should provide clear, transparent reports that focus on the metrics that matter.
Avoid consultants who:
Only show clicks and impressions without conversion data.
Can’t explain why certain ads perform better than others.
Don’t provide insights or recommendations for improvement.
Final Thoughts
Hiring a PPC consultant is an investment, and avoiding these common mistakes can save you time and money. Focus on experience, transparency, and a proven track record with lead generation.
Key Takeaways & Next Steps
Ask the right questions before hiring a PPC consultant to ensure they align with your goals.
Avoid common mistakes, such as choosing based on price alone or ignoring conversion tracking.
Look for transparency, industry experience, and a strong track record of lead generation success.
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