Separate agency fee from advertising spend
Every proposal should show what you pay the agency and what goes directly to Google. A £1,000 monthly budget with a £400 management fee is not a £1,400 media budget. Keeping the two figures separate makes agency comparisons much easier.
Ask what happens before the first advert launches
Campaign setup should include more than writing three headlines. Ask about conversion tracking, keyword and search-intent research, negative keywords, geographic targeting, ad groups, landing-page relevance and which conversion actions will be treated as valuable.
Use Kydos' PPC scopes as one comparison point
Kydos' Starter PPC scope includes Google Ads setup, keyword research and basic A/B testing. Comprehensive adds advanced audience targeting/retargeting plus search, display and shopping campaigns. Enterprise adds a dedicated PPC strategist, weekly optimisation/reporting and multi-platform support across Google, Facebook and LinkedIn. Pricing is custom quoted and media spend is separate.
Do not hire until conversion tracking is clear
Ask the agency to show which actions will be counted as conversions. Form submissions, phone calls, bookings and qualified leads are more useful than generic page views. If tracking is broken, automated bidding can optimise toward the wrong behaviour.
Ask who owns and can access the ad account
Your business should understand where campaigns live and who retains access if the relationship ends. Clarify account ownership, billing access, analytics permissions and historical data before the first campaign is launched.
Compare landing-page responsibility
A PPC agency can optimise targeting and still struggle if the landing page is slow, generic or mismatched to the advert. Ask whether landing-page recommendations are included, who implements them and whether the agency can create a dedicated page when needed.
Look beyond cost per click in reporting
| Metric | What it tells you |
|---|---|
| Search terms | Whether real queries match the offer |
| CTR | Whether the advert attracts attention from the targeted audience |
| Conversion rate | Whether traffic completes the intended action |
| Cost per lead | How efficiently enquiries are generated |
| Qualified lead rate | Whether those enquiries are commercially useful |
Choose the agency that protects your budget first
A strong first-month plan should usually start narrower than the eventual account. Ask what the agency would exclude initially, which campaigns it would test first and what evidence would justify increasing spend.
Compare Kydos before you make the final decision
Kydos PPC packages are custom quoted and ad spend is separate. Compare the management scope and the media budget as two different costs.
See Kydos PPC OptionsFrequently asked questions
How much does a Google Ads agency in Manchester charge?
Fees vary by account complexity and scope. Kydos custom quotes PPC management, while advertising spend is paid separately.
Should the agency own my Google Ads account?
Prefer clear business access and ownership arrangements so you retain campaign history and billing visibility if suppliers change.
What tracking should be set up before launch?
Track the genuine actions that matter, such as forms, calls, bookings or purchases. Where possible, feed qualified lead outcomes back into optimisation.
Does Kydos manage only Google Ads?
Higher Kydos PPC scopes can include multi-platform advertising across Google, Facebook and LinkedIn.
Is a landing page included in PPC management?
Do not assume so. Ask each agency whether landing-page work is included, recommended separately or supplied by another team.
How should I compare two PPC proposals?
Compare management fee, ad spend, tracking, campaign types, optimisation frequency, reporting, landing-page responsibility and account ownership.