Check a Google Ads proposal: the agency proposal check
Answer 10 questions about the proposal in front of you. You get a traffic light with reasons and know what to clarify before you sign.
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Key facts of the check
CheckCheck a proposal10 questions, one traffic light.At a glance
- 10 questions
- On account, media budget, term, fee, tracking, transparency, reporting, contact person, promises and proof.
- Traffic light with reasons
- And a recommendation for each of your answers.
- No email address
- We do not store or send your answers.
- Based on the 7 criteria
- Follows the guide to choosing a Google Ads agency in Saarland.
- From AZ Onlinemarketing
- We are an agency ourselves. The check measures by criteria we apply to ourselves as well.
The agency proposal check
Does the Google Ads account run in your name?
You are the account owner or have admin access and can remove the agency from the account at any time.
Do you pay the ad budget directly to Google?
The agency fee and the media budget are separate. The budget is charged to your payment method by Google, not through the agency.
Is the minimum term six months at most, and is cancellation clearly regulated?
Google Ads needs time to learn, so a short minimum term is common. A long commitment mainly helps the agency. Six months is the limit of this check, not an industry standard.
Does it say in writing how the agency is paid and what the fee includes?
Flat fee, hourly rate or percentage of ad spend: the model must be easy to follow. With a percentage, the agency earns more when you spend more.
Does the agency check or set up conversion tracking before launch?
What gets measured are inquiries, calls or purchases, not just clicks. That includes visitor consent, for example through Consent Mode V2.
Can you see at any time what the budget is spent on?
Access to the account or to a dashboard with the real numbers, without waiting for a summary.
Is there reporting with metrics based on your goal, and fixed dates for it?
Good metrics are inquiries and cost per inquiry, not clicks alone. That includes a regular conversation about the numbers.
Does the proposal name a fixed contact person who manages your account?
You talk to the person who knows your account, not to changing contacts on a hotline.
Does the proposal come without guarantees, meaning no fixed placement, click numbers or revenue?
Results in Google Ads depend on market, budget and competition. Reputable providers name goals, metrics and a time frame, but no guarantees.
Can you verify the agency’s certificates, partner status and case examples yourself?
The Google Partner profile is publicly viewable, and certificates can be verified through Skillshop. Case examples show whether the agency has experience with accounts like yours.
Suggested next steps
Guide: 7 criteria for Google Ads agencies Google Ads audit Calculate your budget
A second opinion on your proposal
Bring your proposal to the free intro call. We go through the points together.
How the check scores
You answer each question with Yes, No or I don’t know. Yes is always the good answer. Four questions are critical because they decide control, costs and measurability: account owner, media budget, tracking and promises.
- Red: at least one No on a critical question, or three or more No in total.
- Yellow: no red, but at least one No or two or more answers with I don’t know.
- Green: no No and at most one I don’t know.
Where the ten questions come from
The questions follow the seven criteria from the guide Google Ads agency in Saarland: reporting, know-how, prices, contact person, experience, measurable results and market understanding. Three points are added that proposals often leave out: account owner, payment of the media budget and promises.
We are an agency ourselves. You can check our proposals with the same check.
Assumptions and limits
The check only scores what you enter. It does not read a contract, does not assess an agency and does not name names. The six-month limit for the term is an assessment, not an industry standard. Even a green result does not replace reading the contract.
The result is an orientation and not legal advice. It does not replace individual advice.
Orientation only, not a substitute for individual advice. Results are calculation and assessment aids, not a promise.
Frequently asked questions
What should I look for in a Google Ads proposal?
Account, media budget, term, fee, tracking, transparency, reporting, contact person, promises and proof. The check asks about exactly these ten points. You find details on each criterion in the guide Google Ads agency in Saarland.
Who owns the Google Ads account if the agency creates it?
That depends on how the account is created. If the agency creates the account in its own name, access and campaign history belong to it. If you switch, you take no data with you. Ask for an account in your name with admin access.
Is a long minimum term a warning sign?
A long commitment keeps you in the contract even when results fail to appear. A short minimum term is common in Google Ads because campaigns need time to learn. The check sets the limit at six months. That is an assessment, not an industry standard.
Is a commission on the ad budget a warning sign?
Not automatically. What matters is that the model is in writing and you know what is included. With a percentage of the ad budget, the agency earns more when you spend more. So ask how it justifies budget increases.
Does the check store my answers?
No. The check runs in your browser. Your answers are neither stored nor sent. We only measure that the check is used, never your answers.
Contact
A second opinion on your proposal
Bring your proposal to the free intro call. We go through the points together.
Free · 30 minutes · no obligation
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