Something is wrong with your Google Ads. Performance is down, communication is lacking, and you're starting to wonder if your agency is the problem.
Maybe they are. Maybe they aren't.
Before you switch, it's worth understanding what's actually happening—because changing agencies won't fix a structural problem.
Signs Your Agency Is the Problem
1. They Can't Explain Decisions
"Why did spend shift to this campaign?" If the answer is vague or defensive, that's a red flag. Good agencies document their decisions. Every major budget move should have a reason you can understand.
2. They're Reactive, Not Proactive
You shouldn't be the one spotting problems. If you're consistently alerting them to performance drops or asking why things changed, they're not watching your account closely enough.
3. Monthly Reports Without Insight
A report that lists metrics isn't useful. A report that explains what happened, why, and what they're doing about it is. If you finish reading their report without learning anything, that's a problem.
4. They Resist Questions About Structure
Ask to see the account structure and understand the logic. If they're evasive or claim it's "too complicated to explain," they either don't understand it themselves or don't want you to see what's there.
5. No Access or Transparency
You should have full access to your own Google Ads account at all times. If they own the account or restrict your access, that's unacceptable.
Signs the Problem Isn't Your Agency
1. Your Market Changed
New competitors, economic shifts, or seasonal patterns can all tank performance. If your agency is doing the same thing that worked before and it's not working now, the environment might have changed.
2. Your Product-Market Fit Shifted
If your conversion rate dropped across all channels, not just paid, the problem isn't Google Ads. It's your offer, pricing, or positioning.
3. Your Margins Compressed
If CPCs stayed the same but profit dropped, check whether your margins changed. Rising supplier costs, shipping increases, or discount pressure can make the same ROAS unprofitable.
4. You Changed the Brief
If you've been pushing for volume over efficiency, or demanding scale without increased budget, you may have caused the problem you're now blaming them for.
How to Evaluate Objectively
1. Request a Full Account Walkthrough
Ask them to screen-share and walk you through the account structure, recent changes, and current strategy. Their comfort level and clarity will tell you a lot.
2. Get a Third-Party Audit
Have another agency or consultant review the account. Not to poach your business—just to give you an objective assessment. Many agencies (including us) offer this.
3. Check Against Benchmarks
Are your metrics reasonable for your industry and spend level? Sometimes "bad" performance is actually normal, and expectations are the problem.
4. Review the Contract
What were they actually hired to do? If the brief was "grow revenue" and they did that but profit suffered, that's a misalignment, not necessarily a failure.
If You Decide to Switch
1. Get Account Access First
Ensure you own the account and have full admin access before any transition begins.
2. Document Current State
Download all historical data, conversion tracking setups, audience lists, and feed configurations. Don't assume the new agency will have access.
3. Don't Expect Immediate Improvement
Any new agency needs 4-8 weeks minimum to understand your account and implement changes. Performance often dips during transition before improving.
4. Be Clearer About What You Want
If the last relationship failed due to misalignment, make sure the next one starts with explicit expectations about what success looks like.
If You Decide to Stay
1. Reset Expectations
Have a direct conversation about what's working and what isn't. Clear feedback gives them a chance to improve.
2. Agree on Leading Indicators
Don't just track results—agree on what activities and changes should happen each month. This creates accountability.
3. Set a Review Point
Give it 90 days with clear targets. If things haven't improved by then, you'll have the data to make a confident decision.
Want an objective second opinion on your agency's work? Book a discovery call and we'll give you an honest assessment—no pitch required.