Template
Agency Evaluation Template
A structured approach to evaluating Google Ads agencies. Use this scorecard to compare candidates objectively.
How to Use This Template
- Score each question from 1-5 based on agency responses
- Calculate weighted average for each category
- Compare total scores across agencies
- Use the qualitative notes for discussion with stakeholders
Strategic Capability
Weight: 30%| Question | Score (1-5) |
|---|---|
| Do they understand unit economics and contribution margin? | |
| Can they explain their approach to new customer acquisition vs. retention? | |
| How do they balance volume growth with efficiency? | |
| What's their perspective on incrementality and attribution? | |
| Do they discuss business outcomes or just platform metrics? | |
| Category Average |
Technical Execution
Weight: 25%| Question | Score (1-5) |
|---|---|
| What's their account structure philosophy? | |
| How do they approach feed optimisation? | |
| What automation and scripts do they use? | |
| How do they handle Performance Max? | |
| What's their testing methodology? | |
| Category Average |
Reporting & Communication
Weight: 20%| Question | Score (1-5) |
|---|---|
| What does their reporting include? | |
| How often do they provide updates? | |
| Do reports connect spend to business outcomes? | |
| How quickly do they respond to queries? | |
| Can they explain complex concepts simply? | |
| Category Average |
Team & Process
Weight: 15%| Question | Score (1-5) |
|---|---|
| Who will be working on your account day-to-day? | |
| What's their team's experience level? | |
| How many accounts does each strategist manage? | |
| What's their escalation process? | |
| How do they handle staff changes? | |
| Category Average |
Commercial Alignment
Weight: 10%| Question | Score (1-5) |
|---|---|
| How do they structure their fees? | |
| Are incentives aligned with your business goals? | |
| What's the contract length and notice period? | |
| Do they have experience with similar budgets? | |
| What results have they achieved for similar businesses? | |
| Category Average |
Scoring Summary
| Category | Weight | Score | Weighted |
|---|---|---|---|
| Strategic Capability | 30% | ||
| Technical Execution | 25% | ||
| Reporting & Communication | 20% | ||
| Team & Process | 15% | ||
| Commercial Alignment | 10% | ||
| Total Weighted Score | |||
Additional Notes
Stay informed
Get our latest insights on Google Ads strategy delivered to your inbox. No fluff, no spam, just honest thinking.
Unsubscribe anytime. No spam, ever.