TLDR;
- Choosing a London PPC agency is a minefield of jargon and vague promises. Ignore vanity metrics like clicks and impressions; focus only on what drives profit for your specific business model.
- Don't be fooled by "Google Partner" badges. The real proof is in their case studies. Do they have deep, verifiable experience in a niche similar to yours? Can they talk fluently about your customer's problems, not just keywords?
- The most important number you need to know is your Customer Lifetime Value (LTV). Knowing this number changes your entire perspective on what you can afford to spend to get a new customer.
- Red flags to watch for: anyone who "guarantees" results, is vague about who will manage your account, or can't explain their strategy in simple terms. A good agency partnership is built on transparency and a shared understanding of your business goals.
- I've laid out a step-by-step flowchart for vetting agencies and a list of sharp questions to ask on your first call to quickly separate the experts from the amateurs.
I get it. Trying to find a decent PPC agency in London feels like wading through a swamp. Every agency website looks the same, they all claim to be "data-driven" and "results-focused", and they all flash that Google Partner badge like it’s a medal of honour. It's overwhelming, and frankly, most of it is noise designed to confuse you into signing a contract.
The truth is, most agencies are factories. They sign you up, pass your account to a junior manager juggling 20 other clients, and set up a boilerplate campaign that optimises for clicks and impressions – metrics that make their reports look good but do absolutely nothing for your bottom line. They're not interested in your profit margins, your customer lifetime value, or your actual business goals. They're interested in cashing your retainer cheque.
I'm writing this to help you cut through that crap. I'm going to give you a framework for thinking, a set of questions to ask, and some red flags to spot so you can find a partner who will actually help you grow your business, not just spend your money.
So if not the Google badge, what should I actually be looking for?
First off, let's be clear: the Google Partner badge means next to nothing. It basically means an agency spends a certain amount of money with Google and has passed some multiple-choice exams. It's a marketing gimmick. It does not mean they are good at their job.
What you need to find is evidence of genuine expertise that is relevant to *you*. Here’s what matters:
-> Deep, Verifiable Case Studies: I don’t mean a page of logos. I mean detailed walkthroughs of campaigns they’ve run for businesses similar to yours. If you're a B2B SaaS company, you need to see case studies for other B2B SaaS companies. I've run campaigns for software clients where we've achieved things like getting B2B decision-maker leads for $22 on LinkedIn or reducing a medical SaaS client's Cost Per Acquisition from a painful £100 down to just £7. That's the kind of specific, measurable result you're looking for. If an agency can't show you that kind of track record in your world, they're going to be learning on your dime. It's a massive risk.
-> They Understand Business Models, Not Just Keywords: A good paid ads expert doesn’t just ask for a list of keywords. They ask about your sales cycle, your customer lifetime value (LTV), your profit margins, and your cashflow. Why? Because a campaign for a high-volume, low-margin eCommerce store is completely different to a campaign for a high-ticket B2B service with a six-month sales cycle. Anyone who tries to apply the same strategy to both is an amateur. The conversation should be about profit, not just Return On Ad Spend (ROAS). A 10x ROAS on a £5 product is useless if your margins are tiny.
-> They Challenge You: A real expert will push back. They’ll question your assumptions about your target audience. They’ll tell you if your landing page is going to kill your conversion rates. They'll tell you your offer is weak. They aren’t just "yes-men" looking to please you. They are partners invested in getting a result, and sometimes that means having uncomfortable conversations. If an agency agrees with everything you say without question, they're either inexperienced or just after your money.
The most powerful shift in perspective you can have is to stop asking "how much will it cost?" and start asking "how much can I afford to pay for a new customer?". The answer to that lies in your Customer Lifetime Value.
How do I actually vet these agencies and consultants?
Okay, so you've shortlisted a few London agencies that seem to have relevant case studies. Now the real work begins. You need a process. It's easy to get sidetracked by a slick sales pitch, so having a clear set of steps helps you stay objective. This is the exact process I'd follow.
Step 1: Research
Check case studies for niche relevance. Do they scream 'expert' or 'generalist'?
Step 2: The Call
Book an initial chat. Your goal is to listen, not be sold to. Ask the hard questions.
Step 3: The Audit
Do they offer a free audit or strategy review? This is their chance to prove their expertise on *your* business.
Step 4: Decision
Review their proposal. Does it align with the conversation? Is it focused on your business goals?
The First Call: What Questions Should I Ask?
This is your interview. You're in control. Don't let them run through a standard slide deck. Your goal is to get specific answers. Here are some questions to have ready:
- "Walk me through a campaign for a client with a business model like mine. What was the goal, what was the strategy, what worked, and what didn't?" - This tests their real-world experience. If they get vague, that's a red flag.
- "Who, specifically, would be working on my account day-to-day? What's their experience?" - Many agencies have a senior person on the sales call, then hand you off to a junior. You need to know who you're actually paying for.
- "What's your process for the first 30 days?" - A good agency will have a clear onboarding and research process. A bad one will say "we'll get some ads live".
- "How do you measure and report on success?" - If they start talking about clicks, impressions, or CTR, be wary. The answer should be about leads, sales, cost per acquisition, and profit.
- "What happens if the campaigns aren't working after a month? What's the plan?" - This is a crucial one. It reveals how they handle adversity. Do they have a process for diagnosing problems and testing new approaches, or do they just shrug and ask for more budget?
Honstly, the initial consultation is where you see the real expertise shine through. It's why we offer a free strategy review for potential clients. In 20-30 minutes, they can see exactly how we think and the kind of strategic depth we bring. If an agency isn't willing to give you a taste of their expertise for free, what does that say about their confidence in their own abilities? Making the right choice can be difficult, but our ultimate guide to vetting agencies provides even more detail on this process.
Red Flags vs. Green Flags: A Quick Cheat Sheet
As you go through this process, you'll start to notice patterns. Some things should immediately set off alarm bells, while others are strong positive signals. Here’s a quick breakdown of what to watch for, especially in the competitive London market.
🚨 Red Flags (Run Away)
✅ Green Flags (Dig Deeper)
- "We guarantee a #1 ranking / X results." - Impossible. No one can guarantee results in paid ads. It's an auction. This is a lie.
- Long, inflexible contracts. - They want to lock you in because they know you'll want to leave. Look for 30-day rolling contracts after an initial period.
- Vague on who manages the account. - The classic bait-and-switch. You're paying for the expert you spoke to, not an intern.
- Reporting focuses on vanity metrics. - Lots of talk about clicks, impressions, and CTR. These are mostly meaningless without context.
- One-size-fits-all strategy. - They have a "package" that they use for every client. Your business is unique; your strategy should be too.
- "Let's talk about your LTV and margins." - They want to understand your business economics to build a profitable campaign.
- They show you relevant, detailed case studies. - They have proof they've solved similar problems for similar businesses before.
- They push back and challenge you. - They are acting like a strategic partner, not a service provider just taking orders.
- Reporting is focused on business KPIs. - They talk about CPA, leads, sales value, and profit. They speak your language.
- They offer a free, in-depth strategy session or audit. - They're confident enough to show you their expertise upfront.
What does a good partnership actually look like?
Finding the right agency isn't the end goal. It's the start of a partnership. And a good one is a two-way street. They should become an extension of your marketing team, deeply invested in your success.
Communication should be proactive, not reactive. You shouldn't have to chase them for reports. They should be coming to you with insights, results (both good and bad), and ideas for the next tests. The reporting shouldn't just be a data dump; it should tell a story: "Here's what we tested, here's what we learned, and here's what we're going to do next based on that data."
Ultimately, you're not just buying clicks or campaign management. You are buying expertise and strategic thinking. In a city like London, where the competition is fierce across every sector from FinTech in Canary Wharf to the tech startups in Shoreditch, having a generic strategy is a recipe for failure. You need a partner who can give you a competitive edge. The difficulty of telling good from bad is real, which is why it pays to understand how to differentiate between the myriad of PPC agencies out there.
It's also about trust. Tbh, if a potential client asks us for references after we've shown them detailed case studies and given them a free, comprehensive strategy audit, it's a bit of a red flag for us. It signals a lack of trust from the very beginning, and those relationships rarely work out. A good partnership has to be built on mutual respect for each other's expertise.
I've detailed my main recommendations for you below:
| Vetting Stage | Actionable Advice | What to Look For |
|---|---|---|
| Initial Research | Scrutinise their website for detailed, relevant case studies. Ignore logos. Look for deep dives into strategy and results (£). | Evidence they've worked in your niche (e.g., B2B SaaS, eCommerce) and understand your specific challenges. |
| First Contact | Book an introductory call. Prepare your questions (from the list above). Your main job is to listen and evaluate their answers. | Do they ask about your business model (LTV, margins)? Or do they just talk about themselves and their process? |
| Strategy/Audit Session | Take them up on any offer of a free audit or strategy session. This is their live audition. | Do they provide genuine, actionable insights specific to your business, or is it a generic sales pitch? |
| Proposal Review | Read the proposal carefully. Does it reflect the conversation you had? Are the goals and KPIs focused on business metrics? | A customised plan focused on profit and CPA/LTV, not a generic package focused on clicks. Clear terms, no long lock-ins. |
| Red Flag Check | Review for any of the red flags mentioned. Guarantees, vague language, pressure tactics. | An immediate deal-breaker. If you spot a major red flag, walk away, no matter how good the pitch was. |
Choosing an agency is a big decision, and it’s definately not one to be rushed. The London market is saturated, but there are genuine experts out there who can become incredible growth partners. It just takes a bit of diligence and the right framework to find them. By focusing on proven expertise, business acumen, and a transparent process, you can avoid the factories and find a team that will actually deliver measurable results for your business.
If you've read this and feel like your current approach isn't working, or you're about to start this journey and want a second opinion, we offer a completely free, no-obligation strategy session. We can take a look at your current campaigns or discuss a strategy from scratch. It's a chance for you to see exactly how we think and for us to see if we can genuinely help.
