Hi there,
Thanks for getting in touch! Happy to give you some initial thoughts and guidance on how to best tackle your online advertising and find a reliable partner.
It's a common problem, tbh. Loads of businesses find themselves spending too much time wrestling with Google Ads and Facebook Ads when they should be focusing on closing deals. Finding someone trustworthy to take the reins and actually improve your ROI is a challenge, but definitely achievable.
We'll need to look at proving actual ROI...
First things first, don't just trust anyone who says they can run ads. Ask for concrete evidence. The best indicator is relevant case studies. Has this agency driven provable ROI for other companies like yours? Even better if they’ve worked within your specific industry, or at least a similar one with comparable sales cycles.
I remember one instance where a software company sought our help after a previous agency had promised results without a clear strategy or relevant industry experience. A significant portion of their marketing budget was spent on irrelevant keywords and generic ad creatives that failed to resonate with their target audience. The previous campaigns were primarily focused on generating "clicks" without considering the quality or relevance of the traffic.
They needed a partner that understood the B2B software space, could communicate effectively with their customers, and knew how to target the right audience and convert interest into paying clients. Specific case studies are essential to demonstrate the agency's capabilities and provide insights into potential outcomes. You need to find out what results the agency achieved for their clients so you can get a glimpse what your own results might look like.
I'd say you focus on the customer journey...
Second, it's not just about clicks and impressions. A good agency will understand the entire customer journey, from initial ad engagement to the final sale, and how all the steps are connected. They should have the systems and processes in place to track conversions accurately and attribute them to the right ad campaigns. Otherwise you may as well be pissing money down the drain.
What exactly counts as a "conversion" will depend on your business model and sales process. Perhaps it's a lead form submission, a phone call, a demo request, or direct sale. Whatever it is, the agency needs to be able to measure it and demonstrate how their work is driving those conversions.
We use a marketing dashboard that tracks all the correct conversions and reports in an easy to understand way that helps you make data driven decisions. We can see exactly which keywords and ads result in a lead, signup, or booking.
You probably should have clear communication...
Communication is also massively important. Any agency you hire should be able to explain their strategy and tactics in clear, simple terms. If they start throwing around jargon and buzzwords without explaining what they mean, it's a red flag. You need to understand what they're doing and why, so you can make informed decisions.
I've seen agencies hiding behind complicated reports and technical explanations to mask poor performance or lack of transparency. The relationship should be collaborative, with open and honest communication on both sides. You want an agency that keeps you in the loop, seeks your input, and is responsive to your questions and concerns.
Another point is to establish a clear process with the agency. They should keep you up to date regularly with weekly or monthly reports. They should be available for questions or queries. All their communication should be professional and on time. Also it's vital that all their communication is in a way that a layman can understand, not just other marketing people.
You'll need a marketing dashboard
Having a good marketing dashboard in place, along with correct tracking and reporting, can help you to make business decisions driven by data and insight.
You can clearly see the numbers, trends and important KPI's, such as ROAS, CPA and conversion rates, which is essential if you are to grow your business. Having this information readily available at the tip of your fingers can help you save time, be more efficient and ultimately bring in more leads and clients. Your marketing dashboard can also be customised to show you exactly the metrics and figures that you care about. This can be easily viewed at any time of the day.
I've detailed my main recommendations for you below:
| Recommendation | Why it Matters |
|---|---|
| Demand specific case studies | Proves the agency has experience with businesses like yours. |
| Focus on the entire customer journey | Ensures they understand how to drive conversions, not just clicks. |
| Insist on clear communication | Transparency is key to a successful partnership. |
| Implement a tracking and reporting process | Allows to accurately measure performance and optimise campaigns. |
| Use a marketing dashboard | Essential for data driven insights into your business. |
Getting the right agency that aligns with your business goals can take a lot of time and effort but, with these tips, it can be an easier and more effective process.
Of course, this is just some initial advice. Every business is unique, and the best approach will depend on your specific circumstances. If you'd like to discuss your situation in more detail, we offer a free consultation to help you evaluate your marketing and give you some more bespoke advice.
Regards,
Team @ Lukas Holschuh
