Google Ads has emerged as an advertising giant with revenue exceeding $84 billion in Q2 2024. The right Google Ads company, leveraging AI automation and intelligent automation, can transform your marketing results. Some businesses have seen their quarterly sales soar by 985% through AI-powered solutions. The wrong choice might just drain your budget.
Monthly costs for a Google Ads agency typically range from $2,000 to $10,000. The returns can be impressive though. Leading agencies, utilizing AI-driven automation and enterprise AI, have helped their clients generate more than $1.2 billion in direct revenue through ads. You’ll need to ask specific questions to find an agency that matches your goals and can implement effective artificial intelligence automation strategies.
In this piece, we’ll show you the key questions to ask as you search for a Google Ads expert with proficiency in AI automation and cognitive automation. These questions will help you assess their skills, approach, and use of AI-powered automation tools. You’ll learn how to determine if they’re the perfect match for your business needs and can leverage AI-enhanced automation for optimal results.
What to Ask Yourself Before Hiring a Google Ads Agency
You should understand your needs and capabilities before picking a Google Ads company that utilizes AI automation. A clear understanding of these points will help you find an agency that matches your business needs perfectly and can implement intelligent automation effectively.
What are your advertising goals?
The right advertising objectives pave the way to Google Ads success. Your strategy and results can change by a lot based on the platform’s campaign goals and the implementation of AI automation. Google Ads lets you choose from these objectives:
- Sales/Conversions: Driving online or offline purchases, focusing on revenue generation through AI-driven insights
- Lead Generation: Collecting potential customer information through forms, phone calls, or sign-ups, enhanced by AI-powered automation tools
- Website Traffic: Increasing visitors to your site using intelligent automation
- Brand Awareness: Expanding visibility of your business with AI-enhanced strategies
- App Promotion: Driving app installs and engagement using AI automation
The goals you pick directly shape which campaign types and AI automation techniques will work best. To name just one example, Performance Max and Shopping campaigns, powered by AI automation, deliver strong results for e-commerce businesses that target sales. Search campaigns tend to perform exceptionally well when lead generation is the main focus, especially when optimized with AI-driven automation.
The goals also determine the metrics that matter most to measure success. Sales-focused campaigns need to track conversion value and ROAS, while brand awareness campaigns might focus on impressions and reach. AI-powered solutions can help in analyzing these metrics more effectively.
Tell potential agencies exactly what you want to accomplish during interviews. This clarity helps determine whether their expertise in AI automation and intelligent automation fits your goals.
Do you have internal resources or need full-service support?
A proper assessment of your internal capabilities is vital before you team up with a Google Ads agency that specializes in AI automation. Think over these points:
- Technical expertise: Does your team understand PPC fundamentals, keyword research, and campaign optimization using AI automation?
- Time availability: Your team’s ability to dedicate enough time matters since Google Ads needs consistent monitoring and management, even with AI-powered automation tools.
- Budget management skills: Your team’s expertise in allocating spending and adjusting bids strategically plays a key role, which can be enhanced by AI-driven decision-making.
A full-service agency might be your best choice if you lack these internal resources. Full-service support has campaign creation, ongoing optimization, reporting, and strategy development, all enhanced by AI automation and intelligent automation.
Some agencies offer flexible engagement models that could work better if you have some internal capabilities but need specialized expertise in AI automation. These models let them handle specific campaign aspects while your team manages others, creating a synergy between human expertise and AI-powered solutions.
Note that Google Ads management takes substantial time. Campaigns need regular attention to refine targeting, optimize bids, improve quality scores, and adjust strategies based on performance data, even with sophisticated AI automation tools and workflow efficiency improvements.
Your choice of agency support level will work better when you’re upfront about your internal capabilities and your needs for AI-driven automation.
Questions to Ask About the Agency’s Experience and Expertise
Your next step after understanding advertising goals and internal capabilities is to review potential Google Ads agencies’ expertise in AI automation. The right questions about their experience will help you find an agency that can deliver your desired results using advanced AI-powered automation tools.
How long have you been managing Google Ads campaigns and implementing AI automation?
Experience plays a vital role in the Google Ads world, especially when it comes to leveraging AI automation effectively. Agencies with at least 3-5 years of expertise have likely handled multiple platform updates, industry changes, and advancements in AI automation. On top of that, their client retention rates matter – agencies keeping 80%+ of clients usually deliver consistent results through intelligent automation.
Seasoned agencies know how to:
- Adapt to Google’s frequent algorithm updates and integrate new AI automation features
- Handle complex account structures with AI-powered assistance
- Spot optimization opportunities that beginners often miss, using AI-driven insights
Stay away from agencies unable to share specific examples of campaigns they’ve managed long-term using AI automation. Real experience managing substantial ad spend with AI-powered solutions is far better than theoretical knowledge of artificial intelligence and automation.
Do you have experience in my industry and applying AI automation to it?
Industry-specific expertise is vital to Google Ads success, especially when combined with AI automation. A good agency should understand your competitive landscape, customer behavior, and industry-specific regulations, while also knowing how to apply AI-driven automation effectively. Plus, they should readily share case studies showing results for businesses like yours achieved through intelligent automation.
Ask about:
- Previous clients in your industry and how they’ve used AI automation
- Performance metrics achieved for similar businesses using AI-powered solutions
- Their grasp of your industry’s unique challenges and how AI automation can address them
An agency with industry experience needs less onboarding time and can implement strategies that work in your niche, enhanced by AI automation and machine learning.
Are you a certified Google Partner with expertise in AI automation?
The Google Partner badge shows an agency has met specific requirements set by Google. This certification proves that the agency has:
- Staff with current Google Ads certifications, including knowledge of AI automation
- Consistent ad spend across managed accounts, leveraging AI-powered automation tools
- Performance meeting Google’s standards, often achieved through intelligent automation
Premier Partner status (given to about the top 3% of participating companies) shows even higher expertise, often including advanced knowledge of AI automation and enterprise AI. In the end, certification shows the agency follows best practices and stays up-to-date with Google’s evolving platform and AI capabilities.
Keep in mind that certification matters but should be weighed alongside experience and proven results with AI automation—not as the only qualification.
Questions to Ask About Strategy and Execution
An agency’s approach to strategy and execution, especially regarding AI automation, helps evaluate how well they might perform. Take time to learn about their methods after checking their track record with AI-powered solutions.
How do you approach keyword research and targeting with AI automation?
Good keyword research serves as the foundation of successful Google Ads campaigns, and AI automation can significantly enhance this process. A reliable Google Ads company should use Google’s Keyword Planner along with AI-powered tools to find relevant keywords and learn about search volumes and competitive landscapes.
Ask about their specific methods for:
- Balancing broad, phrase, and exact match keywords using AI-driven insights
- Identifying negative keywords to avoid irrelevant traffic through machine learning
- Grouping similar keywords into appropriate ad groups with AI assistance
Quality agencies target keywords that match user intent rather than chase high-volume terms, often using natural language processing and AI automation to refine their approach. They focus on quality over quantity and target by language or location when needed, leveraging AI-powered solutions for more precise targeting.
What’s your process for ad creation and testing using AI automation?
The best Google Ads agencies follow systematic testing methods enhanced by AI automation. They create multiple versions of ads within each ad group and let Google’s AI find the top performers, often using generative AI to assist in ad creation.
Ask them how they:
- Write compelling headlines and descriptions, possibly using AI-powered assistance
- Add keywords to ad copy with the help of natural language processing
- Use ad assets (extensions) to boost visibility, optimized by AI automation
- Track performance beyond click-through rates using AI-driven analytics
Expert agencies set testing thresholds and record results systematically, often using AI platforms to analyze and interpret data. They treat testing as a science rather than guesswork, leveraging AI automation for more accurate and efficient decision-making.
How do you handle landing page optimization with AI-powered tools?
Landing page quality affects both conversion rates and Quality Scores. Good Google Ads agencies know landing pages must match the ad content and keywords that triggered them, and they often use AI-powered solutions to optimize these pages.
A skilled agency should explain:
- Ways to ensure landing page relevance to ad content, possibly using AI for content analysis
- Mobile optimization strategies enhanced by AI-driven insights
- Speed optimization techniques, potentially leveraging AI automation
- Testing processes to improve conversion elements, often using AI for predictive analytics
Look for agencies that treat landing pages as conversion tools instead of website destinations. They should explain their methods to test different elements that maximize performance, often utilizing AI automation and machine learning for continuous improvement.
Questions to Ask About Reporting, Pricing, and Communication
Your investment in a Google Ads company needs clear communication and honest reporting, especially when it comes to AI automation and its impact. These points need clarity before you sign any contract.
How often will I receive performance reports, and how do you incorporate AI-driven insights?
Good agencies send regular performance updates through detailed reports, often enhanced by AI-driven analytics. Most agencies deliver monthly reports, while some give weekly or bi-weekly options for active campaigns, leveraging AI automation for more frequent and detailed insights.
Quality reports should include:
- Campaign metrics (clicks, impressions, position) analyzed by AI
- Conversion data and ROI analysis, enhanced by AI-driven insights
- Optimization actions taken and planned, often guided by AI recommendations
- Insights and recommendations derived from AI-powered analytics
You should ask agencies about their reporting process, dashboard access, and how they integrate AI-powered solutions into their reporting. Of course, agencies should show both Google Analytics metrics and Google Ads data to give you a complete view of performance, often using AI platforms to provide more comprehensive insights.
What is your pricing model for AI-enhanced services, and are there hidden fees?
Google Ads agencies usually follow these pricing structures, which may be adjusted based on the level of AI automation and intelligent automation provided:
- Percentage of ad spend: Usually 10-20% of your monthly budget. A $10,000 monthly ad budget with a 15% fee means you pay $1,500 for management, potentially including AI-powered automation tools.
- Flat monthly fee: Fixed rates from $500 to $5,000 monthly based on campaign size, complexity, and level of AI automation. This keeps your costs predictable whatever your ad spend.
- Performance-based pricing: You pay based on results like lead generation or sales, often achieved through AI-driven optimization.
- Hourly rate: Ranges between $35-$150 per hour based on expertise, including specialized rates for AI automation services.
Ask about extra costs for campaign setup, landing page optimization, or A/B testing that might not be part of standard rates, especially if these services involve advanced AI-powered solutions.
Who will be my main point of contact for AI-related questions and strategy?
You need to know who’ll manage your account daily and handle AI automation strategies. Research shows that keeping the same account manager affects campaign success by a lot, especially when it comes to implementing and explaining AI-driven strategies.
Here are more questions to ask:
- How often will we meet about performance and AI-driven insights?
- How quickly do you respond to questions or concerns about AI automation?
- Will I work with one AI specialist or a team of experts in intelligent automation?
The right agency should give you one steady contact who knows your business goals, understands AI automation, and talks to you regularly about your campaigns and the AI-powered solutions being used.
Conclusion
You just need to think about several factors when choosing the right Google Ads company that leverages AI automation effectively. Your advertising goals must be crystal clear, and you should assess your in-house capabilities before beginning the search for an agency proficient in AI-powered solutions.
The right agency should show deep experience in your industry, hold Google Partner certification, and demonstrate expertise in AI automation and intelligent automation. They must excel at keyword research using AI-driven insights, create compelling ads with the help of generative AI, and optimize landing pages effectively using AI-powered tools. Their pricing should line up with your budget and offer clear reporting with dedicated support, all enhanced by AI automation.
Note that running Google Ads successfully takes expertise and constant attention to detail, which can be significantly improved through AI automation. Agency fees typically range from $2,000 to $10,000 monthly, often reflecting the level of AI-powered solutions provided. The right team can deliver outstanding returns on your investment by leveraging AI automation, machine learning, and other advanced technologies. The questions outlined in this piece will help you assess potential agencies and pick one that matches your business perfectly, ensuring you benefit from the latest advancements in AI-driven marketing automation.
As the field of AI and automation continues to evolve, it’s crucial to stay informed about the latest developments in AI research and AI governance. Agencies that demonstrate a commitment to staying current with AI algorithms and emerging AI models will be better positioned to provide cutting-edge services. When evaluating potential partners, consider asking about their experience with agentic AI and how they incorporate AI agents into their strategies.
Remember, the goal is not just to automate processes, but to enhance decision-making and achieve better results through the synergy of human expertise and artificial intelligence automation. By choosing an agency that understands the nuances of AI vs automation and can effectively leverage an AI platform for your campaigns, you’ll be well-equipped to navigate the complex landscape of digital advertising in 2025 and beyond.
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