Three things worth checking on any agency
The account is the asset. Most advertisers find that out too late.
Paid search goes wrong in ways that have nothing to do with keywords. These three are structural, they are decided before a single ad runs, and they are all visible in a contract if you know to look.
The fee that rises with your spend
Percentage-of-spend is the default arrangement in this market, and it means your agency earns more when your budget grows regardless of what the budget returns. Nobody involved has to be dishonest for that to bend decisions — it just quietly makes 'increase the budget' the easiest recommendation in every meeting and 'this campaign should be switched off' the hardest. An agency you can trust on budget advice is one whose income does not move when the budget does.
The account that is not yours
Some agencies run client campaigns inside their own manager account. When you leave, you can lose the campaign structure, the historical data and — most costly — the conversion history the bidding algorithms have been learning from. Starting a new account is starting the learning period again, which is weeks of worse performance you are paying for. Your account should be registered by you, with the agency granted access and removable in one click.
The conversions that are not conversions
Look at what your account counts as a conversion before you look at anything else. If a page view, a scroll, or every form submission including the spam is being counted, then the cost-per-conversion in your reports is fiction and every optimisation decision made from it is arbitrary. This is the most common serious defect we find and it is usually a twenty-minute fix that nobody has done.
What we can prove, and what we cannot
There are no published paid-search case studies in our library. The campaign write-ups exist and are still drafts, and the decision has been to leave them there rather than activate stubs so a page like this can display a figure. So we are not going to show you a return-on-ad-spend number with a client's name attached, and you should be mildly suspicious of pages that do — a screenshot with the account name cropped out is not evidence of anything.
What we offer instead
Read-only access to your existing account and a written teardown inside 48 hours, free. What it contains: whether your conversion tracking measures anything real, what proportion of spend is going to search terms you would never have chosen, whether your campaign structure is fighting itself, and which of your campaigns should simply be switched off. That document is yours whether you hire us or not, and taking it to your current agency is a legitimate use of it.
It is a harder thing to fake than a case study, which is the point. Anyone can produce a chart. Reading a specific account and naming specific waste takes somebody who knows the platform.
How we charge, and why
A flat monthly fee for management, agreed up front, with your media budget paid directly to Google from your own account. We never invoice you for ad spend and never take a cut of it. The practical consequence is that recommending you cut a campaign costs us nothing, so we do it — which is the entire reason for the arrangement. Choosing a Google Ads agency in the UK or offshore, ask how the fee is calculated before you ask anything about strategy. It predicts more of the relationship than the strategy does.
Where we are
Islamabad, no British office. For account management the overlap is rarely the constraint — this is asynchronous work and the reporting is written. What we would flag is that if your business needs somebody adjusting bids during a British evening promotion, say so at the start so the arrangement covers it rather than assuming it.
How it runs
Read the account, then decide.
Free account teardown
Read-only access, written findings inside 48 hours. Wasted spend, tracking defects and what to switch off.
Fix the measurement first
Conversion tracking made real before anything is optimised, because optimising against fiction is worse than not optimising.
Restructure, then run
Campaigns rebuilt around what you actually sell, negatives applied, and budget moved to what returns.
Report against revenue
Monthly, from your own account and analytics, in numbers that reach your bank rather than impressions.
Money
How management is arranged.
Flat monthly management
One fee agreed up front that does not change when your budget does. Media paid directly to Google from your account, never through our invoice.
- ✓No percentage of spend
- ✓Cancel with notice
- ✓Your account, always
One-off rebuild
Tracking fixed and the account restructured as a single piece of work, then handed back for your team to run. A legitimate and often correct outcome.
- ✓Fixed scope
- ✓Documented structure
- ✓No ongoing commitment
Teardown only
Free, written, 48 hours. Take it to your current agency and ask them about it. That is a fair use and we would rather you did that than switch for no reason.
- ✓No cost
- ✓No obligation
- ✓Yours to keep
No figures appear on this site, in any currency, including ours. What matters more than the number is the shape: flat, agreed in advance, unaffected by your media budget, and cancellable. Ask every agency on your shortlist for those four properties in writing.
FAQ
Straight answers.
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