What does a Google Ads agency actually do — what deliverables should I demand in the kickoff meeting?

For a 70,000 TL budget, the market rate for a flat management fee is usually between 12,000 TL and 18,000 TL. Agencies charging a percentage typically ask for 15 percent, but a flat fee is much safer when starting out.

The first thing you need to ask them is how they set up conversion tracking. If they measure form submissions through button clicks instead of a dedicated thank-you page, bad data will burn through your budget in no time.

Most agencies just build the campaigns, turn on smart bidding, and never look at the dashboard all month. If you don't demand an Excel export of the search terms report every Monday, you're just throwing money away.

Tell them this in the meeting: "Don't just bring me impressions and clicks at the end of the month; we're going to cross-reference how many forms came in and how many were actually qualified leads." Any lazy agency will back off the moment they hear that.

What they call "AI optimization" is literally just clicking the "Apply recommendations" button inside Google Ads. A high school intern at your office could do that, don't get ripped off.

It is in your legal and operational interest to include a monthly reporting schedule, negative keyword audit frequency, and unconditional transfer of account access rights in the service agreement.

Make sure you own the account, everything else can be sorted out. Whatever you do never run ads inside a hidden account they set up.

Quick summary for newcomers: Don't hesitate to ask; those who don't ask always pay more.

Good luck with that.

My questions are cleared up thanks.

We got stuck at the same point for a while. The harder it is to reverse a decision, the slower you should make it.

If you have questions, write them; I'll answer as best I can.

I completely agree. The system lives on after delivery; maintenance is a separate line item.

If I were you, I'd go this route.

If I understood correctly youre saying: When we decide without measuring we always end up in the same place.

Good luck with that.

Correct.

Thanks for writing this, that's the right way. If you get three different answers on a topic, the question was asked wrong.

my perspective changed after experiencing that. if you get three different answers on a topic, the question was asked wrong.

Here's how it went for us. If you get three different answers on a topic the question was asked wrong.

The real issue isn't the number, but what it's based on. Just leaving this note it might be useful.

Let me summarize what's been said so far. The system lives on after delivery; maintenance is a separate line item.

Mistakes made on the google ads agency side are usually reversible but expensive. Hope this helps.

Could you elaborate on that? Payment schedules should be tied to project phases, not calendar dates.

Hasty decisions become decisions you have to fix six months later. That's all, sorry if I went on too long.