How do I know if my PPC agency is any good?

Check whether it measures what makes you money: tracking audited, closed customers sent back to Google and Meta, and reports in cost per customer. Then check the craft: niche search terms and negatives, knowledge of your category's ad rules, and Meta creative tested on a schedule.

What score should worry me?

Below about 60% means several basics are missing. Any No on tracking, CRM feedback or account access is worth raising right away, whatever the total.

Can I use this to compare agencies before hiring?

Yes. Ask each agency to show evidence for each point in its first meeting, score them the same way, and compare the gaps rather than the pitch.

Is anything I enter saved?

No. The scorecard runs in your browser and nothing is stored or sent.

Free tool

Score your PPC and Meta ads agency.

Twelve questions that separate a specialist from a generalist on Google Ads and Facebook and Instagram ads.

Answer for your current agency or one you are considering, and get the questions to ask next.

Step 1 of 2

How can we help you get found?

Then your name and website.

01 · Measurement
They audited conversion tracking before changing bids or budgets.
02 · Measurement
Qualified leads or sales from our CRM or store are sent back to Google and Meta.
03 · Measurement
Reports show cost per customer or revenue, not just clicks and leads.
04 · Search
Search campaigns are built around our niche's real search terms, with active negative keywords.
05 · Policy
They know the Google and Meta ad rules that apply to our category.
06 · Meta
New Facebook and Instagram creative is tested on a set schedule.
07 · Meta
The Meta pixel runs with the Conversions API and deduplication.
08 · Trust
We have full access to the ad accounts and see every change.
09 · Trust
A senior person works on the account, not only a junior coordinator.
10 · Commercial
Pricing is clear and does not reward spending more for its own sake.
11 · Commercial
The contract term and exit terms are reasonable and in writing.
12 · Commercial
There is a written plan for the next 90 days with targets tied to our margins.

Score

0 of 12 answered

How it works

The method.

The criteria come from the buyer guides we publish for niche businesses. Most underperforming accounts fail on the same few points: tracking that counts the wrong thing, no feedback from the CRM, reports built on clicks, campaigns that ignore the category’s search terms and ad rules, and Meta creative that never changes.

Each answer counts equally. Yes earns two points, Partly one, No none. The score is a prompt for a conversation, not a grade, and every gap comes with the question that tells you whether it can be fixed.

Nothing you enter is stored or sent anywhere.

Questions

About this tool.

How do I know if my PPC agency is any good?: Check whether it measures what makes you money: tracking audited, closed customers sent back to Google and Meta, and reports in cost per customer. Then check the craft: niche search terms and negatives, knowledge of your category's ad rules, and Meta creative tested on a schedule.
What score should worry me?: Below about 60% means several basics are missing. Any No on tracking, CRM feedback or account access is worth raising right away, whatever the total.
Can I use this to compare agencies before hiring?: Yes. Ask each agency to show evidence for each point in its first meeting, score them the same way, and compare the gaps rather than the pitch.
Is anything I enter saved?: No. The scorecard runs in your browser and nothing is stored or sent.

More free tools

Get in touch

Want us to run the numbers on your account.

Send a short brief. A senior strategist reads it and will be in touch with what we would fix first.

Phone(866) 3-Theory Emailt@theoryroad.com

ClientsAcross the US

Thanks. We have it.

A senior strategist will be in touch by email or phone.