How to Choose an Adwords Consultant or Agency in 2024

How to Choose a Google Ads Consultant or Agency in 2024 (With Pricing Models) 

Hiring the right Google Ads (AdWords) consultant or agency can feel overwhelming. You want results—but how do you know who’s good? How much should you pay? What should you even ask? 

This guide breaks it down into three parts: 

1. What an AdWords consultant actually does 
2. The different pricing models 
3. How to pick the right one for your business 

1. What Does a Google Ads Consultant Do? 

At the core, their job is twofold: 

✅ Minimize Wasted Spend 

They make sure you’re not paying for: 

• Irrelevant keywords 
• Unqualified traffic 
• Unnecessary clicks 

This alone can pay for their own fee. 

✅ Maximize Revenue 

Even if you’re tracking leads now, the goal is always sales and profit. A good consultant or agency: 

• Drives more conversions 
• Focuses on profitability 
• Improves ROI 

So it’s not just about spending your ad budget—it’s about getting more out of it. 

2. Pricing Models: How Much Does an AdWords Consultant Cost? 

There are several ways PPC consultants and agencies charge: 

💵 Hourly Rates 

• Junior consultants: $50–$100/hour 
• Experienced consultants (6–8+ years): $100–$200/hour 
• Agencies: can charge more to cover overhead 

📦 Flat Monthly Retainer 

• You pay a fixed monthly fee
• Good for stable campaigns or ongoing work 

📊 Performance-Based or Commission

• They take a cut of ad spend or sales 
• Higher risk for the consultant, but very ROI-aligned 

Which one’s best? 
It depends on your campaign complexity, goals, and how hands-on you want them to be. 

3. How to Choose the Right Google Ads Partner 

Once you’ve found a few options, here’s how to filter them: 

✅ Ask What Their Goals Are 

Do they talk about: 

• ROI? 
• Cost per lead? 
• Long-term performance? 

They should focus on business outcomes—not just vanity metrics. 

✅ Ask About Their Process 

Do they: 

• Audit your current setup? 
• Fix tracking and attribution first? 
• Report clearly and transparently? 

A good consultant leads with diagnosis and structure—not fluff. 

✅ Ask About Their Experience 

• How long have they been running ads? 
• Do they understand your industry? 
• Can they show past wins? 

Even better—ask who will actually be doing the work, not just the person on the call. 

Final Thoughts 

Choosing a Google Ads consultant or agency isn’t about finding the cheapest—it’s about finding someone who can: 

✅ Reduce your wasted spend 
✅ Increase your revenue 
✅ Align with your business goals 
✅ Clearly explain their pricing and approach 

Ask smart questions. Look for transparency. And always make sure they care as much about results as you do.