Here’s the updated article version of the video “What to Ask a SEM AdWords or SEO Vendor in 2024”, aligned with the duplicate subtitle file and ideal for quick publishing:
What to Ask a SEM or SEO Vendor in 2024 (Before Hiring Them)
Looking to hire a Google Ads or SEO agency? There are tons of articles with long checklists—but let’s be honest:
You likely won’t ask all 20+ “perfect” questions.
So instead, here’s a practical list of what really matters when qualifying a paid search or SEO vendor in 2024.
1. Who’s Actually Doing the Work?
Most people you speak with during a sales call are just that—salespeople.
They’ll:
- Pitch you hard
- Talk smoothly
- Share big ideas
But ask yourself:
“Who will actually manage my account day-to-day?”
Then ask them:
- “Can I speak to that person?”
- “What’s their name?”
- “Do they have experience in my industry?”
You want to deal directly with the strategist—not just the closer.
2. What Is Their Background?
Once you identify who’s running your campaigns:
- Look up their LinkedIn profile
- Check for reviews or recommendations
- See how many years of experience they have in SEM or SEO
- Find out if they’ve worked with businesses like yours
There’s a big difference between someone with 1 year of junior-level experience and someone who’s managed paid search for 10+ years.
3. How Many Clients Do They Manage?
This is a huge indicator of quality and responsiveness.
Ask:
- “How many accounts does this person handle?”
- “Are they managing 5 clients—or 50?”
If it’s 50+ accounts, don’t expect hands-on optimization every week.
If it’s fewer than 10, you might get more dedicated time and attention.
There’s always a tradeoff between bandwidth and cost, but it’s good to know where you stand.
Final Thoughts
Forget the giant lists.
Start with these 3 questions:
- ✅ Who’s doing the work?
- ✅ What’s their experience?
- ✅ How many accounts are they managing?
These answers will reveal more than any pitch deck or proposal ever will.
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