What a PPC Agency Should Do: 9 Tasks You Can Expect
Key takeaway
A good PPC agency first sets up reliable conversion tracking, then builds campaigns from keyword research and your margins, tests ads and landing pages, adjusts bids and budget, and reports on business results: leads, sales, cost per customer. The Google Ads account stays yours, and you know exactly what you pay for management and what goes to Google.
Key points
- PPC, also called SEA (search engine advertising), means paid ads in search engines, mainly Google Ads.
- Without proper conversion tracking, nobody optimizes anything, the agency included.
- The ad account should be in your company's name.
- Reporting covers leads, sales and cost per customer, not just clicks.
- In Belgium, Dutch and French campaigns each deserve their own approach.
What does a PPC agency do? The short answer
A PPC agency plans, builds, manages and measures your paid search ads, mainly on Google Ads, so every euro brings in as many customers as possible. In Europe it is often called an SEA agency, for search engine advertising. A good agency does much more than set a budget: it handles tracking, strategy and continuous optimization.
Here are the 9 tasks you can expect from a serious PPC agency, the red flags, and the questions to ask before signing.
The 9 tasks of a good PPC agency
1. Understand your goals and margins
A good agency first asks what a customer is worth to you, before talking keywords. Without your average order value, margin or quote-to-customer rate, nobody can set a healthy maximum cost per lead.
2. Set up reliable conversion tracking
Conversion tracking is the foundation: without it, Google and the agency optimize blindly. Forms, calls, appointments, purchases and, where possible, offline sales are tracked. In Europe, this includes Google's consent mode, so visitor choices are passed on correctly.
3. Research keywords and exclude the rest
The agency finds searches that show real buying intent, and excludes the others. Negative keywords matter just as much: someone typing "free", "jobs" or "DIY" is rarely a customer. In Belgium, language adds a layer: Dutch and French queries differ, and so does the competition.
4. Build a logical campaign structure
A clear structure by service, region and language makes steering and reporting possible. Separate campaigns for Flanders, Brussels and Wallonia, or for Dutch and French, let you shift budget toward what performs best.
5. Write and test ads
Ads are written for the customer, tested and improved regularly. A good agency tests messages (price, speed, guarantee, expertise), uses ad assets such as sitelinks and call extensions, and writes natural copy in each language rather than literal translations.
6. Work on landing pages
A click is only worth as much as the page it lands on. The agency reviews the speed, clarity, form and credibility of your landing pages and suggests improvements. Sometimes a better page delivers more than a bigger budget.
7. Manage bidding and budget
The agency picks the right bidding strategy for each campaign and monitors the budget daily or weekly. Automated bidding works well, provided it receives enough reliable conversions. A good agency knows when to trust automation and when to step in.
8. Report on business results
A good report answers one question: what did your budget deliver? That means leads, sales, cost per lead and return on ad spend, not just impressions and clicks. Along with what changed and what comes next.
9. Advise on the bigger picture
PPC does not live in isolation: a good agency also looks at your SEO, your other channels and how you follow up on leads. Responding fast to inquiries often improves profitability more than another campaign. An AI chatbot or AI voice agent makes sure no lead from your ads goes unanswered.
Red flags to watch for
Be careful if an agency does any of the following.
| Red flag | Why it is a problem |
|---|---|
| The account is in the agency's name | You lose history and data when you leave |
| No clear split between budget and management fee | You do not know what you really pay |
| Reports limited to clicks and impressions | Nobody knows if your campaigns are profitable |
| No conversion tracking, or untested tracking | Every optimization happens blindly |
| Long contracts with no exit clause | The agency has nothing to prove |
| A guaranteed "first spot on Google" | Position depends on auctions, quality and budget |
Questions to ask before you choose
These questions quickly reveal how serious an agency is.
- In whose name is the Google Ads account, and who pays Google directly?
- How do you track conversions, including calls and offline sales?
- What management fee do you charge, and how is it separated from media spend?
- What does a monthly report look like? Can I see an example?
- How do you handle Dutch and French campaigns?
- What happens after the test period if the goals are not met?
- Is the agency a Google Partner? Google sets performance, spend and certification criteria (Google Partners requirements), but the badge alone does not guarantee results.
Google Ads only, or Meta Ads too?
A PPC agency focuses on search engines, but your goals sometimes call for social ads as well. Google captures existing demand, Meta Ads creates new demand. We compare both in Google Ads vs Meta Ads.
Our approach at Ozapp
Ozapp is an AI-first agency based in Belgium, working in French, Dutch and English. Our digital advertising service always starts with tracking and your margins, the account stays in your company's name, and we report in leads and sales. We connect paid search with your SEO & GEO, so paid and organic visibility reinforce each other.
For a first concrete preview, try our free digital advertising demo: ads, keywords and a test budget based on your website.
- Explore our service: Digital advertising
- Get a free quote: Contact
FAQ — PPC agency
What is the difference between PPC and SEO?
PPC (pay-per-click), also called SEA, means paid ads in search engines: you pay per click and are visible immediately, as long as the budget runs. SEO is organic visibility: no cost per click, but it takes time and content. They reinforce each other: PPC data shows which keywords convert, and SEO keeps you visible when ads stop.
How much does a PPC agency cost?
Most agencies charge a management fee on top of your ad budget, which is paid directly to Google. The fee can be fixed, a percentage of spend or a mix. Always ask for a clear split between media budget and management. At Ozapp, you receive a detailed quote within 24-48 hours after a free 30-minute consultation.
Who owns the Google Ads account?
You should, in your company's name and with your own payment method. The agency gets access through its manager account. That way you keep your history, data and campaigns if you ever switch providers. An agency that refuses to hand over the account is a red flag.
What is a Google Partner?
A Google Partner is an agency that meets Google's criteria: an optimization score of at least 70%, at least 10,000 dollars in ad spend over 90 days across its clients, and enough certified staff. The badge shows platform experience but does not guarantee your results: also judge the agency on its method and reporting.
How quickly do PPC campaigns show results?
Ads can be live the same day, but campaigns usually need a few weeks to learn and stabilize, especially with automated bidding. Judge an agency after a test period agreed in advance, against goals such as cost per lead or return on ad spend, not on the first few days.
