Is my agency wasting my ad budget? 7 warning signs
The short answer
Your agency may be wasting budget if reports stop at clicks or form fills, you don't own the ad accounts, nobody can explain where qualified leads come from, search terms and placements are rarely cleaned, and spend grows while opportunities stay flat. Ask for a channel-by-channel cost per qualified lead.
Most agencies are not dishonest — but incentives and reporting can hide waste. These signs tell you when to dig deeper.
The warning signs
One sign alone may be fine. Three or more is worth an audit.
- Reports show impressions, clicks and CPL but never qualified leads or opportunities.
- The ad accounts are in the agency's name, not yours.
- Search-term and placement exclusions have not changed in months.
- Every campaign uses broad or automatic targeting.
- Spend increases every quarter while sales opportunities stay flat.
- The person you speak with is not the person doing the work.
- Nobody can explain which campaigns produce your best customers.
What to ask your agency
Ask for cost per qualified lead by campaign for the last 90 days, a list of recent exclusions, and admin access to every account. A good partner answers quickly.
Get an outside view
An independent audit compares what you pay with what reaches sales. The free Pipeline Diagnostic is a quick first look before you commit to a full audit.
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Frequently asked questions
How do I know if my PPC agency is doing a good job?
Look at cost per qualified lead and opportunities from each campaign over at least 90 days, not clicks or impressions. A good agency also shows the changes it made — exclusions, tests and budget shifts — and gives you full ownership of your ad accounts.
Should I own my Google and LinkedIn ad accounts?
Yes. Your business should own every ad account, analytics property and CRM, and give the agency access. That protects your data and history if you ever change partners.
Find out where your pipeline leaks
The free Pipeline Diagnostic reviews your paid channels, lead operations, CRM data and attribution, and gives you a 90-day roadmap outline in 5 business days.
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