Finding the right Google Ads SEM agency in Singapore can make or break your online advertising efforts. You must choose the best partner to manage your Google Ads campaigns if you want your business to thrive.
While this sounds simple, choosing a Google ads agency can pose headaches you never even knew existed. This article will guide you through the process of selecting a top-notch Google Ads agency in Singapore.
You must first know what your business needs and marketing goals are before you start your search for a Google ads agency. The clarity will help you find an agency that can deliver exactly what you are after.
Remember, a good agency should ask detailed questions about your business and objectives. If they are more interested in selling their services than understanding your needs, consider it a red flag.
Once you have defined your needs, it is now time to start your search for potential Google Ads agencies in Singapore. There a few ways you can go about that:
Source: Equinet Academy
As you research, create a shortlist of potential agencies. It is recommended that you visit their websites and look for:
Don’t be swayed by flashy websites alone. Look for evidence of real results and happy clients. A good Google Ads agency should be transparent about their work and willing to share case studies. However, I have learned that even seemingly impressive case studies can be misleading.
I once encountered a media agency that had cornered a certain medical profession for over a decade. They presented themselves to potential clients as industry experts, boasting about servicing many peers in the field. It sounded great on paper, but there was a hidden catch.
Through onboarding multiple clients in the same field, this agency was actually manufacturing competition. They increased cost-per-click bids, encouraging their clients to boost ad budgets to stay competitive. The agency’s service fee model, based on a fixed percentage of client ad spend, meant they earned more as budgets increased. It was a clever but unethical tactic that prioritised their profits over their clients’ best interests.
This experience taught me why large media agency networks like WPP, IPG, and Omnicom have multiple agency brands under their umbrellas. It is to handle potential conflicts of interest. For instance, consumer giants like P&G and Unilever, who compete in multiple product categories, would never use the same agency for their media buying duties.
So, when researching potential agencies, dig deeper than surface-level success stories. Ask pointed questions about their client base, how they handle potential conflicts of interest, and their strategies for genuinely optimising your ad spend rather than just increasing it.
This is one of the most crucial factors to consider. You should go for a company with proven experience in managing Google Ads campaigns. Besides, ask potential agencies about their track record in running successful Google Ads campaigns.
Here are the fundamental questions that will help you gauge an agency’s experience and expertise:
Don’t hesitate to ask for client references. A reputable agency should be able to provide you with at least two references from current or past clients, preferably from industries relevant or adjacent to yours. These references can offer valuable insights into the agency’s performance, communication style, and ability to deliver results. If an agency is as good as they claim, they should have satisfied clients willing to vouch for their services.
I have been on both sides of this equation. As a client, I once vouched for an agency I had previously worked with. The team considering hiring the agency had the opportunity to ask me questions about how the agency performed and functioned on a day-to-day basis from a client’s perspective. This direct interaction allowed them to gain authentic insights that went beyond the polished pitch presentations.
What I found particularly valuable about this process was how it helped allay potential fears especially when considering a newer agency with a compelling pitch or innovative service offering. Through speaking candidly about my experiences – the successes, the challenges, and how the agency handled both – I was able to provide a realistic picture of what working with them would be like.
A successful Google Ads agency in Singapore should have a strong, data-driven approach to campaign management. It is also very important to determine their process for campaign setup and keyword research targeting. You can have a fair assessment of this by asking potential agencies about their methods for:
If you want to truly gauge an agency’s data-driven approach and strategic thinking, consider issuing a brief challenge. This can reveal how well they grasp the fundamentals and know where to adjust key elements for optimal performance. For example, you might present them with a scenario like this:
“Equinet Academy is planning to attain at least 100 sign-ups a month. The average Cost Per Acquisition (CPA) is $50. With a monthly budget of $10,000, recommend a campaign structure and/or media channels to achieve revenue goals of $150,000.”
Pay close attention to how they break down the problem, which metrics they prioritise, and how they propose to allocate the budget. A strong PPC agency Singapore will not only provide a detailed plan but also explain the reasoning behind their choices.
Having a set budget in mind is very important when choosing a Google Ads agency. Given the sensitivity of this factor, you must understand all the technicalities that come with it. Here are a few pointers we think are key:
One critical aspect often overlooked is account ownership and access. Some agencies may try to retain control of your Google Ads account, potentially holding it hostage if you decide to terminate the contract. I have seen this play out a few times and it can be incredibly frustrating and detrimental to businesses.
Source: Google Ads
In one instance, my team had won an Automotive account from the incumbent, which was another big global media agency. What should have been a smooth transition turned into a nightmare. The outgoing agency delayed handing over admin access to us, stretching the process out for 1-2 months. We had to escalate the issue to Google, but even their hands were tied due to strict processes and requirements for verifying the bona fide owner of the ad account and releasing access. This caused unnecessary stress for both the client and our incoming agency team, not to mention the potential loss of valuable campaign data and momentum.
On another occasion, I recall my early years working for a small 5-man agency. Their business model targeted a large volume of SME clients with low monthly fees and startup costs. It seemed great for small businesses at first, but there was a catch. The moment clients wanted to part ways, my boss would levy a $1,000 “release fee” for the account. This practice essentially held small businesses hostage that forced them to pay or lose all their historical data and campaign structures.
These experiences have taught me the importance of account ownership from day one. To avoid these pitfalls, it’s highly recommended that you create your own Google Ads account and grant the agency access rights. This approach guarantees you maintain ownership and can easily transition to another agency or in-house management if needed, without facing “release” fees or losing valuable historical data.
Don’t overlook the importance of finding an agency whose culture and values align with your own. This can make a big difference in the long-term success of your partnership. Here are a few pointers regarding this selection factor:
Working with the right Google Ads agency in Singapore is a crucial decision that can largely impact your business’s online success. As you make your choice, keep in mind these key points we have discussed:
Source: Equinet Academy
Are you ready to enhance your Google Ads knowledge? Sign up for our comprehensive Google Ads course at Equinet Academy. Our expert-led training will equip you with the skills and insights needed to manage successful campaigns and work effectively with Google Ads agencies. Book your slot today and unlock the full potential of your online advertising efforts!
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Xuanbin is a Digital Marketer with experience spanning MNCs, private companies and government agencies across Financial Services, Recruitment, IT, Media, and International Trade industries. He has planned and strategised digital marketing campaigns over the Asia Pacific region for some of the world’s largest companies during his stints in award-winning global media agencies. Some of the clients he partnered with included Hotels.com, SAP, MINI, Laneige and SPRING Singapore. Having been on both brand and agency sides, Xuanbin strongly believes brand marketers and agencies can benefit from better alignment and understanding to maximise the full potential of their partnership and digital marketing performance. In his day job, he likes to think of himself as a fully committed data ninja, manipulating and analysing large datasets to uncover the real business impact of the digital campaigns he runs.
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