Answers to your top questions

Have clarity on:
- Primary goal (leads, revenue, pipeline quality)
- Target customer + geographies
- Budget range and constraints
- Sales cycle details (how you define a “qualified” lead)
- Website/CRM access availability and internal resources
- Average deal value or lifetime value of a converted lead

- Guarantees of rankings/leads without conditions
- No access/ownership of accounts
- Vague deliverables (“we’ll build links” with no quality standards)
- Reporting that focuses on vanity metrics only
- “Set and forget” PPC with no test plan
- Refusal to explain strategy in plain language

We:
- validate conversions (forms, calls, purchases),
- handle consent mode/cookies,
- reduce “dark” conversion loss (enhanced conversions, server-side where appropriate),
- reconcile platform-reported conversions with CRM or backend sales.

We do, some don’t. We recommend clarifying scope:
- Will they create landing pages or just advise?
- Do they run A/B tests?
- Who writes/designs/devs, and what’s the turnaround time?
- PPC especially needs strong landing pages; otherwise you may pay for weak conversion rates.

Risky SEO often involves manipulative link schemes, spun content, or tactics that can trigger penalties. A reputable agency focuses on technical health, helpful content, and earning authority legitimately.

Look for:
- What happened (results vs targets)
- Why it happened (insights, not screenshots)
- What changed (tests, optimisations, spend shifts)
- What’s next (prioritised actions, experiments)
- Clear definitions of metrics and conversion events

You should. Best practice looks like:
- The ad account is created under your business and the agency is granted access.
- You retain admin access to analytics/tracking.
- If you ever switch agencies, you keep history, learnings, and audiences.

Our onboarding includes:
- Access to website backend, Google analytics, tag manager, ad accounts, Search Console
- Tracking audit (are conversions reliable?)
- Baseline performance + quick-win list
- Initial strategy: audiences/keywords, landing pages, test plan
- Reporting set up

If an agency is guaranteeing rankings or qualified leads, that’s a red flag:
- SEO rankings aren’t fully controllable. No agency can guarantee rankings or traffic.
- PPC can “guarantee traffic” (spend buys clicks), but not qualified leads without proper product/market fit and tracking.
- Ask for realistic ranges, assumptions, and what they’ll do if targets aren’t hit.

It depends on your business and goals, but typically:
- CPA / Cost per lead, ROAS, profit per order
- Conversion rate, AOV/LTV (if available)
- Impression share (search), quality score proxies, and funnel drop-off
- Incrementality tests where feasible (especially for remarketing/brand)

Depends on the business, but common ones include:
- Organic leads/sales/revenue (best)
- Non-branded organic traffic and conversions
- Organic impressions as a measure of visibility in Google results
- Rankings by intent (not vanity keywords)
- Share of voice vs. competitors
- Index coverage / crawl errors / Core Web Vitals (supporting metrics)

Treat it as a hypothesis; ask what volume of clicks/conversions it’s designed to buy, what assumptions they’re using (CPC, CVR), and what decisions they’ll make if results are below target.

It depends on your CPCs and conversion rate. Budget enough to generate consistent conversion volume (often at least dozens of conversions per month per campaign/goal) so optimisation has data. If your niche is expensive, you may need more to learn.

Typical models:
- Monthly retainer (most common for SEO and ongoing PPC management)
- Percentage of ad spend (PPC)
- Flat management fee (PPC)
- Project-based (SEO audits, migrations, one-time builds)
- Performance-based (rare; can create incentives to optimise for the wrong metric)

You can launch within days, but performance often stabilises over 2–6 weeks as:
- tracking is validated
- creatives/keywords are tested
- conversion data accumulates for bidding algorithms

Commonly 3–6+ months to see meaningful movement, but it depends on your starting point (technical issues, competition, content gaps, brand authority). Some fixes help quickly (indexing, broken pages), while authority/content growth takes longer.

- PPC is best for faster feedback, controlled targeting, and immediate volume.
- SEO is best for compounding returns and reducing dependency on paid spend.
- Both is common: PPC fills gaps and informs SEO (keywords/ads → content), while SEO improves PPC efficiency (better landing pages, stronger brand demand).

A PPC agency runs paid media campaigns to drive leads/sales, typically across:
- Search ads (Google/Bing), Shopping, Performance Max
- Paid social (Meta, LinkedIn, TikTok), YouTube, Display/remarketing
- Landing pages & CRO support (often with partners)Tracking & attribution (pixels, conversions, server-side options)

An SEO agency improves your visibility in organic search by working on:
- Technical SEO: crawlability, indexing, site speed, structured data, etc.
- On-page SEO: content quality, internal linking, intent match, metadata.
- Off-page SEO: earning links/mentions, digital PR, authority building.
- Strategy & measurement: keyword research, competitor analysis, reporting