How to choose a B2B Google Ads agency?

Prioritize agencies with strong pipeline discipline over those with Partner badges. Confirm who owns the ad account (you must), how HubSpot or Salesforce deal stages are imported into Google Ads, and whether reporting distinguishes brand from non-brand while showing cost per opportunity, not just CPL. Ask how frequently search terms are reviewed and if the negative-keyword log is shared. Inquire about which campaigns they would pause first and whether senior staff lead daily operations. Avoid agencies that optimize only for form fills, blend brand into “performance,” or refuse to provide a redacted search-terms report. In B2B, expect long sales cycles and a buying committee. The agency should begin with exact-match targeting for commercial intent and expand only after obtaining clean conversion data. Use this checklist when evaluating our B2B Google Ads agency, and compare it with What does a PPC agency do?.