Choosing the right agency to manage your Google Ads can make or break your digital marketing investment. While flashy dashboards and lofty promises are easy to come by, a performance-driven Google Ads agency like Copify distinguishes itself by a set of tangible, strategic deliverables that translate into real results.
Whether you’re running search, shopping, display, or video campaigns, these five deliverables are non-negotiable if you aim for sustained ROI and growth.
Table of Contents
Strategic Keyword Research and Competitor IntelligenceFull-Funnel Campaign DevelopmentCustom Landing Page Strategy and OptimizationContinuous Testing and Ad VariationTransparent Performance Reporting and Optimization Insights
Strategic Keyword Research and Competitor Intelligence
According to Google, 15% of search queries each day are entirely new, underscoring the need for ongoing keyword discovery.
Effective Google Ads campaigns begin with deep keyword research, but it doesn’t end there. Your agency should deliver a dynamic keyword strategy that evolves with user behavior, competitive shifts, and market trends. This includes mining for cost-effective high-intent, long-tail keywords, segmenting them by funnel stage, and aligning them with compelling ad copy and relevant landing pages.
Keyword research must be complemented by competitor analysis. Your agency should study competitors’ ad copy, offers, placements, and keyword overlaps to inform your strategy. This ensures you’re not just bidding smartly, but also standing out in a saturated ad space.
Full-Funnel Campaign Development
For every $1 a business spends on Google Ads, they receive $8 in profit through Google Search and Ads.
Campaign development is more than launching ads. A strategic agency builds the whole funnel (TOFU, MOFU, BOFU), including ads for awareness, consideration, and conversion.
This includes crafting campaigns for:
Google Search Ads that capture bottom-funnel buyers actively searching.
Shopping Ads optimized with product feed enhancements and merchant center integration.
Display and Video Ads for retargeting and brand awareness.
YouTube Campaigns to engage visual learners and build trust at scale.
The agency should configure your Google Ads account structure to segment audiences, match intent, and scale budgets with clarity. This includes naming conventions, conversion tracking setup, audience exclusions, and A/B tests built into the plan from day one.
Custom Landing Page Strategy and Optimization
Conversion rates can increase by up to 300% when landing pages are optimized for ad campaigns.
No matter how compelling your ad is, the post-click experience seals the deal. Your agency must deliver custom landing pages or optimize existing ones to match the ad intent. That means aligning the page headline, imagery, offer, and call to action with the ad copy and keywords that brought users in.
Further, the agency should A/B test variations of layout, copy, and forms and implement heat mapping and behavior tracking tools to identify friction points. This ongoing testing is essential to increasing conversion rates and Quality Scores, ultimately lowering the cost per acquisition.
Continuous Testing and Ad Variation
Dynamic Search Ad (DSA) campaigns to Performance Max (PMax) see an average increase of over 15% in conversions or conversion value at a similar cost per action (CPA) or return on ad spend (ROAS).
Ad fatigue is real. Your agency should continuously create, rotate, and test multiple text, image, and video ad versions across formats. Every ad group should contain multiple ad variations with different headlines, descriptions, and calls to action to determine which messaging resonates best with each audience segment.
More importantly, testing should be structured—not random. Your agency should establish hypotheses before each creative test and report results in context. This moves your strategy beyond guesswork into data-informed decision-making.
Transparent Performance Reporting and Optimization Insights
67% of marketers say they can’t confidently measure campaign performance across channels.
A professional Google Ads agency must provide regular, digestible reporting with clear KPIs tied to business outcomes—not vanity metrics. This includes:
Impression share and Quality Score trends
Click-through rates segmented by audience and keyword
Conversion volume, conversion rate, and cost per conversion
Revenue or ROAS (where e-commerce tracking is in place)
Beyond reports, your agency should also deliver actionable insights. Expect strategic commentary: what’s working, what’s not, and how the team is responding. You should never be left wondering how budget is being optimized or why performance changed.
Takeaways
Demand robust keyword and competitor research: A strategic foundation ensures you’re targeting the right queries with contextual intelligence.
Insist on full-funnel campaign development: Your campaigns should cover awareness to conversion with tailored ad types and audiences.
Ensure landing pages are tested and aligned: Conversion-focused landing pages built for each campaign will dramatically improve performance.
Expect structured ad testing and rotation: Multiple creative variations help avoid fatigue and reveal what drives action in your market.
Require transparent, insight-driven reporting: Your agency must communicate results clearly and explain how campaigns are being improved.
Choosing a Google Ads agency is more than picking a vendor—it’s selecting a performance partner. These five deliverables ensure your campaigns are optimized from every angle and demonstrate that your agency is proactive, accountable, and genuinely invested in your success.
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Originally Published on Martech Zone: 5 Deliverables Your Next Agency Must Provide for Google Ad Management