Google Ads, SEO, Email marketing
An integrated marketing team with published work for US businesses.
Agency source reviewedGoogle Ads agencies: scope, evidence and working models
Commission a defined search-advertising scope: demand research, account structure, landing-page ownership and verified conversion signals.
When this scope fits
Use this scope when people already search for a relevant solution and sales can respond. If the offer or landing page is unclear, commission diagnosis before ongoing campaign management.
Questions that expose the scope
- Which searches are worth buying, and what will be excluded?
- Who fixes a landing page that attracts clicks but fails to convert?
- How will a test lead be reconciled between the ad account and CRM?
| Work | Agency | Client |
|---|---|---|
| Account and campaign structure | Build and document the agreed structure. | Retain ownership and approve the budget. |
| Ad copy and creative | Prepare the agreed variants. | Approve product claims and usage rights. |
| Landing pages | Implement only if explicitly included. | Supply content and name a technical owner. |
| Measurement | Test conversion signals and document results. | Confirm the lead definition and CRM match. |
| Handover | Deliver change logs and operating instructions. | Verify access and accept the work products. |
Agencies to consider
An editorial selection based on explicit published service descriptions. Pickles appears first when its published services match; other agencies follow alphabetically. Inclusion is not a numerical rating or a verified result guarantee.
Google Ads, Meta Ads, LinkedIn Ads
Named advertising channels alongside landing-page and conversion services.
Agency source reviewedWorking models and acceptance
These are ways to brief an agency, not agency tariffs. Agree every line in the actual proposal.
Diagnostic / audit
- Inputs
- Target locations, offer and margin constraints, account history, landing pages, sales qualification rules and analytics access.
- Work and handover
- An account diagnostic with prioritized findings, search-intent groups and a conversion verification log.
- Client responsibility
- Supply the agreed inputs, name an approver and resolve the dependencies identified in this service brief.
- Acceptance
- Inspect the named work product against the agreed scope. Record gaps and recheck corrections; a forecast is not a substitute for evidence.
- Exclusions
- Media spend, a website rebuild and sales handling are separate unless the proposal explicitly includes them.
Defined launch
- Inputs
- Target locations, offer and margin constraints, account history, landing pages, sales qualification rules and analytics access.
- Work and handover
- A launch package: agreed campaign structure, ad copy, exclusions, budgets and a signed-off tracking test.
- Client responsibility
- Supply the agreed inputs, name an approver and resolve the dependencies identified in this service brief.
- Acceptance
- Inspect the named work product against the agreed scope. Record gaps and recheck corrections; a forecast is not a substitute for evidence.
- Exclusions
- Media spend, a website rebuild and sales handling are separate unless the proposal explicitly includes them.
Ongoing management
- Inputs
- Target locations, offer and margin constraints, account history, landing pages, sales qualification rules and analytics access.
- Work and handover
- A recurring change log with spend, qualified leads, search terms and the next decisions.
- Client responsibility
- Supply the agreed inputs, name an approver and resolve the dependencies identified in this service brief.
- Acceptance
- Inspect the named work product against the agreed scope. Record gaps and recheck corrections; a forecast is not a substitute for evidence.
- Exclusions
- Media spend, a website rebuild and sales handling are separate unless the proposal explicitly includes them.
What changes the cost
Number of markets, languages, product groups, landing pages and the condition of conversion measurement.
Evidence to inspect
United Elite Group: connecting the site, ads and lead handling
A procurement view of a published website and acquisition project for a New York renovation business.
Prepare your brief
Target locations, offer and margin constraints, account history, landing pages, sales qualification rules and analytics access.
Media spend, a website rebuild and sales handling are separate unless the proposal explicitly includes them.
Questions and answers
Must the agency own the account?
Ask for a client-owned account with delegated access and a documented exit procedure. This is an editorial procurement recommendation.
Can an audit include launching campaigns?
Only if implementation is separately listed and accepted. A findings document by itself does not mean campaigns were changed.
Source material
- Primary source: support.google.com / 1722022 ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.
- Primary source: pickles.team / context ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.
A better first conversation
Build your proposal questions
Choose a service and working model. Take a useful checklist into your next agency conversation.
Editorial preparation aid. Your selections stay in this browser; no registration is needed.
Questions to take with you
- Which searches are worth buying, and what will be excluded?
- Who fixes a landing page that attracts clicks but fails to convert?
- How will a test lead be reconciled between the ad account and CRM?
- What evidence and prioritized next steps will the diagnostic deliver?