Who owns the account and the data?
The Google Ads account holds the firm's history: what was tested, which searches converted, and how much was spent. If the agency owns the account, the firm may lose that history when the relationship ends. Ask whether the firm will own the account and billing relationship, with the agency granted access — and whether the same applies to analytics, tag management, call tracking, and landing pages.
How is a conversion defined?
An agency's reported results depend on what it counts. Ask which actions count as conversions, whether calls have a minimum duration, how spam forms are handled, and whether reported leads can be reconciled against the firm's intake records. Agencies that welcome that reconciliation are usually confident in their measurement.
What does reporting include?
Useful reporting explains what changed, why, and what is planned next. Ask to see a sample report. Look for search-term insights, budget recommendations with reasoning, and — where the firm's systems allow — metrics beyond raw leads, such as qualified leads and consultations.
- How often will we receive reports, and who explains them?
- Will we see the search terms our ads appeared for?
- How do you separate leads from qualified leads?
- What do you need from our intake team to measure outcomes?
How are fees structured?
Common structures include flat monthly management fees, a percentage of ad spend, or a combination. Each has trade-offs. A percentage-of-spend model can create an incentive to recommend higher budgets; a flat fee may not scale with account complexity. Ask what is included, what costs extra (landing pages, call tracking, setup), and whether ad spend is paid directly to Google.
What are the contract terms?
Ask about minimum terms, notice periods, and what happens at the end of the engagement — including handover of accounts, assets, and documentation. Long lock-in periods are worth questioning, particularly before the agency has demonstrated how it works.
Be wary of guarantees
Google Ads is an auction. Results depend on competition, budget, market, the firm's intake responsiveness, and factors no agency controls. Promises of a specific number of leads, signed cases, or a guaranteed top position should prompt careful questions. A better sign is a clear explanation of how the agency will make decisions and measure progress.
Does the agency understand legal advertising?
Legal PPC has particular considerations: state attorney advertising rules, confidentiality, intake processes, and practice-area economics that vary widely. Ask how the agency handles ad copy review against advertising rules, how it keeps confidential information out of forms and marketing tools, and how it adapts strategy to the specific practice areas the firm wants to grow.
A law firm PPC audit is a low-commitment way to see how an agency thinks before you sign anything.
