Numuno Digital /
Hiring Google Ads management: what to agree before launch
Before hiring someone to manage Google Ads, define what you want to advertise, who can buy it and how you will verify enquiries. A proposal that only lists keywords and promises visits leaves important decisions open. This guide helps you compare an agency or independent professional and prepare a reviewable brief, even if you have never launched a campaign.
By Numuno Digital, an independent web design and marketing studio in Marbella.
Define a useful enquiry first
Write down the service to sell, the locations you can cover and the work you do not accept. Then identify the information needed to assess an enquiry. A home-service business may need a job type and locality; a shop needs the product and delivery conditions. This gives you something more useful than click totals when judging a campaign.
Agree who will reply in writing and where the outcome will be recorded. Job applications, supplier approaches and requests outside your coverage need to be distinguished from potential customers. Define that before spending, rather than treating every contact as a success afterwards.
Separate setup, management and advertising spend
Ask for three clear items: initial preparation, continuing management and media budget. Establish whether research, ads, a landing page and measurement are included or separately scoped. A management fee alone does not explain how much will be spent with Google.
Record payment frequency, applicable taxes, continuation terms and what happens if you stop. Ask for deliverables: proposed structure, copy, destinations, checks and reporting frequency. Comparing prices without comparing scope can mean buying different services while assuming they are equivalent.
Agree how the budget will be controlled
An average daily Google Ads budget is not identical spending each day. Google states that most such campaigns have a daily billing limit of twice that budget and a monthly limit of 30.4 times it. Exceptions and budget changes matter; ask to review the campaign type and budget report.
Illustrative example: a €15 average daily budget normally means limits of €30 for a day and €456 for a full unchanged month. This is not a spending recommendation or the total service cost. Agree which changes need approval, how multiple campaigns add up and who will flag the planned amount being used.
Retain account access and history
Confirm the business account and who administers access and billing. Google provides different access levels and manager-account links. Ask which permissions each person needs and what your company retains when the arrangement ends. Use invitations rather than sharing a password.
Include account identifiers, campaign structure and measurement documentation in the handover. A PDF report is useful, but you also need to know where the data can be reviewed and who controls the advertising destinations.
Review the search, ad and page together
Ask for one complete example: the need being targeted, the message someone sees and the page they open. A specific service needs a destination explaining coverage, conditions and the next step. Sending every offer to a general homepage can make visitors search again for what interested them.
Selected keywords and people's actual searches are different. The search terms report helps review queries that triggered ads, although some are omitted for privacy. Agree how available terms and exclusions will be reviewed without expecting an exhaustive list of every search.
Test received enquiries as well as clicks
Google Ads measures actions defined as valuable. Agree whether a reported action means opening a contact route, successfully submitting a form, receiving a conversation or completing a purchase. Pressing a button does not prove that someone wrote or that their request is suitable.
Ask for a mobile journey check and confirmation that the enquiry reaches its intended destination. Review errors, submission confirmation and handling. Include tag and consent work in the scope where needed. Investment decisions should not depend on a counter whose meaning has never been checked.
Ask for reporting that supports a decision
Useful reporting connects spend, available search queries, ads, pages and received enquiries. Add outcomes the business can verify: suitable contact, quotation sent or sale. Keep platform-recorded conversions separate from confirmed customers and tool estimates separate from future sales.
Agree a review period and what would justify continuing, correcting or stopping a test. Clicks without enquiries prompt checks of intent, destination, contact and measurement. Unsuitable enquiries prompt a review of their source and the offer. More spending needs a business reason beyond more traffic.
A practical written brief
Fictional example: an awning installer wants installation enquiries within a defined area. The brief should explain accepted jobs, coverage, destination page and quotation route. Its proposal would distinguish ads, Google media spend, page adjustments and measurement. Repairs would be included only if the business wants that work too.
To discuss your project with Numuno Digital, send your priority service, current website, coverage and a sustainable media budget. If you have an account, describe its situation for an initial assessment. We agree management, destination and verification in writing before activating campaigns.
Questions before commissioning
How much should I spend? There is no universal amount. Your offer, area, competition and test objective matter. Ask for a bounded trial and review criteria without guaranteed sales.
Is the website included? The proposal should distinguish a new page, changes to an existing one and advertising management alone.
Can I use my existing account? Review setup, access and history first. Previous data is useful without obliging you to keep a strategy that no longer fits.
Does Google Ads improve organic ranking? Buying advertising pays for ads. SEO concerns organic visibility and should have its own explained scope.
Reviewed on 1 November 2026 against Google documentation. The example amounts explain platform budget rules; they are not a Numuno Digital fee or a results forecast.
Your checklist before starting.
- Priority service, coverage and useful enquiry defined
- Setup, management and media spend separated
- Spending limits and change approval agreed
- Business access to accounts and history retained
- Ad and destination matching the same need
- Enquiry reception and measurement tested
- Reporting connected to decisions and verified outcomes