Frequently Asked Questions About Paid Search Agency Services

What does a paid search agency actually do?

A paid search agency manages performance media across search engines and related platforms to turn ad spend into predictable revenue. Services typically include strategy, campaign build, conversion tracking, bid and budget management, creative testing, and reporting. Agencies focused on return on ad spend (ROAS) and Marketing Efficiency Ratio (MER) emphasize revenue impact and cost per acquisition (CAC) instead of vanity metrics like clicks alone.

Core service areas

• Strategy & account planning for Google Ads and other search channels.
• Accurate conversion tracking using GA4, server-side tagging, and GTM.
• Funnel optimisation (TOF → MOF → BOF) and landing page CRO.
• Bid strategies, audience creation, and creative testing.
• Attribution modelling and clean data pipelines to reconcile platform vs. revenue figures.

Who benefits most from paid search agency services?

US-based founders, marketing directors, Shopify and WooCommerce store owners, B2B SaaS marketers, and in-house performance teams scale fastest when an agency pairs paid search with tracking and CRO. If you care about CAC, LTV, and profitability rather than traffic volume, an agency that builds a systemized growth program is a better match than one focused on short-term clicks.

How do agencies measure success - and why platform numbers can be misleading

Platform-reported conversions (Google Ads, Meta) are useful but often miss cross-device journeys, offline conversions, and last-click distortions. A tracking-first paid search agency will implement server-side tracking, GA4 event schemas, and revenue reconciliation so reported conversions align with actual dollars in your payment processor (Stripe, Shopify Payments) or CRM. That alignment changes decision-making: you optimise for profitable orders, not attributed clicks.

Typical tracking stack and why each piece matters

To see a concise view of our service structure and how paid search fits into a wider growth stack, review our Services Overview. If you want background on Prebo's approach to attribution and analytics, our About page explains our technical-first methodology.

Common FAQs answered - budget, timelines, and results

How much should I budget for paid search management?

Budget depends on growth goals and channel mix. Agencies often recommend a minimum monthly ad spend of $10,000 for complex account management to justify continuous testing and optimisation, though smaller accounts can still benefit from focused campaigns. Management fees are typically retainer-based or percentage-based; ask for clear inclusions (strategy, tracking, reporting) and exclusions (creative production, landing page builds) before engaging.

How long until we see reliable results?

Paid search programs follow a strategy → build → test → scale → report cadence. You should expect an initial learning period of 4-8 weeks for data collection and baseline performance, then 3-6 months for iterative optimisation and reliable trend analysis. Timelines vary by audience size, funnel complexity, and tracking fidelity.

How do agencies handle compliance and consent in the US?

Agencies will usually support consent management setups and advise on CCPA implications for California users. Server-side tracking and hashed identifiers can reduce reliance on client-side cookies, but consent flows must still be respected. For platform-specific requirements, agencies should document how privacy settings affect attribution and what fallbacks exist.

Practical examples and funnel diagrams

Below is a simple funnel breakdown showing where paid search typically plugs in and what an agency optimises at each stage:

If you want a practical case study of how an integrated paid search and tracking program works in a Shopify environment, explore our homepage overview of results and methods at Prebo Digital. For teams evaluating an agency relationship, our contact page outlines the discovery process and what to expect during an initial audit: Contact.

How to evaluate agency proposals - practical checklist

• Clear measurement plan: server-side tagging, event taxonomy, and revenue reconciliation.
• Defined strategy cadence: tests per month, ramp plan, and scale triggers.
• Reporting transparency: raw data access, GA4 links, and MER reconciliation examples.
• Resource allocation: who manages day-to-day optimisations, creative, and analytics.

A structured proposal focused on these items shows an agency thinks beyond clicks and toward predictable revenue. For an example framework that integrates paid search with CRO and analytics, see our Services Overview.

Sources

• Google Ads documentation on conversions and tracking
• Google Analytics 4 measurement model guide
• California Consumer Privacy Act (CCPA) overview
• Shopify guidance for advertising and tracking