How to Get a Quote from a Google Ads Agency: A Practical Guide

How to get a quote from a Google Ads agency: what to prepare

Requesting a quote from a Google Ads agency is a discovery process, not a checkbox. To get accurate, comparable proposals you need to share context on performance goals, current tracking, and realistic budgets. This guide explains what agencies expect, how quotes are commonly structured, and what to watch for when evaluating offers in the United States.

Core information agencies will ask for

• Monthly ad budget and historical spend (USD)
• Primary goals: revenue, ROAS, lead volume, or profitability
• Target geography and audience segments (US states, DMA focus)
• Current conversion tracking (GA4, Google Ads conversions, server-side tracking)
• Landing pages, creative assets, and any seasonal constraints

Providing clear answers helps agencies create a quote tailored to your needs. For ecommerce stores on Shopify or WooCommerce, include average order value (AOV), lifetime value (LTV) estimates if available, and payment/fulfillment constraints. If you already work with analytics or tag management, note access levels and any server-side or GTM setups.

Quick budget-to-scope reference (estimates)

These bands are illustrative and intended for US-focused conversations; actual quotes vary by scope. When you request a quote, ask agencies to break out fixed setup fees, ongoing management fees, and media spend to make apples-to-apples comparisons.

Basic conversion tracking diagram

Website (Shopify/WooCommerce) --> GTM (client-side) --> Server-side tracking (optional) --> GA4 & Google Ads conversion linking  - Pixels/fire events  ->  Event import into Google Ads  - Server-side collects browser signals, reduces loss from ad-blocking

Agencies will often include a tracking validation or server-side setup line item. If accurate attribution matters (and it should for profitability), clarify whether the quote includes GA4 and server-side implementation. See our services overview for the types of tracking work agencies often provide: Prebo Digital services. If you need a quick primer on agency approach and case studies, check the agency homepage context: Prebo Digital homepage.

Evaluating and comparing Google Ads agency quotes

When you receive multiple quotes, compare them on measurable items. Avoid focusing solely on reported ROAS without understanding attribution, data pipelines, or how conversion events are defined. A complete quote should make clear the strategy, build, test, scale, and reporting cadence.

Line items to compare

• Strategy & discovery hours (one-time)
• Setup fees (tracking, account structure, creative templates)
• Ongoing management (flat fee or % of ad spend)
• Measurement & reporting (GA4, server-side, custom dashboards)
• Testing cadence and A/B framework

Funnel breakdown to frame performance expectations

• TOF (Top of Funnel): audience expansion and cold acquisition
• MOF (Middle of Funnel): retargeting and qualification (product pages, lead capture)
• BOF (Bottom of Funnel): purchase/checkout optimization and conversion lifts

Ask agencies for sample funnel metrics or a hypothetical split of budget across TOF/MOF/BOF and how that ties to projected CAC and profit margins. For ecommerce stores, request an example where AOV is $75 and expected CAC targets are $30-$45 (example estimates for US stores; your business may vary).

Red flags and validation steps

• Vague deliverables with broad hours - ask for a task list and timeline
• No mention of attribution methodology or GA4 linkage - require clarity
• Missing reporting examples - request a sample dashboard or report
• Refusal to provide references or case studies - ask for anonymized examples

Validate an agency by requesting access to a sample report, a tracking validation checklist, and a short technical plan for GA4 and server-side tracking if attribution accuracy matters. Learn more about Prebo Digital's approach to measurement and technical-first strategy on the about page: About Prebo Digital. If a proposal prompts further questions or a discovery call, use the agency contact path to share scoped documents: Contact Prebo Digital.

Typical timelines and US cost ranges (estimates)

All figures above are estimates for US clients and will vary by industry, required analytics work, and complexity. Ask each agency to label what is included or excluded in their quote to avoid scope creep.

Next steps after selecting a quote

Before signing, confirm communication cadence, milestones, and KPI definitions (conversion events, revenue attribution). Ensure legal and privacy considerations are addressed: US privacy regulations and cookie/consent implementations may affect tracking. For privacy guidance and legal context, consult authoritative resources listed below.

Sources

• Google Ads Help - Account structure and best practices
• Google Analytics 4 - Measurement protocol and migration guidance
• California Consumer Privacy Act (CCPA) - Official overview