What to Expect from a Google Ads Agency Service: Deliverables, Timelines, and Metrics

Overview: what to expect from a Google Ads agency service

When you ask what to expect from a Google Ads agency service, you’re asking for a predictable sequence of strategy, setup, measurement, and iteration focused on revenue, not just clicks. A high-performing agency centers on attribution clarity, cost-per-acquisition (CAC) control, and tests designed to improve lifetime value (LTV) and profitability across Google Search, Shopping, Display, and YouTube for US audiences.

Typical phases and timelines

• Discovery & audit: 1-2 weeks - account, landing page, analytics and historical performance review.
• Strategy & roadmap: 1 week - KPI alignment, funnel mapping (TOF → MOF → BOF), and recommended tracking upgrades.
• Implementation & tagging: 1-3 weeks - conversion setup, GA4/GTM updates, and server-side tracking where needed.
• Initial testing & optimisation: 6-12 weeks - bid strategies, creative tests, audience refinement.
• Scale & reporting cadence: ongoing monthly retainer - measured growth, attribution clarity, and revenue-focused dashboards.

Primary deliverables from a Google Ads agency service

• Account audit report with prioritized remediation items and a revenue-driven media plan.
• Conversion tracking diagram and implementation (GA4, Google Tag Manager, server-side where needed).
• Funnel-specific campaign structure (TOF → MOF → BOF) aligned to audience and creative.
• Test plan: creative, landing pages, bid strategies, and audience experiments.
• Monthly performance reporting focused on profitability, CAC, and net contribution.

Conversion tracking diagram (simplified)

Below is a compact representation of how an agency maps tracking across systems. This helps prevent double-counting or missing revenue attribution.

What agencies measure beyond clicks

• Net revenue and contribution margin by campaign (not just ROAS).
• Cost per acquisition (CAC) versus target LTV payback windows.
• Media Efficiency Ratio (MER) for blended channel performance.
• Attribution leak analysis: comparing platform-reported conversions to server-side verified conversions.

If you want a concise view of services an agency offers, see the agency's services overview for alignment with your needs: Prebo Digital services. For context on Prebo Digital's approach to technical-first tracking and revenue growth, review the agency background: About Prebo Digital.

Common questions: pricing, reporting, and who does what

Costs vary: many US-focused agencies operate on monthly retainers ranging from $2,500 to $15,000+ plus media, or a percentage of ad spend. Expect initial audit fees or setup fees when server-side tracking and GA4 migrations are required. Agencies will outline inclusions (strategy, tracking, creative tests, reporting) and exclusions (site rebuilds, creative production beyond templates) in proposals.

Reporting cadence and what good reporting looks like

• Weekly snapshot for pacing and immediate anomalies.
• Monthly deep-dive tying campaigns to revenue, margins, and CAC.
• Quarterly strategic reviews that adjust channel mix and LTV assumptions.

Funnel breakdown with practical examples

Map campaigns to funnel stages and examples for a US Shopify store selling $100 products:

• TOF (awareness): Broad YouTube and Discovery campaigns driving CPM-efficient impressions.
• MOF (consideration): Remarketing and high-intent audiences on Search and Display; aim to reduce CAC by 10-30% versus TOF.
• BOF (conversion): Shopping and Search exact-match campaigns with server-verified conversions to measure true order revenue ($100 average order).

Compliance and data considerations in the United States

Agencies should call out state-level privacy (CCPA) impacts on event match rates and cookie loss. Expect recommendations for consent management and a server-side plan to recover conversion signal loss. For eCommerce, tying order revenue ($) to server-side reported purchase events reduces variance between platform and analytics numbers.

Red flags and questions to ask a prospective agency

• Do you provide a conversion tracking diagram and own the server-side implementation?
• How do you validate platform-reported conversions against GA4 or BI revenue?
• What tests will you run first, and how do you decide to scale winners?
• How frequently will we review CAC, LTV, and MER together?

For a baseline of how agencies translate strategy into deliverables and ongoing scope, see Prebo Digital's homepage approach to measurable growth: Prebo Digital homepage. If you want to confirm their engagement process or request details, use the contact form: Contact Prebo Digital.

Next steps and practical examples

If you’re evaluating services, request an audit that includes a conversion tracking diagram and a 90-day test plan. Example: a US B2B SaaS client with $500 average contract value might focus on Search lead campaigns with server-side lead capture and a conversion qualification flow to measure true ARR impact. Estimated timeline: 8-12 weeks to validate a channel and 3-6 months to meaningfully shift CAC targets (figures are estimates and will vary by vertical).

Sources

• Google Ads conversion tracking overview
• Google Analytics 4 measurement model
• California Consumer Privacy Act (CCPA) overview
• GA4 Measurement Protocol (server-side event sending)