How to brief a PPC agency: A complete guide

Why most agency briefs fail

The majority of PPC agency relationships fail not because of incompetence, but because of poor communication from the start. Brands approach agencies with vague goals like \increase sales\ or \improve ROAS\ without providing the context needed to build effective campaigns.

A weak brief forces the agency to make assumptions about your business model, margins, and priorities. These assumptions compound over time, leading to misaligned strategies and disappointing results.

Common briefing mistakes include:

• Failing to share historical performance data
• Not defining what success actually looks like in measurable terms
• Overlooking seasonal patterns and promotional calendars
• Withholding margin data that affects bidding strategy

The solution is a structured, comprehensive brief that sets clear expectations from day one.

What information you need to prepare

Before approaching any agency, compile the following information to ensure productive conversations and accurate proposals.

Business overview

Provide a clear description of your business model, target markets, and competitive landscape. Include your average order value, customer lifetime value if known, and typical purchase journey length.

Historical performance data

Share at least 12 months of advertising data, including spend, revenue, ROAS, and conversion rates by channel. If you use feed management tools, provide access to product performance data as well.

Product and margin information

Agencies need to understand which products drive profit, not just revenue. Share margin data at the category or product level if possible—this enables smarter bidding strategies.

Technical infrastructure

Document your current tech stack: CMS platform, analytics setup, conversion tracking implementation, and any existing automation tools. This helps agencies assess integration requirements.

Tip: Create a shared folder with historical reports, brand guidelines, and product feeds before your first agency call. Agencies that receive organized briefs can provide more accurate proposals and faster onboarding.

Business goals vs channel goals

One of the most critical distinctions in any agency brief is separating business-level objectives from channel-level KPIs.

Business goals describe what you want to achieve overall:

• Grow revenue by 30% year-over-year
• Enter two new markets profitably
• Reduce customer acquisition cost by 15%

Channel goals are tactical metrics within specific platforms:

• Achieve 400% ROAS on Google Shopping
• Maintain CPA below €25 on Meta campaigns
• Increase branded search impression share to 90%

A good agency translates your business goals into appropriate channel targets. A great agency challenges channel targets that conflict with business objectives. For example, understanding ROAS campaign structures helps agencies set realistic targets based on your margin requirements.

Sharing access and data safely

Granting agency access to your advertising accounts requires balancing operational needs with security concerns.

Recommended access levels

Provide admin access to ad platforms for day-to-day management, but retain ownership of all accounts. Use Google Ads Manager accounts and Meta Business Manager to grant access without transferring ownership.

For analytics, provide read access initially and expand permissions as the relationship develops. Never share passwords—use platform-native access controls instead.

Data sharing agreements

Establish clear terms around data ownership, confidentiality, and what happens when the relationship ends. Your data belongs to you, and any agency should provide full exports of campaign structures and historical performance upon termination.

What a good proposal looks like

Quality proposals demonstrate that the agency has invested time in understanding your business before pitching solutions.

Signs of a thoughtful proposal

• Specific references to your website, products, or competitive position
• Realistic timelines with defined milestones
• Clear pricing structure with no hidden fees
• Proposed campaign architecture tailored to your goals
• Honest assessment of potential challenges

Proposal red flags

Generic proposals that could apply to any business signal low effort or high-volume sales tactics. Watch for promises of specific results before seeing your data, or proposals that focus entirely on tactics without connecting to business outcomes.

Questions that reveal true competence

The questions you ask during agency evaluation reveal more than any case study or credential.

Ask about their approach to Performance Max campaigns—do they understand asset requirements, audience signals, and how to diagnose underperforming segments? Agencies should demonstrate familiarity with PMax best practices and explain their optimization methodology.

Other revealing questions include:

• How do you handle testing new campaign types versus scaling proven performers?
• What is your reporting cadence and what metrics do you prioritize?
• How do you approach creative production and testing?
• What tools do you use for automation and why?
• Can you walk me through a campaign that failed and what you learned?

Red flags in agency pitches

Certain behaviors during the sales process predict future problems. Be cautious when you encounter these warning signs.

Guaranteed results

No legitimate agency can guarantee specific ROAS or revenue outcomes. Too many variables—market conditions, competition, product quality, website experience—sit outside their control.

Lack of transparency

Agencies that resist explaining their methods, refuse to share detailed reports, or insist on managing campaigns through their own accounts are prioritizing their interests over yours.

No questions about your business

If an agency jumps straight to tactics without asking about your margins, customers, or growth constraints, they are selling a service rather than solving your problem.

Unrealistic timelines

Meaningful PPC improvements typically take 60-90 days to materialize. Agencies promising dramatic changes in weeks are either inexperienced or overselling.

Tip: Request references from clients in similar verticals or with comparable budgets. A confident agency will connect you with current clients who can speak honestly about the working relationship.

Setting KPIs and accountability

Clear accountability structures prevent misunderstandings and enable productive performance conversations.

Define primary and secondary KPIs

Identify one primary metric that defines success—typically ROAS, CPA, or revenue at target margin. Add two or three secondary metrics that provide context, such as impression share, click-through rate, or new customer acquisition percentage.

Establish review cadence

Monthly performance reviews should be standard, with quarterly strategic discussions to assess broader trends and adjust direction. Define what triggers an ad-hoc review—significant spend increases, new product launches, or performance drops beyond acceptable variance.

Document Responsibilities

Clarify who handles creative production, landing page optimization, feed management, and cross-channel coordination. Ambiguity in responsibilities leads to gaps in execution.

Include exit provisions

Healthy agency relationships include clear exit terms. Define notice periods, data handover requirements, and any transition support the agency will provide.

Conclusion

Hiring a PPC agency is a significant decision that shapes your ecommerce marketing trajectory