NewRead our latest case study, published by Google Read it here
Free Evaluation Framework · 30 Criteria · 5 Sections
Certifications, case study PDFs, and "we're a Google Partner" tell you almost nothing in 2025. This scorecard gives you the 30 questions that actually separate agencies that drive revenue from agencies that bill hours.
Used by 300+ B2B companies · Score any agency in 15 minutes · Yours to keep forever
Below 60?Walk away.
Section 1: AI & Automation Capabilities
30Criteria to evaluate
What Agencies Used to Sell
What Drives Results Now
The Real Risk
The wrong Google Ads partner costs more than money. It costs pipeline, momentum, and time your competitors are using to pull ahead.
100 leads at $50 CPL with 2% close rate = 2 deals. 40 qualified leads at $80 CPL with 10% close rate = 4 deals at lower cost. Volume is vanity. Quality is revenue.
The scorecard question that catches this: "Do they define success by pipeline and revenue, or CPL and click volume?"
The VP who closed you disappears after the contract is signed. Your day-to-day contact is someone 18 months out of college following a playbook they didn't write.
The scorecard question that catches this: "Who actually works on your account after the sales pitch?"
When results dip, a bad agency hides behind vague reports and "algorithm changes." You don't find out what happened until months of budget are already gone.
The scorecard question that catches this: "When performance drops, do they surface it proactively or wait for you to ask?"
Agencies that require long commitments before demonstrating value are betting on your inertia, not their ability. The good ones let results do the talking first.
The scorecard question that catches this: "Will they offer a complimentary audit before you commit to a contract?"
30 questions. 5 sections. A clear signal of whether to move forward or walk away.
What's Inside
Each section targets a different failure mode. An agency can score well in one area and still be a disaster, the pattern matters more than the total.
Do they have real AI tools or just repackaged dashboards?
Do they optimize for pipeline, or vanity CPL metrics?
How fast do they learn? Hours or months?
What happens when results dip? Silence or escalation?
Are you hiring a team, or plugging into a compounding system?
Sample questions from the scorecard
🔒 26 more questions in the full scorecard, download free
Scoring Guide
Total score out of 150. But pay attention to the pattern across sections, a high total with a low AI score tells a very different story.
120–150
Real systems, AI capability, accountability culture. Move forward with confidence.
90–119
Solid but notable gaps. Dig deeper into weak sections. A pilot might make sense.
60–89
Significant gaps. Likely optimizing for activity, not revenue. Real risk of wasted budget.
Below 60
Pre-AI, pre-modern B2B mindset. Your budget and your team's time deserve better.
30 questions across 5 dimensions. Score any Google Ads agency in 15 minutes. Know exactly whether to move forward, or walk away.
Thank you! Your submission has been received!
Your download should start on its own. If it does not, download the scorecard here.
30-question framework · Scoring guide included · Instant download · No spam.
