If you’ve ever worked with a PPC agency that seemed more like a money pit than a strategic partner, you’re NOT alone! The problem isn’t just that bad agencies exist—it’s that they’re often hiding behind a polished exterior. And it’s extremely frustrating. Here are the common grievances I have about PPC agencies.
Incompetence
There are SO many builders out there wasting money with incompetent agencies. It honestly drives me a little nuts when I run audits on Google Ads accounts. You’d think that hiring a PPC agency means gaining access to experts who are constantly refining strategies, but time and time again, I see blatant issues in accounts that any experienced PPC manager should know to avoid. Here’s how it typically shows up:
- Misguided Strategies: Instead of customizing a campaign for your unique market, some agencies deploy cookie-cutter tactics. They might miss essential settings, like neglecting to opt out of optimized targeting on the display network (an easy way to blow your budget on irrelevant traffic). Or they forget to build in negative keywords, causing you to pay for clicks that have zero chance of converting.
- Failure to Monitor: A great campaign needs constant attention. Bidding strategies, audience segments, and even keywords need testing and refinement. But lots of agencies take a “set it and forget it” approach, either out of laziness or because the account manager has too many accounts and not enough time to give an account the attention it needs. Google is always rolling out updates and changes to Google Ads, and we need to stay on top of that.
Solution: Vet your PPC manager like you’d vet a new construction partner.
Poor Reporting
How do you know if your campaign is on the right track? Good reporting. Yet many agencies offer reports that feel intentionally misleading. They gloss over the actual performance metrics that matter and, worse, can hide a total lack of effort behind fancy graphs.
- Lack of Accountability: If your agency can’t explain what they’ve done or why the metrics are up or down each month in straightforward terms, chances are they aren’t doing much.
- No Insights: A good PPC partner won’t just show you numbers. They’ll interpret them, offer recommendations, and help you understand the “why” behind the data.
Solution: You should be getting detailed reports that include a clear breakdown of actions taken, budget use, and results achieved. And yes, ask them to explain what the data means.
Zero Transparency
This one still shocks me. Some agencies have the audacity to keep you in the dark about your own advertising spend. I recently spoke with a home builder who had no clue what they were spending because their agency had full control of the account. Not only is this a recipe for wasted dollars, but it also shows a total lack of respect for the client. And really, if they aren’t allowing you to see the account, are they trying to hide something?
- Secretive Accounts: When an agency creates and runs your account in a way that you can’t even access or understand, it’s a massive red flag.
- Restricted Data: If you don’t have access to your ad account or can’t view the billing details, that agency has far too much control.
Solution: Insist on full access and transparency from day one. When I onboard a new client, they have full control over their accounts. Nothing is hidden, and everything is clear. That’s how a real partnership should work.
Conclusion
These issues barely scrape the surface of the problems I’ve seen home builders face with their agencies.
If your current agency is dropping the ball—or if you’re feeling lost in a maze of incomplete reports and hidden data—it’s time to make a change. You deserve a partner who knows what they’re doing, communicates clearly, and puts your interests first.
Contact me today for a free audit and see if your agency really is as bad as you think it might be.
