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What to send an agency before the first call

Send these and you will find out in one call whether they are any good.

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  1. View access to Google Ads — not a screenshot. Anyone competent will find something specific within ten minutes.
  2. Your gross margin, or the numbers to work it out. Without it nobody can set an honest target.
  3. Merchant Center status, including any warnings.
  4. Your last 12 months of store revenue, so seasonality is visible.
  5. What you have already tried, including what failed.

What to listen for

Do they ask about margin before quoting a ROAS? Do they check tracking before talking about campaigns? Do they tell you anything you did not want to hear? The eight verification checks.

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