Aaron Young warns that lead-gen agencies focusing only on Google Ads metrics like CPC and CTR are hiding something. A real agency asks about qualified leads, client conversions, geographic sources, and customer lifetime value. If they're not measuring these drivers, that's a massive red flag.
If you're using an agency to help you get high-quality leads for your business and they're not asking you or they don't have access to data around how many qualified leads you're getting, what leads are actually leading to clients, what suburbs or cities or locations are generating more leads for your business, what is your average lifetime value of each of those leads? If these aren't the type of questions that they are asking, it's a massive red flag. And the reason for that is that when it comes to Google Ads, if you are purely focused on the conversions or the cost per conversion, or metrics like your CPC and your click-through ratio. Whilst those metrics are important, but if your Google Ads agency or whoever's ever running your Google Ads is only looking at the success of your Google Ads using the Google Ads dashboard, it's a massive red flag. And the reason for that is because for true success with Google Ads, it's not just about what is happening inside of your Google Ads dashboard. It's actually finding out how those numbers inside of Google Ads relate to your business. And we call this the drivers. And you're really looking at what are those drivers or what are the levers that we can report from inside of Google Ads that actually move the needle and give your business more leads that you need for success. So I want you to have a think about it. If over the last 30 days your agency hasn't actually asked you for any data about how your business is going and they're only reporting about what they're seeing inside of your Google Ads dashboard, it's a massive red flag.
