The Google Ads Red Flag Guide: How to Choose the Right PPC Partner

Stop Letting Outsiders Learn Google Ads Inside Your Account

Confusion is a billable hour — and you’ve been paying for it.

Most business owners don’t realize this, but the biggest threat to your Google Ads budget isn’t Google. It’s the person running your ads who charges you for the time they spend keeping you confused.

This guide shows you exactly how to stop it.

Because confusion is the most profitable product in the Google Ads industry.

The industry knows that as long as you feel “behind,” “not technical enough,” or “too busy,” you won’t question the invoice. You won’t check the Change History. You won’t ask why performance is slipping.

I’ve spent nearly 20 years auditing accounts for small businesses, therapists, and enterprise brands — and I’ve seen the same pattern:

Most people offering to “run your ads” are learning Google Ads inside your account and billing you for the privilege.

This guide gives you the clarity the industry profits from you not having.

What’s Inside the Red Flag Guide

A extensive checklist built from real audits and 17 years of Google Ads, showing you:

  • The biggest red flags in Google Ads proposals

  • How to spot “template managers” instantly

  • What real optimization looks like (and what fake optimization looks like)

  • The questions that expose whether someone actually knows PPC

  • How to verify work using your own Change History

  • How to protect your budget from untrained operators

This is the proof you need before you sign another invoice.

Three Ways the Industry Keeps You Confused (and Bills You for It)

Most people offering Google Ads services rely on one simple truth: Confusion is a billable hour.

As long as you feel “behind,” they stay essential.

They use terms like “Machine Learning” and “Algorithm Optimization” to justify why your cost‑per‑lead is spiking.

I’ve spent 20 years auditing the “Black Box.” I’ve seen Top 100 brands and small shops alike get bled dry by “experts” who are just learning on the client’s budget.

This guide helps you spot the red flags before the next invoice hits.

It’s the clarity you need to stop being a billable hour and start being an owner.

Why You Should Listen to Me

I’m Sarah Stemen, PPC — a Google Ads strategist with nearly two decades of experience, a Top 100 PPC Influencer for three years running, and a contributing writer for Search Engine Land and Search Engine Journal. I’m also the President of the Paid Search Association and a speaker at major industry events.

I’ve talked about this issue on my YouTube channel (Google Ads Strategy Hub), in my articles, and on industry shows with leaders who see the same epidemic.

I don’t protect the industry. I protect business owners.

Download the Guide and Protect Your Budget

Stop paying for confusion. Start paying for clarity.

Get the free Google Ads Red Flag Guide and hire with confidence.