Most PPC reporting in this market shows clicks, impressions and a cost per click. None of those tell you whether the spend produced business.
Google Ads works for a Delhi NCR business when conversion tracking is configured before spend starts, the account is in your own name, the landing page matches the ad, and reporting is on cost per qualified enquiry rather than clicks. Without tracking, the first months of spend teach you nothing.
Agencies that run ads from their own account leave you with nothing when you leave: no history, no learning, no data. Your account, your billing, agency granted access. This is non-negotiable and a surprising number of arrangements fail it.
Form submissions, calls and WhatsApp taps registered as conversions before the first rupee is spent. Without it the platform optimises towards clicks and you cannot tell which campaigns produced business.
In this market a large share of ad response is a phone call or a WhatsApp message rather than a form. Untracked, those campaigns look like failures and get switched off while they were the ones working.
The page is the second half of the ad. Sending paid traffic to a homepage is the most expensive common mistake, because the click is already paid for when the mismatch loses them.
What people actually typed, reviewed regularly, with the irrelevant ones excluded. Unmanaged accounts leak a substantial share of budget to searches that were never going to convert.
Not clicks, not impressions, not click-through rate. How much did one enquiry you could actually serve cost, and what did it become. Everything else is diagnostic.
| Problem | What it costs |
|---|---|
| No conversion tracking | Optimising blind, and the platform chases clicks |
| Calls and WhatsApp untracked | Working campaigns look like failures |
| Traffic sent to the homepage | Paid clicks lost to a mismatch |
| Search terms never reviewed | Budget spent on irrelevant queries |
| Broad match with no negatives | The fastest way to waste a daily budget |
| Account in the agency's name | You leave with nothing |
| Reporting on clicks and CTR | Activity presented as outcome |
| Ask them | A good answer sounds like | Walk away if |
|---|---|---|
| How will we know it worked? | A metric agreed before the work starts | Monthly activity reports listing hours |
| What exactly will you do each month? | A written scope with quantities | Vague retainer language |
| Who owns the accounts and data? | You do, in your own name | Accounts sit in the agency's name |
| Can I see a client's actual numbers? | A real account with permission to show it | Screenshots with everything redacted |
The account ownership question matters more than people expect. Agencies that run ads from their own account can leave you with no history at all.
Enquiries this week, stop when you stop paying. Right when you need volume now, are testing an offer, or work in a seasonal market.
Months to build, compounds, keeps working. Right when your buyers search and you can wait.
The common answer. Ads fund the wait while SEO builds, and the search term data from ads tells you which terms are worth targeting organically.
Yours. Agencies running ads from their own account keep the history and the machine learning when you leave, so you restart from zero. Your account, your billing, agency granted access. Insist on this before any spend.
Enough for the platform to gather data, which usually means a budget that produces at least a handful of conversions a week in your category. Below that the account never learns and you are paying for noise.
Yes, and it is essential in this market where much of the response arrives that way. Untracked, campaigns that generate calls look like failures and get switched off, which is a common and expensive misdiagnosis.
No. Send them to a page matching the ad, with one action and no navigation. The homepage serves many audiences and routes people onward, which is the opposite of what paid traffic needs.
Enquiries can start within days. Meaningful optimisation takes four to eight weeks, because the account needs conversion data before it can be tuned. Judging an account in week one tells you about your setup, not your market.
Cost per qualified enquiry, number of enquiries, and what they became. Clicks, impressions and click-through rate are diagnostics that explain those numbers, not the numbers themselves.
Depends on intent. Google reaches people already searching for what you sell, which suits services and considered purchases. Meta reaches people who were not looking, which suits discovery and visual products. Most NCR service businesses start with Google.
Send us what you are trying to fix and we will tell you what it takes, what it costs, and whether we are the right people for it. If we are not, we will say so.