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Part of How to compare and score PPC agency reviews explained
How to run a PPC agencies product comparison that survives scrutiny
How to build a PPC agencies product comparison: the units to define, the weights to set, the evidence to request and the checklist that keeps scores honest.
What to take away
A PPC agencies product comparison is a structured, side-by-side scoring of defined deliverables, not a shortlist ranked by reputation or headline fee.
- Compare like for likesame scope, channels, reporting cadence and contract length.
- Set your weights before you read any pitch, so scoring cannot drift towards the best presenter.
- Ask for evidence you can verify, from an ICO enforcement record to a platform specification.
- Record every score and its source, because the audit trail is what survives a budget review.
- Build the method first, then copy itreviews and comparison methods for 2027 explains how the scoring frame is set.
Define the product being compared
Agencies rarely sell one thing. One quote covers media buying, another folds in creative, landing pages and analytics. Write down the unit you are buying before anyone presents, otherwise the cheapest line item wins by default.
Compare scope, not totals
Agency A
- Monthly fee
- £2,500
- Feed management
- Excluded
- Channels
- Paid search
- Reporting cadence
- Monthly
- Contract term
- 12 months
Agency B
- Monthly fee
- £3,200
- Feed management
- Included
- Channels
- Search + shopping
- Reporting cadence
- Weekly
- Contract term
- 6 months
Fix the scope on one page: channels, spend band, reporting cadence, contract term and who owns the ad accounts. Ask every provider to price that same page.
Fix the spend band in that page too. A team spending £30,000 a month, for example, is buying a different service from one spending £3,000, even where the fee schedule looks similar.
Where scopes genuinely differ, compare the difference rather than the total. A retainer of £2,500 a month that excludes feed management is not cheaper than £3,200 a month that includes it.
Score weights and evidence
Choose six to eight criteria and give each a weight that adds to 100. Set the weights before reading a single proposal.
Now attach evidence to every score. A claim of revenue growth needs a date range, an account type and a named client contact. If none of that arrives, score the criterion at zero rather than guessing.
Where two people score the same proposal, note the gap and talk it through. Averaging silently hides disagreement that resurfaces later.
Platform specifications are checkable. If a proposal promises LinkedIn text ads, read what LinkedIn text ads are and confirm the format fits the campaign you described.
What each claim should come with
Each claim in a pitch deck should arrive with something you can open, read or ring.
| Claim | Evidence to request | Weak signal |
|---|---|---|
| Delivery results | Dated account extract, named client contact | Screenshot with no dates |
| Cost control | Fee schedule with commission lines | One blended retainer figure |
| Measurement | Named tracking owner, event list | Dashboard walkthrough only |
| Compliance | Written data flow and consent map | Verbal assurance |
The weak signal column is the one to watch. A screenshot with no dates cannot be checked by anyone, so it carries no weight when a budget holder asks why a provider ranked first.
A working comparison checklist
Work through this list for every provider and keep it with the scorecard.
- Scope page signed off and priced line by line.
- Named account lead and a named deputy, with hours per month.
- Fee, media commission and any platform rebate disclosed in writing.
- Conversion tracking ownership and access rights stated in the contract.
- Compliance position checked, including ICO enforcement action records for data and marketing breaches.
- Handover plan for the day the contract ends.
- Two client references you can contact without the agency present.
- Exit terms, notice period and data export format.
For a fuller set of steps, work through the selection checklist for England alongside this one.
Handling cross-border campaigns
If campaigns run outside the UK, domestic practice covers only part of the picture. European rules on advertising and consent shape targeting, tracking and creative in those markets, so read the EU policy position on online advertising before approving a cross-border plan.
Ask who owns the consent banner and the tag setup in each territory, because agencies that manage both will usually price for it.
Currency, tax and invoicing terms also change the real cost, so ask for a total in pounds sterling before you compare scores across territories.
Common questions
How many agencies should we compare?
Three to five. Fewer than three gives you no contrast, and more than five usually blurs the criteria.
Should price carry the heaviest weight?
Rarely. Price tells you what is charged, not what is delivered. Weight delivery evidence and measurement first, then use price to break ties between close scores.
What if an agency refuses to share references?
Treat the refusal as evidence about the agency. Score that item at zero and note it in the record.
Do we need a lawyer for the comparison?
Not for scoring, but contract review is a separate step. Keep the two apart so commercial pressure does not quietly rewrite your criteria.
