Why Your Paid Ads Agency Isn’t Working For You

Last updated: July 15, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

Read Aaron's bio here

Are you struggling to see eye-to-eye with your paid ads agency?

Or do you feel like your ads aren’t delivering the results you expected?

Well, you’re not alone. In this episode of Tea Talks, we take a look into why many brands find themselves at odds with their paid media agencies and what can be done about it.

The cart before the horse

One of the most common issues we see is agencies putting “the cart before the horse.” What does this mean? Simply put, many agencies jump straight into creating ads without first understanding the bigger picture of the client’s business.
They’re prescribing before diagnosing, which rarely leads to optimal results.

Understanding the bigger picture

Before discussing any specific marketing tactics, it’s crucial that your agency understands:

  • Where your business is today
  • The history of your business
  • Where you want your business to be in 3, 5, or 10 years

This holistic view allows for a more strategic approach to marketing. Unfortunately, many agencies skip this vital step.

The importance of clear goals

When we ask brands what their current agency is trying to achieve, we often hear vague answers like “generating leads” or “running ads.” Without clear, specific goals tied to your overall business objectives, it’s impossible to measure success accurately or optimise your marketing efforts effectively.

Breaking down your business

To create an effective marketing strategy, your agency needs to understand:

  • The makeup of your business (e.g., wholesale vs. direct-to-consumer)Your current revenue streams
  • Your reliance on different marketing channels (bought, owned, nurtured, and earned traffic)
  • Only after gaining this understanding should they start discussing specific tactics like Google Ads or Meta Ads.

The danger of channel dependency

Many agencies focus solely on the channels they provide, potentially leading to over-reliance on a single marketing channel. This can be risky for any business in the long run. A balanced approach, using multiple channels is often more sustainable and resilient.

Strategic thinking vs. siloed execution

The best agencies stay in their lane, they have become experts in a channel and offer support in their particular area of expertise, but are still able to think laterally about your entire digital marketing ecosystem. They should be able to advise you on areas outside their direct services, ensuring a cohesive and comprehensive marketing strategy.

What can you do?

If you’re feeling dissatisfied with your current agency you have options. Specifically, we encourage you to:

  • Review your digital marketing backbone
  • Ask your agency about the bigger picture
  • Consider whether you need additional internal resources or a different agency altogether

Remember, effective marketing isn’t just about executing tactics—it’s about growing your business sustainably.
With more than 11 years in business, we think that the key to a successful relationship with your paid ads agency lies in their ability to understand your business holistically, setting clear goals, and being able to think strategically about your entire digital marketing ecosystem.

If your current agency isn’t doing this, it might be time to reconsider your partnership.

If you are a home and garden brand that is still struggling with a paid media strategy download our: Home & Garden Sector: Paid Media & Marketing Report

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