Google adwords companies create and manage ads to display in Google search results. These specialized pay-per-click (PPC) agencies conduct keyword research, do custom campaign setups, create ad headlines and descriptions, manage bids, run A/B tests on ads, and track their performance on Google Analytics.  

These activities are aimed at improving the return on ad spend (ROAS) and lower the cost-per-click (CPC). The end-goal of placing a search ad on Google is to improve the website traffic and land more leads and sales.   

The Googs Ads ecosystem is made out of the Google Display Network and Google Search Network. Within these areas, you can place the following types of Google Ads: 

• Search campaigns: Show ads in Google search results when users look for specific keywords. 
• Display campaigns: Place visual ads across millions of websites within the Google Display Network. 
• Shopping campaigns: Show product ads directly in search results, often used by eCommerce businesses. 
• Video campaigns: Show video ads on YouTube to build brand awareness. 
• App campaigns: Automatically show your ads on YouTube, Google Play, and other apps. 

Base fees for Google Ads service range from $250 to $2,500 a month, plus 7% to 15% of the monthly ad spend. If the contract is on an hourly basis, agencies in the US bill from $150 to $200 an hour.  

The pricing model is determined by the campaign's complexity and the service provider's location, with the most common option being a combination of a fixed base fee and a variable percentage of the total monthly ad spend.  

As Google Ads (formerly Google AdWords) is the biggest digital advertising platform, ads start getting views within a day or two, however this initial traction isn't a reliable indicator if a campaign is a success.  

It’s normal for clicks and conversions to start slow while Google's algorithm spends the first week or even a month in its learning phase. This is just the system taking time to figure out who your best customers are and how to reach them.  

Early data almost always looks weak. The real momentum starts building after that phase ends. Most businesses find it takes about 3 months of running a well-tuned campaign to see the results they actually want. 

Performance guarantees for Google Ads results are rare, as many factors are outside an agency's control. Google AdWords companies cannot guarantee a specific ROAS or sales volume as the success depends on the website, product, pricing, and market competition.   

On that note, some agencies offer guarantees tied to their deliverables or management fees, such as committing to a specific cost per lead (CPL) or conversion volume, or offering a refund if they don't launch the campaign on time.