I help international e-commerce and B2B companies grow profitably through data-driven Google Ads and SEO – with the execution speed of a China-based team and the transparency you expect from a Western agency.
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Stop scrolling, start engaging. We design thumb‑stopping creatives, community playbooks, and paid social that spark conversations and drive measurable outcomes across the platforms your audience loves.
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A clear growth roadmap, not guesswork. We align your market opportunity, positioning, and funnel architecture—then prioritize the highest‑leverage initiatives to hit revenue targets faster.
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If you are reading this, your Google Ads account is probably in one of three places.
Your campaigns look active, but you cannot tie any of it back to actual profit. You have already worked with an agency that sent reports full of impressions and clicks, but never explained why revenue did not follow. Or your ad spend is growing while your margins are shrinking, and you suspect the problem is not Google — it is the people managing your account.
Any of these situations leads to the same question: how do you find a Google Ads agency that actually protects your money and grows your business?
This guide gives you a concrete evaluation framework — the same criteria you should use to assess any Google Ads agency, including Yestupa. It also explains why working with a China Google Ads agency is a structural advantage that most advertisers have never considered.
The Google Ads platform has shifted dramatically. Performance Max campaigns blend Search, Display, YouTube, Discover, Gmail, and Maps into a single AI-managed system. Smart Bidding handles in real time what manual adjustments used to handle in a week. Google keeps expanding the role of machine learning in ad targeting, ad creation, and budget allocation.
What does this mean for choosing an agency?
The old playbook — build keyword lists, write three ad variations, set manual bids, optimise weekly — no longer works. The agencies that deliver results today are the ones that understand how to feed Google's machine learning the right signals: strong conversion data, well-structured asset groups, clean audience signals, and a creative production pipeline that keeps up with how fast the platform now consumes and tests ad variations.
If the agency you are evaluating still leads with "keyword research and ad copywriting" as their primary value proposition, they are operating on an outdated model. Keywords and copy still matter. But the strategic centre of gravity has shifted toward data quality, automation management, and creative velocity — and the agency needs to have shifted with it.
Before evaluating any agency — including Yestupa — understand the six areas of work that separate professional management from button-pushing.
An agency that jumps straight to campaign setup without understanding your economics is a liability. Before touching the account, they should be asking about your product margins, customer lifetime value, payback period, average order value, and seasonal patterns. They need to understand your sales process: are you closing deals on the website, through a sales team, or both?
This matters because Google's bidding algorithms optimise toward whatever conversion signal you feed them. If the agency does not understand which conversions actually lead to profit, they will optimise toward the wrong goal — and the platform will happily spend your budget doing it.
At Yestupa, the first engagement step is always a structured business intake covering product economics, market positioning, and competitive landscape. No campaign work starts until this is complete.
What to ask a potential agency: Walk me through how you would determine our target CPA or ROAS goal. What inputs do you need from us before you start building anything?
Broken conversion tracking is the most expensive problem in Google Ads, and the most common one. Audits across large numbers of accounts consistently find fundamental tracking issues — duplicate conversions, wrong attribution models, missing enhanced conversions, or primary conversion actions that do not reflect actual business value.
A serious agency will audit your entire measurement stack before recommending campaigns. That means validating your Google Ads conversion actions against your CRM or e-commerce backend, implementing enhanced conversions or server-side tracking where applicable, aligning attribution settings across Google Ads and GA4, and clearly separating primary conversions (purchases, qualified leads) from secondary ones (add-to-cart, page views, calls).
If your current agency cannot explain exactly what conversion actions are set as primary, which attribution model is in use, and how those signals connect to your actual revenue, that is a problem worth fixing before anything else.
What to ask: What conversion actions will you track, how are they defined, and how will you verify that the numbers in Google Ads match our backend data?
Campaign structure determines how effectively Google's machine learning can work on your behalf.
The structural decisions an agency should be making include:
Brand versus non-brand separation. If branded and non-branded keywords run in the same campaign, Smart Bidding blends two completely different intent signals and optimises toward an average that serves neither well. Performance Max campaigns will quietly eat branded search budget and call it incremental growth unless the agency actively manages brand exclusions and reviews search term reports.
Performance Max discipline. PMax is a black box if you let it be. A competent agency runs regular search term audits on PMax campaigns, maintains aggressive negative keyword and brand exclusion lists, reviews placement reports, and splits performance reporting by asset group. Without this work, you cannot tell whether PMax is generating new customers or just capturing traffic you would have gotten anyway.
Funnel-aligned campaign roles. Cold prospecting campaigns, warm remarketing campaigns, and conversion-focused campaigns need different bidding strategies, budgets, and success metrics. An agency that runs everything in one campaign with one target ROAS is not managing a funnel — they are guessing.
Yestupa designs account structures around how the business actually works. Each campaign has a defined role, a corresponding KPI, and clear guardrails on what audiences and search terms it should and should not capture.
What to ask: How do you prevent Performance Max from cannibalising our branded search traffic? Can you show me an example of a PMax search term audit from a current account?
Google Ads now consumes creative assets at a pace that most businesses are not equipped to handle on their own. Performance Max alone requires text headlines, long headlines, descriptions, images in multiple aspect ratios, and video assets. Responsive Search Ads test up to 15 headlines and 4 descriptions per ad group.
A strong agency operates a creative production pipeline — not a one-time setup followed by months of the same ads running unchanged. The best-performing agencies produce new creative variations on a weekly or bi-weekly cadence, test messaging angles systematically, and treat landing page quality as an integral part of the ad performance equation, not someone else's problem.
What to ask: What is your creative testing cadence? How many new ad variations did you produce for clients last month? How do you handle landing page alignment with ad messaging?
The word "optimisation" appears on every agency website. What it actually looks like in practice separates real management from autopilot.
Weekly work should include search term analysis and negative keyword expansion, budget reallocation based on performance data, and bid strategy reviews. Monthly work should include creative performance analysis, audience segment reviews, device and location adjustments, and landing page conversion rate analysis.
If you do not receive a clear optimisation log showing what was changed, why it was changed, and what the expected impact is, you are paying for maintenance, not optimisation. Ask to see a change history — it shows every modification made to the account, timestamped and attributed to the user who made it. An account with infrequent changes is an account that is not being actively managed.
What to ask: Can I see an example of a monthly optimisation report from a current client? What does a typical week of optimisation work look like for an account at our spend level?
Reports that just display numbers without interpretation are not useful. A competent agency explains what improved and why, what declined and why, what will be tested next, and how current performance connects to your business goals.
This also means separating Google's in-platform data from verified backend data. Google Ads consistently over-reports conversions compared to what businesses can verify in their CRM or e-commerce platform. A gap of more than 15 to 20 percent warrants investigation. Agencies that rely exclusively on Google's self-reported metrics without cross-referencing against your actual revenue data are either hiding reality or missing it.
What to ask: Do you cross-reference Google Ads conversion data with our backend numbers? How do you handle discrepancies between the two?
Use this checklist when interviewing any agency — including Yestupa.
The first conversation should be about your margins, LTV, payback period, and market positioning. If a potential partner opens with "we can launch your campaigns in 48 hours" before understanding these numbers, they are planning to spend your money without knowing what success looks like.
Performance Max controls more budget than any other single campaign type. If an agency cannot articulate how they structure asset groups, set audience signals, control brand cannibalisation, review search term reports, and evaluate placement quality, they are not equipped for the current platform.
A credible agency can explain how they structure tests across ads, audiences, landing pages, and bid strategies. They should describe how long they run tests, what metrics define success, and how they protect the account from unnecessary risk during experimentation.
Be cautious of agencies that use vague language like "we optimise daily" without describing what specific tests are running right now. Even better: ask for a test where their hypothesis was wrong and what they learned from it. How an agency handles failure tells you more than how they present success.
One of the most consistent red flags in the industry is agencies that create Google Ads accounts under their own email, restrict client access, or provide only PDF reports instead of live dashboard access.
You should always own your Google Ads account. The agency should work within your account using standard access permissions. If you ever switch agencies, your account history, data, and learnings stay with you — not locked behind someone else's login.
If an agency frames account control as "we manage everything so you do not have to worry," treat that as a warning, not a convenience.
Google Ads agency pricing typically follows one of four models:
Percentage of ad spend (10 to 20 percent). The most common structure. The agency earns more when you spend more, which creates a structural incentive to increase budgets even when it may not be in your interest. If you scale your spend from $10,000 to $30,000 per month but the workload only increases moderately, the fee triples regardless.
Flat monthly retainer. Predictable costs with no penalty for scaling. The risk is that scope can be vague — make sure the proposal clearly defines what is and is not included.
Hybrid (base retainer plus a smaller percentage above a threshold). Attempts to balance predictability with scalability. Often the most balanced structure for mid-market advertisers.
Performance-based. Ties fees to results, but attribution disputes make this model difficult to execute cleanly, especially for businesses with longer sales cycles or complex conversion paths.
Ask any agency for a complete, written breakdown of what is included: strategy, account build, ongoing optimisation, reporting, creative production, landing page work, and tracking setup. If any of these are billed separately, you need to know that before signing.
Yestupa uses transparent, flat-fee pricing with clearly defined scope. There are no hidden markups on media spend — you see your real ad costs directly in Google Ads.
Be cautious of agencies that promise guaranteed ROAS within two weeks or fixed cost per lead from day one.
Any honest agency will acknowledge that the first 30 to 90 days involve testing, data collection, and iterative adjustment. A professional agency separates "testing budget" from "scaling budget," sets realistic timeframes, and explains how they will manage downside risk during the learning phase.
Agencies that guarantee specific performance numbers without first understanding your account, your tracking quality, and your competitive landscape are either naive or dishonest. Neither is a good partner.
Google Partner status requires agencies to meet performance requirements, maintain certified team members, and manage a minimum level of ad spend across their client base. Premier Partner status represents the top tier globally.
Certification alone does not guarantee great results. But the absence of any Google Partner status — when the programme is freely available — raises questions about an agency's commitment to staying current with platform changes and maintaining minimum quality standards.
Ask to see anonymised reports from current clients. Look for ROAS, revenue, cost, and CPA clearly displayed, segmentation by campaign type or market, written analysis explaining what happened and what comes next, and comparison between Google Ads reported data and backend-verified data.
A default Google Ads dashboard export without commentary is a data dump, not a report.
Agencies that insist on 6 or 12-month contracts before running any audit or delivering any initial results are prioritising lock-in over earned trust.
The strongest agencies offer a paid diagnostic audit as the first step — typically a one-time engagement that lets both sides assess fit before committing to an ongoing retainer. You see the quality of their analysis. They identify whether your account has the foundation to produce results. Both sides enter a long-term relationship with clear expectations.
Yestupa offers exactly this: a structured audit covering account review, tracking validation, competitive context, and a prioritised report of issues and recommended fixes — before any retainer begins.
Complex platforms require clear explanations. If the team cannot tell you in simple terms why certain campaign types are used, why budgets are distributed a certain way, or why a given ROAS target is realistic, they probably do not fully understand what is happening in the account.
Jargon-heavy explanations are often a signal of shallow understanding. The best agencies make sophisticated strategy feel straightforward.
Choosing a China Google Ads agency is a decision most advertisers outside Asia have never considered. That makes it worth explaining clearly — both the advantages and the context behind them.
The operating costs for a performance marketing team in China are materially lower than in the US, UK, or Western Europe. This is not about paying people less for the same work. It is about the overall cost structure — office space, tools, team infrastructure — being lower, which means more of your retainer goes toward actual work on your account rather than overhead.
At Yestupa, this translates to competitive retainers that leave room for things many Western agencies charge extra for: dedicated tracking setup, creative production, landing page analysis, and deeper strategic work. When a US-based agency charges $5,000 per month and allocates 4 to 6 hours of senior attention to your account, the economics do not leave much room for depth. The same retainer at Yestupa supports a meaningfully larger allocation of time and attention.
The goal is not to be the cheapest option. It is to be the option where the gap between what you pay and the value you receive is widest.
For businesses selling to North America or Europe, working with a China Google Ads agency creates a natural time-zone advantage that is difficult to replicate with a local partner.
Your business day ends as Yestupa's working day begins. Campaign reviews, optimisation changes, search term audits, and test launches happen while your team is offline. Reports and strategic recommendations are ready when your team starts their morning. New campaigns or account restructures can be built overnight and reviewed the next day.
This creates a continuous optimisation cycle that effectively eliminates downtime. Most local agencies review your account during the same business hours when your team is also working — which means optimisation competes with meetings, calls, and other client responsibilities. The time-zone offset turns a logistical difference into an operational advantage.
In practice, this means faster response to performance changes. If a campaign starts underperforming on a Tuesday afternoon in New York, a local agency may not address it until Wednesday. With Yestupa, adjustments happen overnight and are live by the time the US market opens.
A China Google Ads agency like Yestupa frequently works with brands that manufacture in Asia and sell globally. This creates deep familiarity with the specific challenges of cross-border e-commerce that most domestic agencies rarely encounter:
Multi-market campaign management. Running Google Ads across the US, UK, EU, and Australia simultaneously requires separate conversion tracking setups, currency handling, location-specific ad copy, and market-specific landing pages. Agencies without cross-border experience routinely underestimate this complexity and end up blending data across markets in ways that make optimisation impossible.
Platform fluency across global storefronts. Yestupa has extensive experience with Shopify, WooCommerce, and BigCommerce stores built for international audiences — including multi-currency pricing, multi-language configurations, and international shipping setups that directly affect ad performance and conversion tracking accuracy.
Logistics-aware campaign pacing. Shipping times, customs delays, and inventory fluctuations directly affect when and how hard you should push ad spend. An agency that understands supply chain realities adjusts campaign budgets and messaging proactively — rather than wasting spend promoting products that cannot be delivered within the timeframe promised on the landing page.
Google Merchant Center expertise. Cross-border sellers frequently face Merchant Center suspensions, feed disapprovals, and pricing policy violations that domestic-only agencies are not experienced in navigating. Feed optimisation, product data compliance, and handling disapprovals across multiple markets is a skill that comes from doing it repeatedly, not from reading documentation.
The most common hesitation about working with an offshore agency is communication. This concern is legitimate and worth addressing directly rather than ignoring.
Yestupa operates in English as its primary working language for all international clients. Strategy documents, reports, and all client communication are conducted in English. Communication happens through structured weekly or bi-weekly calls, shared project channels, and clear documentation — the same professional cadence you would expect from any agency.
The more relevant question is not whether the team can communicate in English, but whether the team can think strategically in the context of English-language markets. Yestupa's team manages campaigns across dozens of English-speaking markets and understands the competitive dynamics, consumer behaviour, and platform nuances specific to US, UK, Australian, and Canadian audiences. This is not translation-level fluency — it is market-level fluency built through years of running campaigns in these markets.
Understanding the broad categories helps you know what you are looking at when evaluating partners.
Large teams, many specialists, experience with enterprise accounts. Retainers tend to be high, and your account may be managed day-to-day by junior staff while senior strategists stay in the background. Decision-making can be slow, and account attention dilutes across a large client roster. You might be client number 47 this quarter.
These focus specifically on paid media and performance marketing. More agile, closer to the data, better suited for growth-stage e-commerce and SaaS. Quality varies significantly — some are excellent, some are a single person with a professional-looking website.
Direct communication and lower apparent cost are the appeal. The risks: single points of failure, no backup if the person becomes unavailable, and usually no structured process for testing, reporting, or documentation.
Yestupa is a specialist performance agency with a structural advantage: the discipline, frameworks, and processes of a mature agency, combined with the speed and attention density of a lean team, operating at a cost structure that delivers more value per dollar than most US or EU equivalents.
You work with senior-level strategists directly on your account — not a junior coordinator following a checklist while a senior person reviews the work once a month.
Here is what a typical engagement looks like from day one.
Understand your business model, product margins, and target markets. Audit the existing Google Ads account, Analytics setup, and conversion tracking infrastructure. Identify wasted spend, tracking gaps, and structural problems. Deliver a written audit document with issues ranked by business impact, and recommended fixes with clear priorities.
This phase typically takes one to two weeks. No campaign changes are made until the audit is complete and both teams have reviewed the findings.
Define the role of each campaign type: brand search, non-brand search, Shopping, Performance Max, Demand Gen, YouTube, remarketing. Map a full-funnel acquisition plan with cold prospecting, mid-funnel engagement, and bottom-funnel conversion campaigns. Align KPIs for each stage — ROAS, CPA, new customer ratio, lead quality — so every campaign has a measurable definition of what success looks like.
The output is a one-page strategy and funnel map that both teams clearly understand. Not a 40-slide deck that sits in a Google Drive folder.
Validate all conversion events and values against your backend data. Implement enhanced conversions or server-side tracking where applicable. Standardise naming conventions across campaigns, ad groups, and ads. Ensure GA4 integration is correct and attribution settings are aligned.
This is the work that makes everything else meaningful. If measurement is unreliable, every subsequent optimisation decision is guesswork.
Build new campaigns or rebuild legacy structures based on the strategic plan. Write or refine ad copy aligned with search intent and audience segments. Create structured asset groups for Performance Max with proper audience signals. Align landing pages with offers and messaging.
The first 90 days focus on establishing baselines and systematically improving performance:
Search term mining and negative keyword management. Budget reallocation toward segments showing profitable performance. Creative testing — new headlines, descriptions, image and video assets on a regular cadence. Bid strategy adjustments based on accumulating conversion data. Weekly and monthly reporting with clear documentation of what changed, what happened, and what comes next.
When the account reaches stable profitability, the focus shifts to controlled growth:
Gradual budget increases on proven campaigns. Expansion into new markets, audience segments, or campaign types. Exploration of supporting channels (Meta Ads, Microsoft Ads, YouTube) where relevant. Growth roadmap with scenarios, projected returns, and risk assessments.
The tipping point usually comes when your monthly ad spend reaches a level where mistakes become expensive — typically $5,000 or more per month. At that point, the cost of suboptimal management (wasted spend, missed opportunities, poor tracking) often exceeds the cost of professional help. It also makes sense when your internal team lacks the bandwidth or platform expertise to manage campaigns at the depth needed to stay competitive.
Most mid-market agencies charge between $1,500 and $5,000 per month in management fees, or 10 to 20 percent of ad spend. Setup fees of $500 to $5,000 are common on top of that. Enterprise-level management can reach $10,000 to $20,000 or more per month. When comparing proposals, always ask for the all-in cost: retainer, setup fees, creative production, tracking work, and any minimum spend requirements or early termination penalties.
It depends on the current state of your account, the quality of your tracking, the competitiveness of your market, and your budget level. The first 30 to 90 days are typically focused on fixing foundational issues and establishing reliable baseline data. After that, optimisation and scaling opportunities become clearer and safer. Any agency that promises dramatic results within the first two weeks is either working with accounts that have obvious problems, or they are overpromising.
Three reasons: more competitive retainers that leave room for deeper strategic and creative work on your account, a time-zone offset that creates a continuous optimisation loop, and extensive experience managing cross-border e-commerce campaigns that most domestic agencies do not have. If your business sells internationally, or if you want a performance partner that delivers more attention per dollar than typical US or EU agencies, a China Google Ads agency is worth evaluating.
Insist on full admin access to your Google Ads account from day one. Check the change history regularly — it shows every modification made to the account, timestamped and attributed to the person who made it. An account with infrequent changes is an account on autopilot. Cross-reference the conversions Google Ads reports against your own backend data. And ask for optimisation logs: what was changed, why, and what the expected impact was.
The best Google Ads agency for your situation is the one that understands your business economics before touching your campaigns, builds a structured account with clearly defined campaign roles, protects your budget while testing intelligently, communicates with data and reasoning behind every recommendation, uses a pricing model aligned with your growth rather than their revenue, and keeps pace with how the platform actually works today.
If you are looking for a partner that combines performance-focused strategy, the cost efficiency and time-zone advantage of a China Google Ads agency, and the structured processes of a mature team, Yestupa is built for that conversation.
Visit yestup.net to start with a structured account audit.
