What do you actually need?
Decide which job you are hiring for first, because that decides what you compare. It is usually one of four: a review of a campaign that already spends, launching a first campaign, ongoing management, or a one-off fix.
If a campaign is running and no enquiries come, you may not need a new provider for everything. An account review or better enquiry tracking may be enough. For the cost of each item, see how much Google Ads costs in Bosnia and Herzegovina.
Agency, freelancer or doing it yourself?
None of them is better by default. What matters is knowing who exactly works on your account and what happens when that person is unavailable.
| Option | Who works on the account | What to check |
|---|---|---|
| Agency | A team, or one person from the team, depending on the agency. | Who your regular contact is and who covers for them. |
| Freelancer | One person. | Availability, cover when they are away, and who else has access to the account. |
| Yourself | You. | Whether you have time to learn, watch spending and answer enquiries. |
At Midaz you work directly with Danijel. The same question about cover and availability applies to us, so ask it.
Twelve questions before you sign
Ask them of anyone, us included, and ask for the answers in writing. The table shows a good answer and a warning sign for each. On a phone, scroll the table sideways.
| Question | A good answer | A warning sign |
|---|---|---|
| 1. Whose Google Ads account is it, and do I have admin access? | The account is opened in your name or your company's, and you hold Admin access. | The account is in the agency's name and you only receive reports. |
| 2. Who actually works on my account? | A named person you can reach. | “Our team”, with no names. |
| 3. What exactly does the fee include? | A written list: setup, reviews, reports, changes. | A vague “everything is included”. |
| 4. Is the fee tied to ad spend? | It is clear whether the fee is fixed or a percentage, and what changes if your budget changes. | A percentage of spend with no explanation of why the work grows with it. |
| 5. Do I pay for clicks directly to Google? | You see ad spend in your own account, and the fee is a separate line. | You cannot check how much was really spent on ads. |
| 6. What counts as an enquiry, and who decides? | You agree together: a call, a message or a form. What is measured is what actually reached you. | Clicks or “conversions” are counted with no explanation of what they mean. |
| 7. How and how often do you report? | A rhythm agreed in advance, and a report that explains decisions. | Reports show only impressions and clicks. |
| 8. What happens to the account if we stop working together? | The account, the data and the history stay yours. | The account or the data leave with the agency. |
| 9. Is there a fixed-term contract and a notice period? | Length, notice and renewal are written before you sign. | Automatic renewal or a long commitment with no clear exit. |
| 10. What do you need from me? | Specifics: the page, fast replies to enquiries, feedback on sales. | A claim that you need to do nothing. |
| 11. How will you show you are doing the right thing, not just producing clicks? | The measure is what arrived: enquiries and sales, set against cost. | Boasts only about clicks or impressions. |
| 12. What do you not promise? | No promised number of customers, position or revenue. | Guaranteed numbers or a guaranteed first place on Google. |
The first question matters most. In a Google Ads account, Admin access can give and remove access for other users, while Standard access can edit campaigns but cannot manage users. A provider can therefore work with Standard access while you keep Admin.
Which warning signs are worth stopping for?
Five signs to stop on before you sign:
- A guaranteed number of enquiries, customers or a position on Google.
- A click price fixed in advance. Click prices are set in an auction, as Google Ads Help explains.
- A refusal to give you access to your account or data.
- Reports that contain only impressions and clicks.
- Copied results offered as proof, with no period, spend or explanation of what was counted.
What references should you ask for, and what is fair to show?
A good reference states the period, the spend, what was counted and how. A result without those details tells you nothing about your case.
This is how we label our own examples. The Google Ads page shows two historical reports from an earlier portfolio, each with its period, spend and number of tracked purchases, and a note that they are not profit and not a forecast for another business. Midaz has no published client example from Bosnia and Herzegovina yet, and we say so openly. More on our work.
What does the start of the work look like?
A good start has clear steps and nothing happens without agreement. Here is how it looks with us:
- You send the service, the market and your website. The first conversation is free.
- You get a suggestion for a good starting point. Scope, fee and ad budget are confirmed in writing.
- The campaign is built, and the path to an enquiry is checked before launch.
- Reviews are agreed, and the report explains the decisions.
If you are based outside Bosnia
Foreign-owned firms and diaspora owners should add four questions: in which language you will get reports, at which times you can talk given your time zone, in which currency you are invoiced (the convertible mark is fixed to the euro at 1.95583 KM for 1 EUR), and which legal entity signs the contract and issues invoices.
Midaz works online in Bosnian or English.
How does Midaz answer these questions?
Only with what we already state on this website:
- Your account and access stay under your control, and your business data stays yours.
- The management fee and the ad budget are shown separately.
- We do not promise a number of customers or revenue in advance.
- Scope, price and next steps are confirmed in writing after the first conversation.
- We work online, in Bosnian or English, directly with Danijel.
For anything not covered here, such as contract length and notice, ask us before you decide. If an answer is not clear, take that into account.
Frequently asked questions
Is an agency or a freelancer better?
Neither is automatically better. Check who works on the account, how to reach them and what happens when they are away. The questions in the table apply to both.
Whose Google Ads account should it be?
Yours. The account and its history should stay with you if the work ends, and you should keep Admin access.
How long should a contract run?
It depends on the provider, so ask before you sign and get the length, notice period and renewal terms in writing.
Can I cancel whenever I want?
The contract answers that. If someone will not tell you how the work ends, treat it as a warning sign.
How often should I get a report?
Agree the rhythm before you start. More important than frequency is that the report explains decisions and shows enquiries and cost, not only clicks.
May I ask for access to the account?
Yes. Admin access lets you give and remove access for others, so you can check what is being done in the account.
What if I do not want changes made without asking me?
Agree in writing what the provider may change alone and what needs your approval, such as the budget. Standard access lets them edit campaigns but not manage users.
Sources
Pages we opened and checked before writing this guide. They open in a new tab.
Take these twelve questions to every conversation, ours included. Whoever answers in writing and without evasion has already shown you how they will work.
