I Am Not Sure My Agency Is Optimizing My Campaign Properly

Your contract says your agency performs "continuous optimization" of the campaign. In practice, you have no direct way to know whether that really happens every week, as it should, or whether the campaign was configured once, at the start, and has since been running basically on autopilot, with no one actually reviewing what is working and what is not.

This is one of the hardest promises to verify in digital marketing contracts, precisely because optimization is work that happens "behind" the platform, without a visible, tangible deliverable the way a website or a piece of design work would be. You take it on trust, with no way to actually confirm it.

Practical signs that optimization is, or is not, happening

Ask for access to the Google Ads account's change history, that information is recorded on the platform and shows exactly when adjustments were made, new keywords added, bids changed, ads tested. If the history shows activity only in the first month and then silence, that is a clear sign the promised optimization is not, in fact, happening continuously.

It is also worth asking directly, in a meeting, about specific recent tests, which new ads were tested, which negative keywords were added, what changed since last month. Vague or generic answers to these specific questions usually signal a lack of real work behind the contractual promise.

What to do with that finding

If it becomes clear the promised optimization is not happening, it is worth talking directly to your current provider before any more drastic decision. If the answer remains unsatisfactory, or the pattern repeats, it may be time to find someone who genuinely delivers that continuous follow-up.

BSC monitors campaigns daily, not just during initial setup, with documented optimization history available to the client, a flat fee for the work, no commission on your ad budget.