Editing Openai/68ee307c-3fc4-800d-8c9b-d5119013b8eb (section)

===== 🧠 How to vet and choose the right person =====

Here are key checks and red flags:

| What to Check                            | Why It Matters                                                          | Good Sign / Red Flag                                                                  |
| ---------------------------------------- | ----------------------------------------------------------------------- | ------------------------------------------------------------------------------------- |
| Relevant experience + case studies       | You want someone who’s done exactly this before                         | Good — shows examples, metrics; Red — vague “I do analytics” with no proof            |
| Certifications / credentials             | Indicates up-to-date knowledge                                          | Google Ads / Google Analytics / GTM certifications                                    |
| Understanding of privacy / consent rules | Essential for GDPR, etc.                                                | Asks about cookies, consent banners, anonymisation                                    |
| Communication & documentation            | You’ll want to understand what they do and be able to maintain it later | Good — clear explanations, handover documents; Red — no documentation, just “I do it” |
| Testing & validation promise             | Setup should be tested, not just installed                              | Makes you a test plan / shows how they will verify conversions                        |
| Fixed or clearly scoped price            | Avoid surprises in cost                                                 | Good — they define what they will do; Red — “we’ll see what comes up” open-ended      |

Pledge Consultancy has a good guide on how to vet freelancers / agencies for Google Ads. pledgeconsultancy.co.uk<ref>{{cite web|title=pledgeconsultancy.co.uk|url=https://pledgeconsultancy.co.uk/how-to-vet-a-freelancer-or-agency-to-run-google-ads-for-your-small-business/|publisher=pledgeconsultancy.co.uk|access-date=2025-11-11}}</ref>