Fatrank Podcast

James Dooley and Kasra Dash outline how to choose a PPC agency because informed questions expose competence, risk and value. They explain that case studies prove capability because prior success in the same industry shows knowledge of buying intent, negative keywords and CTR behaviour. They show that tool choice shapes performance because proper split testing increases conversion rates. They argue that pricing must match expertise because high management fees only work when ROI justifies them. They stress that account managers matter because direct communication accelerates optimisation. Their discussion frames PPC selection as a strategic filter because better vetting prevents wasted ad spend.