Is Your Marketing Agency Hiding the Truth? The 5 Metrics Every Florist Must Demand Monthly

Is Your Marketing Agency Hiding the Truth? The 5 Metrics Every Florist Must Demand Monthly

As a florist, you know that "looking pretty" isn't enough. A bouquet can look beautiful, but if it’s built with old stems, it won’t last the night.

The same applies to your Google Ads. An agency can send you a "pretty" report full of colourful charts and big numbers, but if they aren't showing you the right data, they are likely hiding the fact that your budget is being wasted.

With my background as a Marketing Advisor for global corporations, I was trained to demand transparency. When I took over the marketing for Adele Rae Florist, I applied those same rigorous reporting standards.

If your Google Ads manager isn't providing you with these five specific data points every month, they are not the right partner for your business.

1. ROAS (Return on Ad Spend): The Only Number That Truly Matters

In the corporate world, we don't care about "brand awareness"—we care about revenue. Your report should clearly state your ROAS.

If you spend $1,000 and your agency can't prove that it generated at least $3,000 to $5,000 in sales, you are likely losing money once you factor in COGS (Cost of Goods Sold) and labour. If they only report "clicks" and "impressions,"  they are hiding a lack of sales.

2. Conversion Rate (CR) per Campaign

A "click" is just a person walking into your shop. A "conversion" is a person actually walking to the register and paying.

  • The Goal: For a high-intent Google Search campaign, you should see a healthy conversion rate. For a florist, a Conversion goal should be: sales & phone calls as primary
  • The Red Flag: If your conversion rate is low, it means your agency is sending the wrong people to your site, or your website design is scaring customers away.

3. Search Terms Report (Transparency Check)

This is where most agencies fail. You must demand to see the actual words people typed into Google to see your ad.

  • The Trap: If you see "cheap flowers" or "free flower clip art" in that list, you are paying for trash traffic.
  • The Fix: A good manager constantly adds "Negative Keywords" to filter out people who aren't ready to buy premium arrangements.

4. Impression Share (Lost due to Budget vs. Rank)

This metric tells you how much of the "market pie" you are actually getting.

  • Lost to Budget: You are winning, but your daily limit is too low.
  • Lost to Rank: Your ads are of poor quality, or your website is too slow.
    If your agency isn't explaining why you are losing impressions, they aren't optimizing your account.

5. The "PMAX" vs. Search Breakdown

As I’ve mentioned before, PMAX and Display ads are often budget-wasters for florists. Your report should clearly separate Search Campaign performance from everything else. If they are "blending" the data to make the numbers look better, they are doing you a disservice.

Advertising for florists in Canada

If They Won’t Tell You, I Will.

I realized early on that most agencies just want to "collect the fee" and keep you in the dark. Because I’ve managed budgets in the corporate world, I know exactly where agencies hide their mistakes.

I am now offering Google Ads Audits for fellow florists. I will look "under the hood" of your current account and tell you exactly:

  1. Where your money is being wasted on non-converting clicks.
  2. If your ROAS is actually profitable.
  3. If your agency is "set-it-and-forget-it" or actually working for you.

Stop guessing. Start demanding the data your business deserves.

 

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