To get more from Google Ads, agree on goals first. Set up tracking before spend...

https://daltonsultimatecolumn.theglensecret.com/what-should-i-do-when-a-new-competitor-starts-bidding-on-my-keywords

To get more from Google Ads, agree on goals first. Set up tracking before spend grows. Check if leads are good, not just many. Test one change at a time, keep notes, and use the results to choose the next step with your agency together.