There is nothing one company can do with an AdWords ad that another cannot. There is no keyword one company can buy for you that another cannot. However, Search Engine Marketing has three primary components and there is a difference in landing pages. Know where your provider intends to send the people who type in the keywords and click on your ad. There are also huge differences in strategy and reporting, and those two go together. It doesn’t matter what your provider tells you they can do or will do, unless they are willing to show you what they really do. Complete transparency is the only way to go. You should be able to see how your money is being spent at a model level, trim level, and even an individual vehicle level. You should be able to see the exact keywords being purchased and what the quality score, cost per click, and the average position is for each individual keyword purchased. You should also be able to see how many of those clicks converted to phone, email, chat, and text leads. There can be a huge difference in SEM providers. You should have complete transparency into how your money is being spent and that’s a fact.