How to Choose a Marketing Agency: 10 Questions to Ask
Choosing an agency is easier when you know what to ask. Here are ten questions that separate good partners from expensive mistakes.
Key takeaways
- Start with your goal and budget, then find agencies that have solved that problem before.
- Ask who will actually do the work, how results are measured and what happens in the first 90 days.
- Be wary of promised results, long lock-in contracts and reports built on vanity numbers.
- Compare proposals on the plan and the people, not only the price.
Before you start looking
Write down what you want the agency to achieve, by when, and the budget you can commit including ad spend. An agency can only be judged against a clear goal. If you aren't sure what you need yet, ask for an audit before a proposal.
Ten questions to ask
1. Have you solved this problem before? Ask for examples in a similar sector or business model, and what changed as a result.
2. Who will do the work? Meet the people who will run your account, not only the person selling it.
3. What happens in the first 90 days? A good agency can describe its first steps in detail.
4. How will you measure success? Look for business numbers such as revenue, pipeline and cost per customer, not just impressions and clicks.
5. How often will we talk, and what will reports show?
6. What do you need from us? Every engagement needs time and access from your side. Know how much before you sign.
7. How do your channels work together? PR, SEO, AI search and paid media work better as one plan than as separate suppliers.
8. What are the contract terms? Notice periods, minimum terms and who owns the ad accounts and content.
9. What would make you say no to us? Agencies that turn down poor-fit work tend to deliver better for the clients they keep.
10. What will it cost in total? Fees, ad spend, tools and any extra production costs.
Red flags
Promises of fixed rankings or certain results. Reports full of numbers that don't connect to revenue. Long lock-in contracts before any results. Ad accounts set up in the agency's name rather than yours. A senior team in the pitch who disappears afterwards.
Comparing proposals fairly
Put proposals side by side against the same goal. Compare the plan, the people and the measures, then the price. The cheapest proposal is rarely the cheapest outcome if it doesn't move the numbers that matter.
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Frequently asked questions
How do I choose the right marketing agency?
Define your goal and budget, shortlist agencies that have solved similar problems, meet the team who will do the work, and compare proposals on plan, people and measures before price.
What questions should I ask a marketing agency?
Ask about relevant experience, who does the work, the first 90 days, how success is measured, reporting, what they need from you, contract terms and total cost.
What are red flags when hiring an agency?
Promised results, vanity metrics, long lock-ins before results, ad accounts in the agency's name and a pitch team that disappears after signing.
Should I choose a specialist or full-service agency?
It depends on your goal. If growth depends on several channels working together, an agency that runs them as one plan avoids gaps between suppliers.
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