How to Choose a Marketing Agency: 15 Questions to Ask Before Signing

Choosing the wrong marketing agency is expensive. Not just in fees—but in lost time, missed opportunities, and the cost of starting over. We've seen companies waste 6-12 months with the wrong partner before finding the right fit.

This guide will help you avoid that. Whether you're hiring your first agency or switching from a disappointing one, here's how to evaluate, vet, and choose a marketing partner that actually delivers.

Before You Start Looking

Define Your Goals First

Agencies can't hit targets you haven't set. Before reaching out, clarify:

• What specific outcomes do you need? (Leads, sales, brand awareness, traffic)
• What does success look like in 6 months? 12 months?
• What's your budget range? (Be realistic—good agencies aren't cheap)
• What have you tried before? (What worked? What didn't?)
• What resources can you provide? (Content, data, internal support)

Specialist vs. Full-Service

Know what type of agency you need:

• Specialists - Deep expertise in one area (SEO, paid ads, social). Best when you know exactly what you need.
• Full-service - Handle multiple channels under one roof. Best when you need integrated strategy.
• Niche agencies - Specialize in your industry (SaaS, ecommerce, healthcare). Best when industry expertise matters.

15 Questions to Ask Every Agency

About Their Experience

1. "Can you show me case studies in my industry or with similar goals?"

Look for specifics: what they did, what results they achieved, and over what timeframe. Vague case studies are a red flag.

2. "Who will actually be working on my account?"

Meet the team, not just the sales person. Ask about their experience level. Junior teams need more oversight from your side.

3. "How long have your clients typically stayed with you?"

High churn is a warning sign. Good agencies retain clients for years.

About Their Process

4. "What does the first 30/60/90 days look like?"

They should have a clear onboarding process. Expect: audit/research phase, strategy development, implementation, optimization.

5. "How do you develop strategy? What inputs do you need from us?"

Agencies that ask lots of questions upfront typically deliver better results. Beware of "we've got a playbook" without customization.

6. "How often will we meet, and what does reporting look like?"

Weekly or bi-weekly calls are standard. Monthly is often too infrequent for active campaigns. Reports should be clear and tied to your goals.

About Results & Accountability

7. "What metrics will you track, and how do you define success?"

Their answer should align with your goals. If you want leads and they're talking about impressions, there's a disconnect.

8. "What happens if we're not seeing results after 3 months?"

Good agencies will have a plan: additional testing, strategy pivots, honest conversations. Beware of agencies that guarantee results—marketing doesn't work that way.

9. "Will we own our ad accounts, data, and creative?"

The answer should be yes. Some agencies hold accounts hostage when you leave. Ensure you own everything.

About Pricing & Contracts

10. "How is pricing structured?"

Common models: monthly retainer, percentage of ad spend, project-based, performance-based (rare). Understand exactly what's included.

11. "What's not included in this price?"

Ad spend, software tools, content creation, and design are often extra. Get clarity upfront to avoid surprises.

12. "What's your contract length and cancellation policy?"

3-6 month minimums are standard (agencies need time to show results). But beware of long lock-ins with no performance clauses.

About Fit & Communication

13. "What type of clients do you work best with?"

Good agencies know their sweet spot. If your company doesn't match their ideal client profile, results may suffer.

14. "How do you handle disagreements or feedback?"

You want a partner who pushes back when they disagree (with reasoning), not a yes-agency that does whatever you say.

15. "Can I speak with 2-3 current clients?"

References matter. Ask clients about communication, results, and whether they'd hire the agency again.

What to Expect on Pricing

Agency pricing varies wildly. Here's a rough guide:

Remember: Cheap agencies often cost more in the long run through poor results, wasted ad spend, and the cost of switching.

The Evaluation Process

Step 1: Shortlist (3-5 Agencies)

Sources for finding agencies:

• Referrals from your network (best source)
• Agency directories (Clutch, DesignRush, GoodFirms)
• Google search (meta, but works)
• Industry communities and forums

Step 2: Initial Calls

30-minute discovery calls to assess basic fit. Look for:

• Do they ask good questions about your business?
• Do they seem genuinely interested or just pitching?
• Can they explain their approach clearly?

Step 3: Proposal Review

Good proposals include:

• Understanding of your business and goals
• Recommended strategy and tactics
• Clear scope of work and deliverables
• Timeline and milestones
• Pricing breakdown
• Team members assigned

Step 4: Reference Checks

Questions to ask references:

• What results have they delivered?
• How's communication and responsiveness?
• Any surprises or disappointments?
• Would you hire them again?

Step 5: Final Decision

Beyond capabilities, consider:

• Chemistry - Do you enjoy working with them?
• Communication style - Does it match yours?
• Values alignment - Do they operate with integrity?
• Gut feeling - Trust your instincts

Setting Up for Success

Once you've chosen an agency, set the relationship up to succeed:

• Provide thorough onboarding - Share everything: past data, what's worked, customer insights
• Set clear expectations - Agree on KPIs, reporting cadence, communication channels
• Give them time - Most marketing needs 3-6 months to show meaningful results
• Be a good client - Timely feedback, quick approvals, and open communication help agencies do their best work
• Regular check-ins - Quarterly strategy reviews beyond weekly tactical calls

The Bottom Line

The right agency can transform your business. The wrong one can waste months and significant budget. Take the time to evaluate properly:

1. Know what you need before you start looking
2. Ask hard questions and watch for red flags
3. Check references and verify claims
4. Trust fit and chemistry, not just capabilities
5. Set clear expectations and give them time to deliver

The best agency relationships are partnerships—built on transparency, aligned incentives, and mutual respect. Find that, and you'll have a marketing advantage that compounds over time.