How to choose a digital marketing agency: 7 questions to ask

Before you speak to any agency, write down one clear goal for the next six months, such as more booked jobs in two service areas or more demo requests. A clear goal makes proposals easy to compare and stops agencies selling you everything at once.

Ask for case studies with real numbers, the time period and what the agency actually did. Good agencies explain context, including what did not work.

Be wary of results without dates, sources or screenshots. If an agency is new, it should say so and show relevant past experience honestly, as we do on our Work page.

Find out who does the day to day work, their experience, and how often you will speak with them. A senior person on the sales call and a junior on the account is common, so ask directly.

Good reports focus on leads, sales and cost per result, not impressions and clicks alone. Ask to see a sample report and how often you will receive one.

You should own your Google Ads, Meta, analytics and website accounts, with the agency given access. If you leave, everything should stay with you.

A clear plan usually covers an audit, tracking setup, a strategy and the first campaigns or pages. Vague answers here often mean vague work later.

Check minimum terms, notice periods, setup fees and whether ad spend is separate from management fees. Month to month agreements put the pressure on the agency to earn your business.

Every good engagement needs your input: offers, approvals, customer insights and quick lead follow up. An agency that asks for nothing is unlikely to understand your business.

Guaranteed rankings or guaranteed returns. No honest agency can promise these, because Google and ad platforms control the results.

Vague reporting, refusal to share account access, long lock in contracts and fake or unverifiable testimonials are all reasons to keep looking.

Put proposals side by side and compare scope, people, reporting, terms and the first 90 day plan, not just the monthly fee. For channel specific advice see how to choose SEO services, how to hire a Google Ads agency and how to hire a Meta Ads agency, or see all our services.

Notice how quickly and clearly they reply during the sales process. That is usually the best it will get. Ask for a named contact, a regular update rhythm and how urgent issues are handled.

For ads, a defined 60 to 90 day engagement with clear goals is a fair way to test a new agency without a long commitment. Agree the goal, the budget and what success looks like before starting.