You’re thinking about hiring a marketing agency. But you’re not sure which questions to ask.
Ask the wrong questions, you end up with an agency that ghosts you. Ask the right questions, you get a partner that delivers.
Here are 15 questions that matter.
About Strategy & Process
1. “What’s your strategy for getting leads for a business like mine?”
Listen for specifics, not buzzwords.
Bad answer: “We do SEO, social media, and paid ads.”
Good answer: “For home services like yours, we focus on Google Ads for immediate leads and local SEO for long-term rankings. We’d start with Google Ads in month 1, implement GBP optimization in week 2, and launch service area pages by month 3. Expected result: 25-40 qualified leads per month.”
The good answer is specific about channels, timeline, and expected outcomes.
2. “How long until we see results?”
Bad answer: “It depends. Usually 3-6 months.”
Good answer: “Google Ads: 2-4 weeks for first leads. Local SEO: 6-12 weeks for meaningful rankings. Expect 10-20 leads in month 1 from ads, 30+ by month 3.”
Specific timelines = experienced agency.
3. “Can you show me case studies for businesses like mine?”
Red flag: They can’t produce case studies with clear metrics.
Good sign: They show:
- The business type (yours)
- Starting point (leads per month, revenue, etc.)
- End point (leads per month, revenue, etc.)
- Timeline (how long it took)
- Proof (screenshots, data)
4. “What’s your process for understanding my business?”
Bad answer: “We’ll review your website.”
Good answer: “We’ll do a strategy call to understand your business model, current customers, revenue, and goals. We’ll analyze your competitor’s marketing. We’ll do a technical audit of your website. Then we’ll present a recommendation.”
This signals thoroughness.
5. “How do you stay updated on algorithm changes and best practices?”
Real agencies invest in team training. They know Google Ads changes, SEO updates, social media algorithm shifts.
If they say “we read blogs,” that’s weak. If they say “we attend industry conferences and run monthly training,” that’s strong.
About Results & Reporting
6. “How do you measure success, and how often will I see reports?”
You need to hear:
- Weekly reporting (minimum)
- Clear metrics: leads, conversions, cost per lead, revenue
- Dashboard access (not just email reports)
You don’t want to hear:
- “Impressions and engagement” (vanity metrics)
- “Monthly reports” (too infrequent)
- “We’ll send you a report soon” (vague)
7. “What if we don’t hit the target [20 leads/month]? What’s the plan?”
Good answer: “We’ll adjust strategy. Maybe it’s the keywords, the landing page, the ad copy, or the bid strategy. We’ll test new approaches, measure results, and optimize. If after 60 days we’re not seeing improvement, we’ll recommend a different direction.”
Red flag: “We’ll keep trying the same thing longer.”
8. “Can I access the campaign data directly?”
You should own your data. If they refuse to give you access to Google Ads, Google Analytics, or other platforms, leave.
Good answer: “Yes. We’ll add you as a manager on all accounts. You can see everything.”
Bad answer: “No, you don’t need access. We’ll show you reports.”
About Your Team
9. “Who will be my main point of contact, and what’s their background?”
You want a dedicated account manager. You don’t want the founder’s girlfriend who “kind of knows marketing.”
Ask for:
- Years of experience
- Background in your industry (or similar)
- References from past clients
10. “If my account manager leaves, who takes over?”
Continuity matters. If they say “we don’t have a backup” or “whoever is available,” that’s a problem.
Good answer: “We have redundancy built in. Your account has a primary manager and a backup. If the primary leaves, the backup knows your account inside and out.”
11. “How many clients does my account manager manage?”
If one person manages 30 clients, you’re getting 2 hours of attention per week. If they manage 5, you’re getting 8 hours.
Fewer clients = better attention.
About Pricing & Contracts
12. “What’s included in your retainer, and what’s additional?”
Get a detailed scope:
- How many ads per month?
- How many keywords managed?
- How many reports?
- What platforms (Google Ads, Facebook, TikTok)?
- What about setup fees or project work?
Vague retainer = they’ll nickel-and-dime you later.
13. “Can we do a 90-day pilot instead of a 12-month contract?”
Good agencies have confidence and will do shorter contracts.
If they insist on 12 months minimum, they’re protecting themselves, not you.
14. “What’s the termination clause?”
Most contracts have 30-day termination. Make sure yours does.
Get in writing:
- How much notice required
- What assets they return (data, logins, files)
- Whether you owe early termination fees
15. “What if we’re not happy in 60 days?”
Their answer tells you everything.
Good answer: “Let’s set specific metrics now. If we’re not hitting them in 60 days, we’ll either adjust strategy or part ways professionally.”
Bad answer: “We need 90 days minimum” or “You just need to be patient.”
Red Flags That Mean Walk Away
- They can’t answer these questions clearly
- They avoid talking about metrics
- They insist on long-term contracts without performance guarantees
- They can’t provide case studies
- They won’t let you access your own data
- They can’t explain their strategy simply
The Questions They Should Ask You
A good agency will also ask:
- “What’s your current revenue?”
- “What’s your biggest goal for the next 6 months?”
- “What have you tried before, and what didn’t work?”
- “What’s your budget?”
- “Who makes final decisions?”
If they don’t ask these, they’re not doing discovery. They’re just selling.
Before You Sign
- Get proposals from 3-5 agencies
- Ask these 15 questions to each
- Compare answers, not just price
- Check references with past clients
- Start with a 90-day pilot, not 12 months
- Get everything in writing
The best agency is the one that can explain their strategy clearly, show proof of past results, and commit to specific metrics.
Don’t hire on hope. Hire on clarity.
Want to see what questions your competitors’ agencies are answering? We’ll break down their likely strategy, budget, and approach. Free competitor analysis.