Hiring a marketing agency is a big deal. You need a team that doesn’t just talk the talk—but actually delivers results.
Asking the right questions can help you spot the real pros from the agencies that only look good on paper. Here’s your go-to list for must-ask questions—and the red-flag answers that should send you running in the other direction.
1. What is your experience with our industry?
This is actually a great “trick” question. While it may seem like you want an agency who’s built 50 websites for companies like you, the opposite is typically the case. Ask this question to find out if they are copy-pasting from their past work or if they are actually going to build a website that reflects your unique brand.
Red-flag answers:- “Our agency specializes in <insert your industry here>. That's all we do!”
- “We’ve done lots of websites for competitors in your market.”
2. Can you share success stories from past clients?
Agencies should have a proven track record—showing how they’ve helped organizations overcome challenges and achieve their goals. These examples should include concrete metrics, in addition to highlighting pretty projects and designs.
Red-flag answers:- “We don’t have case studies to share right now.”
- “We actually don’t measure metrics—we let the final products speak for themselves.”
3. What is your approach to understanding our target audience?
An agency should go beyond surface-level demographics. They need to research and develop deep insights into your target audience’s behaviors, needs, and preferences.
Red-flag answers:- “We’ll use general data about your market.”
- “We don’t typically spend too much time on this. We focus on what makes your product great.”
4. How do you measure success?
Success isn’t just about big numbers—it’s about the right numbers. A good agency will track key performance indicators (KPIs) that actually move the needle for your business.
Red-flag answers:- “We focus mostly on traffic or impressions. These numbers look good.”
- “We don’t track KPIs on an ongoing basis, but we’ll let you know if something major happens.”
5. What specific services do you offer, and what do you recommend for me?
Not all marketing agencies are created equal. The right one should offer the full range of services you actually need—whether that’s social media, SEO, websites, branding, digital marketing, or design—and guide you toward the right ones.
Red-flag answers:- “We do everything! (But we don’t really specialize in anything.)”
- “We’re not sure what strategy would work best for you—let’s just dive in and see.”
6. How do you handle communication and reporting with clients?
Don’t be left in the dark with your marketing. Your agency should keep you in the loop with regular updates and performance reports. Bonus points if you have a designated project manager for your account.
Red-flag answers:- “We send updates at the end of the project.”
- “We don’t have a set schedule for check-ins. Just email us if you need something.”
7. What is your process?
The right agency should have a proven, structured approach to guide your marketing from idea to execution—from your first meeting to the final project handoff.
Red-flag answers:- “We start working on ideas and see where they go.”
- “We don’t have a set process. We figure it out as we go.”
8. What is your pricing structure?
No one likes surprise fees. Your agency should be upfront about costs, what’s included, and how additional expenses are handled.
Red-flag answers:- “We don’t have a set pricing model. It depends on the project.”
- “Additional fees might come up along the way, but we’ll let you know as they come.”
Ready to Get Started?
Choosing the right marketing agency can make or break your brand’s success. Be sure to ask the right questions to find the right fit. If you're ready to team up with a marketing agency that will truly understand your needs and deliver results, we’re here to help.
Recent Articles
