17 Questions to Ask a Marketing Agency Before You Sign

The best questions to ask a marketing agency are about results, ownership, and accountability: what they will do in the first 90 days, how they measure success, who owns your ad accounts and data, and how you can leave if it is not working. Ask all 17 questions below on your first call, write down the answers, and compare agencies side by side. A good agency answers clearly and without pressure. A weak one gets vague, changes the subject, or pushes you to sign fast.

Why does this matter? Because most business owners hire an agency when they are already stretched thin. You have no time, leads are slow, and you have maybe been burned before by someone who promised the world and sent a confusing report once a month. The right questions protect your budget, your time, and your sanity before a single dollar leaves your account.

Key Takeaways

• ▪The most important questions to ask a marketing agency cover goals, reporting, ownership, pricing, and how to cancel.
• ▪Clear, specific answers are a good sign. Vague promises and pressure to sign today are warning signs.
• ▪Always confirm you will own your ad accounts, website, domain, and customer data.
• ▪Ask exactly who will work on your account and how often you will hear from them.
• ▪Get the first 30, 60, and 90 days in writing so you know what "working" looks like.
• ▪Compare at least two or three agencies using the same list so you can judge answers fairly.

How to Use This List on a Sales Call

Do not just read the questions off a page. Send the list to the agency before the call, or keep it next to you and check them off as you go. Many agencies will answer several questions in their pitch, so you only need to ask the ones they skip.

Take notes in plain words. Write "said 2 weeks to launch" or "would not say who owns the ad account." After two or three calls, those notes will show you who is honest, who is organized, and who is just selling.

Here is a simple way to score each answer:

• ▪Clear: a direct answer with specifics (names, timelines, numbers they control).
• ▪Fuzzy: a general answer that sounds nice but does not commit to anything.
• ▪Dodge: they avoid the question, get defensive, or say "we can talk about that later."

Two or more dodges is usually enough to walk away. If you want a broader framework for comparing agencies, our guide on how to choose a digital marketing agency walks through the full process.

Questions to Ask a Marketing Agency About Your Goals

These first questions tell you whether the agency is actually thinking about your business or just selling a package.

1. What do you need to know about my business before you recommend anything?

A good agency asks you questions first. They want to know your average sale, your best customers, your service area, how leads come in today, and what happens after someone calls. If they jump straight to "you need SEO and Facebook ads" before learning anything, they are selling a product, not solving your problem.

2. What would you focus on first, and why?

You cannot do everything at once on a small business budget. A smart agency picks the one or two things that will move the needle fastest. For a plumber, that might be Google Ads and a missed call text back system. For a restaurant, it might be the Google Business Profile and reviews. Listen for a reason behind the choice.

3. What will happen in the first 30, 60, and 90 days?

This is one of the most revealing questions to ask a marketing agency. You want a rough timeline: what gets set up, when ads go live, when you see the first report, and when they expect early results. At our agency, every engagement starts with a free audit, then a written 30/60/90 day plan, and then we scale what works. Whatever process an agency uses, it should be easy to explain.

4. What results are realistic for a business like mine?

Watch out for big promises here. Nobody can honestly guarantee a specific number of leads or a top spot on Google. A good answer sounds like: "Here is what we will track, here is what we expect to learn in the first 60 days, and here is how we will decide what to do next." Honest ranges and clear next steps beat bold guarantees every time.

Questions About Experience and Proof

You want an agency that has solved your kind of problem before. These questions help you check.

5. Have you worked with businesses like mine?

Industry experience is helpful but not everything. A good agency should at least understand how your customers buy. A roofer, a dentist, and a law firm all get leads differently. Ask what they learned from similar clients and what they would do differently for you.

6. Can I see examples of your work or speak with a current client?

Ask for real examples: ads they ran, websites they built, or a short walkthrough of a client report with private details hidden. You can also ask for a reference. A confident agency will usually have something to show. You can browse our own case studies to see the kind of examples we share.

7. What certifications or platform partnerships do you have?

Certifications do not guarantee great work, but they show basic training. For example, our team is Google Ads certified and GoHighLevel certified. Ask which platforms they use every day and whether they hold any official credentials on those platforms.

Questions About the Team and Communication

Many business owners say the same thing after a bad agency experience: "I never knew who was working on my account." These questions prevent that.

8. Who exactly will work on my account?

Ask for names and roles. Will a senior strategist plan your campaigns, or will you be handed to a junior person after you sign? Is any of the work sent to outside contractors? None of this is automatically bad, but you deserve to know.

9. How often will we talk, and how fast do you reply?

Get specifics. Weekly email update? Monthly call? Same-day replies on business days? Write it down. Communication is where most agency relationships fall apart, so set the rules now.

10. What do you need from me to be successful?

Every agency needs something from you: photos, access to accounts, quick approvals, or feedback on leads. A good agency tells you this upfront so there are no surprises. If they say "nothing, we handle it all," be careful. Your input on lead quality alone is worth a lot.

Questions About Reporting and Results

This group of questions decides whether you will actually know if your money is working.

11. What will you report on, and how often?

You want reports that connect to your bank account, not just your ego. Calls, form leads, booked appointments, cost per lead, and sales are what matter. Likes, impressions, and "reach" are fine to see, but they should not be the headline. Ask to see a sample report before you sign.

12. How will you track leads and sales back to the marketing?

Tracking is how you separate real results from guesswork. A strong agency will mention call tracking, form tracking, and a CRM (a customer database that stores every lead and conversation). We build this on GoHighLevel so every call, text, and booking is logged in one place. If an agency has no plan for tracking, they cannot prove anything.

13. What happens if the results are not there after 90 days?

This question shows how an agency handles pressure. A good answer explains how they will diagnose the problem, what they will test next, and when they would honestly tell you it is not a fit. If an agency says "just give it more time" with no plan attached, that is not an answer.

Questions About Pricing and What You Get

Money conversations are uncomfortable, but skipping them is expensive.

14. What exactly is included in the monthly fee?

Ask for a written list. How many ad campaigns? How many posts or videos? Is the CRM software included, or billed separately? Is ad spend (the money paid to Google or Meta) included or extra? Many disputes happen because the owner thought ad spend was part of the fee and it was not.

Pricing varies widely by agency and scope. For reference, our engagements start from $297/month, and bigger packages include more services and more hands-on time. For a bigger picture, see our breakdown of digital marketing costs for small businesses.

15. Are there setup fees, extra charges, or markups on ad spend?

Some agencies charge a one-time setup fee. Some charge a percentage of ad spend. Some mark up software costs. None of these are wrong on their own, but they should be clearly stated before you sign. Ask: "If I spend this much on ads, what is my total monthly bill?"

Questions About Ownership and Contracts

These last questions protect you if the relationship ends. Never skip them.

16. Who owns my ad accounts, website, domain, and data?

The answer should be simple: you do. Your Google Ads account, Meta ad account, Google Business Profile, website, domain name, and customer list should be in your name or fully transferable to you. If an agency builds everything inside accounts they control, leaving can mean starting over from zero and losing years of data.

17. How long is the contract, and how do I cancel?

Ask about contract length, notice periods, and what happens to your assets when you leave. A month-to-month or short-term agreement shows the agency is confident it can keep you with results. A long contract is not always bad, but it should come with clear performance expectations and a fair exit process.

Mistakes Business Owners Make When Interviewing Agencies

Even with the right questions, it is easy to slip. Here are the mistakes we see most often:

1. 1.Choosing the cheapest option by default. A low price that produces no leads is the most expensive choice of all.
2. 2.Getting impressed by jargon. If you do not understand the answer, ask them to explain it like you are a busy customer. A good agency can.
3. 3.Not involving the person who answers the phone. Marketing creates leads, but your team turns them into customers. Make sure your office or front desk is part of the plan.
4. 4.Signing on the first call. Take a day. Compare answers. Pressure to sign today is a classic warning sign, which we cover in our list of marketing agency red flags.
5. 5.Forgetting to ask about follow-up. Many leads are lost because nobody calls back fast enough. Ask how the agency handles follow-up through text, email, or automation.

A Simple Scorecard You Can Copy

After each call, rate the agency from 1 to 5 in each area below. Total the scores and compare.

1. 1.Understood my business and asked good questions
2. 2.Gave a clear 30, 60, and 90 day plan
3. 3.Showed real proof of past work
4. 4.Named the people who will do the work
5. 5.Explained reporting and tracking clearly
6. 6.Gave a clear, written price with no surprises
7. 7.Confirmed I own all accounts and data
8. 8.Offered fair contract terms and a clear exit

An agency that scores well on ownership, reporting, and pricing clarity is usually a safer bet than one that simply has the flashiest pitch. Trust and clarity tend to predict a good working relationship far better than a slick slide deck.

Frequently Asked Questions

What questions should I ask before hiring a digital marketing agency?

Focus on five areas: your goals and their plan, proof of past work, who will do the work, how results are reported, and who owns your accounts. The 17 questions in this guide cover all of them. Ask the same questions to every agency so you can compare their answers fairly.

How many marketing agencies should I talk to?

Two or three is usually enough. That gives you a fair comparison without wasting weeks on sales calls. If all three give fuzzy answers on ownership and reporting, keep looking.

Is it a red flag if an agency guarantees results?

Usually, yes. No honest agency can guarantee a specific number of leads or a number one ranking on Google, because platforms, competitors, and customer behavior change constantly. It is fine for an agency to commit to specific actions, timelines, and reporting.

Should I sign a long-term contract with a marketing agency?

It depends on the service. Some work, like SEO, takes months to show results, so a longer agreement can make sense. Whatever the length, make sure the contract has clear expectations, a clear exit process, and confirms you keep your accounts and data.

What should a marketing agency report every month?

At minimum, you should see leads (calls, forms, bookings), cost per lead, ad spend, and what changed since last month. Better reports also show which campaigns produced sales and what the agency plans to do next. If a report only shows likes and impressions, ask for more.

How long does it take a marketing agency to get results?

Paid ads can start producing leads within a few weeks of launch, while SEO and content often take several months. A good agency will tell you what to expect at 30, 60, and 90 days, so you can judge progress against a plan instead of a feeling.

Ready to Put Us to the Test?

We wrote this list because we want you to ask these questions, including to us. At Raw Marketing Group, we start every relationship with a free audit and a clear 30/60/90 day plan, and you keep ownership of your accounts from day one. If you are tired of guessing whether your marketing works, book a free strategy call and bring all 17 questions. We will answer every one of them honestly.