How to Choose a Marketing Agency: 10 Questions to Ask

Choosing the wrong marketing agency can cost you thousands of euros and months of wasted time. Here are 10 questions to ask before signing any contract.

1. "What results have you achieved for similar businesses?"

Don't just ask for case studies—ask for results in your specific industry. A great agency for e-commerce might be terrible for B2B services. Look for:

• Specific numbers (ROAS, CPL, conversion rates)
• Before/after comparisons
• Client testimonials you can verify

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

Many agencies have senior people pitch and junior people execute. Ask:

• Will I meet my day-to-day contact before signing?
• What's their experience level?
• How many other accounts do they manage?

3. "What's included in your fee vs. extra costs?"

Hidden costs are common. Clarify upfront:

• Ad spend management fee structure
• Creative/design costs
• Reporting tools
• Strategy sessions
• Setup fees

4. "How do you report on results?"

Good agencies are transparent about performance. Ask for:

• Sample reports
• Reporting frequency (weekly? monthly?)
• Access to ad accounts and analytics
• KPIs they'll track

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

Be wary of long lock-in periods, especially with unproven agencies. Look for:

• Month-to-month or 3-month minimum is reasonable
• Clear cancellation terms (30-day notice is standard)
• What happens to your assets if you leave?

6. "How do you handle underperformance?"

Campaigns don't always hit targets. A good agency should:

• Have a clear optimization process
• Communicate proactively when things aren't working
• Propose solutions, not excuses

7. "What's your communication style?"

Mismatched expectations cause most agency relationships to fail. Clarify:

• How often will you meet? (Weekly calls are ideal)
• Response time expectations
• Primary communication channel (Slack, email, etc.)

8. "Do you specialize or are you full-service?"

Neither is inherently better, but know what you're getting:

9. "What happens to my accounts and data if we part ways?"

You should own everything. Confirm:

• Ad accounts are in your name or transferred to you
• You receive all creative assets
• Pixel data remains yours
• Historical data access

10. "What makes you different from other agencies?"

If they can't articulate their unique value, that's a red flag. Good answers include:

• Specific methodology or process
• Industry specialization
• Unique tools or technology
• Team expertise