Hiring a digital marketing agency is a big step. The right partner can help you grow your business, bring in leads, and improve how customers see your brand. But not all agencies are the same. Asking the right questions helps you avoid wasted spend, misaligned goals, and unclear reporting. It also gives you a clear picture of how they work and what to expect.
If you’re still figuring out the selection process, start with how to choose a digital marketing agency in the US and review common red flags to avoid.
1. What Are Your Core Services, and Which Ones Will You Handle In-House?
You need to know what the agency does directly and what it outsources. Many agencies offer full-service packages, but that can mean different things. Ask which services they handle internally—like SEO, PPC, email marketing, or web design—and which ones they send to freelancers or vendors. This affects turnaround times, consistency, and communication.
2. Have You Worked With Clients in My Industry or Business Model?
Experience in your industry helps an agency make smarter decisions, faster. They’ll already know how your buyers behave, how long your sales cycle runs, and which platforms deliver results. Whether you’re B2B, eCommerce, or a service provider, ask for industry-specific wins. For example:
3. How Do You Define and Report on ROI?
This is one of the most important questions. Make sure their reports show results tied to real business metrics like:
Cost per lead (CPL)
Return on ad spend (ROAS)
Customer acquisition cost (CAC)
Lifetime value (LTV)
Ask to see a sample monthly report. You can learn more about the key metrics that matter in this ROI evaluation guide.
4. What Does the First 90 Days of Working Together Look Like?
The early phase shows how organized the agency is. Ask about the onboarding process, audits, and timelines for launching your first campaigns. Also, check how they handle feedback, approvals, and adjustments in the first few weeks.
5. How Will You Align With Our Internal Team or Sales Funnel?
Good agencies don’t work in a silo. Ask how they’ll work with your sales team, content creators, or developers. Will they integrate into your CRM or just hand off leads? The goal is smooth coordination that drives results.
6. What Tools and Tech Do You Use to Run and Track Campaigns?
Tech matters. Ask which tools they use for:
Campaign management (like Google Ads, Meta, LinkedIn)
Reporting (Looker Studio, HubSpot, GA4)
Email and CRM (like Klaviyo, Mailchimp, Salesforce)
You should also ask whether you’ll have access to these platforms.
7. Can You Walk Me Through a Recent Campaign You Managed?
Stories tell you more than service lists. Ask them to explain a recent project—what the goal was, what strategy they used, what worked, and what didn’t. Their answers will show how well they think, execute, and adjust.
8. What Is Your Pricing Structure, and What’s Included?
Make sure pricing is clear. Ask:
Is it a flat monthly fee or based on performance?
Are ad budgets, landing pages, or revisions included?
What happens if a campaign underperforms?
This helps avoid surprise costs down the road.
9. What Happens If Results Fall Short or We Want to Exit the Contract?
Some agencies lock clients into long-term contracts. Ask about cancellation terms, refund policies, and the process to offboard if needed. Transparency here is a good sign.
10. Who Will Be Our Day-to-Day Contact?
A smooth experience depends on communication. Ask who will handle your account, how often you’ll meet, and how fast they respond to emails or messages. You want consistency and clear updates—not just high-level chats during sales calls.
Final Thoughts: Vetting Is a Process, Not a Gut Feeling
Don’t rush the decision. Good agencies welcome questions—they want you to be informed. Use these questions to compare multiple options and get a sense of which partner can actually deliver. Need help budgeting for one? Check out this digital marketing budget allocation guide to set expectations.
FAQs: Hiring a Marketing Agency
Choosing based on price alone or skipping the discovery process.
Ask for real client examples, check reviews, and look at how they measure results.
If you're in a regulated or technical space, niche experience helps. Otherwise, strategy matters more than specialization.
Paid campaigns usually gain traction within 2–4 weeks. SEO takes 3–6 months for noticeable gains.
It depends on your internal bandwidth. One agency simplifies communication. Multiple partners allow deeper focus per channel.
