How to Choose a Digital Advertising Agency: 10 Questions to Ask Before You Sign
By Stefan Amsellem
To choose a digital advertising agency, ask who will actually run your account, who owns your data, how a lead is defined and tracked, how reporting works, how you are charged, and what happens if results fall short. An agency that answers these plainly, and in writing, is usually a safer choice than one that leads with promises.
Most agency pitches sound alike. The differences show up in how the work is actually done, so that is where to ask. Below are ten questions, what a good answer sounds like, and the warning signs that should make you walk away.
1. Who will actually run my account day to day?
Some agencies pitch with senior people and then hand the work to someone junior. Ask for the name of the person who will manage your campaigns, and whether you can speak with them directly.
A good answer: a named person, with a clear way to reach them. A warning sign: "our team handles that."
2. Will I own my ad accounts and data?
Your Google Ads account, Google Analytics property, Tag Manager container, and website domain should be set up in your name, with the agency added as a user. That way, if you part ways, your campaign history and tracking stay with you.
A good answer: "Everything is in your name and you can see it at any time." A warning sign: the agency runs ads from its own account and will not give you access.
3. How do you define and track a lead?
A click is not a lead, and a page view is not a lead. Ask which actions will be tracked, such as form submissions, phone calls, and bookings, and how each one is verified. If tracking is wrong, every decision made on top of it is wrong too. Our guide to conversion tracking explains what to track and the mistakes we see most.
A good answer: specific actions tied to real inquiries, tested before any ad money is spent. A warning sign: reporting that leads with impressions and clicks.
4. What will reporting look like, and how often?
Ask to see a sample report. Better still, ask whether you get direct access to live data and not only a monthly PDF. Good reporting explains what changed, why, and what happens next.
A good answer: regular updates in plain language, tied to leads and cost per lead. A warning sign: a wall of metrics with no explanation.
5. How do you charge, and what is included?
Agencies commonly charge a percentage of ad spend, a flat monthly fee, an hourly rate, or a project fee. Each has trade-offs. A percentage of spend, for example, can reward an agency for recommending a bigger budget. Ask what the fee covers, whether there are setup costs, and how long the contract lasts.
A good answer: a clear price and a clear scope in writing. A warning sign: vague pricing or long lock-in terms before you have seen any results.
6. How much of my budget goes to ads, and how much to fees?
Your ad budget and the agency's fee should be separate, and you should be able to see both. For channels like programmatic, where several parties can take a cut, ask for a breakdown of media cost and any fees or markups on top of it.
A good answer: a plain breakdown of where each dollar goes. A warning sign: a single bundled number nobody will explain.
7. What will you do in the first 90 days?
A good plan starts with setup and tracking, moves to launch, and only then focuses on optimization. Ask what gets done in the first week, the first month, and the first quarter, and when you should expect enough data to judge results.
A good answer: a realistic timeline that explains why early results are limited. A warning sign: promises of fast results before tracking is even in place.
8. What will you do about my website and landing pages?
Ads send people to your website, and a weak page wastes every click. A good agency will review where your ads land and tell you honestly if the site is holding results back. Our post on how an outdated website hurts your business covers the signs to look for, and our web design service exists because this problem is so common.
A good answer: a specific review of your key pages and a short list of fixes. A warning sign: no interest in what happens after the click.
9. Which channels fit my goals, and which do not?
Search ads, display, video, streaming TV, and programmatic all serve different goals. A good agency recommends what fits your budget and your customers, and tells you what to skip. See our plain-English guide to programmatic advertising if you are weighing it against search.
A good answer: a recommendation based on your goals, including channels you should not buy yet. A warning sign: the same package for every client.
10. What happens if it is not working?
Ask what the agency changes before you decide to leave, how you can cancel, and how much notice is required. Confident agencies are comfortable with clear exit terms.
A good answer: a defined review point, specific things they would adjust, and simple cancellation terms. A warning sign: guarantees of leads or rankings, or no clear way out.
Red flags at a glance
- Guaranteed rankings, leads, or results
- No access to your own ad accounts or data
- Reports with no explanation
- Unwillingness to name who does the work
- Pressure to sign a long contract quickly
- Strategy that cannot be explained in plain language
Why we wrote this
Before starting AdTorq, our founder spent seven years managing large ad budgets across Google Ads, streaming TV, online video, display, audio, and digital out of home for national brands. These ten questions come from what separates agencies that make a business better from those that just spend its budget. At AdTorq, you work directly with the person running your account, and tracking is set up from day one. See our Google Ads management and programmatic advertising services for how we work, or read our guide on setting a Google Ads budget before you talk to any agency.
Frequently asked questions
How do I know if an advertising agency is legitimate? Ask for the name of the person who will run your account, a sample report, and written scope and pricing. A legitimate agency will give you all three without hesitation and will put your accounts in your name.
Should an agency guarantee results? No. Advertising results depend on many things outside an agency's control, including your offer, your website, your competition, and your market. Be careful with anyone who guarantees leads or rankings. A good agency commits to a clear process, honest reporting, and specific actions, not to outcomes it cannot control.
Do I need a long-term contract with an agency? Not necessarily. Some work, such as tracking setup and testing, takes time to pay off, so a minimum term can be reasonable. But you should understand the exit terms before you sign and be wary of long lock-ins before you have seen any results.
Should I hire an agency or manage my ads myself? Managing ads yourself can work when your budget is small and you have time to learn. An agency makes more sense when ad spend is meaningful, you want measurement set up properly, or your time is better spent running the business. Either way, own your accounts and know how a lead is tracked.