Competence
"Who will actually be working on my account?"
Many agencies sell you the senior team, then hand you off to a junior. You deserve to meet the people doing the work.
Green Flag
You meet your actual team before signing
Red Flag
They won't say who'll work on your account
"Can you walk me through your process for the first 90 days?"
A real agency has a system. They should be able to explain exactly what happens in month 1, 2, and 3.
Green Flag
Clear, detailed timeline with deliverables
Red Flag
Vague talk about 'strategy' and 'optimization'
"Do you specialize in my industry or business size?"
Marketing for a local plumber is different than marketing for a SaaS company. Specialization often beats broad generalists.
Green Flag
Case studies from similar businesses
Red Flag
They claim to serve 'everyone'
Results
"Can you show me results from businesses similar to mine?"
Case studies are easy to fake. Ask for references you can actually call.
Green Flag
They offer to connect you with current clients
Red Flag
Only testimonials from their website
"How do you define and measure success?"
If they focus on impressions and clicks, run. Those don't pay your bills. Focus on leads, customers, revenue.
Green Flag
They talk about revenue, leads, and ROI
Red Flag
They focus on vanity metrics
"What happens if we don't hit our goals?"
Their answer reveals whether they have any accountability or skin in the game.
Green Flag
Clear process for optimization + flexibility
Red Flag
Contract is the contract, no matter what
Money
"What exactly is included in your pricing?"
Hidden fees are an industry standard. Get everything in writing before you sign.
Green Flag
Written breakdown of all costs
Red Flag
Setup fees, platform fees, 'media management' fees
"What's your contract length and cancellation policy?"
Long contracts protect the agency, not you. Month-to-month means they earn your business every month.
Green Flag
Month-to-month or easy exit
Red Flag
12-month minimum with penalties
"Do I own my accounts, data, and creative assets?"
Some agencies hold your data hostage when you leave. This is unethical but common.
Green Flag
Everything belongs to you, period
Red Flag
They own the accounts or keep the data
Trust
"How often will we communicate, and with whom?"
Monthly emails aren't enough. You need regular check-ins with someone who knows your account.
Green Flag
Weekly/biweekly calls, dedicated point of contact
Red Flag
Quarterly check-ins or routed through sales
"Can I see an example of your reporting?"
Reports should be clear and actionable, not walls of confusing graphs. If you can't understand it, it's useless.
Green Flag
Clear, plain-language reports with action items
Red Flag
Dense reports full of jargon
"What do you recommend I NOT spend money on right now?"
A trustworthy agency will tell you when something won't help. Be wary of those who say yes to everything.
Green Flag
They push back when things don't make sense
Red Flag
They agree to every request instantly
Transparency
"How do I know what work is actually being done?"
You're paying for work—you should see it. Task management access, documented work, monthly recaps.
Green Flag
Access to project management + documented work
Red Flag
They just send a monthly summary email
"What's one thing you wish your clients knew before hiring you?"
This question throws off memorized pitches. Their honest answer reveals a lot.
Green Flag
Genuine, thoughtful answer
Red Flag
More sales pitch
"Why should I hire you over your competitors?"
Listen for specifics. If they trash-talk competitors, that's a red flag. If they can't articulate their difference, that's also concerning.
Green Flag
Specific differentiators without negativity
Red Flag
Vague claims or competitor bashing