15 Questions to Ask a Marketing Agency Before You Sign Anything

Hiring a marketing agency is one of the most expensive decisions a business makes. Get it right and it transforms your growth. Get it wrong and you burn through tens of thousands before realising something is off. These fifteen questions separate the agencies that deliver from the ones that just sound like they will.

We compiled this list by analysing the most common complaints from businesses who've switched agencies, cross-referenced with what the top-performing agencies in our directory actually do differently. Every question has a reason behind it and a red flag answer to watch for.

1. Can you show me results from a client in my industry or a similar one?

Not a case study on their website — actual data. Traffic growth, lead numbers, revenue impact. Any agency worth hiring can show you before-and-after numbers from comparable clients. If they can only show you work from completely different industries or refuse to share specifics citing confidentiality (while somehow having detailed case studies publicly), be cautious. The best agencies will offer to connect you with current clients for a reference.

Red flag answer: "We can't share specifics but trust us, our results speak for themselves."

2. What does your reporting look like and how often will I see it?

Ask to see an actual sample report, not a description of one. You're looking for commercial metrics — leads generated, cost per lead, revenue attribution — not just traffic and impressions. Monthly reporting is the minimum. If they only offer quarterly reviews, they're giving themselves three months to hide underperformance before you notice.

Red flag answer: "We send a comprehensive monthly overview." (Ask to see one. If they hesitate, that's your answer.)

3. How do you define and measure success for a client like me?

This reveals whether they'll set meaningful KPIs or default to vanity metrics. A good agency will ask about your business goals, your margins and your sales process before defining success metrics. A bad one will propose impressions and reach targets that sound impressive but don't connect to revenue.

Red flag answer: "We'll increase your traffic by X% and grow your social following." (Without connecting those to business outcomes.)

4. What happens if it's not working after three months?

You want to hear a clear process: regular performance reviews, strategy adjustments, transparent communication about what's underperforming and why. You don't want vague reassurances about "trusting the process" or reminders about how long things take. Good agencies have contingency plans. Bad ones have excuses.

Red flag answer: "Marketing takes time. You need to give it at least six to twelve months."

5. Who will actually work on my account day to day?

The person pitching is rarely the person doing the work. That's fine — but you need to know who is. Ask to meet your account team before signing. Ask about their experience, how many other accounts they manage and what happens when they're on holiday or leave the agency.

Red flag answer: "Our team of specialists will collaborate on your account." (Translation: we'll assign whoever's free.)

6. How do you develop strategy — do you have a discovery process?

A proper agency needs to understand your business before recommending anything. Look for a structured onboarding or discovery phase. If they've already proposed a full strategy before understanding your market, competitors and customer journey, you're getting a template.

Red flag answer: "Based on what you've told us, we'd recommend..." (in the first meeting, before any research.)

7. How will we communicate and how often?

Weekly check-ins, monthly strategy calls, a shared project management tool — these are reasonable expectations. What you don't want is an agency that only communicates when it's time to send a report or ask for payment. Establish the communication cadence upfront and hold them to it.

Red flag answer: "We'll be in touch whenever there's something to discuss."

8. Can you walk me through a recent project that didn't go to plan?

Every agency has failures. The honest ones talk about them openly and explain what they learned. This question reveals character. An agency that claims everything always works is either lying or hasn't been around long enough to learn from mistakes.

Red flag answer: "We haven't really had that situation." (Every agency has.)

9. What's the full cost, including any extras I should budget for?

Ad spend, software licences, stock photography, additional hours, revision rounds — these all add up and agencies don't always mention them in the initial quote. Get the complete picture before signing. A transparent agency will provide a detailed breakdown without being asked.

Red flag answer: "The retainer covers everything." (It almost never does. Push for specifics.)

10. What's the minimum commitment and notice period?

Three month minimum commitments are reasonable. Twelve month lock-ins with three month notice periods are designed to protect the agency, not you. The best agencies work on rolling agreements because they're confident their results will keep you.

Red flag answer: "It's a twelve month contract, but nobody ever leaves early." (They're banking on you being too passive to test that.)

11. Do I own everything you produce — ads, content, creative, data?

Confirm ownership of all assets created during the engagement. Ad accounts, website files, content, design files, analytics access. Confirm that all accounts are in your name or will be transferred at the end of the relationship. This is non-negotiable.

Red flag answer: "We'll set everything up through our systems for efficiency." (Your data will be held hostage if you leave.)

12. What would you recommend we don't spend money on right now?

This is the honesty test. An agency that tells you not to bother with certain channels — because they won't work for your business at this stage — is an agency that puts your interests ahead of their revenue. If they recommend doing everything simultaneously, they're padding the retainer.

Red flag answer: "We'd recommend a full-service approach across all channels." (They want your maximum budget, not your best outcome.)

13. Can I speak to a current client of yours?

Not a testimonial on their website. An actual conversation with someone who's currently paying them. Any agency that won't facilitate this either doesn't have happy clients or doesn't want you hearing an unfiltered opinion.

Red flag answer: "Our client agreements include confidentiality clauses." (Convenient.)

14. What does your own marketing look like?

Check their website, their social media, their SEO performance, their content. An agency that preaches content marketing but hasn't published a blog post in six months is telling you something about their priorities. An agency that ranks well for competitive terms is demonstrating competence, not just claiming it.

Red flag answer: "We're so busy with client work we don't focus on our own marketing." (The cobbler's children excuse doesn't hold up.)

15. Why should I choose you over [specific competitor]?

Name an actual competitor. Watch how they respond. Agencies that trash competitors are insecure. Agencies that acknowledge competitors' strengths while clearly articulating their own differentiators are confident. You want confidence, not bluster.

Red flag answer: "I wouldn't want to comment on other agencies." (They either don't know their market or can't articulate their own value.)

Don't ask all fifteen in one meeting — you'll come across as adversarial. Weave them naturally into your conversations with prospective agencies. The first four (results and accountability) are essential first-meeting questions. The process questions work well in a follow-up call. The money questions should be addressed before any contract is presented.

If an agency answers most of these well, you've probably found a good one. If they stumble on more than three or four, keep looking. The right agency is out there — you just need to know the right questions to find them.

Ready to start comparing? Browse our directory of 76+ UK marketing agencies rated by actual performance metrics, not advertising spend. Or if you already know what you need and want a straight conversation, book a free strategy call with SuperHub — the agency behind Compare.Agency.