The short answer
Ask who owns the accounts, how results are measured, what the fee covers, who does the work, and how you can leave. A good agency answers all five plainly and in writing. Vague answers on ownership, reporting or contract length are the clearest warning signs.
Who will own the ad accounts, analytics and website?
You should. If the agency builds campaigns in its own account, you lose the history and data when you leave. Ask for accounts to be created in your name with the agency added as a user.
What exactly will you measure, and how?
A strong answer names leads, sales or cost per lead, and explains the tracking behind them. Answers built on impressions, reach or "visibility" tell you the agency reports activity, not outcomes.
What does the monthly fee include and exclude?
Ask for a written scope: number of campaigns, pages, articles or hours. Find out whether ad spend, software, creative and landing pages are extra.
Who will actually do the work?
The person in the sales call is often not the person managing your account. Ask to meet them, and ask how many clients they handle.
Can I see a report you send to a current client?
A real report, with names removed, shows more than any pitch. Look for money figures at the top and plain language.
What results have you produced for a business like mine?
Ask for named clients, numbers and dates. "A leading retailer saw huge growth" is not evidence.
What is the contract length and how do I cancel?
Month-to-month or a short initial term is normal. Twelve-month lock-ins with penalties protect the agency, not you.
What do you need from me?
Good agencies ask for access, sales data, customer insight and timely approvals. An agency that needs nothing from you is not learning your business.
What will happen in the first 90 days?
Expect a sequence: audit, tracking, launch, first review. If the answer is a promise of results by a date, be careful.
What would make you say this channel is not working?
This shows whether they will tell you bad news. You want a stated point at which they change approach or advise you to stop.
Do you work with my competitors?
Some agencies specialise in an industry and serve rivals in the same city. Decide whether that worries you before you sign.
How do you use AI and automation in the work?
Tools are fine. You want to know that a person checks the output, especially for ad copy, content and anything making claims about your business.
The takeaway
Send the questions before the call. Agencies that reply in writing, with specifics, have usually done this before. Compare the answers side by side and the shortlist tends to sort itself.
Common questions
How many agencies should I talk to?
Three is usually enough to see the range in price and approach without the process dragging on.
Should I ask for a free audit?
A short audit is a fair way to see how an agency thinks. Be wary of audits that are only automated tool printouts.