Before hiring a digital marketing agency, ask questions that reveal who will do the work, how priorities are chosen, how results will be measured and what happens if the relationship ends. Good answers should be specific enough to compare with another proposal.
Use the ten questions below as an interview guide. Ask for evidence and written scope where appropriate. A polished presentation is not a substitute for understanding the working arrangement.
1. Who will work on our account?
Ask who handles strategy, implementation and day-to-day communication. Find out whether the people in the sales meeting will be involved after the agreement begins.
Clarify which work is performed internally and which uses specialists or subcontractors. Outsourcing is not inherently a problem; unclear responsibility is. Ask who reviews the finished work and who resolves issues.
2. Can you show relevant examples?
Look for similarity in the problem, audience or delivery challenge, not just the industry name. Ask what the agency actually did and what other factors contributed to the result.
A case study should distinguish a measured outcome from a testimonial. Ask about the starting point, period and scope. Do not assume that one successful project predicts the same result for your business.
3. What would you investigate first?
A thoughtful answer should reflect your site, offer and goals. The agency may need more information before recommending a detailed plan, which is reasonable.
Be cautious if every problem leads immediately to the same package. Ask what findings would change the recommendation. This tests whether the proposed work follows a diagnosis or merely a standard sales process.
4. How will we define and measure success?
Agree the business objective and the intermediate measures needed to assess it. For lead generation, define what counts as a genuine and qualified enquiry.
Ask which systems provide the data and what the agency cannot observe. A report should not treat a button click, a form submission and a customer as the same result.
5. What can you control, and what can you not guarantee?
An agency can commit to scope, communication and agreed work. It cannot control every competitor, platform decision or customer response.
Ask how it describes uncertainty around rankings, indexing, advertising costs and sales outcomes. A responsible answer should explain assumptions and dependencies instead of promising a fixed position or universal return.
6. What will reporting include?
Request a sample with sensitive details removed. Look for the objective, key measures, work completed, explanations, limitations and next actions.
Ask who will discuss the report with you and how questions will be handled. Our guide to marketing agency reports explains what to look for beyond activity charts.
7. Who owns the accounts and assets?
Clarify the arrangement for the domain, hosting, advertising accounts, analytics, creative files and website content. Ask how access is granted and how it is handed over.
Different services and licences can have different terms. Have the relevant commercial details explained in writing and review the agreement carefully. The goal is to understand the arrangement before work starts, not discover it during an exit.
8. What is included, excluded and changeable?
Compare the actual deliverables rather than package names. Ask how many pages, campaigns or reviews are included where those quantities matter, and what requires additional scope.
Clarify dependencies such as photography, copy approval, product information or development access. Ask how changes are estimated and approved so a small request does not create an unexpected misunderstanding.
9. What happens when results are weaker than expected?
Ask how the agency investigates underperformance, communicates it and decides what to change. Request an example of a project where the first approach did not work as hoped.
The useful answer is a process for learning and adjustment, not a claim that failure never happens. Agree who makes decisions about continuing, changing direction or stopping a particular activity.
10. How does the relationship start and end?
Ask about onboarding, access, communication, approval responsibilities and the first priorities. Then ask about notice, handover, outstanding work and access removal when the engagement ends.
These are commercial questions to clarify with the agency and in the agreement. If a term is unclear or important to your risk, obtain appropriate professional advice rather than relying on a verbal summary.
Follow up vague answers
If the agency says it is “data-driven,” ask which data would change a decision. If it says the strategy is bespoke, ask which part depends on your situation. If it promises transparency, ask to see the proposed reporting structure.
You are not trying to catch someone out. You are checking whether both sides understand the work in the same way.
Be12 Media’s agency selection guide offers additional comparison questions. Use any checklist as a starting point, then adapt it to your business and the proposed service.
Use the same brief for each shortlisted agency
Give each candidate the same objective, current situation and constraints. This makes differences in approach easier to understand.
Record the answer, supporting evidence and any unresolved question. Separate what was demonstrated from what was promised. A confident answer without evidence should not automatically outweigh a careful answer that identifies a real limitation.
For the broader selection process, see how to choose a digital marketing agency.
Questions the agency should ask you
A useful conversation goes both ways. The agency should understand your services, suitable customers, capacity, current marketing and how enquiries are handled.
It should also ask what information and approvals your team can provide. A plan that requires weekly expert input may fail if nobody is available to supply it.
Treat those dependencies as part of the project rather than an inconvenience added after signing.
Frequently asked questions
Is it reasonable to ask for references?
Yes, while recognising client confidentiality. Ask for relevant examples or a reference process the agency can support with permission.
Should I reject an agency that cannot guarantee rankings?
No. A refusal to guarantee outcomes outside its control can be a sign of realistic expectations. Evaluate the plan, evidence and accountability.
Should price decide the choice?
Compare scope, capability, dependencies and recurring costs alongside price. A cheaper proposal may exclude work included elsewhere, while a higher price does not prove better fit.
What should I do with unanswered questions?
Resolve material uncertainties before committing. A clear written scope is more useful than assuming both parties mean the same thing.
Start with a clear objective
HBA’s organic SEO and copywriting services can be discussed against a specific website or content problem. Use the questions above to assess fit and expectations.
