Questions to Ask Before You Hire a Marketing Agency
Short answer: Before you hire a marketing agency, ask who does the work, what exactly is included, how the price is built, who owns your accounts and content, and how you can leave. Clear, plain answers are a good sign. Vague ones are not. Use the ten questions below, and compare at least two or three proposals on the same list of tasks.
Why ask these questions at all?
Agencies differ enormously in size, pricing, and how they work. A polished sales meeting tells you very little about what your day-to-day experience will be. These questions get past the presentation and show you what you would actually be paying for.
The ten questions, with what to listen for
1. Who will do the work?
The person you meet in the sales meeting is often not the person who does the work. Ask for names and roles. A good answer: “You will work with these two people, and here is what each does.” A warning sign: “Our team will handle it.”
2. What exactly is included each month?
Ask for a written list of deliverables, not a description of “services.” A good answer: a list with quantities. A warning sign: language like “ongoing optimization” with no detail.
3. How is the price built?
Most agencies use retainers, hourly billing, or fixed project fees. One pricing guide lists typical ranges of $100 to $300 an hour and $3,000 to $25,000 a month for retainers (see MarketerHire’s guide to agency pricing models). Those are published ranges from one source, so use them only to orient yourself. A good answer: a clear explanation of the model and what drives the number. A warning sign: refusing to explain the price.
4. Is ad spend separate from the fee?
It usually is. Ask how much of your money goes to the ads themselves and how much to the agency. A good answer: a clear split, and a budget you set. A warning sign: a single bundled number with no breakdown.
5. How long is the contract, and how do I end it?
Look for notice periods and early-exit fees. A good answer: month-to-month or a short term with a clear exit. A warning sign: a long lock-in with penalties.
6. Who owns my accounts, content, and data?
You should. Ad accounts, social accounts, website access, and creative files should all be in your name. A good answer: “You own everything and always have admin access.” A warning sign: accounts set up in the agency’s name.
7. What will I see in reports?
Reports should connect to your business goals. A good answer: inquiries, calls, bookings, and cost per result, in plain language. A warning sign: pages of impressions and clicks with no explanation of what they mean.
8. How do you use AI, and who checks the work?
AI can speed up research and drafts, but a person should review everything before it goes out. A good answer: a clear explanation of what AI is used for and who reviews it. A warning sign: avoiding the question, or relying on AI with no human review.
9. Can I talk to a current client?
A confident agency will connect you with one. A good answer: “Yes, we can introduce you to someone like you.” A warning sign: only polished testimonials.
10. What would you not recommend for my business?
A good agency can tell you what to skip. A good answer: a specific “not yet, and here is why.” A warning sign: yes to everything.
How do you compare two or three proposals fairly?
Put the proposals side by side and fill in the same columns. A simple scorecard makes the differences clear:
| Question | Agency A | Agency B | Agency C |
|---|---|---|---|
| Who does the work? | |||
| What is delivered monthly? | |||
| Total monthly cost (fee + ad spend) | |||
| Contract length and exit | |||
| Do I own the accounts? | |||
| What does the report show? |
How much should a small business spend on marketing?
There is no single number. The SBA’s guidance notes a wide range, with one source it cites putting average advertising spend at about 1% of revenue and another putting average marketing spending near 8%, and it says new businesses generally need to budget more (see How to Get the Most From Your Marketing Budget). Decide your budget first, then ask what it can buy. Do not let a quote set your budget for you.
Frequently asked questions
Is a bigger agency better?
Not necessarily. Larger agencies carry larger overhead, and that cost is built into the prices. A smaller team can deliver the same work for less, as long as you can see who is doing it. For more on this, see why agencies charge what they charge.
What is a red flag?
Guaranteed rankings, pressure to sign quickly, refusing to explain the price, or accounts held in the agency’s name.
Should I start with a small project first?
Often, yes. A short, defined project, such as an audit, lets you see how an agency works before you commit to months of work.
How many proposals should I get?
Two or three is enough. More than that tends to cause confusion rather than clarity.
We would be glad to answer all ten of these questions for Sumunar. Start with a free audit, or see how we work.
