10 Questions to Ask a Marketing Agency Before You Sign
Before signing with a marketing agency, ask how pricing is structured and what is excluded, who works on your account, how success is measured, for real client data, retention rates, how they handle AEO, exit terms, what they outsource, how they report, and what won't move in 90 days.
Most marketing agency engagements go sideways for the same reason: the prospect didn't ask the right questions before signing. They asked about price. They asked about deliverables. They didn't ask the ten questions that actually tell you whether you're hiring a partner or a vendor.
These are those ten questions. Save them, paste them into your pitch meeting calendar, screenshot them, whatever. The point is to ask them. The answers will tell you everything you need to know.
1. How is your pricing structured, and what is explicitly NOT included?
What you want to hear: a clear monthly rate, a list of what's included, and a list of what costs extra (ad spend, content production, new creative). Bonus if they show you the same proposal structure they show every client. (For context on typical market ranges, see how much a marketing agency costs.) Transparency in pricing structure usually correlates with transparency everywhere else.
Red flag: vague "depends on your needs" pricing, or "starting at" language with no ceiling. The point of a quote is to know what you're paying. If they can't tell you, they're either disorganized or fishing for the highest number you'll tolerate.
2. Who specifically will work on my account?
What you want to hear: specific names, titles, and the percentage of their time on your business. Junior, mid, and senior team members named explicitly. Account manager and execution team kept separate. You want to know who is on the strategic calls and who is on the keyboard.
Red flag: "you'll have a dedicated team" with no names attached. Translation: you'll have whoever is available when your work comes up. The CEO who pitched you will never touch your account again.
3. How do you measure success, and what is the expected timeline?
What you want to hear: specific KPIs tied to your business outcomes, with realistic timelines. Paid ads in 30 to 60 days. SEO in 90 to 180 days. Brand and content compound over 6 to 12 months. They should be able to draw the expected curve.
Red flag: promises of results in weeks for things that take months. Or vague "engagement" and "impressions" metrics that don't tie to revenue. If they can't say what success looks like at 30, 60, 90 days, they can't deliver it.
4. Can you show me real performance data from a similar client?
What you want to hear: actual screenshots from Google Analytics, ad platforms, or analytics dashboards. Anonymized is fine. They should have numbers, dates, before-and-after. Bonus if they can show you a failure case and what they learned from it.
Red flag: case studies with only percentage gains and no underlying numbers, vague "we grew their traffic" stories, or unwillingness to share specifics under NDA. A real agency has receipts. An agency that only has testimonials probably doesn't.
5. What is your client retention rate, and how long is your average engagement?
What you want to hear: 70 percent or higher annual retention, average engagements of 18 months or more. Numbers, not adjectives.
Red flag: "we have great client relationships" without numbers, or sub-12-month average engagements. Short engagements mean either the agency is bad at retention, or they're churning through prospects who hire and fire. Both are bad signs.
6. How do you handle AEO and GEO?
What you want to hear: AEO and GEO are part of our SEO work, not a separate retainer. We build for AI Overviews and AI Mode through schema, content structure, and authority signals. Per Google's own May 2026 guidance, AEO and GEO are not separate disciplines from SEO.
Red flag: "AEO is the new SEO and you need a separate monthly retainer for it." That is the upsell Google explicitly debunked in May 2026 (here's what Google said). If they're still selling it as a separate service, either they didn't read the announcement, or they're hoping you didn't.
7. What happens if I want to end the engagement?
What you want to hear: a clear end date on any starting commitment, reasonable notice after that, no penalties, and your assets (ad accounts, analytics access, content, creative files) belong to you and transfer with you. They send you a clean handoff document on the way out.
Red flag: long contract lock-ins, exit fees, or the agency keeping ownership of accounts you paid them to build. The single most expensive mistake small businesses make is signing 12-month contracts with agencies they can't get out of. Don't do it. A short starting commitment of a few months is reasonable, since SEO and most marketing need time to show results; a year of lock-in is not.
8. Do you outsource any of the work, and if so, what?
What you want to hear: honest disclosure. "We do strategy and account management in-house. We outsource video production to a vetted partner. We white-label some technical SEO work." Or: "Everything is in-house." Either is fine. The transparency is the point.
Red flag: "No, nothing is outsourced," said by a small agency. Almost certainly a lie. Outsourcing isn't bad. Hiding it is.
9. How will I know what you're doing and why?
What you want to hear: weekly check-ins, monthly reports with plain-language summaries, a Slack or shared channel for real-time questions, and a stated commitment to explaining decisions before making them. You should never wonder what's happening with your money.
Red flag: monthly PDF reports as the only touchpoint. That's a sign you're going to spend the engagement guessing what they're doing and discovering it after the fact.
10. What should I NOT expect to see results on in the first 90 days?
What you want to hear: a real answer. "SEO won't move significantly until day 90. Brand-building takes 6 to 12 months. Email list quality compounds over time, not immediately." They tell you what won't work fast and why.
Red flag: "You'll see results across all channels right away." No, you won't. Anyone telling you otherwise is selling. The best agencies set expectations down, not up.
The meta question behind all ten
The pattern across all ten questions is the same. You want specific, honest, named, dated, numbered answers. Anything vague is a red flag. Anything that sounds like a tagline is a red flag.
The best agency for your business is the one that gives you uncomfortable specifics on the first call. The good ones don't mind being interviewed. The bad ones bristle.
Save this. Bring it to your next pitch meeting. Use it. Including on us: book a free call and run all ten. Our case studies are a good place to start on question four.