TL;DR
Hiring the right marketing company can make or break your growth.
Before signing, know the essential questions to ask a marketing company to avoid costly mistakes.
This blog covers the top questions to ask a digital marketing agency, marketing firm, or marketing agency to help you choose the best partner.
We’ll also help you clarify your team’s needs before reaching out and guide you on evaluating answers.
Choosing the right marketing company can be the difference between steady growth and wasted budgets. A good agency boosts your sales and helps you avoid costly mistakes that slow your progress.
Knowing the right questions to ask a marketing company before you sign on the dotted line is crucial. Asking these questions upfront will save you time, money, and the headache of dealing with poor results later.
What Should Your Team Clarify Before Contacting Agencies?
Before contacting any marketing company, your team must clarify a few foundational points. This preparation helps sharpen your focus, ensuring you connect with the right agencies and have more meaningful conversations.
1. Define Your Current Marketing Needs and Goals
Understanding your exact marketing needs sets the stage for success. Are you aiming to increase website visitors, generate more qualified leads, improve brand awareness, or boost online sales?
Pinpointing your goals helps you avoid vague conversations and gives agencies a clear target to aim for.
2. Understand the Services You Need
Digital marketing is a broad field with many moving parts. Not every business requires every service, so it’s essential to identify what fits your situation. Common services include:
Pay-Per-Click Advertising (PPC): Running paid ads on platforms like Google Ads or Facebook
Social Media Marketing: Building and engaging your audience on social channels
Content Creation and Branding: Crafting blogs, videos, and visuals that reflect your brand’s voice
Email Marketing: Nurturing leads and customers with targeted messages
Website Design and Development: Ensuring your site is user-friendly and optimized for conversions
Search Engine Optimization (SEO): Improving your website’s visibility on Google and other search engines
Knowing which of these you need lets you focus on agencies that excel in those areas, rather than casting a wide net and wasting time.
3. Review Past Marketing Efforts: What Worked and What Didn’t
Take a close look at your previous marketing campaigns. What strategies delivered results? What fell flat? Understanding your successes and failures gives you a clear picture of what to continue or avoid.
It also arms your potential agency with context, so they don’t start from scratch but build on what’s already there.
4. Set Your Budget Expectations
Your budget will shape your marketing options. Being upfront about your budget helps agencies tailor their proposals to your financial reality. This prevents wasted time on solutions that are too expensive or too basic.
Remember that marketing isn’t a one-size-fits-all expense; sometimes spending more upfront can lead to better returns.
5. Decide on Communication Preferences and Roles
Clear communication is key to a smooth partnership. Internally, discuss who will be the main point of contact and how involved your team wants to be.
Do you want weekly check-ins or monthly updates?
Should your team have direct access to the marketing experts or just a single account manager?
Clarifying these points before you contact agencies will save you time, reduce misunderstandings, and increase the chances of a successful partnership.
Now that you know what your team needs, here are the essential questions to ask a marketing company before making a hiring decision.
7 Questions to Ask a Marketing Company Before You Hire
Knowing the right questions to ask a marketing company helps you find a partner who fits your goals and delivers results you can trust.
1. What experience do you have with businesses like mine?
When looking for questions to ask a marketing company, experience in your industry is a key factor.
Request case studies, client references, or examples that demonstrate how they have helped businesses like yours grow.
This proves they understand your market’s unique challenges and can customize strategies effectively.
2. What marketing tools and technology do you use?
One of the important questions to ask a digital marketing agency is about the tools and technology they use to drive results.
Determine if they utilize AI-powered platforms, automation tools, or advanced analytics for enhanced targeting and accelerated testing.
A modern tech stack reflects their ability to stay competitive and deliver measurable outcomes.
3. What goals will you set for my campaign?
Asking about goals is one of the top questions to ask a marketing agency, since clear objectives guide success.
Expect them to set SMART goals that are specific, measurable, attainable, relevant, and time-bound to align with your business needs.
Avoid agencies that provide vague promises without clear plans for measurement.
4. When can I expect to see results?
Timing is a crucial aspect when asking questions to a marketing company before hiring.
Paid advertising may yield quick results, while organic growth through SEO takes longer to establish momentum.
Understanding these timelines helps set realistic expectations and plan your budget.
5. What key performance indicators (KPIs) do you monitor?
Knowing which KPIs an agency tracks is essential and one of the key questions to ask a marketing company.
Ask if they monitor conversions, engagement, ROI, or other metrics that align with your goals.
Regular reporting ensures you stay informed and can adjust strategies as needed.
6. Who will I work with, and how will communication happen?
Communication and clear roles are common questions to ask a marketing company for smooth collaboration.
Determine if you’ll have direct access to the marketing experts or primarily communicate through an account manager.
Clarify the frequency and channels of updates to avoid surprises.
7. What do I need to do to help you succeed?
Understanding your role is important and often overlooked among the questions to ask a digital marketing agency.
Determine what information, approvals, or content your team needs to provide and how involved you should be.
Clear expectations foster a strong partnership and keep projects on track.
Asking these questions helps you build a solid foundation with your marketing firm. Next, we’ll cover how to evaluate their answers and pick the right agency for your business.
How to Evaluate a Digital Marketing Agency
Evaluating a digital marketing agency goes beyond its answers; it’s about reading between the lines to find a trustworthy, capable partner.
Look for Transparency and Realistic Promises
The best marketing agencies are upfront about what they can deliver and the challenges involved.
Beware of vague guarantees or exaggerated claims that sound too good to be true.
Transparent agencies clearly explain their strategies, potential outcomes, and risks.
Avoid Agencies That Guarantee #1 Google Ranking or Quick Fixes
No one can guarantee the top spot on Google, which is controlled by complex, ever-changing algorithms.
Agencies promising instant #1 rankings or quick fixes often sell empty promises.
A reliable agency focuses on steady, sustainable growth through proven strategies.
Watch for Red Flags Like Locked Accounts or Lack of Case Studies
Protect your business by maintaining control over your accounts and assets.
Avoid agencies that refuse to give you access to your own Google Ads, social media, or analytics accounts.
Ask for case studies or references; lacking these can signal inexperience or poor results.
Consider Pricing Models: Flat Fee vs. Commissions, Clear Budget Allocation
Understanding how an agency charges helps avoid conflicts of interest and hidden costs.
Flat fees provide known fixed costs and help you optimize your budget.
Beware of agencies that earn more by spending more, such as those relying heavily on media commissions.
Check Their Knowledge of Attribution and Fraud Prevention
A good marketing firm understands how to track where conversions come from and guard your budget against invalid traffic.
Ask how they measure attribution to give credit across multiple channels involved in a sale.
Ensure they use tools to detect and block bot traffic, protecting your ad spend from waste.
Make Sure They Can Prove Ad Delivery and Validate Traffic Quality
You should be confident that your ads are seen by real potential customers, not bots or irrelevant audiences.
Reputable agencies can provide third-party verification and detailed reports on impressions and clicks.
This transparency protects your investment and builds trust.
Trust Your Gut and Focus on Clear Communication
Finally, your intuition matters. Select an agency that communicates effectively and values your input.
Open dialogue, responsiveness, and honesty are signs of a healthy partnership.
If something feels off or overly complicated, keep looking.
Taking these evaluation steps seriously will help you avoid costly mistakes and find a marketing company that’s the right fit for your business now and in the future.
Conclusion
Asking the right questions and clearly defining your needs are the foundations for finding the best marketing firm. This will help you avoid costly mistakes and find a partner who truly understands your business.
Don’t settle for vague promises or unclear strategies. Choose agencies that offer transparency, realistic goals, and open communication. That’s how you build a successful, lasting partnership.
If you’re ready to work with a team that combines expert marketers with cutting-edge AI tools to drive profitable growth. GoMarble’s AI-assisted experts can help scale your ads efficiently and effectively.
Frequently Asked Questions
Q1: What are the key questions to ask a digital marketing agency about pricing and contracts?
A1: When discussing pricing and contracts with a digital marketing agency, ask about their fee structure. Clarify if there are any hidden costs and what the cancellation terms are. Understanding budget allocation and contract length helps avoid surprises and ensures the agreement aligns with your financial plans.
Q2: How do questions to ask a marketing firm differ depending on the size of my business?
A2: Smaller businesses might focus questions on affordability, scalability, and personalized service, while larger companies often ask about the firm’s capacity to handle complex campaigns and multi-channel strategies. Tailoring your questions based on your business size ensures you find a marketing firm that fits your needs and resources.
Q3: What should I ask a digital marketing agency about their AI and automation tools?
A3: It’s essential to ask how the agency uses AI and automation in their campaigns. Inquire whether AI is used to enhance content creation, optimize bidding, or improve targeting, and how much human oversight is involved. This helps ensure the agency balances technology with expertise to deliver quality results.
Q4: Why is it important to ask a marketing company about their reporting and ROI measurement?
A4: Asking about reporting and ROI measurement reveals how transparent and accountable a marketing company is. You want to know what metrics they track, how often they share reports, and if those reports are easy to understand. Clear ROI tracking lets you see the real impact of your marketing spend.
Q5: What questions should I ask a marketing agency to help me understand their team and communication style?
A5: To understand a marketing agency’s team and communication style, ask who your primary contacts will be, how often you’ll receive updates, and the preferred channels for communication. This ensures you’ll have the access and transparency needed for a smooth working relationship.
Evaluating Agency Expertise
1. What is their area of expertise? Ensure they specialize in needed services.
2. Are they familiar with your industry? Prefer agencies with relevant industry experience.
Understanding Communication Protocols
1. Who will be my main point of contact? Identify the primary communicator to ensure consistent interaction.
2. How will I receive communication about my project? Clarify communication frequency and methods.
Determining Services and Costs
1. What does the marketing fee include? Understand the scope of services provided for the fee.
2. Are there additional costs for tools or products outside your services? Factor in any extra budget requirements.
Assessing Reporting and Result Metrics
1. How often will I receive reporting? Ensure regular updates on performance metrics.
2. Can you provide sample reports and explain metrics? Evaluate their reporting clarity and metric relevance.
Checking Industry and Past Performance
1. Do they have case studies or references? Request past work examples for evaluation.
2. Can you tell me about a recent project that was not successful? Gauge transparency and problem-solving capabilities.
Establishing Timeline and Ownership
1. How long until completion of my project? Understand the timeline for project phases.
2. Upon completion of my project, what do I actually own? Clarify deliverable ownership post-engagement.
Enquiring About In-House Work
1. Is all the work done in-house? Consider the advantages of having work managed by a consistent team.
2. Will any work be outsourced? Understand how outsourcing might affect quality and communication.
Conclusion
Making an informed choice requires clear communication, defined expectations, and trust in the agency's expertise.