Choosing the wrong advertising agency leads to wasted budget and lost time. As the number of agencies grows in 2026, quality varies widely. As a digital advertising agency, we compiled the questions every business should ask.
8 Criteria for Choosing an Agency
- 1. Account ownership: Google Ads and Meta accounts must always remain yours. Agencies that hold accounts in their own MCC cost you all historical data if you leave.
- 2. Media budget transparency: Management fee and ad spend must be itemised separately. Reject blended proposals without a clear split.
- 3. Conversion tracking: Not clicks — leads, sales, and phone calls. GA4 + conversion setup is non-negotiable.
- 4. Sector references: Relevant campaign experience in your vertical. Generic "success stories" need substantiation.
- 5. Reporting cadence: Monthly PDF reports and performance review calls are standard. Screenshot reporting is not.
- 6. Contract flexibility: Long lock-in periods and early-exit penalties are red flags.
- 7. Team vs solo: Strategy, creative, and analytics require different specialists. Be sceptical of a one-person "full-service" offer.
- 8. "Guaranteed #1 rank": Google and Meta guarantee nothing to any agency. This promise is a red flag.
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