What Questions to Ask a Marketing Agency Before Hiring
TL;DR: What Questions to Ask a Marketing Agency Before Hiring
Get clear on your goals before talking to any digital marketing agency. If you don’t define success, no one else can measure it.
Ask how the agency builds strategy, not just what services they offer. Process matters more than promises.
Make sure you know who will manage your account, how often you’ll communicate, and what metrics actually matter.
Be wary of guaranteed results, vague answers, or reports focused on clicks instead of real outcomes.
The right questions will reveal whether an agency is a true partner or just good at selling.
Hiring a marketing agency should feel like a smart business move.
For a lot of owners, it feels more like a gamble.
One marketing agency I spoke to about hiring agencies summed it up perfectly: “People don’t hire a bad agency. They hire the wrong one for THEM.” That single line explains why so many businesses burn money, lose momentum, and walk away frustrated. Not because marketing “doesn’t work,” but because no one slowed down to ask the right questions before signing.
I’ve seen it firsthand. Owners get wowed by polished decks, confident promises, and impressive logos. They nod along. They sign. Then three months later, they’re staring at reports they don’t understand and wondering why the phone is still quiet.
Here’s the hard truth.
A good agency won’t save you from bad questions.
But the right questions will save you from a bad agency.
This article is not a sales pitch. It’s a filter. A practical, real-world checklist built from what actually happens after the contract is signed. You’ll learn exactly what to ask, why each question matters, and how to tell when an answer sounds good but means nothing.
If you’re about to hire a marketing agency, or thinking about replacing one, read this first. The questions you ask now will decide whether marketing becomes a growth engine or an expensive lesson.
Questions to Ask Before You Even Talk to a Marketing Agency
Before evaluating agencies, you need clarity on your side. Many marketing failures happen because the business owner does not know what they actually want, so the agency fills in the gaps with assumptions.
What problem are you really trying to solve?
“More marketing” is not a problem. It is a reaction.
Common real problems include:
Leads come in randomly and inconsistently
You are busy one month and slow the next
Ads bring clicks but not jobs
People find competitors first even though your service is better
You have no idea if your marketing is working
Marketing agencies can solve problems, but only if they know which one matters most. Pick one or two priorities. Everything else is secondary.
What does success actually look like?
Traffic, impressions, and engagement are not success. They are indicators.
Success usually looks like:
A predictable number of leads per week
A lower cost per lead
Better lead quality
Higher close rates
More repeat and referral business
If you cannot describe success in simple terms, reporting will always feel confusing.
What budget and timeline are realistic?
One of the biggest lessons is this: unrealistic expectations destroy trust faster than poor performance.
SEO takes time. Branding takes time. Google Ads take testing and optimization. Any agency that agrees to aggressive timelines without pushback is not being honest.
Know your comfort range and be open to hearing what is realistic.
Questions About Industry Experience and Fit
Experience alone does not guarantee results, but relevant experience reduces risk.
Have you worked with businesses like mine before?
Ask for examples that match:
Your industry
Your business size
Your local market type
Agencies that have worked with similar businesses already understand buying cycles, customer objections, and seasonality. This shortens the learning curve and saves money.
What industries do you specialize in and which do you avoid?
Every strong agency has focus. Specialization leads to better systems and clearer results.
Be cautious of agencies that say yes to everyone. That usually means they are learning on your budget.
Can you show real results with context?
Good case studies include:
The starting point
The strategy
The timeline
The outcome
Bad case studies show vanity screenshots with no explanation. Logos alone do not mean success.
Questions About Strategy and Approach
This section separates strategic partners from task executors.
How do you decide which marketing channels to use?
There is no universal best channel. We warn against agencies that default to one solution.
A strong agency considers:
Your margins
Your sales cycle
Your local competition
Your capacity to handle leads
If the answer sounds templated, that is a red flag.
What does your first 30 to 90 days look like?
A clear early plan usually includes:
Market and competitor research
Account and asset audits
Messaging and positioning alignment
Initial testing and benchmarks
Vague answers often mean the agency is winging it.
How do branding, ads, and SEO work together?
Marketing channels do not exist in isolation. Ads fail when branding is weak. SEO struggles when trust is missing. Content underperforms when messaging is unclear.
The best agencies think in systems, not silos.
Questions About Process and Execution
Good strategy without execution is useless.
What does onboarding look like?
Onboarding should feel structured, not rushed. It usually includes:
Asset collection
Access to accounts
Brand discovery
Goal alignment
Clear timelines
Many agency guides emphasize that poor onboarding leads to confusion later.
How do you research my market and competitors?
Ask how research is done, not if it is done.
Strong agencies:
Analyze competitor ads and messaging
Review keyword intent
Identify gaps and opportunities
Look at customer behavior
Skipping research leads to guesswork.
What happens after campaigns launch?
Marketing is iterative. Campaigns should be monitored, adjusted, and optimized regularly.
If the agency’s answer sounds like “we launch and wait,” that is a problem.
Questions About the Team You Will Actually Work With
Many businesses sign with one person and get handed to another.
Who will manage my account day to day?
Ask for names, roles, and experience levels. Business owners frequently complain about junior staff running accounts without oversight.
How much time will my business realistically get?
Agencies juggle multiple clients. Ask about workload limits and response expectations.
What happens if my account manager leaves?
Turnover happens. Strong agencies have documentation and systems so progress does not stall.
Questions About Communication and Reporting
Clear communication builds trust even when results take time.
How often will we communicate and how?
Clarify:
Meeting cadence
Reporting frequency
Communication channels
Response time expectations
What metrics do you report on and why?
Avoid agencies that focus only on clicks and impressions. Metrics should connect to real outcomes.
Strong reports focus on:
Leads
Cost per lead
Conversion rates
Trends and insights
Will I understand the reports without a marketing background?
If reports feel confusing, they are failing their purpose.
Questions About Pricing, Contracts, and Transparency
Money issues cause most agency conflicts.
How is pricing structured?
Common pricing models include:
Monthly retainers
Project fees
Percentage of ad spend
Each can work if expectations are clear.
What is included and what costs extra?
Ask about:
Ad spend
Software fees
Creative revisions
Additional services
Hidden costs create resentment.
Are there long term contracts or cancellation penalties?
Long contracts are not inherently bad, but flexibility shows confidence. Be cautious of agencies that lock you in before proving value.
Questions About Results and Expectations
This section protects you from disappointment.
How do you define ROI for a business like mine?
ROI should connect to revenue or qualified leads, not vanity metrics.
What results are realistic and what promises should I avoid?
No honest agency guarantees:
Exact lead numbers
Rankings by a fixed date
Guaranteed ROI
There are threads full of warnings about guaranteed outcomes.
How do you adapt when something is not working?
Marketing requires testing and adjustment. Ask how often strategies are reviewed and changed.
Red Flags to Watch For When Hiring a Marketing Agency
Watch out for:
Guaranteed results
Vague strategies
No clear process
Refusal to share examples
Overemphasis on exposure
If an agency avoids tough questions, that tells you everything.
Questions a Good Marketing Agency Should Ask You
A strong agency interviews you too.
They should ask:
What are your business goals?
What has worked before?
What has failed?
Who is your ideal customer?
What makes you different?
If they do not ask these, they are guessing.
Final Thoughts: Questions to Ask a Marketing Agency Before Hiring
Hiring a marketing agency is not about finding the flashiest pitch or the biggest promise. It is about finding a partner who understands your business, communicates clearly, and has a real plan for turning effort into results.
The questions in this guide are not meant to intimidate agencies. They are meant to protect you. When you ask the right questions, you force clarity around strategy, process, expectations, and accountability. You stop guessing. You stop hoping. You start making informed decisions.
A good agency will welcome these conversations. They will explain their approach in plain language, set realistic expectations, and be transparent about what they can and cannot control. A bad agency will avoid specifics, hide behind buzzwords, or rush you toward a contract.
Take your time. Use this list. Compare answers. Trust the agency that focuses on outcomes, not hype.
Because when you choose the right marketing partner, marketing stops feeling like a gamble and starts feeling like a system that works.
FAQs About Questions to Ask a Marketing Agency
What are the most important questions to ask a marketing agency?
The most important questions focus on strategy, execution, reporting, and expectations. Ask how they plan, how they execute, how they measure success, and how they adapt.
How do I know if a marketing agency is trustworthy?
Trustworthy agencies are transparent, realistic, and willing to explain their process clearly. They welcome questions instead of deflecting them.
Should a marketing agency guarantee results?
No. Marketing involves variables outside an agency’s control. Guarantees are usually a red flag.
How long does it take to see marketing results?
Paid ads may show early signals in weeks. SEO and branding take longer but build long term momentum.
How does Schulze Creative approach marketing?
We at Schulze Creative focus on building a recognizable brand first, then aligning SEO and ads around that foundation. The goal is consistent booked jobs, not vanity metrics.
What questions should I ask Schulze Creative before hiring?
Ask us the same questions in this article! We believe transparency builds better partnerships.
Does Schulze Creative work with all industries?
We specialize in small and local service based businesses and avoid industries where we cannot deliver meaningful results. Book a consultation to see if we’re a good fit!
How does Schulze Creative handle reporting?
We provide clear, simple reporting focused on performance, leads, and insights so you always know what is working.
