Every agency pitch sounds similar. The differences show up in what they measure, what they own, and what they will put in writing.
Ask these before you sign
Six questions surface most of what matters.
- What metric will you be judged on, and when?
- Who does the work, and are they on this call?
- Do we own the ad account, the website, and the data?
- What is the notice period?
- What happens in month one, specifically?
- Show me a client whose results were disappointing and what you did about it.
Red flags
Guaranteed rankings, twelve-month lock-ins with no performance clause, and refusal to give you administrative access to your own accounts are all reasons to walk.
Questions to ask on the first call
A good agency will welcome these.
- Who will actually work on my account?
- What do you measure, and how often will I see it?
- Do I own my ad accounts, website, and data?
- What happens if we part ways?
Red flags
Guaranteed rankings, long lock-in contracts with no performance review, vague reporting, and refusing to give you account access are all reasons to walk away.
The takeaway
Judge agencies on ownership, accountability, and specificity. Anyone unwilling to be concrete in the pitch will not become concrete later.