An agency presentation can sound convincing while leaving the important questions unanswered. You may hear about creative ideas, platform expertise and growth, but still not know who will do the work or how an enquiry will reach your sales team.
When people ask how to choose a marketing agency, I suggest using the same questions with every supplier. That turns a vague impression into a comparison you can explain. The twelve questions below cover the strategy, delivery and accountability that make a relationship workable, including what your own business will need to contribute.
In this guide
Questions 1–4: strategy and fit
The first four questions are about whether the agency understands the problem it is being asked to solve.
First, ask who your priority customer is. Listen for a description of a real buying situation, rather than only an age range or a broad industry. Second, ask which part of acquisition it would improve first. There should be a reason for the choice, such as poor enquiry fit, a confusing page or weak follow-up.
Third, ask why the proposed channels suit your customer and resources. A platform’s popularity is not enough. Fourth, ask what the agency needs from your business. Expect practical requirements such as accurate service information, genuine proof, account access and sales feedback.
These questions help reveal whether the proposal has been shaped around your business. You do not need someone who pretends to know every answer before looking at your records. You need someone who can explain what they know, what they need to investigate and how the investigation will influence the plan.
Questions 5–8: delivery and ownership
- Who will do the work? Learn who manages strategy, advertising, pages and reporting, including any subcontracted tasks.
- What will be delivered? Ask for setup items, recurring work, revision limits and launch dependencies in writing.
- Who owns the accounts and assets? Your business should retain control of its domains, advertising accounts, customer records and agreed creative deliverables.
- How are enquiries handed to sales? Confirm CRM integration, ownership, response expectations and what happens when someone is unavailable.
Check the boundaries between agency and client responsibilities. If the agency manages campaigns but your team handles calls, both sides need shared definitions and feedback. An assigned enquiry should have a next action and an accountable owner; it should not simply disappear into an inbox.
Questions 9–12: economics and accountability
- What is the complete cost? Separate management, setup, advertising, software, tax and optional work.
- How will success be measured? Ask for qualified enquiries, appointments, customers and acquisition cost, alongside supporting channel metrics.
- What happens when results disappoint? Look for a structured review of targeting, offer, page and sales handling, with decisions based on evidence.
- What are the contract and exit terms? Understand minimum duration, cancellation notice, handover and any outstanding charges.
Request a sample report with private client details removed. Ask the agency to explain what a decision would look like if lead volume rises but sales fall. A useful response investigates the cause; it does not simply recommend more spend.
Turn the answers into a shortlist
Score each supplier on understanding, delivery clarity, ownership and measurement. Record unanswered questions before committing. Compare UK agency cost components and agree what the first 90 days will involve. A well-defined brief helps both sides start with realistic expectations.
How to use the questions in a real meeting
Bring a short brief to each meeting: the service you want to grow, the customer you want, your coverage and what currently happens after an enquiry. Then ask the agency to talk through the journey using that brief.
For example, if it recommends more ads, ask where the visitors will go. If it recommends a new page, ask who will supply the copy and proof. If it promises more leads, ask how suitability will be checked and who will respond. The answers should connect rather than describe isolated tasks.
Take notes on unanswered questions. A supplier does not need to solve the whole project during an introductory call, but it should be clear about what its proposal includes. Ask for the unclear parts in writing before signing.
I would also ask it to explain a disappointing result. Suppose enquiries increase, but customers do not. What would it investigate? A thoughtful answer might examine source quality, response times, qualification and quote handling. An answer that only recommends more spend deserves further questioning.
Finally, check whether the working arrangement suits you. Who approves changes? How are urgent problems handled? How will your team feed back customer objections? A strategy that depends on information nobody records will be difficult to improve.
If you would like to start with a clearer brief, complete the customer acquisition plan form. Your answers give us a better basis for discussing the offer, website, channels and follow-up than a general request for marketing help.
Frequently asked questions
Should I choose an agency in my industry?
Relevant experience can reduce learning time, but verify the process and evidence. An industry label is not a substitute for clear strategy and accountability.
Should the agency guarantee first-page rankings?
Search positions are not fully under an agency’s control. Ask what work will be done and how search visibility and customer outcomes will be assessed.
What is the most important contract detail?
Several matter, but account ownership and exit arrangements deserve close attention. They determine whether your business retains its assets and continuity.
Ready to work on this for your business?
If you would like me and the DIL team to help you put this into practice, fill out the customer acquisition plan form. Tell us where you are now and what you want to improve, so we can start with your situation.