Key takeaways
- Be clear on your goals, budget and timeline before speaking to agencies.
- Ask who will actually work on your account and how often you will talk.
- Make sure you own your ad accounts, data and website.
- Be wary of guaranteed rankings or results.
Get clear on what you need first
Before contacting agencies, write a short brief covering:
- Your main business goal: sales, qualified leads, market entry, awareness.
- Your current situation: channels, results, team, tools.
- Monthly budget for agency fees and for media (ad spend) separately.
- How you will judge success after three, six and twelve months.
Questions worth asking
- Who exactly will work on our account, and what is their experience?
- How do you report results, and how often will we meet?
- What does the first 90 days look like?
- How do you decide what to prioritise when budget is limited?
- Can you share relevant examples and references we can speak to?
- What are the contract length and notice terms?
Red flags
- Guaranteed first-page rankings or guaranteed returns.
- Reluctance to give you ownership of ad accounts, analytics or your website.
- Reports full of impressions and clicks, but no link to revenue or leads.
- Long lock-in contracts before any results.
- A strategy proposed before they have asked about your business.
Specialist vs. full-service
Specialists can go deep in one channel. A full-service partner can connect SEO, ads, content, email and website improvements into one plan and avoids gaps between several suppliers. For smaller teams, a single accountable partner is often simpler and more cost-effective.
Set the partnership up for success
Give the agency access to data and decision-makers, agree clear goals and reporting, and allow a realistic ramp-up period. The best results come when the agency is treated as an extension of your team.
Frequently asked questions
How much does a digital marketing agency cost?
Costs vary by scope and market, from a few hundred dollars a month for focused small-business packages to several thousand for multi-channel programmes — plus separate ad spend.
How quickly should I expect results?
Paid ads can produce data within weeks; SEO and content usually take several months. A good agency will set expectations by channel.
Should I own my ad accounts?
Yes. Your ad accounts, analytics, data and website should belong to your business, with the agency given access.
This guide is general information, not tailored advice. Results vary by business, market and budget.
