Hiring a marketing agency is a bigger decision for a small business than it looks. The monthly fee is only part of the cost. A bad fit also costs months of lost time, and sometimes leaves you without access to your own website or Google listing. This guide gives you the questions to ask, the warning signs to watch for and a simple way to judge the first 90 days. Use it with any agency, including us.
Before you talk to anyone: know what you want
Agencies are good at selling what they do. You'll get better results if you arrive knowing what you need. Spend half an hour on these:
- Your goal in one sentence. "Ten more new clients a month at the clinic" is useful. "More marketing" isn't.
- What a new customer is worth. Use the method in our budget guide.
- What you've tried before and what happened.
- Your realistic monthly budget, including any ad spend.
- What you can do yourself. Taking your own photos and asking for reviews, for example, saves fees.
Write this down and give the same summary to every agency you talk to. It keeps comparisons fair.
The ten questions to ask
About the work
- What exactly will you do each month? You want a list of tasks, not "ongoing optimisation".
- Who will do the work? Ask whether the person you're talking to is the person who'll work on your account.
- What will you need from me? Good agencies need your input on facts, photos and approvals. Know the time commitment.
About results
- How will we measure success? The answer should be enquiries, bookings or sales, not just clicks, impressions or followers.
- What should I expect in the first 90 days? Ask for a realistic range and the assumptions behind it.
- What happens if it isn't working? A good agency will explain how it changes course, or when it would recommend stopping.
About ownership and terms
- Who owns the domain, website, Google Business Profile, ad account and analytics? The answer must be: you.
- What's the contract length and notice period? Month to month with 30 days' notice is reasonable. Long lock-ins need a good reason.
- What does it cost, all in? Fee, setup, ad spend, tools and anything billed separately.
- If we part ways, what do I get? Access to everything, plus any content, images and data created for you.
Red flags to take seriously
Walk away, or at least slow down, if you see any of these:
- Promised rankings or results. Google says there's no way to pay for a better local ranking. Nobody can promise first place.
- Accounts in the agency's name. If they set up your Google listing or ad account under their own login, leaving becomes painful.
- Vague scope. "SEO package" or "social media management" with no list of deliverables.
- Reports with no business numbers. Charts of impressions and followers but nothing about calls, bookings or sales.
- Fake reviews or invented claims. If an agency offers to write reviews or invent statistics, it's putting your reputation at risk. In Canada, the Competition Bureau publishes guidance on deceptive marketing practices, which is worth reading if you're unsure where the lines are.
- Pressure to sign today. A good agency can wait a week while you think.
- Long contracts with steep exit fees before any trust has been built.
Comparing proposals side by side
Put every proposal into the same simple table:
| Question | Agency A | Agency B | Agency C |
|---|---|---|---|
| Monthly fee | |||
| Ad spend (separate?) | |||
| Tasks each month | |||
| Who does the work | |||
| Success measures | |||
| Account ownership | |||
| Contract length and notice | |||
| What you get if you leave |
The cheapest option isn't automatically good value, and neither is the most expensive. Look for the clearest answers. Clarity before you sign usually means clarity after.
The first 90 days: how to judge progress
Once you've hired someone, use the first quarter to check they're doing what they said.
Month 1: setup and basics
You should see:
- An audit of your listing, website and any ad accounts.
- Quick fixes made: hours, categories, photos, broken links, phone numbers.
- Tracking set up, so enquiries can be counted.
- A written plan for months two and three.
Month 2: the work underway
You should see:
- The tasks listed in the scope being done, and reported.
- A first look at the numbers you agreed on.
- Questions coming back to you for facts and approvals.
Month 3: a first honest review
You should see:
- A comparison against the starting point.
- A clear explanation of what's working and what isn't.
- A recommendation: continue, change or stop.
Some work, especially search rankings, takes longer than 90 days to pay off fully. But by month three, you should be able to see that the right things are being done, and some early signs of movement.
Special notes for Burlington owners
- Ask about local knowledge. An agency doesn't need an office in Burlington, but it should understand how the city is laid out and where your customers come from. Ask how it would treat the difference between, say, a Plains Road storefront and a north-end plaza. Our areas page shows how we think about each district.
- Check they'll respect your neighbours. Local reputation travels fast in a city this size. Aggressive tactics that annoy customers do lasting harm.
- Mind the line between marketing and other advice. A marketing agency isn't your lawyer or accountant. Questions about advertising law, privacy or taxes belong with qualified professionals.
How we answer these questions
We'd rather you ask us all ten. Our short answers: a named monthly scope in writing, success measured in enquiries and customers, every account in your name, month-to-month plans with 30 days' notice, and a senior strategist doing the work. Our FAQ and about page go into more detail, and the pricing page lists every plan.
If you'd like to put us to the test, call, text or email us with your one-sentence goal and budget.
Frequently asked questions
How many agencies should I talk to?
Two or three is usually enough. Ask each the same questions from this guide and compare the answers in writing, not the sales pitch.
Is a cheap agency a bad sign?
Not necessarily, but a very low price often means very little work or work handed to someone without experience. Ask exactly what is done each month for the fee.
Should I sign a 12-month contract?
Only if the discount is worth it and you can see the scope clearly. A month-to-month arrangement with reasonable notice is safer while you build trust.
What if the agency won't give me access to my own accounts?
Treat that as a serious warning sign. Your domain, website, Google Business Profile, ad account and analytics should all be in your business's name.