Picking the wrong agency costs months and money. Ask these 12 questions before you sign, and watch for the red flags most businesses miss.
Start with what you want
Before you speak to any agency, write down your goal in one line: more calls from Google Maps, more admissions, more online orders. It makes every conversation sharper and helps you compare proposals fairly.
12 questions to ask
1. Can you show results for businesses like mine?
Ask for case studies or references from similar businesses, ideally in your area. Real numbers and real client names, shared with permission, mean more than awards.
2. Who will actually work on my account?
Find out whether the people in the meeting will do the work, or whether it goes to someone junior or outsourced.
3. What exactly is included each month?
Ask for a written list: how many posts, which pages, how many ad campaigns, what reports. Vague promises like "complete digital growth" are hard to measure.
4. How will you report results?
Good reports focus on calls, enquiries, leads and sales, not just impressions and followers.
5. Will I own my accounts and data?
Your website, domain, Google Ads, Meta ad account, Google Analytics and Google Business Profile should be in your name, with the agency given access.
6. How do you charge?
Understand the difference between the agency fee and the ad budget that goes to Google or Meta. Ask how the fee changes if you increase spend.
7. What is the minimum contract and notice period?
Long lock-ins with no exit are a warning sign. A fair agency is confident enough to earn your business month by month after a short starting period.
8. How long before I see results?
Ads can bring enquiries within weeks. SEO usually takes 3 to 6 months or more. An honest agency will tell you this upfront.
9. Do you guarantee rankings?
If the answer is yes, be careful. Google itself says that no one can guarantee a number 1 ranking.
10. How do we communicate?
Agree on who your contact is, how quickly they reply and how often you will review results together.
11. Do you understand my local market?
For local businesses, knowing the neighbourhood matters: where customers come from, which competitors show up and what people search for. This is one area where a local agency often has an edge over a large one.
12. What do you need from me?
Good marketing needs your input: approvals, photos, offers and quick feedback. Ask what the agency expects so there are no surprises.
Big agency or small local agency?
Large agencies offer big teams and wide experience, but smaller clients sometimes get less attention. Small local agencies usually offer closer contact, faster changes and better local knowledge, but check that they have the specialists you need. Compare both on the questions above, not on size alone. You can also read our comparison of agencies, freelancers and in-house teams.
Red flags to watch for
- Guaranteed number 1 rankings or "guaranteed leads" with no detail.
- Ad accounts or your website held in the agency's name.
- Reports full of impressions and likes, with no enquiries or sales.
- Very cheap packages promising hundreds of backlinks or thousands of followers.
- Long contracts with no clear exit.
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Frequently Asked Questions
How much does a digital marketing agency cost in Delhi?
It depends on the services, the number of channels and your ad budget. Ask for a written scope so you can compare proposals fairly, and read our guide on digital marketing costs in Delhi for typical ranges.
Should I sign a long contract with an agency?
A short starting period of about three months is reasonable, especially for SEO. Be careful with long lock-ins that have no clear exit or performance review.
What should I give a new agency to start?
Access to your website, Google Business Profile, analytics and ad accounts, your best photos and offers, and a clear goal. A short kickoff call also helps the agency understand your customers.
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