The Business Owner’s Guide to Interviewing a Digital Marketing Agency
Hiring a digital marketing agency is a big move, and it should be! The right partner can help take your business to the next level, boost your online visibility, and bring in more of the right customers. But here’s the catch: not all agencies are created equal.
This blog is your go-to guide for asking the right questions and making sure any agency you consider is truly a good fit for your business. Let’s make sure your next marketing partner is one you can trust.
Start With What You Need
Before jumping into meetings with agencies, take a step back and get clear on your own goals. Ask yourself:
- What exactly am I hoping to achieve. More leads, stronger brand recognition, better ROI?
- What’s already working in my current marketing, and where am I stuck?
- What’s my budget, and am I open to adjusting it if I see strong results?
- What is my tolerance level for waiting for results? Good things take time!
Knowing what you want makes it a lot easier to spot the agency that can deliver it.
Look for Real Experience (Not Just Buzzwords)
It’s easy to be wowed by polished presentations and agency lingo. But here’s what really matters:
- Have they worked with businesses like yours before? Industry experience can go a long way.
- Can they show proven results? Case studies and happy client testimonials don’t lie.
- Are they certified in platforms you care about? (Think: Google Ads, HubSpot, Meta, etc.)
You want more than talk, you want proof they can deliver.
Smart Questions to Ask in the Interview
Now it’s time to sit down with the agency and dig a little deeper. Here are the questions that reveal the real story:
Strategy & Success
- “How do you tailor strategies to fit each business?”
- Many agencies offer a cookie-cutter approach to marketing. You want a plan as unique as your business.
- “Can you walk me through a campaign that worked really well?”
- This will give insight to the process and reasonable results.
- “How long after on-boarding can I expect results?”
- If they are an agency that is strategically building campaigns, it should take a couple months to get things built, and even longer to see true success! If they are overpromising or giving a specific expectation of leads, be wary.
- “What do you consider success?”
- The best answer here is “your KPIs are our KPIs.” Agencies should measure their success on what you consider to be a value-add. A good agency should be able to report on lead attribution so you understand which channels are most beneficial to grow.
- “Do you audit lead quality?”
- Although it’s not marketing’s job to close a deal, you still want your agency to be reviewing leads for quality. This can result in tweaks to campaign settings that improve leads moving forward.
- “How do you track conversions, and what do you count as a conversion?”
- Marketing uses many micro-conversions to see how users are moving down the lead funnel. Different agencies measure different conversions, which can sometimes result in inflated reporting. Example: counting a page view as a conversion vs a phone call.
Communication & Reporting
- “How often will we talk?”
- Your agency should feel like an extension of your business. You should expect a minimum of weekly updates.
- “What does your reporting look like?”
- Like your strategy, you should be looking for customized reporting that focuses on your goals and KPIs.
Team & Expertise
- “Who on your team will I work with day-to-day?”
- Some agencies use one account manager to then disperse the work among a team, while others have the account managers handle both communication and execution. We find it’s best to have the person who picks up the phone to be the one working on your marketing efforts.
- Additionally, who you work with matters! You want someone that feels like an extension of your business that you can trust. Great rapport is a plus, too!
- “What kind of experience do they have with businesses like mine?”
- It’s reassuring to know if your account manager has experience in an industry close to yours. Just make sure they are not also servicing a direct competitor (talk about conflict of interest!)
Service Areas & Tools
- “What platforms do you use for SEO, ads, email, etc.?”
- You want to be sure that they are familiar with the tools you are already paying for.
Flexibility & Growth
- “How do you handle campaigns that aren’t performing?”
- You want to hear that they offer A/B testing, strategy pivots, and even service changes if it isn’t generating results for your business.
- “Can you pivot to other digital marketing services, or do you only offer (seo, ppc, email, etc.)?”
- Some agencies specialize in Ads or SEO, which can be great! However, if that avenue isn’t ideal for your business, they won’t be the first to tell you that. A full-service marketing agency has flexibility in their strategy to customize to your business.
- “Am I locked into a contract?”
- A good agency will aim to add value to your business every month, therefore not needing a contract. However, have patience in a new relationship as strategies are created and campaigns are built!
Ownership:
- “If you create an account for my business, will I have access?”
- Some agencies are reluctant to share analytics, ad accounts, or hosting creds to their clients. Take this as a big red flag! You should have full ownership and transparency.
These questions help you go beyond the surface and get a sense of how the agency really works.
These questions help you go beyond the surface and get a sense of how the agency really works.
Watch Out for These Red Flags
Even great agencies sometimes don’t fit. Here’s what should make you pause:
- Big promises with no plan – “We’ll get you to #1 on Google in a week” is usually a red flag.
- Vague answers – If they can’t explain their process, something’s off.
- Cookie-cutter strategies – Your business is unique, and your marketing should be too.
- Lots of staff turnover – New people every month? That could mean instability.
- Lack transparency in tools – Your accounts, website, and hosting is YOUR asset. Make sure you own it!
Trust your gut. If something feels off, it probably is.
Making Your Final Decision
After your interviews, review everything you’ve learned:
- Compare proposals side by side. Look at not just price, but value.
- Do they match your values? It’s a great way to see how you work together.
- Review the contract carefully. Make sure you understand timelines, deliverables, and exit terms.
You’re not just hiring a vendor, you’re choosing a partner. And that should feel right.
Conclusion
Hiring a digital marketing agency doesn’t have to feel overwhelming. With the right questions and a clear idea of what you need, you’ll be able to spot the perfect partner when you meet them.
Take your time, trust the process, and don’t settle for anything less than a team that gets your business and is just as excited about your growth as you are.
FAQs
- What’s the #1 thing I should look for in a marketing agency?
A great agency listens first, then customizes its approach based on your business goals. - How can I measure success if I hire an agency?
Make sure they track the right metrics, think leads, conversions, ROI, and explain them in plain English. - How long does it take to see results with an agency?
Quick wins are possible with ads. SEO and long-term strategy might take 3–6 months. - What should I avoid when hiring?
Avoid rushing the process, vague pitches, and agencies that don’t talk strategy up front.
digital marketing strategist, team lead
ABOUT THE AUTHOR
Megan Sternke
Megan is a Digital Marketing Strategist here at Magnetic North. In her time here she has explored her interests in campaign development & execution, graphic & web design, and social media marketing. One of her favorite parts of her job is fostering relationships with clients and finding new ways to bring value to her accounts.