Questions to Ask Before Hiring an Agency
Six questions whose answers reveal whether an agency actually matches your stage and needs — not just how polished their pitch deck is.
Rohan Alexander · 8 min read · Updated July 2026
Quick Answer
The Six Questions
| # | Question |
|---|---|
| 1 | Who will own the ad accounts and tracking setup? |
| 2 | What KPIs will you report on, and how often? |
| 3 | Can you show a similar past client's results, with real numbers? |
| 4 | What's the contract term and exit process? |
| 5 | Who specifically will manage my account day-to-day? |
| 6 | How do you decide when and how to change strategy? |
| Question | Good answer sounds like | Concerning answer sounds like |
|---|---|---|
| 1. Account ownership | "You own everything; we just need access." | "It's easier if we keep everything under our master account." |
| 2. KPIs and reporting | Specific metrics tied to your actual business goal, on a named cadence | "We'll send monthly updates" with no specifics on what's included |
| 3. Past results | Specific numbers, named industry, willingness to connect you with the client directly | Vague "great results" claims with no specifics or hesitance to share references |
| 4. Contract terms | A clear, reasonable notice period and defined exit process | Long lock-in with a vague or absent exit process |
| 5. Day-to-day manager | A named person you'll actually work with, not just "our team" | Vague references to "the team" with no named point of contact |
| 6. Strategy changes | A specific process tied to data thresholds or a review cadence | "We just know when something's not working" with no concrete process |
Why Each Question Matters
Ownership (Q1): reveals whether the agency is built for a long-term, transparent relationship or dependency. KPIs and reporting (Q2): shows whether they'll be judged on real business outcomes. Past results (Q3): tests whether claims are backed by specifics. Contract terms (Q4): reveals confidence — or lack of it. Day-to-day manager (Q5): the person who pitches you is often not the person who'll actually run your account. Strategy change process (Q6): shows whether decisions are data-driven or reactive guesswork.
Checking References Properly
Ask for a reference in a similar industry or business size where possible, and ask the reference specifically about responsiveness and reporting honesty — not just "were you happy with results," since results depend on many factors beyond the agency's control alone (offer strength, market conditions, budget). A reference who says "they were honest when things weren't working" is often more valuable than one who only reports uniformly positive results.
Answers That Should Worry You
| Answer | Concern |
|---|---|
| "We'll manage everything in our own accounts" | Ownership red flag — see Q1 |
| Vague or evasive on specific past results | May lack a genuine track record |
| Long lock-in contract with heavy exit penalties | Low confidence in retaining you through results alone |
| Can't name who'll actually manage your account | Risk of being handed to a junior team member post-sale |
Variations by Business Stage
| Business stage | Extra question to add |
|---|---|
| First-time hiring an agency | "How will you help me understand what's happening, not just report numbers?" |
| Switching from a previous agency | "How will you handle transferring account history and data?" |
| Scaling significantly | "How does your pricing and service level change as our spend grows?" |
Case Study
A business narrowed its agency search to two finalists with similar pitches and pricing. Asking the six questions directly revealed one agency couldn't name who would actually manage the account day-to-day (it would be assigned post-signing) and was vague about past client results, while the other named the specific account manager and shared a detailed, verifiable case study. The business chose the second agency, and a reference call later confirmed the named account manager's reputation for responsiveness — exactly the kind of detail the six questions were designed to surface.
Decision Matrix
| Answer pattern | Action |
|---|---|
| Clear, specific answers to all six questions | Good sign — proceed to reference checks |
| Vague or evasive on 2+ questions | Treat as a serious concern, consider other options |
| Strong pitch but weak specifics when asked directly | Prioritize the specifics over the pitch quality |
Common Mistakes
- Being swayed by a polished pitch without asking these direct questions.
- Not checking references, or only asking generic "were you happy" questions.
- Ignoring vague answers as just a sales-process quirk rather than a real signal.
- Not confirming who will actually manage the account day-to-day before signing.
Checklist
☐ All six questions asked directly, not assumed
☐ At least one reference checked, with specific responsiveness questions
☐ Day-to-day account manager named and confirmed
☐ Vague or evasive answers treated as a real signal, not dismissed
FAQ
What is the single most revealing question to ask?
Who will own the ad accounts and tracking setup — it reveals more about transparency than almost anything else.
Should I ask for references?
Yes, ideally in a similar industry, asking specifically about responsiveness and reporting honesty.
Ask Zephra these same six questions. The answers are the same every time.
You own every account, reporting ties to real KPIs by default, there's no lock-in contract, and pricing doesn't change once you're signed up — the "good answer" column above, without needing to interview anyone first.
Start Free Audit →Sources & Further Reading
- WordStream — 2026 Google Ads Benchmarks Report — Current cross-industry CPC, CTR, conversion rate, and cost-per-lead benchmarks.
- Harvard Business Review — The Value of Keeping the Right Customers — Frederick Reichheld's (Bain & Company) research on retention's effect on profit, published in HBR.
Figures and platform mechanics referenced in this guide are cross-checked against the above as of publication; ad platform thresholds and benchmarks change over time, so confirm current figures directly with the source before making budget decisions.