THE SHORT ANSWER
Choose an agency that explains its plan in plain English, shows results it can back up, tells you what it won’t promise, keeps your accounts in your name and reports on enquiries and revenue, not just traffic. Ask these 12 questions before you sign anything.
The 12 questions
| Ask | A good answer sounds like |
|---|---|
| What would you do first, and why? | A specific plan based on your situation |
| What results have you achieved for similar businesses? | Real examples they can explain |
| What won’t you promise? | No guaranteed rankings or AI mentions |
| Who will actually do the work? | Named people you can talk to |
| How do you report progress? | Plain-English monthly reports |
| Which numbers will you focus on? | Enquiries and revenue, not just traffic |
| Who owns the accounts and content? | You do, always |
| What’s the minimum contract? | Clear terms and a fair exit |
| How do you handle AI search? | A clear, specific approach |
| What do you need from us? | Honest expectations of your time |
| How will we communicate? | A regular rhythm and a named contact |
| What happens if it isn’t working? | Honest reviews and a change of course |
Red flags
- Guaranteed number-one rankings.
- Secret methods they won’t explain.
- Ad or analytics accounts set up in their name.
- Long lock-in contracts with no exit.
- Reports full of vanity numbers and no enquiries.
- No named person responsible for your account.
Agency, freelancer or in-house?
A freelancer can be great for one specialist task. An in-house hire gives you focus but rarely covers every skill. An agency gives you a team across SEO, AEO, websites, ads and content, without hiring each person.
Many growing businesses combine them: one in-house marketer working with a specialist agency.
The right agency should make marketing feel simpler, not more mysterious.
Key takeaways
Common questions
If you need one thing done brilliantly, a specialist. If your channels need to work together, a full-service team avoids gaps between suppliers.