Why most businesses get this wrong
Most businesses choose an agency based on the quality of the proposal, not the quality of the work. These are completely different things. A great proposal is a sales document.
The agency that wins your business is usually the one with the best sales team, the nicest deck, and the most confident guarantees. None of these predict results.
What actually predicts results: who works on your account day-to-day, how they measure success, and whether their incentives are aligned with yours.
Agencies get paid monthly whether your campaigns work or not. That is the core misalignment you need to design around.
A great proposal is a sales document. It tells you nothing about the quality of the work that follows.
Want to know what we would actually do for your business?
We do not pitch with decks. We do a free 45-minute audit and show you exactly where your marketing is leaking — before you spend a cent with us.
Book a free audit →The 8 questions to ask before you sign
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1. Who will actually work on my account?
Not who pitches you. The person who will log into your ad account on a Tuesday morning when something breaks. Ask for their name, their experience, and their current client load. If you get a vague answer about a “dedicated team,” that is your answer.
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2. Can I see two case studies from businesses like mine — with real numbers?
Not logos. Not testimonials. Actual results: what was the starting point, what did they do, what changed, over how long. If they cannot produce two, they have not done the work at the level you need.
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3. How do you define success for my business — and how do you report it?
The answer tells you everything. If they lead with impressions, reach, or followers — they are not thinking about your revenue. The right answer involves leads, cost per acquisition, and pipeline.
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4. What is your contract structure?
Month-to-month is the standard for agencies that believe in their results. A 12-month lock-in with no performance clause protects the agency, not you. A 90-day initial commitment followed by monthly is reasonable. Anything longer needs a clear exit clause tied to performance.
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5. What happens when something is not working?
This is the most revealing question. A good agency has a clear answer: they tell you in the weekly report, they bring a recommended change, and they implement it within days. A bad agency discovers problems when you ask about them.
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6. Do you work with our competitors?
Not a dealbreaker — but you deserve an honest answer. Some agencies cap client numbers per industry. Others do not. Know which type you are dealing with before you share your strategy.
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7. What do you need from us to get results?
Agencies fail for two reasons: bad strategy, or a client who does not provide what is needed — approvals, creative assets, access. A good agency is specific about what they need and when. A bad one figures it out later.
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8. Can I speak to a current client?
Not a testimonial. A phone call with someone who has been working with them for 6+ months. If the answer is no, or if they struggle to produce a name, that tells you everything.