Start with three questions. Can you see the results that matter, like calls, enquiries and cost per lead? Do you own and have access to your own accounts? And can your agency explain in plain English what they did this month and why? If the answer to any of those is no, it's worth digging deeper.
Warning signs to look out for
- Reports full of impressions and reach, but nothing about calls, forms or cost per lead.
- You don't have access to your own Google Ads, Meta, Analytics or website accounts.
- The same report every month, with nothing changing.
- Nobody can explain the work without hiding behind jargon.
- A long lock-in contract that makes it hard to leave.
- Your account is run by someone you've never spoken to.
- No conversion tracking, so nobody actually knows what's working.
How to check the work yourself
You don't need to be a marketer to see whether work is being done. A few places to look:
- Google Ads change history. Every change made to your account is logged. If there's been little or nothing for weeks, that tells you a lot.
- Your Google Business Profile. Check whether posts, photos and updates are actually happening.
- Google Search Console. See whether your website is showing up for more searches over time.
- Your phone and inbox. Are enquiries going up, down or nowhere? That's the number that matters most.
Questions worth asking your agency
- How many calls and enquiries did we get last month, and what did each one cost?
- What did you change this month, and why?
- What's the plan for next month?
- Who owns the ad accounts, the website and the data?
- What happens if I want to leave?
A good agency will be happy to answer all of these. If the answers are vague, defensive or full of jargon, that's your answer.
What good looks like
Good marketing support means you can see real results, you own everything, you get straight answers, and you're not locked in. You should never have to wonder what you're paying for.
If you're running Google Ads, it's also worth knowing how much you should actually be spending.
Want an honest second opinion?
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Get my free auditFrequently asked questions
Can I see what changes my agency made in Google Ads?
Yes. Google Ads keeps a change history of every edit made to your account, including who made it and when. You can find it in the Tools section of your account.
Who should own my ad accounts?
You should. Your ad accounts, website, tracking and data should all sit in your name, with your agency given access. That way everything stays with you if you ever move on.
Is a 12 month marketing contract normal?
Some agencies use them, but a lock-in contract can make it hard to leave if results are not there. Month to month arrangements keep everyone focused on results.