How to Choose a Digital Marketing Agency: The Complete Checklist

Hiring an Agency Is a Big Decision. Here’s How to Get It Right.

A great agency can transform your business. A bad one can waste thousands of dollars and months of time. Use this checklist to evaluate agencies and make a confident decision.

The Essential Evaluation Checklist

1. Track Record and Results

• Do they have case studies with specific, measurable results?
• Can they show before-and-after data from real clients?
• Do they have experience in your industry or similar verticals?
• How long have they been in business? (Look for 5+ years of stability)

2. Transparency and Communication

• Will they clearly explain their strategy and why they’re recommending specific tactics?
• Do they provide regular, detailed reporting?
• How often will you meet with your account team?
• Can you see exactly where your budget is being allocated?

3. Team and Expertise

• Who will actually work on your account? (Not just who sells you)
• Do they have certified specialists for the services you need?
• Is their team in-house or outsourced?
• What’s their employee retention like?

4. Contract and Pricing

• Are contract terms reasonable? (Beware of 12+ month lock-ins)
• Is pricing transparent with no hidden fees?
• Do they own your accounts and data, or do you?
• What happens if you want to cancel?

5. Culture and Values

• Do their values align with yours?
• Are they genuinely invested in your success or just collecting a retainer?
• Do they proactively bring ideas and opportunities?

Questions to Ask in Your First Meeting

1. “What would your strategy look like for a business like mine?”
2. “What results have you achieved for similar clients?”
3. “Who specifically will work on my account and what’s their experience?”
4. “How do you measure success and how often will I see reports?”
5. “What does your onboarding process look like?”