The 14 most important questions ask marketing agency candidates should cover results measurement, SA market knowledge, account management, contract terms, asset ownership, and communication structure — and the answers you receive will reveal more about an agency than any proposal deck ever will. Most business owners go into agency meetings underprepared, evaluating polish and personality rather than capability and fit. This guide gives you the exact questions every marketing agency should be able to answer, what strong responses look like, and what weak answers tell you — so you can evaluate any agency in real time during your conversations. For a Johannesburg-specific version of this evaluation, read our top questions marketing agency Johannesburg guide.
Want to skip the evaluation process? Talk to an agency that will answer every one of these questions directly.
Get a Free ConsultationQuestions Ask Marketing Agency: Results and Reporting
The most revealing questions ask marketing agency candidates are those around results measurement and reporting — how an agency defines, tracks, and communicates success tells you almost everything about whether they are genuinely results-driven or primarily focused on retaining clients through activity rather than outcomes.
1. What Metrics Will You Report on Monthly?
Strong answer: The agency names specific revenue-connected metrics — cost per lead, cost per acquisition, return on ad spend, organic traffic growth, conversion rate — and explains how they attribute revenue to each channel with a clear monthly reporting structure.
Weak answer: Vague references to “brand building,” “engagement,” and “impressions” without connecting any to business outcomes. If an agency cannot explain how their work generates revenue, they are not the right partner.
2. Can You Show Results for SA Businesses Similar to Mine?
Strong answer: Specific case studies from South African businesses in a similar industry — with real metrics: percentage traffic growth, cost per lead, revenue generated, ROAS figures. They discuss what worked and what needed adjustment.
Weak answer: Generic testimonials without numbers. Case studies showing follower growth without revenue attribution. International references without local SA examples.
3. What Happens If Results Are Below Targets?
Strong answer: A clear process — reviewing what is not working, adjusting strategy, revisiting the channel mix, and being transparent about what they can and cannot control. They are comfortable being held accountable to specific numbers.
Weak answer: Resistance to setting targets. Explanations that results are “hard to predict.” No mechanism for course correction. Agencies that avoid accountability at proposal stage will avoid it during the engagement.
The questions ask marketing agency candidates that reveal the most are those around measurement and accountability. Agencies confident in their ability to deliver welcome specific targets. Those that avoid them are telling you something important about how they operate.
Questions Ask Marketing Agency: Strategy and Market Knowledge
A marketing agency operating in South Africa should understand the local market in depth — how consumers search, which platforms they use, how purchasing behaviour differs from global norms, and what competitive dynamics look like in your specific industry.
4. What Do You Know About Our Industry in the SA Market?
Strong answer: The agency has done pre-meeting research — they name your key competitors, reference the competitive landscape, and identify specific digital marketing opportunities or gaps. This demonstrates preparation and genuine market knowledge.
Weak answer: Generic industry statements without SA-specific context. No competitor knowledge. An inability to describe the local digital landscape in your category.
5. What Channels Do You Recommend for Our Business Specifically?
Strong answer: A specific, reasoned recommendation tied to your audience, business model, budget, and timeline. For example: “Given your ecommerce focus and 25–45 year old target demographic, we would start with Google Shopping and Meta retargeting before layering in SEO from month three.”
Weak answer: A recommendation to “be everywhere” or use all channels simultaneously. This spreads budget too thin and reflects an agency maximising scope rather than optimising outcomes.
6. How Does Your Strategy Differ for the South African Market?
Strong answer: The agency discusses specific SA nuances — mobile-first consumer behaviour (over 70% of SA ecommerce traffic is mobile), WhatsApp’s role in customer communication, local payment gateway preferences like PayFast and Peach Payments, and how South African search behaviour differs from global norms.
Weak answer: No meaningful distinction between SA and international strategy. References to global best practice without acknowledging local differences.
Want to see how an agency with genuine SA market knowledge approaches your business?
Book a Strategy ConsultationQuestions Ask Marketing Agency: Team and Account Management
One of the most common disappointments businesses experience with marketing agencies is the gap between who sells the engagement and who manages it — these questions ask marketing agency candidates to surface that gap before you commit.
7. Who Will Manage My Account Day-to-Day?
Strong answer: The agency names a specific account manager, describes their experience, and offers to introduce them during the proposal process — before you sign anything.
Weak answer: Vague references to “our team” without naming individuals. Unwillingness to introduce your account manager before signing.
8. How Many Clients Does Each Account Manager Handle?
Strong answer: A specific number — typically 5–10 clients per account manager for full-service digital marketing — with explanation of how this allows adequate time for strategy and optimisation on each account.
Weak answer: Evasiveness about client load. Very high numbers (15–20+ clients per manager) that make meaningful strategic attention impossible.
9. Is Any Work Outsourced or Managed Offshore?
Strong answer: Full transparency about which elements are in-house and which are outsourced, with a clear quality control process. Some outsourcing is reasonable — what matters is transparency.
Weak answer: Denial of outsourcing when it clearly exists. Discovery post-signing that content is written by offshore teams with no SA cultural understanding.
Questions Ask Marketing Agency: Contracts and Commercials
Commercial terms reveal how confident an agency is in their ability to deliver — agencies that require long lock-in contracts before demonstrating results are structurally protecting themselves from accountability rather than earning your business through performance.
10. What Is the Minimum Contract Term and Exit Process?
Strong answer: A reasonable initial term (3–6 months) with month-to-month rolling terms after, and a straightforward 30-day notice period. The agency earns continued business through results.
Weak answer: 12-month lock-ins for initial engagements. Complex exit clauses. Early termination penalties.
11. How Is Your Fee Structured?
| Fee Structure | How It Works | Best For | Watch Out For |
|---|---|---|---|
| Fixed monthly retainer | Set fee regardless of spend or results | Predictable budgeting, defined scope | No incentive to exceed minimum performance |
| Percentage of ad spend | Fee scales with ad budget (typically 10–20%) | Larger budgets, scaled management | Incentivises increasing spend regardless of returns |
| Performance-based | Fee tied to leads generated or revenue | High-trust proven relationships | Agencies may cherry-pick easy wins |
| Hybrid retainer + performance | Base fee plus bonus for hitting targets | Aligned incentives with outcomes | Ensure targets are genuinely meaningful |
12. Who Owns the Assets — Ad Accounts, Content, Website Work?
Strong answer: You own everything. Ad accounts under your own Business Manager. Website files, content, and creative assets are yours. The agency has managed access, not ownership.
Weak answer: Ad accounts set up under the agency’s Business Manager. This makes it difficult to take your data, history, and audience lists if you leave — a deliberate leverage point some agencies exploit.
At a 3% landing page conversion rate, a R10,000 monthly Google Ads spend at R20 CPC generates approximately 15 leads per month. Any agency you evaluate should be able to model expected returns for your specific budget before you sign — if they cannot project returns, they are guessing, not strategising.
Questions Ask Marketing Agency: Communication and Transparency
How an agency communicates during the sales process is the most reliable predictor of how they will communicate during the engagement — responsive and specific in the pitch means responsive and specific in delivery.
13. How Often Will We Meet, and What Does a Monthly Update Include?
Strong answer: Monthly strategy call, weekly or fortnightly written updates, a reporting dashboard you can access at any time, and a named contact for ad hoc questions. You are never left wondering what is happening.
Weak answer: No clear communication structure. Reports delivered without discussion. Slow response times during the pitch process — which predict slow responses during the engagement.
14. What Do You Need From Us to Get Started?
Strong answer: A clear onboarding checklist — access to accounts, brand guidelines, product information, target audience details, historical data. Plus a genuine answer about what makes client relationships work well from both sides.
Weak answer: No onboarding process. Starting without proper groundwork — which leads to slower results and wasted early months.
According to Google’s documentation on helpful content, demonstrating real experience and expertise is what separates trustworthy businesses from those that simply claim expertise — and the same principle applies when evaluating any marketing agency’s credentials and case studies.
The single most revealing question you can ask any marketing agency is: “If we work together for six months and results are below expectations, what happens?” A results-confident agency will describe a specific process for reviewing and adjusting. An agency that becomes defensive or vague is telling you that accountability is not built into how they operate.
For a complete guide to the selection process, read our how to choose a marketing agency Johannesburg guide. For a broader overview of what agencies deliver, read our marketing agency Johannesburg complete guide. If you are evaluating digital agencies specifically, read our digital marketing agency Johannesburg guide. For help choosing between an agency and hiring in-house, read our agency vs in-house comparison. To find the right marketing agency services for your business, start with our services overview.
Ready to put these questions to the test? Ask us anything — we welcome the scrutiny.
Get a Free Agency EvaluationQuestions Ask Marketing Agency: Frequently Asked Questions
What is the most important question to ask a marketing agency before signing?
The most important question is “If we work together for six months and results are below expectations, what happens?” This reveals whether accountability is built into how the agency operates. A confident agency describes a specific process for reviewing and adjusting strategy. One that becomes defensive or vague is telling you they avoid accountability.
How many agencies should I compare before choosing one?
Compare two to three agencies maximum. More than three creates decision fatigue without meaningful additional insight. Send each agency the same written brief covering your business overview, primary goal, budget range, and timeline so you can evaluate proposals on a like-for-like basis.
Should I ask about pricing in the first meeting?
Yes — ask about pricing structure, minimum contract terms, and what your fee covers in the first meeting. Agencies that are transparent about pricing early demonstrate confidence in their value. Those that defer pricing discussions until later are often hoping the relationship builds enough momentum to make price a secondary concern.
What should I do if an agency cannot provide client references?
Treat it as a significant red flag. Some confidentiality is reasonable, but a complete inability to connect you with even one current or recent client suggests either a lack of long-term relationships or results that clients would not endorse. Move on to agencies that can demonstrate real client satisfaction.
How do I know if a marketing agency is worth the investment?
A marketing agency is worth the investment when it can show you projected returns for your specific budget and then deliver against those projections with transparent monthly reporting. Most SA businesses see first page 1 rankings between months 5–6 for SEO, positive ROAS within 30 days for Google Ads, and 10–20% abandoned cart recovery within weeks for email marketing.
Ready to Ask These Questions to a Marketing Agency?
Growth Pulse Media is a Johannesburg-based digital marketing agency specialising in SEO, Google Ads, email marketing on Klaviyo, and ecommerce web design — with transparent monthly reporting, named account managers, and 30-day notice periods. No obligation — we will get back to you within 24 hours.
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