The biggest red flags in an agency pitch are promises about results nobody can control, pressure to sign fast, and fuzzy answers about money, ownership and reporting. Hear any of those? Slow down and ask for the answer in writing.
Here are seven red flags, each with a better question to ask. You don't need to know marketing to use them. If you've been burnt before, a few will sound very familiar. All you have to do is listen for a clear answer.
Seven red flags and what to ask instead
1. They promise a ranking or a result
Nobody controls Google or Meta. Not me, not the agency down the road, not anyone. So if someone promises you first place on Google, or a set number of leads, they're selling hope. Rankings move, costs change and your competitors keep working too. An honest agency tells you what it'll do and what it'd expect to see. Then it admits it might not work. I'd rather lose the sale than promise you something I can't control.
Ask instead: "What would you expect to see in the first few months, and what would tell me it isn't working?"
Here's a real one:
2. They won't put the full price in writing
If the price only turns up after a long call, expect extras later. Management fees, setup costs and ad spend should each be listed on their own. Ad spend is the money that goes to Google or Meta for clicks and views. Some agencies bundle everything into one number, so you can't see what each part costs.
Ask instead: "Can you list every cost in writing, including what goes to the ad platform and what goes to you?"
3. They push you to sign today
"This price ends Friday" is a sales tactic. Funny how the deadline tends to land on the day of the pitch. You shouldn't have to decide about your marketing money on the call, and if the offer vanishes the moment you ask for time, it was never a real offer.
Ask instead: "If I need time to think, will the same terms still be there when I come back?"
4. They make it hard to leave
Watch for long contracts. Watch for ad accounts, websites or domains (your web address) registered in the agency's name, too. Some agencies even run your ads from an account they own, so all the campaign history stays with them when you go. If they hold all that, leaving means starting again from scratch. That one stings.
With me, you own your ad accounts, your website and your data from day one. It's , with .
Ask instead: "If I leave after a month, what do I keep, and whose name is on the accounts and the domain?"
5. Their reports show only the good numbers
A report full of impressions, reach and rankings can look great while your phone stays quiet. A useful one shows enquiries, what each one cost, and what went wrong. Mine show the bad numbers next to the good ones. And check what they count as an enquiry. A click isn't one.
In plain English: An impression is one showing of your ad or listing on a screen. Reach is how many different people saw it. Neither means anyone looked, clicked or called.
Ask instead: "Can I see a sample report, including a month where results dropped?"
What that looks like in real life:
6. They pitch before they ask about your business
A proposal that lands before anyone's asked how much you make on each job, how customers find you, or if you've got room for more work is a template, not a plan. The right plan depends on your offer, your website and how much work you can handle. A website quote with no questions about how customers contact you is the same flag.
Ask instead: "What do you need to know about my business before you recommend anything?"
7. They never say no
An agency that takes every client can't give each one much attention. A good one tells you when ads aren't the answer yet, and points you somewhere better. I take so each one gets me, not a junior. And when I'm not the right fit, I say "not right now".
Ask instead: "What would make you say no to a business like mine?"
A time I said no:
What a good pitch includes
A good pitch is short and specific. That goes for website design, Meta ads, Google Ads and SEO. Here's what you should get:
- Your situation, described back to you in plain words
- What they'll do, written down, and what they won't
- Every cost, with ad spend listed separately
- How and when they'll report, bad months included
- What you'll own, and how you can leave
- The limits: what might not work, and what they need from you
If a pitch has all six, you can judge it fairly. If it doesn't, ask for what's missing. And if someone minds being asked, that tells you something.
Honest note: Some of these flags have innocent explanations. A newer agency might have few results to show. A fixed term might cover real setup work. So treat each one as a question, not a verdict. I'm an agency too, so ask me the same seven.
How I answer these
My honesty promise sets out what I commit to and how you can check it. My pricing ranges are published, so you can see the numbers before you speak to me.
If you'd like to see whether I'm a fit, let's chat. I read every message myself and reply with a yes or a "not right now".