Hiring a digital marketing agency is a big decision for a small business. You're handing over part of your budget, your brand and often the logins to your website and ad accounts. And most first meetings are a sales pitch, so it's hard to tell a good agency from a good salesperson.
The right questions fix that. They show how an agency works, what you'll get for the money, who owns what, and what happens if it doesn't work out. They also flush out promises no honest agency should make. Google itself warns that "No one can guarantee a #1 ranking on Google" (Google Search Central).
Here are 15 questions to ask, with what a good answer sounds like. They're written for local service businesses, and the last one is for law firms.
Key takeaways
- Agree on what success means first. Enquiries and cost per enquiry matter more than traffic or rankings on their own.
- Be wary of guarantees. Google warns that "No one can guarantee a #1 ranking on Google" (Google Search Central).
- Own your accounts. Your domain, website, Google Ads, Analytics and Business Profile should be in your business's name, with admin access for you.
- Read the contract before you sign. Check the term, notice period, what's included and whether ad spend is separate from the fee.
- Law firms carry the compliance risk. The principal is responsible for the firm's advertising, even if an agency writes it.
What should you ask about results?
Start with results, because everything else depends on them. Google's advice for hiring an SEO includes asking "What kind of results do you expect to see, and in what timeframe? How do you measure your success?" (Google Search Central). The same questions work for Google Ads and websites.
1. How will you measure success?
If you and the agency don't agree on what success looks like, you can't tell whether the money is working. A good answer names business results: enquiries, calls, bookings and the cost of each. Traffic and rankings help along the way, but they don't pay the bills. Our guide to how to read a Google Ads report explains which numbers matter.
2. What results should I expect, and by when?
An honest agency gives a realistic range and explains what it depends on: your market, competitors, website and budget. Google Ads can start bringing enquiries soon after a proper setup, while SEO usually takes months. A good answer explains the timeline in stages. Be wary of a precise number given before anyone has looked at your accounts. Our guide to SEO or Google Ads for a small firm compares how quickly each works.
3. What experience do you have with businesses like mine?
Google suggests asking "What's your experience in my industry?", "What's your experience in my country/city?" and "Can you show me examples of your previous work and share some success stories?" (Google Search Central). A good answer includes real examples you can check, such as live websites, case studies or a client you can talk to.
4. Can you guarantee results?
This is a test question, and the right answer is no. Google's policy for agencies lists "Guaranteeing top placement in Google Ads or organic Google Search results" as a false, misleading or unrealistic claim (Google Ads policies). The ACCC says a claim about the future "must have reasonable grounds for making the claim at the time of making the claim" (ACCC).
A good answer sounds like: "We can't guarantee rankings or leads, but here's our plan, how we'll measure it, and when we'll review it with you."
What should you ask about how they work?
Next, find out who does the work and how open they'll be. Google warns: "Be careful if a company is secretive or won't clearly explain what they intend to do" (Google Search Central).
5. Who will actually work on my account?
The person who sells to you isn't always the person who does the work. A good answer names who manages your account day to day and tells you if any work goes to contractors. Outsourcing isn't a problem in itself, but you should know about it.
6. What will you do in the first 90 days?
A good answer starts with the basics: checking tracking, reviewing your website and accounts and fixing anything broken, then launching or improving campaigns. If the plan jumps straight to "more ads" or "more content", ask why.
7. Will you tell me about every change you make?
Google suggests asking "Will you share with me all the changes you make to my site" (Google Search Central). A good answer includes a change log or notes in each report. Big changes, such as a new site structure or a bigger budget, should be agreed with you first.
8. How will we communicate, and how often?
Google's list also includes "How can I expect to communicate with you?" A good answer sets out how often you'll get reports and meetings, who your contact is, and how quickly they reply.
9. Are you a Google Partner, and what does that mean?
The badge is a real signal, but a narrow one. An agency's manager account needs "a minimum optimization score of 70%", at least half its strategists certified in Google Ads, and a minimum level of ad spend (Google Ads Help). A good answer is honest that it covers Google Ads only, not SEO or website design, so ask for evidence of those separately.
Who owns the accounts, website and data?
You should, but it isn't automatic. IP Australia says "In Australia, IP created by a contractor is the property of the contractor unless otherwise stated in the contract", giving websites and logos as examples (IP Australia). Agree ownership in writing before work starts.
10. Whose name will each account be in?
Each one should belong to your business, with the agency added as a user:
- Domain name. auDA warns: "If your company name is not in the WHOIS, you are not currently recorded as the licence holder" (auDA).
- Google Ads. Google says "The third party agency must set up a separate Ads account for you to represent you fairly" (Google Ads policies). Keep admin access: only admins can "unlink manager accounts" and change who has access (Google Ads Help).
- Google Analytics. Hold the Administrator role, which gives "Full control of Analytics" (Google Analytics Help).
- Google Business Profile. Owned by your business, with the agency as a manager.
- Website and content. business.gov.au says "If you want your business to own the IP rights, the contract must clearly say this" (business.gov.au). Ask who holds the hosting account too.
A good answer is simple: "Everything is in your name, and we're added as users."
11. What happens if we stop working together?
Your ad history, Analytics data and website are worth a lot, and losing them means starting again. A good answer explains the handover: you keep every account, get your website files or hosting access, and the agency removes its access when the notice period ends. If a new website is part of the change, our guide to keeping your rankings during a website rebuild covers what else to protect.
What should you ask about contracts and costs?
Read the contract as carefully as the proposal. Since 9 November 2023, the ACCC says "proposing, using or relying on unfair contract terms in standard form contracts will be banned", with penalties (ACCC). Small businesses with fewer than 100 employees or under $10 million in annual turnover are covered.
12. What exactly is included, and what does it cost?
Ask for a written list of what's included each month and what extras cost. For Google Ads, the fee and ad spend should be separate. Google says "If you charge a management fee (separate from the cost of Google Ads or AdWords Express), you must clearly inform customers" (Google Ads policies). A good answer gives two clear figures. For typical budgets, see our guides to family law firm marketing costs and small business website costs.
13. How long is the contract, and how do I end it?
Check the minimum term, notice period and any exit fees. A good answer is a clear term and reasonable notice, in plain English. A short setup commitment can make sense. A long lock-in with no way out if results don't come is a different matter. If a term worries you, get advice before you sign.
What should reports show?
Reports should show what you paid and what you got. Google tells advertisers "At a minimum, you have the right to know the number of clicks, impressions, and the total cost of your Google ads" (Google Ads policies).
14. What will your reports show, and can I see the raw data?
If an agency sends a monthly Google Ads report, Google says "you must include data on costs, clicks, and impressions at the Google advertising account level" (Google Ads policies). A good answer includes a sample report and logins to your own accounts, with enquiries, calls, cost per enquiry and a short note on what changed and what's next.
What extra question should law firms ask?
Law firms have one more question, because professional rules apply to every ad and page. Rule 36.1 of the Australian Solicitors' Conduct Rules says advertising must not be "false; misleading or deceptive or likely to mislead or deceive; offensive; or prohibited by law" (QLS, Australian Solicitors' Conduct Rules 2023).
15. Do you know the advertising rules for my profession?
The rule names the solicitor or principal, not the agency, so you carry the risk for what an agency writes. Common traps include "specialist" claims without accreditation, filtered reviews and claims about outcomes. A good answer shows the agency knows the rules and will send ads and pages to you for sign-off. Our family law advertising rules checklist covers what to check in Queensland.
What are the red flags?
Some answers should end the conversation. Google warns: "Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google" (Google Search Central). Watch out for:
- Guaranteed rankings, leads or ad positions. Google says "It's not possible to guarantee a specific ad position on Google.com search results pages" (Google Ads policies).
- Ads sold as permanent listings, or a free Google Business Profile sold as a paid product. Google's policy lists both as misleading (Google Ads policies).
- Accounts in the agency's name that you can't access or take with you.
- Vague answers about what they'll do and why.
- Reports without costs or enquiries.
- Pressure to sign today, or a long lock-in.
This is general information, not legal advice. If a contract term worries you, get advice before you sign.
Frequently asked questions
Ask how they'll measure success, what to expect and when, who does the work, who owns the accounts, what's in the contract and what reports will show. Google suggests asking "What kind of results do you expect to see, and in what timeframe?" (Google Search Central).
No. Google says "No one can guarantee a #1 ranking on Google" (Google Search Central), and its agency policy treats guaranteed top placement as a misleading claim. An honest agency explains its plan and how it will measure progress instead.
Your business. Google says "The third party agency must set up a separate Ads account for you to represent you fairly" (Google Ads policies). Keep admin access, so you control who can get in and keep the account's history if you change agencies.
Read the term and notice period first. Since 9 November 2023, unfair terms in standard form contracts with small businesses are banned, and penalties apply (ACCC). A short setup period can be reasonable, but you should be able to leave if the agency isn't delivering.
It depends on your time and skills. Google says "If you run a small local business, you can probably do much of the work yourself" (Google Search Central). An agency makes sense when your time is better spent on the business, or when ad spend is big enough that mistakes get expensive.
Ready to talk to an agency?
The right agency won't mind tough questions. It'll welcome them, because clear answers at the start make for a better working relationship later.
The Digi Lab manages SEO, Google Ads and websites for businesses in Brisbane and the Gold Coast. Learn more about our SEO services and Google Ads management, or talk to us about your project.
