Marketing agency hiring checklist before you sign

Before you hire a marketing agency, write down your goal, budget range and internal owner. Shortlist agencies whose stated specialty and client type match yours. Then ask who will do the work, how they report results and who owns the accounts. Finally, check notice and handover terms before you sign.

Use the checklist below in order. Each stage protects your time and your money.

Stage 1: Before you contact anyone

Goal: Write one sentence on what you want to change, such as more qualified leads or more repeat orders.
Budget range: Set a monthly or project range you can commit to.
Owner: Name the person on your team who will manage the agency.
Timeline: Pick a start date and a date to review results.
Current state: List the tools, accounts and data you already have.

This one page becomes your brief. Send the same brief to every agency so you can compare answers fairly.

Stage 2: Build a shortlist from listings

Read each agency's stated specialty. Does it match your channel?
Read who the agency says it serves. Does it match your size and industry?
Check location if you need the same time zone or in-person meetings.
Open the agency's own site and look for work like yours.

Start with a specialty hub, such as SEO, Google Ads, paid social, performance marketing, creative or email.

Stage 3: Questions for the first call

Who will do the work each week, and what is their role?
Which clients like us have you worked with, and what did you do for them?
What will you do in the first 30 days?
How will you report results, and how often?
Which numbers will you track, and how do they tie to my goal?
What do you need from my team to succeed?
What happens if results fall short?

Take notes on each answer. Clear, specific answers show an agency that has done this work before.

Stage 4: Read the proposal

Scope: Does it list the exact work, channels and tasks?
Deliverables: Does it say what you get and when?
Reporting: Does it name the report, the numbers and the schedule?
Exclusions: Does it say what is not included, such as ad spend, tools or creative?
Assumptions: Does it list what the agency expects from you?

Compare proposals side by side. A lower price with a smaller scope is not a better deal.

Stage 5: Check the contract

Notice period: How much notice must either side give to end the work?
Account ownership: Are ad accounts, analytics and the CRM in your company's name?
Asset ownership: Do you own the creative, copy, code and data the agency makes for you?
Handover: Will the agency hand over logins, files and documentation when the work ends?
Term: Is there a minimum term, and can you review it after a set period?

Keep all accounts in your company's name from day one. That single step makes any future switch simple.

Warning signs

The agency will not say who does the work.
The agency wants to set up ad accounts in its own name.
The proposal has no exclusions or no reporting plan.
The agency promises a specific result before it sees your data.
The contract has no handover terms.

Specialty checklists

Each specialty has its own questions. Use these guides to go deeper:

See all guides on the guides page. If you run an agency and want to update your listing, visit the claim page.

FAQ

What questions should I ask a marketing agency before hiring?

Ask who will do the work, what they did for clients like you, what they will do in the first 30 days, how they will report results and who will own the accounts. Also ask what they need from your team.

How many agencies should I talk to before choosing one?

Two or three is a practical number. It gives you enough answers to compare without taking weeks of calls. Send each one the same brief so the answers line up.

Who should own the ad accounts and data when I hire an agency?

Your company should own them. Set up ad accounts, analytics and your CRM in your company's name, and give the agency access. Then you keep your history and data if you switch agencies.

What are warning signs when hiring a marketing agency?

Watch for an agency that will not name who does the work, wants accounts in its own name, promises results before seeing your data, or sends a proposal with no exclusions, reporting plan or handover terms.

Does Listed Agencies vet or rank the agencies it lists?

Listed Agencies does not rank agencies. Listings are free and unpaid, and they appear A to Z, so position is not a rank.