Most agency pitches sound the same. The questions below are the ones that actually separate a good partner from a bad one, because they're hard to answer well if the agency isn't set up to deliver.
1. Who specifically will work on my account?
Get a name, not a department. If the answer is vague, your work is probably going to whoever's free that week.
2. What will you show me every month, and in what format?
A real answer names the actual metrics (spend, leads, cost per lead, conversion rate) and the actual cadence. "We'll keep you updated" is not an answer.
3. What happens when a channel underperforms?
You want to hear "we reallocate budget and tell you why," not a defense of the original plan. Agencies that never admit a channel isn't working are hiding something.
4. Can I see an example of your actual reporting?
Not a case study — the literal report a client receives. If they won't show you one, that tells you something.
5. What's the minimum commitment, and what does it cost to leave?
Long lock-ins are a sign the agency is betting you won't stay if you could leave early.
6. What do you need from me to do this well?
A good agency will ask for access, brand assets, and clear goals up front — not disappear and reappear a month later with a plan.
The six questions at a glance
| Question | A good answer | A warning sign |
|---|---|---|
| Who specifically will work on my account? | A name, not a department | A vague answer; your work goes to whoever's free that week |
| What will you show me every month, and in what format? | The actual metrics (spend, leads, cost per lead, conversion rate) and the actual cadence | "We'll keep you updated" |
| What happens when a channel underperforms? | "We reallocate budget and tell you why" | A defense of the original plan |
| Can I see an example of your actual reporting? | The literal report a client receives | Unwillingness to show you one |
| What's the minimum commitment, and what does it cost to leave? | Short, clear terms | Long lock-ins |
| What do you need from me to do this well? | Asks for access, brand assets, and clear goals up front | Disappears and reappears a month later with a plan |
If you're currently vetting agencies (including us), feel free to ask us all six on a free strategy call. We'd rather answer them upfront than have you find out the hard way.