- What does “success” mean for my business specifically — not just impressions or rankings?
- Will I own my website, Ads account, and Business Profile? Or will they be held in your name?
- What’s the minimum contract length, and what happens if I want to leave?
- What’s a realistic timeline for results, and what happens if we don’t hit it?
- What exactly is included in the price, and what costs extra?
- Can you show genuine, verifiable examples of past work?
Questions That Reveal How They Actually Work
The six questions above cover the basics. These four go further, because the answers are harder to fake and reveal more about day-to-day reality than a pitch deck does.
Who exactly will work on my account, and how senior are they? Many agencies pitch with senior staff then hand execution to the most junior team member available. Ask specifically who you’ll speak to week to week, not just who’s in the sales meeting.
How will you work alongside suppliers I already use? If you already have a web developer, a PR contact, or another freelancer, ask how the agency plans to coordinate with them rather than duplicate or override their work.
Tell me about a time a client disagreed with your approach — what happened? The answer matters less than whether they can give a specific, honest example. An agency that claims it never happens usually hasn’t been pushed hard enough by a client to find out.
What does reporting actually look like, month to month? Ask to see a real, anonymised example rather than a description. A report full of vanity metrics (impressions, generic traffic) without a line back to enquiries or revenue is a sign the agency isn’t measuring what matters to your business.
Warning signs worth taking seriously
Guaranteed rankings, pressure to sign immediately, vague answers about who owns your accounts, and pricing well below the typical market range are the most common red flags. That’s not because they’re always dishonest. It’s because they’re the pattern behind most bad agency experiences.
Due diligence you can do before the first call
Some vetting doesn’t need a conversation at all. UK agencies are registered companies — a quick Companies House search shows how long the business has actually existed and whether the directors have other, potentially conflicting, directorships. A newly incorporated company isn’t automatically a problem, but it’s useful context.
Read the negative Google reviews, not just the star rating — and read how the agency responded to them. Check whether the agency’s own website actually ranks for anything relevant to what they do; an SEO agency whose own site has no organic visibility is a meaningful signal. And when case studies are shown, check whether they name a real, checkable client rather than “Client A, +150% traffic” with no way to verify it.
Frequently Asked Questions
Most no-lock-in agencies work on 30 days’ notice. Anything requiring 60–90+ days to exit, or early-termination fees, is worth questioning directly.
Ask Us These Questions Directly
Put us through the checklist — we’d rather you ask upfront.
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