How to Choose the Right Marketing Agency: 10-Step Checklist

Choosing the wrong agency wastes months and thousands of euros. After seeing hundreds of agency-client relationships, here are the 10 criteria that actually matter.

The digital marketing agency market is crowded. Hundreds of agencies, freelancers, and self-proclaimed "growth hackers" all promise results. The problem? Most businesses choose based on a polished pitch or the lowest price — and end up losing time, money, and trust in marketing altogether.

We have seen hundreds of agency-client relationships over the years. We have witnessed partnerships that transformed businesses and collaborations that burned budgets with zero results. The difference almost always comes down to the selection process. That is why we created this 10-step checklist — the criteria that genuinely matter when choosing a digital marketing agency.

The 10 steps to choosing the right agency

1. Check the real portfolio

Not just pretty screenshots or client logos. Ask for case studies with actual metrics: ROAS, CPA, revenue growth, leads generated. A serious agency can show you measurable results. If they cannot share numbers, that is a major red flag. Also ask how long they worked with each client and what challenges they faced along the way.

2. Ask for active client references

Not former clients — active ones. Call them. Ask about communication, transparency, and results. An active client will tell you exactly how the day-to-day collaboration works: whether the agency responds on time, reports accurately, and engages strategically or just executes mechanically. If an agency refuses to provide references, that is a clear sign something is off.

3. Evaluate transparency

Do they share access to ad accounts? Do you own your data? Do they provide detailed reporting with real metrics, not just vanity numbers? Never work with an agency that keeps your ad accounts locked. Your data is yours — period. A transparent agency will give you full access to Google Analytics, Google Ads, Meta Business Manager, and every other platform used.

4. Understand the pricing model

Fixed fee, percentage of ad spend, or performance-based? Each model has pros and cons. Be wary of "too cheap" — quality costs money. An agency charging $500/month for campaign management probably will not allocate enough time to your account.

Model	Typical Range	Best For
Fixed monthly fee	€1,500 - €5,000	Predictable budgets
% of ad spend	10 - 20%	Scaling budgets
Performance-based	Varies	Established businesses
Hybrid (fixed + %)	€1,000 + 10%	Growing businesses

5. Check specialization

A generalist agency will not match a specialist. If you need Google Ads, find a certified Google Partner. If you run a Shopify store, find a Shopify Partner. Ask which channels they cover, where they are strongest, and what certifications they hold. A good agency will also honestly tell you where they do not excel.

6. Evaluate the team

Who will actually work on your account? Meet the team, not just the sales person. Ask about their experience with your industry, how many clients each specialist manages, and who your dedicated account manager will be. An agency that puts an inexperienced junior on your account will not deliver the same results as one that assigns seniors with a proven track record.

7. Ask about strategy

Before signing, a good agency should provide a high-level strategy or audit. If the only question they ask is "What is your budget?" without understanding your business, audience, and competitors, move on. A professional agency will come to the first meeting with questions about your objectives, KPIs, and target audience, and will propose a clear strategic approach.

8. Check the contract

Watch for lock-in periods (maximum 3 months initially), cancellation terms, IP ownership, and non-compete clauses. A fair contract allows you to exit with reasonable notice, guarantees ownership of your data and creatives, and does not prevent you from working with other agencies on complementary services.

9. Red flags to avoid

✕Guaranteed results (“We’ll get you #1 on Google”)
✕No reporting or vague reports without clear metrics
✕Very cheap prices compared to market rates
✕No case studies or demonstrable portfolio
✕Aggressive sales tactics and pressure to sign quickly
✕One-size-fits-all packages for every type of business
✕Refusal to give you access to your own ad accounts

10. Test with a small project

Before committing to a long retainer, start with a Growth Sprint or a small project. See how they communicate, deliver, and handle challenges. In 4-6 weeks, you will have a clear picture of whether they are the right partner. This approach minimizes risk and lets you evaluate the quality of work before making a major financial commitment.