Hiring an agency is a decision for months. Most contracts have a minimum term, and whether the partnership works only shows later. Five questions in the first meeting help you assess that beforehand. It's not about traps, it's about clarity.
1. How do you earn your money?
The most important question first. An agency on a monthly retainer earns as long as the contract runs. An agency with performance-based pay earns when an agreed result is achieved. Both can work, but the incentives are different.
Pay attention to how openly the question is answered. A good agency explains its model plainly and also says where its limits are.
2. What counts as a result for you?
Clicks, reach and impressions are intermediate steps. For your business, what counts is enquiries, appointments and ultimately orders. Ask how the agency intends to measure its work and which number sits at the top of the monthly report.
If it's the cost per click, the agency optimises for clicks. If it's what a booked appointment cost, it optimises for appointments.
"You get what's measured. So ask what's measured."
3. What happens if nothing comes in after three months?
This question shows who carries the risk. With many contracts, the monthly amount remains due no matter what the results look like. That doesn't have to be a problem, but you should know beforehand.
Ask specifically about the minimum term, notice periods and whether there are any commitments, such as a guarantee. Ask to be shown where that's written in the contract.
4. Who owns the accounts, campaigns and data?
Ad accounts, campaigns, ads and audiences are created during the partnership. What happens to them after the contract ends is handled very differently. Some providers transfer everything, others keep their campaigns and tools because they carry the setup and the risk.
Both can be fair. What matters is that it's clearly agreed in writing beforehand and that you know what you would start with after a switch.
5. How do I see what happens to my budget?
Transparency decides whether you can judge the partnership. Ask which numbers you see and when: ad budget spent, booked appointments and the cost per appointment. A twenty-page report doesn't help much if the one number that matters is missing.
Also ask who manages your account and how often it's optimised. A dedicated contact person is worth more than a large team you never speak to.
Conclusion
Good agencies are happy to answer these questions because they build trust. Where the answers stay vague, it's worth taking a second look at the contract. And if you'd rather pay for results than for working time, there are models built exactly that way.
