Short answer
Ask who will do the work day to day, which two case studies most resemble your situation and what the numbers were, what the first ninety days look like week by week, how success is measured and reported, what you own when the contract ends, and what they need from you. Vague answers to any of these predict a vague engagement.
The twelve questions worth asking
Send these before the call so you get considered answers instead of improvised ones.
- -Who is on my account, and what else are they working on?
- -Which two of your case studies are closest to my category and budget?
- -What were the starting and ending numbers, and over how long?
- -What does the first 90 days look like, week by week?
- -Which metric will you be judged on, and when do we review it?
- -How often do I get a report, and can I see a sample?
- -What do you need from me each week for this to work?
- -Who owns the website code, designs, ad accounts and analytics?
- -What is the notice period, and what happens at handover?
- -How do you handle work that is not delivering after 60 days?
- -Is anything subcontracted, and to whom?
- -What would make you turn down this project?
What the answers tell you
An agency that can name the metric, show a sample report and describe week three of the engagement has done the work before. An agency that answers every question with the word bespoke is planning to figure it out on your budget.
In short
- 01Send your questions before the call.
- 02A sample report is the fastest test of transparency.
- 03Ownership and notice terms belong in writing, not in conversation.