Short answer
The clearest red flags are guaranteed rankings or guaranteed revenue, no case study numbers, refusing to name who does the work, long lock-in contracts with no exit, keeping ad accounts and code in the agency's name, reporting only impressions and reach, and quoting a price before understanding your goal.
Red flags, and the honest version of each
Every red flag has a legitimate counterpart. Knowing both makes it easy to tell a careful agency from a careless one.
- -"Guaranteed number one on Google" - nobody controls ranking. The honest version is a forecast with assumptions stated.
- -Case studies with adjectives but no numbers - the honest version shows a metric, a baseline and a timeframe.
- -Won't name the team - the honest version introduces the people on your account before you sign.
- -Twelve-month lock-in with no review gate - the honest version has a quarterly review and a notice period.
- -Ad accounts, domains or repositories in the agency's name - the honest version puts every asset in yours.
- -Reports full of impressions and reach - the honest version reports enquiries, revenue and cost per outcome.
- -A price before a single question about your goals - the honest version scopes first, quotes second.
One question that surfaces most of them
Ask: "if this is not working in sixty days, what changes?" A capable agency has a specific answer about diagnostics, creative iteration and reallocation. A weak one asks for more time and more budget.
In short
- 01Guarantees about rankings or revenue are marketing, not method.
- 02You should own the accounts, the code and the data.
- 03Reporting should show enquiries and revenue, not reach.