Top 10 Questions to Ask Before Partnering with an Ad Agency

Quick Answer: What questions should you ask an ad agency?

Before hiring an ad agency, ask these 10 key questions: 1) What's your core expertise? 2) Can you show relevant case studies? 3) How do you measure success? 4) Who will be our main contact? 5) How flexible are you? 6) What is your pricing model? 7) How do you handle conflicts of interest? 8) What are your strengths vs. weaknesses? 9) How do you stay updated on trends? 10) Can you provide client references? These questions cover strategy, execution, and relationship management.

How to Choose the Right Advertising Agency

Partnering with an advertising agency is a major investment. Asking the right questions upfront is critical to ensure you find a partner that aligns with your vision, capabilities, and values. This guide covers the 10 essential questions you should ask during the selection process.

1. What is your agency's core expertise and specialization?

• Why This Question Matters: No agency is great at everything. Understanding their specific strengths (e.g., digital, creative storytelling, B2B) ensures their expertise matches your primary needs.

• What to Look For:

  • A clear, honest answer about their core focus areas.

  • Alignment between their stated expertise and the examples in their portfolio.

  • Evidence of deep experience in the specific channels or services most important to you (e.g., SEO, video production).

2. Can you provide case studies or examples of similar projects?

• Why This Question Matters: Past performance is the best predictor of future success. Case studies show real-world proof of their capabilities, creativity, and ability to deliver results.

• What to Look For:

  • Examples from clients in your industry or facing similar challenges.

  • Clear metrics demonstrating the positive results they achieved (not just pretty pictures).

  • Insights into their strategic thinking and problem-solving approach.

3. How do you measure and report campaign success?

• Why This Question Matters: You need a partner who is data-driven and accountable. Their approach to metrics reveals how they define success and whether they focus on the outcomes that matter to your business.

• What to Look For:

  • A clear methodology for setting KPIs that align with your business goals (not just vanity metrics).

  • Regular, transparent reporting that provides actionable insights, not just raw data.

  • A willingness to adapt strategies based on performance data.

4. Who will be the primary point of contact for our account?

• Why This Question Matters: Day-to-day communication is crucial. Knowing who your main contact will be, their seniority, and their availability helps set expectations for project management.

• What to Look For:

  • A dedicated account manager or point person.

  • Clarity on their role, experience level, and capacity to handle your account.

  • A defined process for communication, updates, and handling urgent requests.

5. How flexible are you in adapting to changes or feedback?

• Why This Question Matters: Marketing is dynamic. Campaigns often require adjustments mid-flight. You need an agency that is agile and collaborative, not rigid.

• What to Look For:

  • A clear process for incorporating client feedback and making revisions.

  • Examples of how they've successfully pivoted a campaign based on results or market changes.

  • A collaborative attitude, viewing feedback as constructive, not critical.

6. What is your pricing model?

• Why This Question Matters: Transparency in pricing is essential for budget management and avoiding unexpected costs.

• What to Look For:

  • A clear explanation of their pricing structure (e.g., retainer, project-based, hourly).

  • A detailed breakdown of what services are included in the proposed cost.

  • Clarity on how they handle out-of-scope requests or additional expenses (e.g., third-party costs).

7. How do you handle conflicts of interest with other clients?

• Why This Question Matters: If the agency works with your direct competitors, you need assurance that your confidential information and strategic plans are protected.

• What to Look For:

  • A clear, documented conflict of interest policy.

  • Transparency about any potential conflicts with their current client roster.

  • Specific measures they take to ensure confidentiality (e.g., dedicated teams, information firewalls).

8. What are your strengths and weaknesses compared to other agencies?

• Why This Question Matters: This question reveals an agency's self-awareness and honesty. A confident agency knows where it excels and where it might need support.

• What to Look For:

  • An honest assessment of their unique selling propositions (USPs).

  • A thoughtful acknowledgment of areas where they might not be the best fit (and how they compensate, e.g., through partnerships).

  • A clear understanding of their position within the competitive agency landscape.

9. How do you stay updated with industry trends and innovations?

• Why This Question Matters: The advertising landscape changes constantly. You need a partner who is proactive about learning and adopting new technologies and strategies.

• What to Look For:

  • Investments in continuous learning (e.g., training, conference attendance).

  • Use of modern marketing tools and technologies.

  • Examples of how they've incorporated recent trends (like AI or new social platforms) into client campaigns.

10. Can you provide references from past or current clients?

• Why This Question Matters: Talking directly to other clients provides candid, unfiltered insights into what it's really like to work with the agency.

• What to Look For:

  • References from clients with similar project scopes or industry backgrounds.

  • Willingness to let you speak directly to their clients (not just provide written testimonials).

  • Consistent positive feedback regarding their communication, reliability, and results.

Frequently Asked Questions (FAQ)

Q1: How important is "chemistry" with the agency team? A: Very important. While skills and experience are crucial, you'll be working closely with this team. Good chemistry, shared values, and a comfortable working relationship often lead to better collaboration and more successful outcomes. Trust your gut during the pitch meetings.

Q2: Should I choose a large, well-known agency or a smaller boutique agency? A: It depends on your needs. Large agencies often have vast resources and a wide range of services but can sometimes be less flexible or personal. Boutique agencies may offer more specialized expertise, agility, and direct access to senior talent but might have fewer resources. Consider which model best fits your company culture, budget, and project requirements.

Q3: Is it okay to negotiate the agency's proposal? A: Absolutely. The initial proposal is usually a starting point. It's standard practice to negotiate aspects like scope, pricing, payment terms, and performance metrics to reach a final agreement that works for both parties.