Choose an agency with a clear plan
6 checks before you sign
1 / Define the problem Ask what the plan addresses: visibility, the wrong audience or a difficult enquiry journey. Match the work to the problem.
2 / Make scope concrete List deliverables, owners, deadlines and approval points. Check who writes, designs, builds and implements changes.
3 / Define a useful lead Agree what makes an enquiry relevant. Report accepted submissions and qualified conversations separately from clicks.
4 / Question forecasts Ask which assumptions support the estimate. Reject guaranteed Google rankings and ask when the plan will be reviewed.
5 / Keep control of assets Clarify access to your domain, website, ad accounts and analytics. Agree ownership, documentation and an exit process.
6 / Compare the complete cost
Separate agency fees, ad spend, production and software. Confirm exclusions and extra-work costs before signing.