How to choose a digital marketing agency: 10 questions to ask before you sign

Choosing a marketing agency affects your sales for months. Egypt and the Gulf have hundreds of agencies, and proposals tend to look alike. These questions help separate an agency that brings results from one that brings nice-looking reports.

1. How will you measure success?

The right answer is tied to the business: leads, cost per lead, sales and return on ad spend. If the answer is only reach, engagement and followers, the focus is not on results.

2. Who will own the ad accounts and pages?

The ad account, Business Manager and pixel should be in your name, with the agency given access. That protects your data and campaign history if you ever switch agencies.

3. Can I see real results in my industry?

Ask for examples with numbers: cost per lead, lead volume, sales. An agency with experience in your industry will understand your sales cycle faster.

4. Who exactly will work on my account?

Know who the media buyer is and who handles creative, and whether you will deal with the same person every month.

5. How will you set up tracking?

Ask about the Meta Pixel, Conversions API, Google tracking and CRM integration. Without solid tracking, every decision is a guess.

6. How often will you report, and what's in it?

Ideally a short weekly update and a monthly report covering spend, results, cost per result, what worked and what didn't, and next month's plan.

7. Who makes the creative?

Strong ads need design, video and copy made for advertising. If the agency only does media, you'll need another supplier for content, and gaps appear between the two.

8. How do you handle lead quality?

Especially in real estate and services, cheap leads can be junk. Ask whether they will work with your sales team and adjust targeting based on what closes.

9. How do you charge?

Some agencies charge a fixed monthly fee, some a percentage of spend, some a mix. What matters is clarity on what's included, and that ad spend is paid to the platforms directly from your account.

10. What happens in the first 30 days?

A professional agency has a clear plan: audit, fix tracking, launch test campaigns, then scale what works.

Red flags

• Guaranteed numbers before they have seen your accounts.
• Refusing to give you ownership of the ad account.
• Reports full of reach with no link to sales.
• Prices far below the market with no clear scope.

How to compare two agency proposals

When you have several proposals, put them side by side and compare:

• Scope: number of designs and videos, platforms, campaigns and reports.
• Who does what: is creative included or separate?
• Targets: is there a clear cost-per-lead or lead-volume goal?
• Tracking: is pixel and CRM setup included?
• Term and exit conditions.
• Experience in your industry, with examples and numbers.

The cheapest proposal isn't always the best value; it may lack creative or follow-up, which raises cost per lead in the end.

Run a smart trial period

If you're unsure, agree a first phase with clear goals: fix tracking, launch test campaigns, and report after 30 days with results and a scaling plan. You'll see how the agency works before a long commitment.

What the agency needs from you

Success is shared. The agency will need:

• Access to ad accounts and the website.
• Clear information on offers, prices and target customers.
• Regular feedback from sales on lead quality.
• Fast creative approvals.

Companies that give agencies these quickly see results much faster.

Bottom line

Choose the agency that speaks your business language: leads, sales and cost. At Perfo Mind we always start with a free audit of your accounts, pages and tracking, followed by a plan with a clear cost-per-lead target. Read more about our media buying service.

Frequently asked questions