How do I evaluate a performance marketing agency before hiring?
Evaluate on four things: who actually does the work (seniors or juniors after the pitch), their creative volume and testing method, how they measure beyond last-click, and whether their reporting traces to a source you can open. Ask to see the loser ads, not just the winners, because it reveals their testing discipline.
The staffing question every brand skips
Ask directly: who is in my account on a Tuesday? Get names and titles. If the answer changes between pitch and contract, that tells you the model. A senior team that pitches and delivers is a different product from a senior team that pitches and hands off.
What good testing discipline looks like
- A defined number of new creative concepts per month, written into scope
- A documented testing structure (isolation of one variable per test, minimum spend thresholds)
- A learning log that carries forward what each test proved
- Willingness to show losing ads with a clear explanation of why they lost
Measurement: the non-negotiable
Ask how they measure incrementality and what data sources feed their reports. If the answer is platform dashboards only, that is last-click theatre. A serious agency reconciles platform data against a warehouse or third-party source and is honest about attribution limits.
Related questions
How long should an agency evaluation process take?
Three to four weeks is reasonable: one week for RFP or brief review, one for presentations, one for reference checks and contract negotiation. Rushing it increases the chance of a staffing mismatch.
Should I ask for a paid audit before signing a retainer?
Yes, if the agency offers it. A paid audit surfaces their analytical depth and shows whether their findings are specific to your account or generic.
Want this run on your account?
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