How to Choose a Marketing Agency (From Someone Who Runs One)

I run a marketing agency. Which means I know exactly what agencies don’t tell you.

Some things are uncomfortable. Some are just awkward. But if you’re about to spend £2,000–£15,000 per month on marketing support, you deserve the truth.

Here’s how to choose an agency that actually delivers — from someone who’s seen it from the inside.

What Agencies Don’t Tell You (But Should)

1. Most Agencies Are Generalists Pretending to Be Specialists

“Full-service agency” usually means “we’ll try anything you pay us for.”

The same team doing your SEO is doing someone else’s paid social, another client’s content, and a fourth client’s website build. They’re competent at many things. Expert at few.

What to do: Ask specifically who will work on your account. What’s their background? How many other clients do they handle? If the answer is vague, be cautious.

2. Your Account Manager Isn’t Doing the Work

The person you meet in the pitch isn’t the person doing your marketing.

Agencies present their senior team for sales. Then hand your account to juniors, freelancers, or offshore teams. The expert who impressed you in the meeting? You’ll rarely see them again.

What to do: Get names. Ask about team structure. Ask to meet the people who’ll actually execute. If they can’t commit to who’s doing the work, that’s your answer.

3. Pricing Is More Flexible Than They Admit

Agency pricing has huge margins. That £5,000/month proposal? There’s room in it.

Agencies will often negotiate — especially for longer commitments, larger scope, or quieter periods. The first quote is a starting point, not a final offer.

What to do: Always negotiate. Ask about payment terms, commitment discounts, and scope flexibility. The worst they can say is no.

4. Results Are Often Unattributable

Agencies will claim credit for everything that goes well. But proving what actually drove results is genuinely difficult.

Did that SEO work cause the revenue increase? Or was it the market? Your sales team? A competitor closing? Attribution in marketing is messy.

What to do: Establish clear metrics upfront. Accept that some uncertainty is inevitable. Focus on trends over time, not single data points.

5. They’re Incentivised for Activity, Not Outcomes

Agencies make money by doing work. More blog posts, more campaigns, more services = more revenue.

They’re rarely incentivised to say “actually, you should do less” or “this channel isn’t working, let’s stop.” Stopping activity means stopping billing.

What to do: Ask them what they’d recommend cutting. If they can’t identify anything, they’re not thinking about your outcomes — just their deliverables.

The Pricing Landscape

UK marketing agency pricing in 2026:

Monthly Retainers

By Service Type

What Drives Price

• Location: London agencies charge 15–25% more than regional
• Specialism: Niche expertise (B2B SaaS, healthcare) commands premium
• Team seniority: Senior strategists cost more than junior executors
• Scope: More channels, more content, more time = higher cost
• Results accountability: Performance-based fees can add 20–30%

Important: Rates have risen 30–60% since 2023 due to talent shortages and increased employer NI.

Red Flags in Proposals

Watch for these warning signs:

Vague Deliverables

“We’ll create content and manage your social presence.”

What does that mean? How many posts? What platforms? What quality standard?

Good agencies specify: “4 blog posts per month (1,500–2,000 words each), 12 LinkedIn posts, 2 email newsletters.”

No Success Metrics

“We’ll improve your online presence.”

How will you know if it’s improved? What numbers will change?

Good agencies commit to measurable outcomes: “Increase organic traffic 30% in 6 months” or “Generate 20 qualified leads per month within 90 days.”

Guaranteed Results

“We guarantee page 1 rankings.”

No agency can guarantee Google rankings. Anyone who promises this is either lying or planning to use tactics that will get you penalised.

Good agencies explain what they’ll do and set realistic expectations about outcomes.

No Discovery Phase

“We’re ready to start Monday.”

Without understanding your business, how can they market it effectively? Agencies that skip discovery are applying templates, not strategy.

Good agencies spend 2–4 weeks learning your business before executing.

Long Lock-In Contracts

“12-month minimum commitment with 90-day notice.”

Agencies want commitment. But 12-month lock-ins with limited exit options mean you’re stuck even if they underperform.

Good agencies offer 3-month minimums or month-to-month after initial period.

Questions to Ask in the Pitch

About Their Business

1. “How long have you been operating?” (Stability matters)
2. “What’s your client retention rate?” (High churn = problems)
3. “What industries do you specialise in?” (Relevance to your sector)
4. “How many clients does each account manager handle?” (Capacity indicator)

About Your Account

5. “Who specifically will work on my account?” (Names and experience)
6. “How much of the work is done in-house vs outsourced?” (Quality control)
7. “What’s your process for the first 90 days?” (Planning matters)
8. “How do you report progress and communicate?” (Expectations alignment)

About Results

9. “Can you show me results from similar clients?” (Evidence of capability)
10. “What happens if results don’t materialise?” (Accountability)
11. “What would you recommend we stop doing?” (Strategic thinking)
12. “What does success look like at month 6? Month 12?” (Clear expectations)

About Working Together

13. “What do you need from us to be successful?” (Partnership understanding)
14. “How do you handle disagreements about strategy?” (Conflict resolution)
15. “What’s the minimum commitment and notice period?” (Exit flexibility)

Evaluating Proposals

What to Compare

Notice that price is only 15%. The cheapest agency is rarely the best value.

The Reference Check

Always ask for references. Then actually call them.

Questions for references:

1. “What results have they delivered?”
2. “How responsive are they when issues arise?”
3. “Would you hire them again?”
4. “What could they improve?”
5. “Any surprises — good or bad?”

Listen carefully. References are handpicked to say good things. If there’s hesitation or qualified praise, pay attention.

Contract Terms to Negotiate

Minimum Commitment

Standard: 3–6 months
Push for: 3 months, then month-to-month

You need enough time to see results. But you also need the ability to exit if things aren’t working.

Notice Period

Standard: 30–60 days
Push for: 30 days after initial period

Shorter notice periods keep agencies accountable.

Payment Terms

Standard: Monthly in advance
Push for: Monthly in arrears, or 50/50 split

Paying in arrears gives you leverage if deliverables aren’t met.

Scope Changes

Ensure: Clear process for adding or removing services. No hidden fees for “out of scope” requests that should have been anticipated.

Intellectual Property

Ensure: You own all content, designs, and creative work produced. This should be explicit in the contract.

Performance Clauses

Push for: Right to exit without penalty if agreed metrics aren’t met after 6 months.

The First 90 Days

What should happen after you sign:

Month 1: Discovery and Setup

• Deep dive into your business (should take 2–4 weeks)
• Access to analytics, platforms, and tools
• Stakeholder interviews if relevant
• Audit of current marketing state
• Strategy presentation and alignment

If this doesn’t happen: The agency is applying a template, not building strategy. Raise it immediately.

Month 2: Foundation Building

• Campaign setup and launch
• Content calendar in place
• Tracking and reporting established
• Initial optimisations based on early data
• Regular check-ins established

Month 3: Optimisation

• Results review against initial benchmarks
• Strategy adjustments based on learning
• Scaling what’s working
• Cutting what isn’t
• Planning next quarter

By end of month 3: You should see early indicators of results and have confidence in the relationship. If not, have a serious conversation or consider your options.

When to Walk Away

Some situations justify ending the relationship:

Immediately

• They’re not doing agreed deliverables
• They’re unreachable or unresponsive
• They’ve misrepresented their capabilities
• You discover they’re outsourcing work they said was in-house

After 3–6 Months

• Results are significantly below expectations
• Strategic direction keeps changing without explanation
• The team working on your account keeps changing
• Communication has deteriorated
• They can’t explain what’s working or why

Warning Conversation First

• Minor deliverable issues
• Slight misalignment on priorities
• Reporting gaps
• Normal growing pains

Give agencies a chance to fix problems. But be direct about concerns. If issues persist after clear feedback, exit.

The Alternative: Fractional CMO + Specialist Agencies

For many small businesses, a different model works better:

Fractional CMO (£3,000–£8,000/month): Provides strategic direction
Specialist agencies/freelancers (£2,000–£5,000/month): Execute specific channels

Why this works:

• The CMO ensures agency work connects to business goals
• Agencies focus on what they’re good at (execution)
• You get strategic leadership without full-time cost
• Easier to change execution partners if needed

Total cost: Similar to full-service agency, but better results for most businesses.

Making It Work

If you hire an agency:

Give Them What They Need

• Access to data, platforms, and people
• Clear information about your business and customers
• Timely approvals and feedback
• Honest communication about what’s working and what isn’t

Stay Involved (But Not Too Much)

• Weekly or bi-weekly check-ins
• Monthly performance reviews
• Strategic input on major decisions
• Let them do their job day-to-day

Hold Them Accountable

• Track agreed metrics
• Ask hard questions when results fall short
• Don’t accept excuses without action plans
• Be willing to make changes if needed

FAQ

How do I know if an agency is right for my industry?

Ask for case studies from similar businesses. Not just “we’ve worked with professional services” — specific examples with results. If they don’t have relevant experience, they’ll be learning on your dime.

Should I choose a local agency or can I work remotely?

Remote works fine for most digital marketing. You’ll rarely need face-to-face meetings. Choose the best fit, not the closest office.

What’s the minimum budget to work with a decent agency?

Below £1,500/month, you’ll struggle to get quality attention. £2,500–£5,000/month is the sweet spot for SME needs. Below that, consider freelancers or DIY with tools.

How long should I give an agency before expecting results?

3 months for early indicators. 6 months for meaningful results. 12 months for full assessment. But you should see activity and progress from month 1.

What if the agency blames us for poor results?

Sometimes it’s legitimate — if you’re not providing access, content, or approvals. But if they’re blaming you for things outside your control, that’s deflection. Good agencies own problems and propose solutions.

Related: Digital Marketing for Small Business: The No-BS UK Guide | What Should a Marketing Agency Actually Deliver?