Search for "top digital marketing agencies in the USA" and you will find ranked lists, many of them paid placements or opinion. We don't think a ranking tells you who is right for your business, so we won't publish one. Instead, here is a 10-point checklist you can use to compare any agency, including us.
1. They start with your goals
A good agency asks about your margins, customers and targets before pitching tactics. Be wary of a proposal that arrives before any questions.
2. They have real experience in the channels you need
Ask which channels they run every day, such as Google Ads, Meta, Amazon, Walmart, SEO or Shopify, and what they've learned. Specialists in your channel beat generalists who list everything.
3. Pricing and contracts are clear
Ask what you pay, what is included, how long the contract lasts and how you can leave. Look for plain terms and a fair exit. Ad spend and agency fees should be listed separately.
4. You own your accounts and data
Your ad accounts, analytics, store and website should be in your name, with the agency added as a user. If an agency insists on owning them, that is a red flag.
5. Measurement is set up properly
Ask how they verify tracking and reconcile platform numbers with your real sales. Without trustworthy tracking, every report is a guess.
6. Reporting is honest and readable
You should get a regular report that covers what changed, what happened and what comes next, in plain language and tied to your profit, not only clicks and impressions.
7. Credentials can be verified
Platform partner badges, such as Google Partner, Meta Business Partner, Amazon Ads Verified Partner, Shopify Partner and Adobe Solution Partner, should be listed in each platform's own partner directory. Ask for the link instead of taking a logo at face value.
8. You know who does the work
Ask who will manage your account, how often you'll speak and how fast they respond. Clarify what is handled in-house and what is outsourced.
9. They test and learn
Ask how they decide what to test first, how they judge a winner and how they avoid changing everything at once.
10. They use AI sensibly and play by the rules
AI can speed up research and drafts, but strategy, creative judgment and approvals need people. Also ask how they handle consent for email and SMS and how they earn reviews. Buying or faking reviews is a red flag.
Red flags to watch for
- Guaranteed rankings or guaranteed sales
- Pressure to sign quickly
- No questions about your business
- Vague answers about who does the work
- Reports that only show vanity numbers
How to run a fair shortlist
- Write a one-page brief with goals, budget range and channels
- Send the same brief to three agencies
- Score each answer against the ten points above
- Ask for a short call with the person who'd run your account
- Start with a small, clearly scoped project if you can
A scorecard you can copy
Score each agency from 1 to 5 on the ten points above. Give extra weight to what matters most to you, such as channel expertise, account ownership or reporting. Add up the scores, then compare with your gut feeling after a call with the person who would run your account. If the numbers and the feeling disagree, find out why.
What a good first 30 days looks like
- Week 1: access to your accounts, an audit of tracking, budgets and current results
- Week 2: a written plan with priorities, budget split and agreed metrics
- Week 3: first changes or launches, with tracking checked
- Week 4: an honest first report that says what changed and what comes next
Pricing models, explained neutrally
- Monthly retainer: predictable cost and ongoing attention, but make sure the scope is written down
- Project fee: suits a defined job such as a website or an audit, but ongoing work needs a plan
- Percentage of ad spend: aligns fees with scale, but can reward spending more; ask how it's capped
- Performance-based fees: attractive in theory, but agree on how results are measured and attributed
Questions owners ask
Should I start with a small project first?
Often yes. A scoped audit or a short pilot shows how an agency communicates and reports before a long commitment.
How long a contract is reasonable?
Long enough to test properly, short enough to leave if it isn't working. Ask about notice periods and what happens to your accounts and data on exit.
What should I prepare before the first call?
Your goals, a rough budget range, your margins, your current channels and any past results, good or bad.
What if I already have a freelancer?
You can ask an agency to review the work or to take over a single channel. A good agency will say honestly if the current setup is sound.
Ask us the same questions
We'd welcome it. See how we work on our services page, read the case study walkthroughs, then contact us and ask whatever you like.