First 90 Days with a Marketing Agency: Complete Guide

Key Takeaways

• When does the onboarding process start? Contract finalisation, account manager assignment, and platform access setup [1]

• What happens in the strategy phase? Strategy development, market research, and comprehensive business analysis [2]

• When do PPC campaigns launch? Campaign implementation begins in month 2, with initial results within 1-2 weeks [3]

• What results should SMEs expect by month 3? Measurable improvements emerge, with comprehensive performance analysis and strategy refinement [4]

• How long does SEO take to work? Technical optimisations start immediately, but organic traffic improvements typically take 3-6 months [5]

• What are the biggest warning signs? Guaranteed "#1 rankings," poor communication, or restricted account access indicate problems [6]

• What should small businesses focus on? Process establishment and strategic alignment rather than immediate revenue transformation [7]

  
  

Hiring a marketing agency? It's one of those business decisions that either transforms everything or leaves you wondering where your budget disappeared. In our experience working with hundreds of SMEs, the first 90 days follow a predictable pattern: weeks 1-4 involve foundation-building and strategy development, month 2 sees PPC campaign launches with early ad performance signals, and month 3 finally delivers measurable results you can actually analyse.

Most SME business owners expect immediate magic from their Google Ads and Facebook campaigns. Then reality hits. Actually, we've found the small businesses that succeed are those that understand what genuine progress looks like at each stage. Week one might involve tedious onboarding, but month three shows whether your PPC investment is paying off through concrete metrics like improved conversion rates or reduced customer acquisition costs.

The agencies worth partnering with focus on building proper foundations for your paid advertising rather than promising overnight transformations. Understanding these realistic timelines helps SMEs evaluate progress accurately and spot warning signs early. At Lucky Penny, we've seen too many small businesses get burned by unrealistic expectations.

Week 1-2: Getting Your Foundations Right

First two weeks? Paperwork and relationship building. Bit tedious, honestly, but absolutely essential. Think of it like renovating a house - you can't start the exciting decorating until you've sorted the plumbing and electrics.

Any decent agency assigns you a dedicated account manager. If they don't? That's your first red flag. We've seen too many businesses get passed around between different team members who never quite grasp what the business actually does.

Now, whilst many agencies bombard you with lengthy questionnaires, the best ones prefer actual conversations. We sit down with clients face-to-face (or video call if distance is an issue) and have proper discussions about goals, challenges, what's worked before, what hasn't. It's more like a business consultation than form-filling.

Platform access happens during this period too - Google Analytics, social media accounts, advertising platforms all need proper setup. But here's what the collaborative approach really means: we're not just service providers taking instructions. We become part of your team, understanding your business deeply, asking questions you might not have considered, bringing insights from working with similar businesses. It's about building a genuine partnership where both sides contribute expertise.

Week 3-4: Strategy Development and Market Analysis

Competitive Research and Market Understanding

Weeks three and four involve serious homework. Professional agencies spend substantial time researching your industry, competitors, and what actually works in your specific market.

Competitor analysis goes way beyond looking at their websites. Quality agencies investigate keyword strategies, ad copy approaches, content themes, positioning tactics. Having optimized campaigns for 200+ UK small businesses, we've helped retail clients find profitable niches their competitors completely ignored.

Website and Marketing Audit Process

They'll audit your existing website and marketing setup too. Occasionally, this uncovers issues you weren't aware of - slow page loading, broken tracking codes, content that's actually working against your SEO efforts.

By week four's end, you should receive a comprehensive strategy document. Not vague PowerPoint presentations filled with meaningless buzzwords, but clear plans explaining their approach, reasoning, and success metrics. If a digital marketing consultant can't explain their strategy in plain English over coffee, they probably don't have one.

Month 2: Campaign Implementation Begins

Google Ads and PPC Launch Timeline

Month two? This is when things get interesting. Campaigns actually start launching, though different channels follow completely different timelines.

If you're running Google Ads, you might see some activity within 1-2 weeks. But here's the thing most SME owners don't understand - the first week often looks disappointing because Google's machine learning systems are still figuring out your audience. It's like a new employee; they need time to understand what works for your specific business.

SEO Implementation Reality Check

SEO represents a completely different beast altogether. Your agency should start fixing technical problems and optimising content immediately, but don't hold your breath for organic traffic increases yet. Proper SEO results take 3-6 months minimum. Actually, Google themselves warn against agencies promising faster results because they're either lying or using tactics that'll damage your long-term prospects.

What we've found works best at Lucky Penny is when agencies maintain transparency throughout implementation. They explain what's happening behind the scenes with your PPC campaigns, why certain ad results take time, and what early indicators suggest progress.

Month 3: Performance Analysis and Initial Results

Month three? Finally, some proper results. Not earth-shattering transformations, mind you, but genuine improvements that demonstrate your investment's working.

For Google Ads and PPC campaigns, ecommerce businesses typically see conversion rates around 2-3%, with click-through rates averaging about 2.4%. Your cost-per-click should be getting more efficient too. Good agencies constantly tweak campaigns based on performance data - adjusting keywords, refining audiences, testing different ad copy.

This is when proper agencies provide monthly reports that actually matter. Not just lists of PPC metrics, but real analysis of what's working, what isn't, and their plans for improvement. At Lucky Penny, we've found SME clients appreciate honest reporting over glossy presentations that hide poor ad performance.

Truth be told, month three reveals whether you've chosen wisely. Quality agencies use this data to refine their approach and demonstrate clear progress. Poor agencies make excuses or keep promising results are "just around the corner."

Understanding Different Business Types

Different businesses see results at completely different speeds. Understanding where you fit helps set realistic expectations from the start.

UK SMEs face unique challenges - research shows 67% lack documented marketing plans entirely. This makes agency partnerships potentially transformative, but it also means there's often substantial groundwork required first. Local SEO and targeted PPC campaigns typically deliver faster results than trying to compete nationally, especially for small businesses serving specific markets like Manchester or Birmingham.

Ecommerce businesses have advantages because everything's immediately measurable. Every click, conversion, and revenue pound gets tracked in Google Ads, enabling faster optimisation. However, realistic expectations still include 2-3 months for PPC optimisation, 60-90 days for conversion rate improvements, and 6-12 months for brand awareness building through various ad channels.

Red Flags vs. Normal Growing Pains

Critical Warning Signs to Watch For

Knowing the difference between legitimate challenges and serious warning signs? That can save you thousands of pounds and months of frustration.

Here's what Lucky Penny considers absolute deal-breakers:

• Guaranteed "#1 Google rankings" or promises of viral success within 30 days

• Restricted access to your own Google Ads accounts and analytics

• No dedicated account manager assigned to your business

• Hidden fees not outlined in your original contract

• Poor communication (24+ hour delays consistently)

  
  

Actually, proper collaboration means understanding exactly what your agency does and why. You should feel comfortable asking questions, challenging strategies if they don't feel right, and contributing your own insights. Mysterious agencies aren't protecting trade secrets - they're concealing mistakes.

Normal Partnership Development

Legitimate growing pains include performance fluctuations during optimisation, strategy adjustments based on early data, communication rhythm establishment, and budget reallocation between channels based on actual results.

Quality agencies acknowledge these challenges, explain their causes, and demonstrate solutions. The best partnerships often experience initial turbulence as teams learn to collaborate effectively.

What we've found in our experience is that clients who stay engaged during these early weeks typically see better long-term results. True collaboration means regular check-ins, shared decision-making, and treating each other as genuine business partners.

Setting Realistic Performance Benchmarks

Month one should focus on complete onboarding, strategy development, and initial campaign launches. Don't expect significant results during foundation-building phases - it's like judging a house renovation by looking at the scaffolding.

Month two targets full implementation, performance optimisation based on initial data, and identifying quick wins alongside areas needing adjustment. Some positive indicators should emerge, but substantial improvements remain premature.

Month three should demonstrate measurable improvements in key metrics, provide comprehensive performance analysis, and develop refined strategies for continued growth. This is when you should see clear evidence your investment is generating returns.

Agencies unable to show meaningful progress by month three? They're either working with unrealistic budgets, facing significant technical challenges, or simply not delivering quality work.

Communication and Reporting Standards

Good agencies keep you informed without drowning you in unnecessary detail. During setup, weekly updates work well. Once campaigns are active, bi-weekly reports suit most businesses. Monthly comprehensive analysis is essential, and quarterly strategy reviews ensure you're still on track for bigger goals.

Quality reporting connects marketing activities to actual business outcomes rather than focusing on vanity metrics like social media followers. Transparent reporting explains not just what happened, but why it occurred and what it means for future growth.

Making Partnerships Work

Successful relationships require effort from both sides, honestly. Provide comprehensive information during onboarding. Share everything relevant - what's worked before, what hasn't, lessons learned, industry insights.

Stay engaged throughout the process. Respond promptly to information requests, attend scheduled meetings, share relevant business developments that might affect marketing strategy.

Come to think of it, the most successful partnerships feel like genuine teamwork rather than outsourcing. Working towards shared goals means agencies listen to your concerns, welcome your input on strategy, and adapt their approach based on your feedback. You're not just paying for marketing services - you're investing in a partnership where both sides contribute expertise to achieve better results.

Caio for now!

Ali Puglianini

Frequently Asked Questions

• How long should I wait before seeing results from my marketing agency? Campaign setups and strategy implementation appear within month one, with early indicators emerging in month two. Substantial results typically require 60-90 days for PPC campaigns and 3-6 months for SEO efforts. Content marketing requires 6-9 months of consistent work before generating significant returns.

  
  

• What are the biggest red flags when working with a marketing agency? Major warnings include guaranteed "#1 rankings," restricted access to your accounts and analytics, consistently delayed communication exceeding 24-48 hours, and hidden fees not outlined initially. Professional agencies maintain transparency and realistic expectations throughout partnerships.

  
  

• How much should SMEs spend on Google Ads in the first 90 days? Budget requirements vary by business size and objectives, but most UK SMEs should expect to allocate £1,000-£5,000 monthly for meaningful PPC testing, plus agency fees. Start conservatively - good agencies will scale advertising spend based on performance data rather than pushing maximum budgets immediately.

  
  

• What PPC results should small businesses expect in month 1? Month 1 focuses on campaign setup and machine learning. Expect minimal conversions but valuable data collection. Most Google Ads campaigns need 2-4 weeks before meaningful optimisation begins, so don't panic if initial performance looks disappointing.

  
  

• What questions should I ask potential marketing agencies? Enquire about onboarding timelines, specific industry experience, success measurement methods, account access policies, communication schedules, and realistic results examples for similar businesses. Quality agencies provide detailed, honest answers rather than vague promises.

  
  

• How do I know if my agency partnership is working after 90 days? Successful partnerships demonstrate measurable metric improvements by month three, maintain professional communication, provide transparent reporting with actionable insights, and show clear business understanding. You should feel informed about decisions and confident in the partnership's direction.