What to Ask Before Hiring a Marketing Agency in 2025

Key Takeaways

• Most agencies prefer 6 to 12 month contracts because effective marketing strategies need time to develop and show results [1]

• Results from SEO and content marketing take 4 to 6 months to materialise, while PPC can show results within days [2]

• Agency contracts usually last 6 to 12 months to allow sufficient time for strategy development and optimisation [3]

• Cultural fit and relevant experience matter more than price when selecting an agency partner [4]

• Red flags include unrealistic promises, vague deliverables, and poor communication during the sales process [5]

Choosing a marketing agency feels overwhelming because frankly, it is. You're about to hand over a significant chunk of your budget to people you barely know, trusting they'll deliver results that actually matter to your business. The questions swirling around your head are probably similar to what every other business owner asks: How much will this cost me? When will I see results? How do I know they're not just taking the mick?

We get it. You didn't start your business to become a marketing expert; you've got products to sell, services to deliver, and a team to manage. But in today's digital world, getting your marketing sorted isn't optional anymore. The challenge is finding someone who actually understands your business rather than just trying to flog you their latest package.

This guide answers every question that keeps business owners up at night when they're considering hiring a marketing agency. We'll cover everything from realistic costs and timelines to contract red flags and how to spot agencies that overpromise and underdeliver.

What Will This Actually Cost You?

The money question always comes first, doesn't it? Monthly retainers typically sit between £1,500 and £10,000, with most businesses paying around £3,500. But here's the thing: those numbers don't tell you much without context.

What you're actually paying for depends entirely on what you need. PPC management might run £1,500 to £10,000 monthly, SEO services range from £1,000 to £30,000, and social media work typically costs £900 to £20,000. Content marketing can be anywhere from £2,000 to £30,000 depending on how comprehensive you want to get.

Rather than fixating on the monthly fee, think about return on investment. A campaign delivering 5:1 returns makes a £5,000 monthly spend quite reasonable. Location affects pricing too: London agencies often charge premium rates, but many businesses find excellent value working with specialist teams who deliver the same expertise without inflated overheads.

How Long Before You'll See Results?

This is where expectations often go sideways. The timeline varies dramatically depending on what you're trying to achieve and where you're starting from.

Paid advertising can start generating leads within days or weeks: that's why it's brilliant for immediate visibility. Email campaigns show initial engagement quickly, but building a high performing programme takes 3 to 6 months.

SEO and content marketing require more patience. You'll typically see meaningful improvements after 4 to 6 months, with substantial results often taking 6 to 12 months. Social media engagement improves within 1 to 3 months, but real business impact usually appears after 3 to 6 months of consistent effort.

The first three months often involve strategy development and baseline establishment. Data driven approaches need this foundation period to identify what works for your specific market.

What Pricing Models Should You Expect?

Understanding pricing structures helps you choose what actually works for your business rather than just accepting whatever an agency offers.

Monthly retainers provide stability and are preferred by agencies serious about long term results. Hourly rates work for specific consulting but can get expensive for ongoing needs. Performance based pricing sounds attractive but often comes with higher base costs and can limit experimentation.

Project based pricing suits specific initiatives like website redesigns, but marketing works best as an ongoing process. Revenue focused strategies require consistent effort rather than one off projects.

How Will They Actually Track What's Working?

Here's where you'll quickly spot the difference between agencies that know their stuff and those just winging it. Decent agencies don't just throw numbers at you; they explain what it all means for your business.

You should be getting monthly reports covering website traffic, conversion rates, lead generation, cost per acquisition, and ROI. The good ones explain why numbers changed and what they're doing about it. Real time dashboard access is brilliant: you can see what's happening without waiting for monthly reports.

The best reporting connects marketing activities directly to business outcomes. Effective performance tracking means you always know where your money's going and what it's achieving.#

What Return Can You Actually Expect?

Everyone wants to know if they'll make their money back, don't they? Generally, digital marketing aims for 5:1, so five quid back for every pound you spend. Email marketing often delivers the highest returns, with some businesses seeing 36:1 once established.

Content marketing usually brings in about 3:1 after the initial setup phase. Paid ads typically target at least 2:1, though B2B companies often accept lower returns initially because customers stick around longer.

Any decent agency will help you set realistic targets based on your industry and competition. Smart budget planning means thinking about both quick wins and long term brand building.

What Should Be in Your Contract?

Nobody likes reading contracts, but this bit's important because it'll save you headaches later. A good contract should specify exactly what work they'll do, payment terms, intellectual property ownership, termination clauses, confidentiality provisions, and how they'll measure success.

Don't be shy about asking for changes if something doesn't work for you. Good agencies understand that contracts need to work for everyone involved and they're usually happy to discuss modifications.

How Long Should You Commit For?

Most agencies prefer 6 to 12 month contracts, and there are good reasons for this. Marketing takes time to figure out what works, set everything up, and optimise based on data. Many strategies need months to get going, especially SEO and content work.

Some contracts include 60 to 90 day trial periods where it's easier to walk away if things aren't clicking. For most comprehensive work, 6 to 12 months with renewal options gives everyone a fair chance.

Contract Red Flags That Should Worry You

Be wary of contracts that are vague about deliverables, charge hefty exit penalties, have surprise costs in small print, try to keep ownership of your content and data, or automatically renew without review periods.

If an agency gets defensive about contract negotiations, that's probably how they'll handle the rest of your relationship too.

Questions You Should Ask Every Agency

Getting the right answers during initial chats helps separate agencies who know their stuff from those just trying to win your business.

Start with experience: Have you worked with businesses like ours? Can you show real results for similar companies? Who exactly will work on our account? Then dig into strategy: What's your process for creating campaigns? How do you research markets and competitors? Finally, focus on results: How will you measure success and how often will we hear about progress?

What Really Matters When Choosing an Agency

Cultural fit is massive: if their working style clashes with yours, you'll both be miserable. You want people genuinely interested in your business, not just selling standard packages.

Experience in your sector helps enormously. Strategic thinking separates excellent agencies from order takers. Transparency should be evident from day one. Finding the right partner means working with people who understand what makes your business tick.

Warning Signs That Should Put You Off

Run from anyone promising you'll be number one on Google next month or guaranteeing crazy returns. Good agencies discuss realistic timelines and admit marketing takes sustained effort.

Watch out for generic proposals, outdated case studies, reluctance to discuss specific metrics, or high staff turnover. These usually indicate agencies that prefer keeping things vague for good reason.

What Happens During Onboarding

Once you've picked an agency, expect a structured onboarding process. This includes contract finalisation, discovery sessions about your business, strategy development, account setup, and a kickoff meeting with your actual team.

This process usually takes 2 to 4 weeks. If an agency wants to skip this and jump straight into running ads, that's not a good sign.

Choosing the right marketing agency can either transform your business or waste months of time and budget. The best partnerships happen when you ask the right questions, understand what you're getting into, and pick based on fit rather than just price.

Ready to find a marketing partner who actually gets what you're trying to achieve? Get in touch with us and let's have a thorough chat about how we can help make every click count for your business.

Ciao for now!

Ali Puglianini

Frequently Asked Questions

• How much does it cost to hire a marketing agency? Marketing agencies typically charge monthly retainers ranging from basic packages to comprehensive services. Costs vary significantly based on service scope, business size, and specific requirements. Most businesses find value by focusing on ROI rather than upfront costs.

  
  

• How long does it take to see results from marketing agency services? PPC campaigns show results within 1 to 2 weeks. SEO and content marketing take 4 to 6 months for significant improvements. Email marketing shows initial results within 2 to 4 weeks but takes 3 to 6 months to optimise fully.

  
  

• What questions should you ask before hiring a marketing agency? Ask about their experience with similar businesses, request case studies with specific results, identify who will work on your account, understand their strategy development process, and clarify reporting frequency and success metrics.

  
  

• What is the typical contract length for marketing agencies? Marketing agencies typically require 6 to 12 month contracts. This timeframe allows sufficient time for strategy development, implementation, and optimisation. Some agencies offer 60 to 90 day trial periods.

  
  

• What are the biggest red flags when choosing a marketing agency? Major red flags include promises of guaranteed first page rankings, unrealistic ROI guarantees, vague service descriptions, outdated portfolio work, poor communication during sales, and reluctance to provide specific success metrics.

  
  

• How often should marketing agencies provide performance reports? Professional marketing agencies provide monthly detailed reports including traffic, conversions, leads, and ROI data. Many also offer real time dashboard access and weekly or bi weekly check ins during active campaigns.

  
  

• What ROI can you expect from a marketing agency? Digital marketing typically delivers 5:1 ROI, meaning £5 revenue for every £1 invested. Email marketing can achieve 36:1 ROI, content marketing around 3:1, and paid advertising typically targets 2:1 minimum.

  
  

• Should you hire a marketing agency or freelancer? Agencies offer comprehensive services, larger teams, and more resources for complex campaigns. Freelancers provide specialised expertise and personalised attention at lower costs. Choose based on project scope, budget, and ongoing support needs.

  
  

• Can you cancel a marketing agency contract early? Contract cancellation depends on agreed terms. Most agencies require 30 to 60 day notice periods. However, marketing strategies need 3 to 6 months to show meaningful results, so early cancellation may prevent seeing full potential.

  
  

• What pricing models do marketing agencies use? Marketing agencies use four main pricing models: monthly retainers for ongoing services, hourly rates for consulting, project based pricing for specific deliverables, and performance based fees tied to results like leads or revenue.