Questions to Ask Before Hiring a Marketing Agency in 2026: The Essential Checklist

Why the Questions You Ask Before Signing Determine Your Outcome

Most unsuccessful marketing agency relationships follow the same pattern: the client assumed things the agency never confirmed, and the agency assumed the client knew what they were signing up for. A thorough pre-hire conversation eliminates 80% of these mismatches before they cost you time and money.

In 2026, the evaluation criteria have expanded. Beyond the classic questions about case studies and pricing, you now need to assess whether an agency's strategy includes AEO (Answer Engine Optimisation for AI search), GEO (Generative Engine Optimisation), and first-party data systems — because these will drive significant search visibility within the next 12–24 months.

Category 1: Strategy and Approach Questions

These questions reveal whether the agency has a genuine strategic capability or whether they execute templated tactics without thinking deeply about your specific business.

• "How would you approach marketing for a business like mine?" — A good agency should be able to sketch a channel strategy specific to your industry and growth stage without being hired first. Generic answers are a red flag.
• "What does your onboarding process look like in the first 30 days?" — Structured agencies have a defined discovery and audit process. Agencies without a clear onboarding process tend to start executing before they understand your business.
• "How does your 2026 strategy account for AI search and AEO?" — Buyers increasingly use AI assistants (Perplexity, ChatGPT, Gemini) to research services. If the agency cannot explain how they optimise for AI answer engines, they are behind.
• "What channels do you recommend for our business and why?" — The answer should be specific to your business model, not a menu of every service they offer.

Category 2: Reporting and Accountability Questions

These questions reveal how the agency defines success and whether they are willing to be held accountable to business outcomes rather than activity metrics.

• "How do you measure success for a client like us?" — Look for answers that include revenue metrics (pipeline, CAC, ROAS) not just traffic and impressions.
• "What does your monthly reporting look like? Can I see an example?" — A sample report reveals what they track and prioritise. Reports heavy on vanity metrics (follower count, reach) and light on conversion data are a concern.
• "How do you handle a campaign that is underperforming?" — Good agencies proactively identify and communicate problems. Bad agencies hide them in aggregated reports or blame external factors.
• "Who is my day-to-day point of contact and what is their experience level?" — Many agencies sell via senior staff and deliver via junior teams. Know who will actually be working on your account.

Question Category	What It Reveals	Good Answer Signal	Red Flag
Strategy approach	Genuine capability vs. templated tactics	Industry-specific, research-based	Generic service list
Reporting format	What they value and track	Revenue + pipeline metrics	Traffic, likes, impressions only
Asset ownership	Who benefits from the work long-term	Client owns all assets	Vague or "agency retains" language
AEO/GEO strategy	Whether they are current for 2026	Clear AI search optimisation plan	No mention of AI search at all
References	Real client satisfaction	Specific examples of challenges handled	Only positive, vague testimonials

Category 3: Ownership and Contract Questions

These are the questions most businesses skip — and they are the ones that cause the most pain when an agency relationship ends.

• "Who owns the content, ad accounts, and website assets created during our engagement?" — You should own everything created with your budget. Some agencies retain ownership of content libraries or ad account structures as leverage.
• "What happens to our SEO rankings and domain authority if we leave?" — Any SEO work done for your domain is yours. Be wary of agencies that build links or content on their own properties on your behalf.
• "What are the exit terms?" — Know the notice period, exit fees, and data handover process before you sign. 30-day notice is standard; 6-month lock-ins are a red flag for smaller businesses.
• "Are ad spend fees separate from management fees?" — Understand exactly what you are paying the agency vs. what goes to platforms. Hidden percentage-of-spend fees add up fast.

Category 4: Cultural Fit and Communication Questions

Strategy and reporting matter — but so does whether you can work with these people for 12+ months. Communication style, responsiveness, and proactivity are just as important as technical capability.

• "How do you communicate with clients between monthly reports?" — Good agencies use Slack, project management tools, or weekly updates. Poor ones go silent between reporting cycles.
• "Can we speak to two or three current or past clients?" — Always ask for references. Ask references specifically: "How did the agency handle a setback?" and "Would you hire them again?"
• "What does a successful 12-month engagement look like from your perspective?" — Their answer reveals what they prioritise and how they define value.

The 2026-Specific Questions Every Business Should Add

In 2026, two additional areas matter more than they did even 12 months ago:

AI search visibility: "How do you optimise for AI search platforms like Perplexity, ChatGPT, and Gemini?" If they have no answer, a growing share of your potential customers who research via AI will never encounter your brand.

First-party data strategy: "How do you help us build and activate our own customer data?" With third-party cookies increasingly unreliable, agencies that cannot explain a first-party data strategy are building on a fragile foundation.