1. Start with the outcome you are buying
Before you talk to anyone, get specific about the result. "More leads" is not a brief. Are you trying to book more service calls, fill a sales pipeline, sell more product, or get found locally? The right agency for a home-services company that needs the phone to ring is rarely the right agency for a brand that needs a national campaign. Write down the one number that has to move, then judge every agency against it.
- Relevant experience in your model (local service, ecommerce, or B2B), not just a long logo wall.
- Tracking you own and can see, so you know what each dollar actually produced.
- Pricing quoted after they look at your accounts, not a flat package applied to everyone.
- Terms you can leave. Month-to-month beats a 12-month lock-in when the work is good.