BullishResources · Hiring help · 7 min read
10 questions to ask before you hire.
Most bad agency relationships could have been avoided with ten questions on the first call. Here they are, and what good answers sound like.
By Ted Bullard, founder of Bullish Marketing · Updated October 2026- Know who owns your website, accounts and content, in writing.
- Know exactly what gets done each month and who does it.
- Prefer month-to-month terms and published prices.
We have sat on both sides of this table: hiring agencies for our own companies and running them for other people. These are the questions we wish every business owner asked.
1. Who owns the website, domain and content?
Good answer: "You do. Everything is in your name, and you get every file and login." Walk away from anyone who rents you a site you cannot take with you.
2. Who owns the ad and analytics accounts?
Good answer: "Your accounts, with us added as users." If the agency owns your Google Ads or Analytics account, you lose your history when you leave.
3. How long is the contract?
Many agencies ask for 6 to 12 months up front. Good answer: month to month, or a short ramp-up period, because they expect to earn the renewal.
4. What exactly happens every month?
Ask for the list: how many pages, posts, reports and calls. "Ongoing optimization" is not an answer.
5. Who does the work?
Will you talk to the people building your site and writing your content, or a salesperson who hands it off? Is any of it outsourced?
6. How do you charge for paid ads?
Agencies typically charge 10% to 20% of ad spend, with a monthly minimum, and the percentage drops as spend grows. Make sure ad spend is billed directly to you by Google or Meta so you always see what was spent.
7. How will we measure success?
Good answer: calls, booked jobs, leads and revenue, tracked properly. Be wary of reports built on impressions and "visibility".
8. What results do you guarantee?
Good answer: "The work, on time, and honest reporting." No one can guarantee a #1 ranking or an AI recommendation.
9. Can I see work for a business like mine, with numbers?
Ask for case studies with real before-and-after numbers, and ask to talk to a current client.
10. What happens if I leave?
Good answer: "You keep everything, and we help you hand it over." The answer to this question tells you most of what you need to know.
Sources
Google: Do you need an SEO? (questions to ask)
WebFX: PPC management pricing