Agency red flags: 12 questions to ask before you sign a retainer

Use this buyer’s checklist to avoid account lock-in, vanity metrics, and bait‑and‑switch scopes—and to find a partner who will own outcomes with you.

Published April 3, 2026

Before you sign, ask these 12 questions to avoid account lock‑in, vanity metrics, and bait‑and‑switch scopes—and to confirm you’ll own your data, goals, and results.

The 12 questions (and what good looks like)

1. Who will be my accountable strategist weekly?
   Good: Named owner, weekly cadence, written plan and KPIs.
2. What outcomes are we targeting and how will we measure them?
   Good: Pipeline/revenue-linked metrics, not just clicks and impressions.
3. Do I own my ad, analytics, and CRM accounts?
   Good: You’re the primary owner; the agency has admin access only.
4. How will you connect website, analytics, and CRM?
   Good: Documented tracking plan; consistent UTMs; CRM with source attribution.
5. What will you do in the first 90 days?
   Good: Clear 30/60/90 plan with fast wins and foundational fixes.
6. How do we prioritize work monthly?
   Good: Roadmap with tests, hypotheses, and next best moves.
7. What does reporting look like?
   Good: Weekly highlights and monthly deep dives; transparent dashboards.
8. What’s in scope vs. out of scope?
   Good: Written deliverables; change process that’s predictable.
9. How do you handle content and creative?
   Good: Editorial process, SEO alignment, proof standards.
10. How will we test offers and landing pages?
    Good: Structured experiments; clear decision thresholds.
11. What happens if results stall?
    Good: Escalation protocol; hypothesis backlog; pivot plan.
12. If we part ways, what do I keep?
    Good: You keep code, content, ad/analytics accounts, and exports.

Non‑negotiables on ownership and access

• Ads: You should own the account; agencies get access, not custody.
• Analytics: You control property/admin; agencies are collaborators.
• Website/Content: You retain IP per contract; source files and exports are available.

What to get in writing

• KPIs tied to business goals
• Scope and deliverables per month/quarter
• Access/ownership and export rights
• Reporting cadence
• Fees (including media/tools pass‑through) and change process

How we work (in plain English)

• Dedicated strategist, one integrated program (web, SEO, content, ads, analytics), conversational portal at my.reformer.la, and transparent reporting—no black boxes.

FAQs

• Can I start small and expand scope later?
  Yes—tie scope to your outcomes and scale what proves ROI.
• Do I need to switch tools?
  Not unless they block outcomes; most wins start with configuration and governance.
• Will you guarantee rankings?
  No. We prioritize controllable levers and measurable experiments.

Sources

• Reformer — services and approach: https://www.reformer.la
• Google Ads — Manage access levels: https://support.google.com/google-ads/answer/9978556
• Google Analytics — Access management (GA4): https://support.google.com/analytics/answer/1009702