How to Choose the Right Marketing Agency for Your SME

Choosing the right marketing agency is one of the most important decisions for the growth of your SME. A wrong choice can cost thousands of euros in wasted budget and months of lost time. A right choice can radically transform your business.

In this guide, we will show you exactly how to evaluate a marketing agency, what questions to ask before signing, and what red flags to avoid at all costs.

Why Choosing an Agency is Crucial

According to a HubSpot study, 63% of companies consider lead and traffic generation as their primary marketing challenge. But here's the problem: 70% of SMEs that change agencies do so within the first 12 months.

This means most companies choose the wrong agency on the first try. The consequences?

• Budget burned without measurable results
• Time lost in ineffective strategies
• Market opportunities lost to competitors
• Frustration and distrust towards digital marketing

The 7 Essential Criteria for Evaluating an Agency

1. Verifiable Portfolio and Case Studies

A serious agency has detailed case studies with real and verifiable metrics. Dashboard screenshots are not enough: ask for specific numbers, client names (where possible), and results over time.

Questions to ask:

• "Can I speak with one of your current clients?"
• "What has been the average ROI for your last 5 projects?"
• "Do you have experience in my specific sector?"

2. Transparency on Pricing and Deliverables

Be wary of agencies that don't provide clear quotes or hide costs. A professional agency tells you exactly:

• What is included in the monthly fee
• What costs extra (and how much)
• How the advertising budget is managed
• What deliverables you will receive and when

3. Structured Onboarding Process

The best agencies have a clear onboarding process: discovery, strategy, implementation, optimization. If an agency wants to "start immediately" without understanding your business, it's a red flag.

4. Communication and Reporting

How will you communicate? How often? What kind of reports will you receive?

Minimum standards you should expect:

• Written monthly report with analysis and recommendations
• Weekly or bi-weekly alignment calls
• Real-time dashboard to monitor KPIs
• Dedicated account manager (not a rotating junior)

5. Specialization vs. Generalism

"Jack-of-all-trades" agencies rarely excel at everything. Look for agencies specialized in your primary goal:

• B2B lead generation? Look for LinkedIn and Google Ads experts
• E-commerce? Look for Meta Ads and CRO specialists
• Local business? Look for Google My Business and local SEO experts

6. Team and Skills

Who will actually work on your project? Ask to meet the team. The best agencies do not outsource work to cheap freelancers.

Verify:

• Years of team experience
• Certifications (Google Ads, Meta Blueprint, HubSpot)
• Who will be your direct point of contact

7. Guarantees and Contractual Conditions

An agency confident in its work offers guarantees. Be wary of long contracts without an exit option. The market standard is:

• Renewable monthly contract
• 30-day notice for cancellation
• Performance guarantee or partial refund
• Property of materials and advertising accounts

Red Flags: When to Run

Here are the signs that indicate an agency to avoid:

• Promises of guaranteed results - No one can guarantee a #1 Google ranking or X sales
• No access to your accounts - You must always have full control
• Too low prices - If it costs much less than the average, there's a reason
• No case studies or references - A serious agency has proof of its work
• Mandatory annual contracts - A sign of insecurity in results
• Slow or vague communication - How will it be during the project?

Questions to Ask Before Signing

Here is a checklist of essential questions:

1. What is your onboarding process?
2. Who will work on my project? Can I meet them?
3. How do you measure success? What KPIs will you monitor?
4. How long before seeing the first results?
5. What happens if results don't arrive?
6. How do you manage the advertising budget? Do you take commissions?
7. Can I speak with a current client?
8. What is included in the fee and what costs extra?
9. How does contract cancellation work?
10. Who will own the accounts and materials?

How Much Does a Marketing Agency Cost?

Prices vary greatly based on services and complexity. Here is a rough guide for the Italian/European market:

• Freelancer/Micro agency: €500-1,500/month
• Medium agency: €1,500-5,000/month
• Premium agency: €5,000-15,000/month
• Enterprise agency: €15,000+/month

Remember: the lowest price is not always the cheapest. An agency that costs €2,000/month but generates €20,000 in additional revenue is much more affordable than one that costs €800 but produces no results.

Conclusion

Choosing the right marketing agency requires time and due diligence, but it's an investment that pays off enormously. Use the criteria in this guide to evaluate your options, ask the right questions, and don't rush into signing.

The partnership with a marketing agency should be just that: a partnership. Look for a team that understands your business, shares your goals, and is willing to invest in your success.