Hiring the wrong person costs you twice: the fee, and the months you lose. Here's what I'd check.
Ask for real work
Which businesses have they helped? What changed, and over what time? A good marketer can talk about what went wrong too. If every story ends in a miracle, be careful.
Ask how they'd measure success
You want to hear leads, cost per lead and sales. If the answer is impressions and followers, you'll get pretty reports and no growth.
Ask who'll do the work
Agencies often sell with a senior person and deliver with a junior. That isn't always bad, but you should know.
Ask what they wouldn't do
This one's my favourite. Someone experienced will have opinions. They'll tell you to skip a channel, or fix your landing page before spending on ads. A person who says yes to everything just wants the contract.
Check ownership
Your website, Google Ads account, Analytics and social pages should remain in your name. Don't negotiate on this.
Start small
You don't need a 12-month commitment on day one. Begin with an audit or a short trial project and see how they work.
Written by Aman Potlia.