How to Choose an Ad Agency or Consultant (Without Getting Burned)

Most small business owners I meet have been burned at least once by an agency or freelancer. The patterns are remarkably consistent, here's how to spot them before you sign anything.

1. 'Will I own and have admin access to my ad accounts?', The only acceptable answer is yes, immediately. Your account, your data, your pixel history.

2. 'How do you report results?' You want plain-language reports tied to business outcomes (sales, leads, cost per result), not screenshots of reach and impressions.

3. 'What would you do in the first 30 days?', Good answers mention tracking, audit and structure. Bad answers jump straight to 'we'll launch lots of creative'.

4. Ask for a relevant example. The consultant should explain its period, baseline, spend, and attribution method.

Guaranteed results in week one. Nobody can guarantee an auction.

Long contracts with no exit clause. Good work keeps clients; contracts shouldn't have to.

Reports full of vanity metrics. Likes and reach don't pay rent.

They run ads from their own account, not yours. This is the biggest one, it means you build nothing and own nothing.

Before committing to months of management, pay for a one-off audit or consultation. It's the lowest-risk way to see how someone thinks, what they notice, and whether they explain things clearly. If the audit alone is worth more than its price, you've found your person.