If your marketing agency can’t answer these basic questions with confidence and clarity… Get a new marketing agency.
- What business result are you trying to create with this ad?
This should be the easiest question on the list.
You would be surprised how often it is not.
Your agency should be able to clearly explain what each campaign is designed to achieve.
Is it generating qualified leads?
Producing online sales?
Booking consultations?
Increasing repeat purchases?
Warming cold audiences before a larger offer?
“Building awareness” is not a good answer.
Every campaign needs a job.
If the agency cannot explain that job in plain English, there is a good chance you are paying for activity rather than progress.
- Who are we targetinghere, and why would they care?
Your audience is not simply an age, a location, and a list of interests.
Your agency should understand:
• The problem your customer is trying to solve
• What they have already tried
• What frustrates them about the available options
• What might stop them from buying
• What outcome they actually want
A campaign aimed at everyone will connect with no one.
Your marketing team should be able to tell you why the message, creative, offer, and audience belong together.
They should also be able to explain what customer research shaped those decisions.
If the strategy is based entirely on assumptions, broad demographics, or whatever worked for another client, that is not a strategy.
That is guessing with your money.
- Where does this campaign fit in the customer journey?
Not everyone who sees your ad is warmed up to you yet,
Your agency should know which stage each campaign is built for.
Cold audiences may need education, proof, or a useful first step.
Warm audiences may need case studies, stronger positioning, or answers to common objections.
Hot audiences may need a direct offer and a clear reason to move now.
The mistake I see constantly is sending every person straight to a sales page or enquiry form.
Then, nothing happens.
The real issue may be that the campaign asked for too much, too soon.
A good marketing team will build the path from first contact to final sale.
- What happens after someone clicks?
The ad is only the beginning.
What page do people land on?
Does the page match the promise made in the ad?
Is the next step obvious?
Does it load properly on mobile?
Are they followed up by email, Messenger, SMS, retargeting, or the sales team?
A campaign can generate strong click-through rates and still produce poor sales because the experience after the click falls apart.
The offer may be unclear.
The page may be slow.
The form may ask for too much information.
The sales team may take three days to respond.
The follow-up may not exist.
Your agency should be looking beyond the ad account.
Clicks do not create revenue on their own.
The system around the click does.
- What are we testing, and what have we learned?
Testing does not mean changing everything every few days.
Your agency should be able to tell you:
• What is currently being testedand split-tested
• Why that element was chosen
• What result would count as a win
• How long the test will run
• What has been learned from previous tests
• What will happen next
They might test a hook, an image, an audience, an offer, a landing page, or a call to action.
But they should be testing.
They should not be changing 5 elements at once, or constantly putting out new things without measuring what is working.
Your agency should be building a bank of useful information about what your market responds to.
Marketing is not perfectly predictable.
No honest agency can guarantee that every campaign will work immediately.
Markets change.
Creative gets tired.
Offers need refining.
Tests fail.
That is normal.
What is not normal is paying a team that cannot clearly explain what it is doing, what the data means, and how the work connects to revenue.
You should not need to become a Facebook Ads expert to manage your agency.
But you do need enough knowledge to understand whether you are investing in a real growth system or simply outsourcing the confusion.
And if you’re tired of wasting money on ads and agencies that don’t work, come along to my next AI Powered Facebook Marketing Masterclass.
Kerry x
