"Billions in pipeline." "10x return." "Thousands of leads." Big numbers are easy to put on a website. Before you hand over your budget, it's worth checking which ones are real. Here are six questions we think every business owner should ask, including when they talk to us.
1. "Can you show me the source?"
Real ad results live inside Meta Ads Manager or Google Ads. Ask to see a screenshot or a screen-share of the actual campaign, with dates. If the answer is vague, treat the number as a claim, not a result.
2. "What exactly was counted?"
"Leads" can mean form fills, messages, or just people who clicked. "Reach" is not the same as customers. Ask what each number measures.
3. "Over what period, and with what budget?"
Thirty leads in a month on a small budget can be better than three hundred on a huge one. A result without a date range and a spend figure doesn't tell you much.
4. "Is this a result or a target?"
Targets are useful, and every good agency should give you one. But a target is a goal, not proof. Make sure the two aren't mixed up.
5. "Can I speak to the client?"
Not every client will agree to be a reference, and that's normal. But an agency should be able to describe the work clearly: the problem, what they built, and what happened.
6. "Who owns the accounts?"
Your ad account, page and lead data should be in your business's name. If an agency insists on running everything from accounts you can't see, you can't check their results.
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Book a free 30-minute call and put these questions to us directly.