Vetting a marketing agency before signing requires asking for: real case studies with specific results, client references you can actually speak with, a clear explanation of their reporting process, and a written scope of work that defines what's included before any contract is signed. These are reasonable standards — a legitimate agency with a strong track record can meet all of them.
The Vetting Checklist
1. Portfolio review with specificity filter. Look at their actual work — not the highlight reel, but representative samples of ongoing client output across a 6-12 month period. Ask: Is the quality consistent? Does it reflect genuine strategic thinking, or templated execution? Would you be proud to publish this under your brand?
2. Case study verification. For every result they claim — "we grew this client's organic traffic by 300%" — ask to see the actual data. Screenshots from Google Search Console, Google Analytics, or platform dashboards. An agency that can't produce documentation for their headline results either doesn't have the results or can't be trusted to accurately represent them.
3. Client references you can actually contact. Not a testimonial on their website — an actual client you can email or call and ask: What was it like working with them? Did they deliver what was promised? What would you tell someone considering hiring them? The quality of the reference conversation tells you more than the reference list itself.
4. Reporting transparency. Ask to see an example of a monthly report they've provided to a current client (with client details redacted). This reveals whether they report on business-relevant metrics or vanity metrics, whether they're honest about what isn't working, and whether the report format would give you the information you need to make decisions.
5. Written scope of work before signing. The contract should define: specific deliverables per month, quality standards and revision policy, the team who will work on your account by role, the performance metrics they're accountable to, and termination terms. Vague contracts with high commitment periods and minimal accountability are a warning sign.
6. Fit assessment beyond capability. Is their communication style compatible with how you work? Do they ask good questions about your business and goals before pitching? Do they seem genuinely curious about your situation, or are they running the standard pitch regardless of what you tell them? Relationship quality matters alongside competence.
The First 90 Days Test
Many agencies will agree to a 90-day trial period before a longer commitment. If an agency resists this structure for a new client relationship, ask why. Agencies confident in their results welcome the opportunity to demonstrate value before asking for a long-term commitment. Agencies that need a long-term commitment before delivering results are often covering for slow ramps or underperformance they anticipate.