Seven tips for choosing a performance marketing agency

Executive overview

Picking the wrong agency wastes time and money with little to show. The right one grows with you through referrals and results.

Evaluate agencies on verifiable signals — awards, industry fit, team credentials — not on founder reputation or surface-level promises.

The team assigned to your account matters more than the agency's name or its founder.

Seven selection criteria

1. Awards — judges are experienced marketers; awards are hard to earn and signal proven client results.
2. Industry experience — match the agency's specialisation to your specific sector and service needs.
3. References — always ask; agencies without references likely have few satisfied clients; call the ones provided.
4. Who works your account — identify the specific people assigned to you and check their credentials, not just the agency's reputation.
5. Size and growth trajectory — look for agencies at least 3–4 years old that are still growing; stagnation signals weak referrals.
6. Dedicated account manager — someone who advocates for your resources internally and is reachable when needed.
7. Omni-channel capability — a single channel won't carry growth; the agency should cover all platforms relevant to your business.