Due Diligence Guide
15 Questions to Ask Any Marketing Agency
Before you sign a contract, ask these questions. A trustworthy agency welcomes them. Use this guide to evaluate any partner — including us.
We have been in the industry long enough to know what bad agency relationships look like — vague reporting, conflicted interests, and results that never quite materialize. This guide reflects the questions we wish every practice asked before committing to a marketing partner.
Questions by Category
Strategy Questions
(4 questions)"Do you specialize in chiropractic marketing?"
Why This Matters
Chiropractic has unique offer structures, compliance requirements (HIPAA), and patient psychology. A generalist agency will spend your money learning your industry.
What a Good Answer Looks Like
A good answer names specific chiropractic campaigns they have managed, the offers that perform best for chiropractors, and common mistakes they see in the space.
"Do you work with my competitors in my market?"
Why This Matters
An agency working with your direct competitor has a fundamental conflict of interest. Your ad data, campaign strategy, and conversion insights could benefit someone competing directly against you.
What a Good Answer Looks Like
The agency either confirms exclusivity per market, or explains a transparent conflict policy. Vague reassurances are a red flag.
"What is your approach to market exclusivity?"
Why This Matters
Even without a formal exclusivity policy, geographic saturation dilutes results. Understanding how they manage market concentration tells you how much they value your competitive position.
What a Good Answer Looks Like
Either a clear exclusivity guarantee, or a candid explanation of how many competing practices they serve in a market and how they prevent conflicts.
"How do you develop a custom strategy for my practice?"
Why This Matters
Cookie-cutter strategies produce cookie-cutter results. Your market size, competition level, offer, and practice type all demand a tailored approach.
What a Good Answer Looks Like
They describe a discovery process — asking about your goals, auditing your competition, researching your market — before recommending any tactics.
Results Questions
(4 questions)"Can you show me specific case studies with real numbers?"
Why This Matters
Generic testimonials ("they did a great job!") tell you nothing about marketing performance. You need to see actual lead counts, cost per acquisition, and revenue impact.
What a Good Answer Looks Like
They share documented case studies with specific numbers: market, practice type, ad spend, leads generated, cost per lead, new patients per month, and ROI.
"How do you track and report ROI?"
Why This Matters
ROI is only meaningful if it is calculated correctly — tracking leads to booked appointments to showed up patients to revenue. Many agencies stop at lead count.
What a Good Answer Looks Like
They describe a full-funnel tracking system: call tracking, form attribution, CRM integration, show rate measurement, and revenue per patient calculation.
"What is your average client retention rate?"
Why This Matters
Client retention is the most honest indicator of agency performance. If clients consistently leave after 3–6 months, results probably are not materializing.
What a Good Answer Looks Like
They share a specific retention rate and explain what drives it. Agencies doing good work typically retain 70%+ of clients past the initial commitment.
"What results can I realistically expect in 90 days?"
Why This Matters
The answer reveals how honest they are. Unrealistic promises signal desperation or inexperience. Appropriately conservative estimates signal operational integrity.
What a Good Answer Looks Like
Specific, channel-by-channel expectations with appropriate caveats based on ad spend, market size, and competition. No guarantees of exact patient counts.
Transparency Questions
(4 questions)"How often will I receive reports, and what will they show?"
Why This Matters
Monthly reports are the minimum. Weekly reporting with real metrics keeps you informed and keeps the agency accountable between calls.
What a Good Answer Looks Like
A specific reporting cadence (weekly snapshots + monthly deep dives) with named metrics: leads, cost per lead, booked appointments, show rates, and revenue.
"What metrics do you track, and how do I access them?"
Why This Matters
If you cannot access your own data at any time, you are dependent on the agency for visibility into your own business. That is not a good position to be in.
What a Good Answer Looks Like
A live dashboard you can access at any time, plus regular reporting. All data should be yours, always.
"Do I own my ad accounts and all my data?"
Why This Matters
Some agencies create accounts in their own name, making it impossible to take your campaigns with you if you leave. This is a significant leverage point that favors the agency.
What a Good Answer Looks Like
Unequivocal confirmation: all accounts are created in your name, you have admin access, and all data belongs to you regardless of whether you continue with the agency.
"What happens if results do not meet expectations?"
Why This Matters
Every agency promises results upfront. Understanding what they do when campaigns underperform reveals their accountability culture and commitment to client success.
What a Good Answer Looks Like
A clear escalation process: monthly performance reviews, a specific plan for underperforming campaigns, and explicit language about what happens if agreed benchmarks are not met.
Pricing Questions
(3 questions)"What is included in your pricing, and what costs extra?"
Why This Matters
Buried fees for ad management, landing pages, reporting tools, or content creation can double the true cost of a program. Understand the full cost picture before signing.
What a Good Answer Looks Like
A clear itemized breakdown of what is included. Anything that might cost extra is explicitly named. No surprises after month one.
"Are there setup fees or onboarding charges?"
Why This Matters
Setup fees can be a significant upfront cost. Understanding them before signing lets you factor them into your total investment calculation.
What a Good Answer Looks Like
Either no setup fees, or a clear explanation of what the setup fee covers and why it is priced the way it is. Setup fees for complex buildouts are legitimate — unexplained ones are not.
"What is the minimum commitment, and what happens after?"
Why This Matters
Marketing systems need time to optimize. A 30-day out clause often benefits neither party. But a 24-month lock-in is excessive. Understanding the commitment structure protects both sides.
What a Good Answer Looks Like
A defined initial commitment (typically 4–6 months) with a clear month-to-month continuation after. Early exit terms should be reasonable and transparent.
How We Answer These Questions
Ask Us Anything
We encourage every prospective client to bring this list to our strategy call. We welcome hard questions — it is how you find the right partner.
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