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Facebook Ad Questions to Ask Before Hiring A Digital Marketing Agency

First, I want to give credit to the incredible people who taught me these questions. I came in to lead a small business that had steadily seen a decline in revenue every year for the past 10 years. I had a marketing budget and dollars set aside for an agency, but I had to be successful or we were going to close our doors in a year. I worked with a Facebook ad agency and the results were minimal, the communication poor, and the ideas stale. But then I talked with someone I had learned a lot from, Justin Wise. Justin’s consulting firm now works with agencies, but at the time they focused on day to day Facebook advertising. After working with a proper agency, the business turned a profit for the first time in a decade. 

Facebook Ad Questions to Ask Before Hiring A Digital Marketing Agency

These questions give you everything you need to know when it comes to hiring a Facebook Ad agency. Avoid the pain of partnering with the wrong agency or making costly mistakes. Take control and scale your business with Facebook Ads.

1. What should the return be on my investment in Facebook Ads?

This question is first for a reason: it’s the most important. If an agency tells you likes, comments, or shares on your ads are the return you should expect, RUN. Your return on any Facebook Ad investment should be conversions. Plain and simple. Anything less is a waste of money.
2. What results should I expect to receive from Facebook Advertising?
Conversions! These come in three different forms: cost-per-acquisition (CPA), cost-per-lead (CPL), and cost-per-click (CPC). An agency should be able to meet or beat your existing CPA / CPL / CPC. For Facebook Ads to work for your business, they should deliver you more customers/clients and more leads.
3. What is my cost-per-acquisition/lead?
CPA is how much it costs you to win a client. CPL is similar…how much it costs you to get a lead. CPC is, you guessed it, how much it costs you to get a click. If you don’t know those numbers, an agency should be able to help you set these vital benchmarks to measure against. If they cannot do this, they do not know what they are doing.
4. How much of my dollar is going to ad spend vs. management?
Some agencies prefer the traditional (and outdated) method of charging you fees based on a percentage of your ad spend (anywhere between 10-30%). For example, if you have a $1000 advertising budget, and the agency fee is 20%, they will put $200 of your $1000 budget into their pocket. This leaves you with $800 to spend on ads. Ultimately this model benefits the agency. They encourage you, the client, to spend more on ads. The more you spend, the more they make. That’s why you want to work with an agency that has flat-rate pricing. Flat-rate agencies charge a set amount for their services, regardless of how much you spend on ads. So if you have $1000 to spend on ads, every dollar goes to creating conversions for your company. In other words, there’s no incentive for a flat-rate agency to get you to spend more.
5. How do I know the ads are working?
You should have 24/7 access to the inner-workings of your campaign. Some agencies inexplicably do not allow clients access to the analytics of their own campaigns. Absurd! Even if you have zero interest in looking, seek out an agency that values transparency. In short, you’ll know your ads are working if they are meeting your CPA / CPL / CPC goals. Do not settle for fluff metrics like shares, likes, comments, or worse yet–’engagement.’ Demand to see your numbers. After all, it’s YOUR money.

6. What should be included in an agency’s monthly management investment?
Ensure each of the following are included in an agency’s monthly management services: ad creation (copy and images), campaign creation, pixel installation, audience research, audience creation, persona targeting, daily optimization, and, most importantly, structured budgeting. Think of it this way: you pay the agency to accomplish these tasks and spend your budget intelligently.
7. How long before I will start seeing results?
Do not be deceived: Facebook Ads take a minimum of 45 days to start seeing predictable, sustainable results. Think of it like a bank. If you open an account with $100 on Monday, and go into the bank on Tuesday expecting your money to have doubled, you will be disappointed. Why? Because investments and compound interest don’t work that way.

Now What?

Now you have the knowledge that can prevent you from getting ripped off, taken advantage of, or let down by a Facebook Ads agency. But unless you take action, these questions will just be something you read and forgot. 

As you try to figure out what to do next with your Facebook Ads, you have two choices. You can spend the time, energy, and risk trying to figure our Facebook Ads for yourself. Or you can get custom-built plan for your business, giving you a step-by-step process to follow for Facebook Ads success.

On the call, I will build an ads blueprint based off a proven ads management process that has been vetted and deployed by the most elite group of Facebook marketers in the world. You can deploy it immediately yourself or even hand it off to an agency to follow.

Click here to schedule now →