Every business wants more leads, more customers, and a better return on their marketing investment.
But too often, companies fall into traps set by vague promises, poor communication, and agencies that simply don't deliver.
In this post, we'll break down the biggest red flags in digital marketing, so you can protect your budget and grow your business with confidence.
The Back Story
I recently spoke with the COO of a company that has a really exciting product—I think it’s going to be a game changer in the industry.
The COO asked me, “Hey Phil, I signed a contract with this marketing agency for $14,000 for lead generation. So far, we've had 1,200 people click our ad.”
I thought that sounded promising, but then he continued: “Nobody has signed up for a demo of our software, nobody has filled out a form on our website, and we've spent $7,000.
I have to go back to the CEO and CFO next week, and I don't feel good about this.”
So, I asked the obvious question: What did the marketing agency have to say?
Their response was, “Give it three more months.”
“We’re going to refine your keywords, we’ll get better on the creatives, it will improve.”
That is one of the biggest red flags in digital marketing.
Before you hired this agency, what was the conversation like?
Did they have a questionnaire that asked about the search terms you wanted to appear for in internet searches?
Did they ask about your ideal client profile?
Did they ask who is considered a thought leader in your industry or who your competitors are?
None of those questions were asked.
At Analytics That Profit, we have a five-page onboarding questionnaire that takes hours to complete.
I always get the response, “Wow, Phil, I’ve never considered some of these questions.”
That’s because we need to understand your ideal client profile before taking any action in the digital space.
In this case, there was no questionnaire, no onboarding process, and $7,000 was spent for 1,200 clicks with no leads.
"I have to meet with the CEO and CFO next week."
The COO asked for my advice: “Phil, if you were me, what would you do?
If it were me, I’d be honest with them: “I made a mistake. I hired this agency, and they’re not performing; they need to be fired.”
But that’s not what he did—he’s giving it three more months. That’s a critical mistake in digital marketing.
Let’s talk about more red flags.
1. "Give It Three More Months"—The Waiting Game
One of the most common red flags is when a marketing agency asks you to "give it three more months" after poor results.
If you've spent thousands on ads, received plenty of clicks, but have zero leads or conversions, it's time to sound the alarm.⏰
Agencies should be transparent about their performance and quick to adjust their strategy, rather than simply asking for more time without clear justification.
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2. No Onboarding, No Questions, No Strategy
A reputable agency should start with a thorough onboarding process.
This means asking about your ideal client profile, target search terms, competitors, and what success looks like for your business.
If they don't ask these questions, they can't build a strategy tailored to your goals.
At Analytics That Profit, for example, we use a detailed questionnaire to ensure we understand your business before any campaign begins.
3. Vague Promises and Undefined Success
Beware of agencies that are vague about their approach or don't define what success means.
There should be clear, measurable objectives, like the number of demos booked, forms filled out, or phone calls received.
If an agency can't articulate what success or failure looks like, you're at risk of wasting money with nothing to show for it.
4. The "Page One of Google" Guarantee
Many agencies promise quick rankings on the first page of Google.
The reality: You can buy ads and appear on page one instantly, but that doesn't mean you're attracting qualified leads or making sales.
Sustainable SEO and digital marketing require time, thorough research, and a deep understanding of your industry and its competitors. If someone guarantees fast results, be skeptical.
5. Poor Communication and Lack of Reporting
If you don't know what your agency is doing with your money, that's a huge red flag. You should receive regular reports and have open lines of communication. At minimum, expect monthly updates and answers to your questions. Agencies that fail to provide transparency or don't explain their actions are not acting in your best interest.
6. No Documented Process or Strategy
A professional agency will have a documented process and a clear strategy for your campaigns. This includes timelines, deliverables, and expected results. Without this, you're left guessing—and likely wasting time and money.
7. Lack of Data Sharing and Tracking
You can't improve what you don't measure. If your agency isn't tracking results with tools like Google Analytics, Google Tag Manager, or Search Console, you have no way to know what's working. Worse, some agencies keep ownership of these assets, making it hard for you to make changes or switch providers. Always ensure you have admin access to your digital assets.
8. Agencies That Don't Understand Your Industry
Industry knowledge matters. If your agency doesn't understand your field's terminology, standards, or customer journey, they can't create effective campaigns. Make sure your partner has experience in your space, or is willing to learn.
9. Holding Your Assets Hostage
Never let an agency own your website, Google Business Profile, or ad accounts. If you want to leave, you should be able to take your digital assets with you. Agencies that hold these hostage are acting unethically and making it difficult for you to control your own marketing destiny.
10. Poor Quality Content and Off-Brand Messaging
Your marketing should reflect your expertise and brand reputation. If your agency produces low-quality, off-brand content (like cartoonish ads for a century-old business), it can damage your credibility. Insist on content that matches your brand's voice and values.
11. Vanity Metrics Over Real Results
Don't be fooled by metrics like impressions or reach. These numbers might look impressive, but they don't translate to leads or sales. Focus on metrics that matter—conversions, qualified leads, and actual revenue.
12. Overuse of Jargon and Buzzwords
If your agency can't explain its strategy in simple terms, it may not be understood. Good partners communicate clearly and help you make informed decisions, without hiding behind industry jargon.
Final Thoughts
There are a few great marketing agencies out there, but there are many ready to take advantage of small businesses. Protect yourself by asking tough questions, demanding transparency, and insisting on clear, data-driven strategies.
If you're unsure about your current marketing efforts, reach out to Analytics That Profit for an honest conversation—because your business deserves results, not just empty promises.
