Yesterday, I had a conversation with an old friend who was frustrated with his marketing agency. This wasn’t just any agency—it was one with a highly reputable name in the industry. But as our discussion unfolded, it became clear that reputation doesn’t always mean results.
The Problem: Lack of Transparency and Accountability
My friend had been working with this agency for six months but wasn’t seeing the results he’d hoped for. Specifically, he was concerned about his Google Ads campaigns. Despite spending over $35,000, his cost per conversion was a staggering $256 per lead, with only 18 booked calls out of 130 leads. That’s a booking rate far below his usual 60% average.
When he brought up his concerns, the agency not only refused to take responsibility but also deflected blame onto him. Instead of acknowledging the possibility that their ads were attracting poor-quality leads, they insisted it was his fault. Worse yet, they wouldn’t grant him read-only access to his Google Ads account. Their excuses?
- The account was “proprietary.”
- Other clients’ data was on the same account, so they couldn’t provide access.
Both of these statements are blatant lies.
Why This Matters
Transparency is critical when working with a marketing agency. If an agency isn’t willing to share basic access to your own ad account, it’s a huge red flag. You’re paying for the campaigns, the results, and the data—you have every right to see what’s happening.
In this case, the agency even refused to screen share the actual ad account. Instead, they vaguely referred to their “secret sauce” as the reason for their lack of transparency. For an agency charging this much, it’s unacceptable to hide behind excuses.
The Outcome
Needless to say, my friend canceled his retainer—even though the agency had locked him into a long-term contract. After six months of poor results, it was clear that staying with them would only lead to more wasted money.
Lessons Learned: How to Protect Yourself
If you’re considering hiring a marketing agency, keep these tips in mind:
- Own Your Assets: Make sure you have full ownership of your accounts, including ad accounts, websites, and any other marketing assets. Never let an agency control these.
- Avoid Long-Term Contracts: Work with agencies that offer month-to-month agreements. This way, they’re incentivized to deliver results consistently.
- Understand the Basics: Educate yourself on marketing fundamentals so you can evaluate whether the agency is delivering quality results. Knowledge is your best defense against getting taken advantage of.
- Demand Transparency: An honest agency will gladly provide access to your accounts and walk you through their strategies. If they’re hiding something, it’s time to walk away.
The Harsh Reality
Unfortunately, many agencies prioritize their bottom line over their clients’ success. They’ll use high-pressure sales tactics, lock you into contracts, and hide behind buzzwords like “proprietary systems” to justify their lack of transparency. Don’t fall for it.
If you’re stuck in a situation like this, reach out to someone you trust to help you evaluate your current campaigns. Don’t keep paying for mediocre results—there are better options out there.
Ready to Take Control?
If you suspect your agency is underperforming or hiding behind excuses, DM me. Let’s take a closer look and make sure you’re getting the results your business deserves.
