17 Red Flags to Watch Out for When Choosing a Digital Marketing Agency

In the vast sea of digital marketing agencies, finding the right partner for your business can be a daunting task. To help you navigate these waters, we’ve compiled a list of 17 warning signs that should have you thinking twice before signing on the dotted line. Let’s dive in!

1. The Mysterious Ghost Agency

Beware of agencies with no real identity or presence.

When you’re browsing an agency’s website, you should be able to get a clear picture of who they are and what they stand for. If their site is missing crucial credibility markers, it’s time to start asking questions. What are they hiding? Are they actually based where they claim to be, or are they operating from an undisclosed location?

A reputable agency should have a comprehensive ‘About‘ page that includes its mission statement, team profiles, specific positions within the company, and details about its leadership. This information helps establish trust and gives you a sense of the expertise and experience behind the agency. If an agency is reluctant to provide this information, it could be a sign that they lack the depth of expertise or success stories to back up their claims.

2. The White Label Wombats

Outsourcing core services can lead to inconsistent quality and communication issues.

Some agencies, especially in the social media space, may not be as genuine as they appear. They might outsource their technical work to offshore teams with less experience, essentially acting as a middleman rather than a true service provider. This practice, known as white labelling, can lead to a host of problems including inconsistent quality, communication issues, and a lack of deep understanding of your specific business needs.

Red flags to watch out for include a lack of industry partnerships (such as Meta Business Partner status) and a team roster missing key technical positions. A high-quality agency will have in-house expertise for crucial services like Google Ads, SEO, Facebook Ads, and web development. This ensures that the team working on your account has a comprehensive understanding of your business goals and can provide seamless, integrated strategies across all digital marketing channels.

3. The Tall Tale Tellers

Unrealistic promises of growth and success should raise suspicion.

Be wary of agencies that spin yarns about astronomical growth and scaling that sound too good to be true. If they’re making bold claims without substantial evidence to back it up, they’re likely overpromising and under-delivering.

While impressive results are certainly possible in digital marketing, be sceptical of claims that seem unrealistic. Look for evidence to support their claims, such as detailed case studies or screenshots of results (though keep in mind that even these can be manipulated). Client reviews can also provide valuable insights into an agency’s actual performance. A trustworthy agency will be able to provide realistic projections based on data and industry benchmarks and explain their strategies in detail.

4. The Review Rort

Fake reviews undermine trust and indicate a lack of genuine results.

In the digital age, online reviews can be a valuable tool for assessing an agency’s reputation. However, some agencies are resorting to underhanded tactics by giving themselves glowing reviews. This deceptive practice is becoming more common and completely defeats the purpose of the review system.

To spot fake reviews, take time to read them carefully. Look for reviews that provide specific details about the services received and results achieved. Cross-reference reviewer names with the agency’s staff on LinkedIn to ensure they’re not employees leaving fake reviews. Also, check for reviews on multiple platforms, not just Google. Be wary of reviews without any text, as these are easier to fake. A reputable agency should have a mix of reviews that reflect real client experiences, including how they handle challenges or negative feedback.

And by the way, it’s not just dodgy – it’s illegal under Australian Consumer Law, with penalties that’ll make your marketing budget look like pocket change.

You know who you are. We can tell. We all can tell.

5. The Trophy Hunters

Beware of agencies flaunting questionable awards.

In the world of digital marketing, not all that glitters is gold. Some agencies have taken to purchasing awards or even creating their own award websites to boost their credibility. This practice is as hollow as a chocolate Easter bunny and about as nutritious for your business.

How can you spot these faux accolades? Look for award websites that are easily found and have press releases for winners and finalists. If the award seems too good to be true, it probably is. Also, check if the awarding body is recognised and respected within the industry. Are other reputable agencies participating in these awards?

A truly accomplished agency will have recognition from well-established, industry-respected organisations. They’ll be transparent about their accolades and able to provide context about the significance of their awards. Remember, a shelf full of participation trophies doesn’t necessarily translate to real-world results for your business.

6. The Transparency Dodgers

Lack of clear reporting and results should set off alarm bells.

If an agency is more secretive than a classified government document, it’s time to start asking questions. A lack of transparent reporting, vague results, or using brand terms in search campaigns to inflate ROAS and lower CPA are all signs that they’re trying to pull the wool over your eyes.

A trustworthy agency will provide regular, detailed reports that clearly show what your money is achieving. They should be able to explain their strategies, the metrics they’re tracking, and how these align with your business goals. If you feel like you’re being kept in the dark, it’s time to seek a more transparent partner.

7. The Blog-Only Bandits

SEO is more than just churning out blog posts.

Some agencies think SEO is just about pumping out blog posts faster than a production line. But real SEO is about growing ranks for keywords that matter to your business and your customers. Imagine plastering useless content all over the internet that will never reach a customer in your area – that’s about as useful as a chocolate teapot.

A comprehensive SEO strategy should include technical optimisation, on-page SEO, quality link building, and yes, content creation – but content that serves a purpose and targets relevant keywords. If an agency’s SEO strategy begins and ends with blogging, they’re missing a big part of the picture.

8. The Stagnant Swamp

Lack of progress over time is a major red flag.

If your results are as stagnant as a pond in the middle of a drought, it’s time to reassess. This often goes hand-in-hand with a lack of accountability. Your digital marketing efforts should be evolving and improving over time, not stuck in a rut.

A good agency will continuously optimise your campaigns, test new strategies, and adapt to changes in the digital landscape. They should be proactive in suggesting improvements and quick to address any dips in performance. If you’re seeing the same mediocre results month after month, it might be time to look for a more dynamic partner.

9. The Contract Dodgers

A lack of clear agreements can lead to misunderstandings and disappointment.

No contract? That’s shakier than a house of cards in a windstorm. A solid contract protects both client and agency, outlining services, timeframes, and expectations. Without one, you’re on uncertain ground and vulnerable to misunderstandings.

A professional agency will provide a clear, detailed contract that outlines exactly what services you’ll receive, the timeline for delivery, the costs involved, and what happens if either party needs to end the relationship. If an agency is reluctant to provide a contract, or if the contract is vague and full of loopholes, consider it a red flag.

10. The Rank Romantics

Promising guaranteed rankings or viral content is a sign of over-promising.

Any agency promising guaranteed rankings or viral content is selling you a bigger furphy than a politician’s campaign promises. No one can guarantee this – search engines are too complex and unpredictable, and what goes viral is often a matter of timing and luck as much as strategy.

A reputable agency will set realistic expectations. They’ll explain their strategies for improving your rankings or creating engaging content, but they won’t make promises they can’t keep. Be wary of any agency that claims they can guarantee specific rankings or viral success.

11. The Gut Feeling Galahs

Lack of data-driven decisions is a recipe for wasted resources.

A data-driven process is crucial in digital marketing. CPA, CPC, CTR, ROAS, Reach, Impressions – these metrics should guide campaigns, not gut feeling. If an agency is relying on likes and interactions more than solid data, it’s time to look elsewhere.

A professional agency will base their strategies and decisions on solid data and analytics. They should be able to explain what metrics they’re tracking, why these metrics matter to your business, and how they’re using this data to optimise your campaigns. If an agency can’t explain their decision-making process or shies away from data, consider it a warning sign.

12. The Dinosaur Agency

Outdated industry knowledge can seriously hamper your digital success.

The digital marketing landscape changes faster than fashion trends. If an agency is still banging on about outdated concepts like keyword density for SEO, they’re living in the digital dark ages.

A good agency stays on top of industry trends, algorithm updates, and new technologies. They should be able to speak knowledgeably about current best practices and emerging trends in digital marketing. If their strategies sound like they’re straight out of 2010, it’s time to find a more up-to-date partner.

13. The Willy-Nilly Workers

Lack of planning and research leads to ineffective strategies.

If an agency jumps into execution without proper planning and research, they’re setting you up for failure. A thorough discovery process is crucial for understanding your business, your audience, and your goals.

Look for an agency that takes the time to get to know your business inside and out before proposing any strategies. They should conduct in-depth research on your industry, competitors, and target audience. If an agency seems to be shooting from the hip rather than following a well-thought-out plan, that’s a red flag.

14. The Asset Hoarders

Withholding access to your digital assets is a major no-no.

If they’re gatekeeping assets like Google Analytics and Facebook Business Manager access, what are they hiding? Your digital assets belong to you, and you should have full access to them at all times.

A transparent agency will provide you with owner-level access to all your accounts and assets. They’ll be happy to explain what they’re doing and why, and they won’t try to hold your digital assets hostage. If an agency is reluctant to give you full access, it’s time to question why.

15. The Social Media Miracle Workers

Promising guaranteed leads and sales from organic social media is unrealistic.

Anyone promising guaranteed leads and sales from organic social media marketing is pulling your leg. Unlike paid marketing, organic social media results aren’t directly attributable and can be unpredictable.

A honest agency will explain that while social media is great for brand awareness, engagement, and community building, it’s not a guaranteed sales machine. They should be able to set realistic expectations for what social media can achieve for your business, and how it fits into your overall digital marketing strategy.

16. The Jargon Jugglers

Misuse of industry terms indicates a lack of real expertise.

If they’re using improper terms like “shells” instead of “campaigns”, they’re either trying to confuse you or they don’t know what they’re talking about. Either way, it’s a red flag.

A knowledgeable agency will use correct industry terminology and be able to explain concepts clearly without resorting to unnecessary jargon. If you feel like you need a decoder ring to understand what your agency is saying, it might be time to find a partner who can communicate more clearly.

17. The Template Tragics

Over-reliance on templates can result in a generic, ineffective online presence.

Agencies claiming cookie-cutter templates as their own work are about as original as a cover band. While templates might work for some basic needs, passing them off as custom work is disingenuous and often results in a website that doesn’t truly reflect your brand or meet your specific needs.

Look for an agency that offers genuinely custom solutions tailored to your unique business needs. They should be able to explain their design process and how they plan to create a website or marketing materials that truly represent your brand and resonate with your target audience.

Demand Better

At Pixite, we’ve seen it all – agencies wasting money on irrelevant keywords in Google Ads, running Facebook campaigns without proper conversion tracking, launching websites riddled with bugs, or simply failing to deliver on their retainer promises. These practices aren’t just ineffective; they’re burning through your hard-earned marketing budget without delivering results. We believe you deserve better. Your business’s success is too important to be left in the hands of agencies that prioritise flashy promises over real results. That’s why we’re committed to transparency, data-driven strategies, and measurable outcomes. We’re not here to waste your time or money – we’re here to drive your business forward.

Choosing the right digital marketing agency is crucial for your business’s online success. By being aware of these red flags, you can avoid potential pitfalls and find a partner who will truly help your business thrive in the digital world. Remember, a great agency will be transparent, data-driven, up-to-date with industry trends, and focused on delivering real, measurable results for your business.