If you’re getting an external agency to run your ads, how do you go about evaluating them?

On the monthly targets they proposed and you agreed on.

No no, I should have been clearer. I mean how do you evaluate and pick an agency to work with out of the many options available? References? Paid trials? Any best practices?

Based mostly on the proposal the goals identified the targets set and any proven track record.

one key thing to look for is how well they understand your business or industry—or at least the effort they put into learning about it. Everything else can be sorted out later. Another tip: make sure you have someone on your team to keep an eye on the details and question anything that doesn’t seem logical when the agency makes recommendations or suggest some bizzare budgets. @Muru

1. Their expertise, and case studies, that you can understand while you setup the call. 2. The deliverables they provide every month. 3. Experience on your industry or related industry. Pro Tip - Ask for an Audit around all the marketing channels, and for a 1-3 months funnel. This will give you clear justification.

Thanks @Ashkar Gomez @Vikhyat Puri and @Rohit Gupta. Little less of a noob today thanks to you all :)

1. Have they worked with similar clients 2. Whether they are okay to own the pipeline after some time or at the start 3. If they have a person who worked with the similar ICP