Each question below comes with what a good answer sounds like.
Who will actually work on our account each week?
Ask for the name and experience of the person who will log in and make changes, not the person presenting the pitch. A good answer names them, says how much of their week your account gets, and lets you meet them before you sign.
How are you paid, and what does that reward?
Fixed fees, a percentage of ad spend and payment by results each reward something different. A percentage of spend rises when the budget rises, whether or not the extra spend paid off. A good answer explains the fee plainly and says how it would change if the right decision were to spend less.
Who will own the ad accounts and the data?
The answer you want is that your business owns every account, the analytics and the tag manager container, and the supplier is given access. Be wary of an account built inside the supplier's own setup, which can leave you without the history if you part ways.
How will your reports reconcile with our sales?
A good answer starts from your sales or CRM data, not the platform's dashboard, and explains how the two will be compared each month. Ask what counts as a conversion in their setup, and whether it is a real enquiry or sale or something softer.
What will you change first, and why?
A good answer begins with an audit of tracking and account structure before any change in spend, and names what would make them recommend spending less. Be cautious of a plan that promises growth before anyone has looked at the account.
How do we leave?
Ask for the notice period, what is handed back and how quickly. A good answer is a short notice period and a clean handover of access, with nothing held back.