Ask what they count as a result
Impressions and clicks are not results. Enquiries, booked surveys and won jobs are. If reporting stops at traffic, you will never know whether it worked.
Ask whether advertising spend is included
It usually is not, and that is normal — but it should be stated plainly before you commit, along with a sensible starting budget for your area.
Be wary of guaranteed lead numbers
Nobody can guarantee a fixed number of leads. Results depend on your area, services, pricing, competition and how fast you reply.
Ask who owns the website and the data
You should own the domain, the site and the enquiry records. If leaving means losing everything, that is not a partnership.
Written by Oliver Martin, founder of OMP and director of a UK construction company.