Red Flags to Watch for When Choosing a Meta or Google Ads Agency (AKA how to not get burned)

Let's be honest. The digital marketing world is full of some very shiny promises, and some very sketchy behaviour hiding behind them.

Lately, we've had a few people come to us after horror-story experiences with their agencies. And while I wish these were rare one-offs, they're more common than you'd think, especially if you're new to Meta or Google ads and don't know what questions to ask.

So, here are the big red flags to look out for when hiring an ads agency, with a healthy dose of "what to do instead" sprinkled in because we're all about being constructive here.

You don't get access to your own ad account

If you're paying for ads, you should own the account. Period. Full stop. No negotiation. The end.

Some agencies set things up in their own Business Manager and run your ads through their accounts. Sounds convenient, right? Wrong. This means the day you leave, you lose everything: your data, your audiences, your pixel history, and sometimes even your creative.

What to do instead: make sure you own your own ad account and pixel (and ideally, your own Business Manager too). The agency should request access, not the other way around. And never sign a contract that says your assets will be deleted if you part ways. We even let you download our creative as you go to use in your socials and other marketing!

You don't get to approve the ads before they go live

Yikes. This one still blows my mind.

Your brand. Your products. Your reputation. You deserve to know what ads are going live under your name. And if they're not showing you the creative for approval first, it's a big red flag.

What to do instead: ask to review all ads before they go live. You should have the final say, whether it's in a Milanote, a shared doc, a Slack thread, or within Meta itself. This should be standard practice, not a special request.

I'll caveat this with saying, you should listen and trust your agency. You picked them for a reason, so be willing to try new things and experiment. But you should always, at the end of the day, be happy with how your brand is being presented.

They only make new creative once a month

In 2025? When creative fatigue hits faster than ever? When we're living in a creative-led ads world?

One batch of creative a month just isn't going to cut it. If your agency isn't testing and refreshing regularly, your results will stall, and fast.

What to do instead: ask how often they refresh creative, how they decide what's working, and whether they support testing UGC, static, video, and so on. You want a team that's responsive and willing to pivot based on performance.

I'd also be wary of a specific amount of creative being locked into your contract. It's not a red flag on its own, just a caution. Some months you'll need more, others less, and flexibility here goes a long way.

You're locked into a long contract (6+ months)

Some agencies push 6 or even 12-month contracts before you've seen a single result. And while I get wanting stability, this is not a good sign. This isn't SEO. Results can and should happen within 3 months.

What to do instead: if you're going to commit to a contract, 3 months max is reasonable. Enough time to get in, see what's working, make improvements, and if it's not working, get out. Personally, we run month-to-month with 30 days' notice. It's fair for everyone and keeps both sides accountable.

Sometimes things take longer than 3 months, but that should be clearly articulated and you should be fully on board with the strategy and plans surrounding it.

They guarantee results

"No worries, we guarantee you 5x ROAS."

Big fat red flag.

No one, and I mean no one, can guarantee results with Meta or Google Ads. There are too many variables: your product, your offer, your site, your audience, the algorithm, the weather. (Seriously, rainy days convert better. Don't ask me why.)

What to do instead: look for transparency, not guarantees. A good agency will talk about strategy, not promises. They'll explain what's realistic, where the bottlenecks might be, and how they'll handle optimisation. Any exact numbers? Run. A clear strategy and honest insight into where improvements could come from? Green flag.

You don't know who's actually managing your account

You might meet the founder on the sales call, but who's really in Ads Manager every day?

If you don't know who's in the backend, or worse, if you can't get in touch when you need to, it's a problem. The person on the call is rarely going to be the person managing the actual account, and that's okay, but you should know who is.

What to do instead: ask upfront who you'll be working with directly. Will it be an account manager? A media buyer? Someone junior? Are you getting an expert or someone learning on your dollar? How is the team structured? Are they local, offshore, or a mix? All are okay, as long as there's transparency.

Bonus: Get the basics in writing

What's included? How often do they report? Will they test new creative? Are calls included? Who's writing the copy?

It might feel awkward asking, but future you will thank you. And if things go sour, it helps to know what you were promised versus what was delivered.

A quick checklist before signing with an agency:

• You own your ad account and pixel

• You approve all ads before they go live

• Creative is updated regularly (at least every 1-2 weeks)

• You're not locked into anything longer than 3 months

• They don't guarantee results, but they do believe they can improve them

• You know exactly who you'll be working with and how

• You've got the deliverables in writing

There are so many good ad agencies out there, people who genuinely want to help your brand grow and will be honest with you along the way.

But there are also plenty of cowboys. And if you've already been burned, I see you. You're not alone. And there is a better way.

If you ever want a second opinion, a quick gut-check on a contract, or just someone to decode what your current agency is actually doing, my inbox is always open or you can book a chat. I've done plenty of audits where I've told people their current agency is doing a fab job. Unfortunately it's usually the other way around, but I will always tell you the truth either way.

You deserve transparency, strategy, and ads that actually work.