Top 5 questions to ask your digital marketing agency – and how Click answers them

Choosing the right digital marketing agency can be one of the most important decisions for a brand looking to grow online. With so many agencies offering similar services, understanding how to evaluate potential partners is key.

Whether you’re looking to refine your organic search strategy, invest in paid media, or improve your overall digital presence, asking the right questions upfront can help ensure you find an agency that not only understands your goals but is equipped to deliver against them.
Here are five core questions to help guide your decision-making process.

1. What expertise do you bring to the table, and is it relevant to my business?

Digital marketing is rarely a one-size-fits-all solution. With channels like organic search, paid advertising, content marketing and social media evolving rapidly, businesses need more than just surface-level knowledge from their agency partners. A successful strategy depends on deep, specialised expertise that aligns with your specific objectives.

It’s important to assess whether an agency has experience in your sector, but just as vital is understanding the relevance of their service offering to your business model. A B2C fashion brand might benefit most from social media campaigns and visual content, while a B2B software provider may prioritise technical SEO, paid search and lead-focused content.

At Click Consult, we’ve delivered strategic, data-led digital marketing for national and international clients across a wide range of sectors. As a Google Partner with multiple industry awards, our strength lies in combining technical knowledge with creative execution.

Our service offering includes:

• Organic search (SEO): enhancing visibility for commercially relevant keywords through a blend of technical optimisation, on-page improvements and creative strategy.
• Paid media: from Google Ads to paid social, we use data-led insight to tailor campaigns that deliver measurable ROI across platforms and devices.
• Content marketing: creating high-quality, shareable content to build authority, improve search rankings and support brand engagement.
• Analytics: collecting and interpreting performance data to inform improvements and maximise the impact of your budget.
• Social media: supporting brand presence with strategic, platform-specific content designed to reach the right audience in the right tone.
• Additional services: from multilingual and international search to web design, marketing automation and reputation management, we offer a wide range of complementary services to meet your broader digital needs.

Each service is supported by dedicated in-house specialists, with campaigns tailored to your business goals. We align our expertise with your commercial priorities, to ensure your digital strategy is focused, impactful and built for long-term success.

2. How do you measure success, and will I have visibility?

In digital marketing, strategy without measurement is guesswork. Understanding how your campaigns are performing is essential, not just to prove value, but to drive continuous improvement. Yet measurement is only meaningful if it’s aligned with your commercial goals and delivered with full transparency.

Any agency can report on standard metrics like click-through rate or impressions. What sets leading agencies apart is their ability to interpret those metrics in the context of your broader objectives, whether that’s improving return on investment (ROI), increasing high-quality traffic, boosting lead volume or strengthening brand visibility.

At Click Consult, we place performance measurement at the core of every campaign. Our data-first methodology ensures that activity across all channels is tracked, analysed and tied back to tangible outcomes. From day one, we define clear, bespoke key performance indicators (KPIs) that reflect your business goals and provide the clarity needed for meaningful decision-making.

Our reporting framework includes:

• Visibility and traffic metrics: such as organic sessions, keyword rankings, Ad Rank improvements and growth in relevant search visibility.
• Engagement and user behaviour: including time on page, bounce rate, and conversion paths to understand how users interact with your website.
• Conversion metrics: including form submissions, transactions, lead generation and calls to action, enabling us to track campaign effectiveness against defined conversion goals.
• Media efficiency indicators: such as Quality Score, click-through rate (CTR), cost-per-click (CPC) and return on ad spend (ROAS), helping to assess paid campaign efficiency.
• Social performance metrics: including reach, engagement, follower growth and traffic from social platforms.

Just as important is how this data is delivered. We ensure clients always have a clear view of campaign performance. That’s why every campaign includes:

• Custom reporting dashboards, built around the KPIs that matter most to your business
• Scheduled performance reviews to discuss progress, address challenges and refine strategy
• Real-time analytics access, where possible, ensuring you have visibility of your data when you need it
• Clear commentary and insights, not just numbers, but expert interpretation to guide action

Maintaining this level of transparency and accountability, ensures that our performance measurement becomes a strategic tool, fuelling continuous optimisation and delivering measurable results.

3. What is your approach to strategy development and campaign planning?

An effective digital marketing strategy should be tailored to your business, not rely on templates or assumptions. The most successful campaigns are those built on a clear understanding of your goals, your audience and the competitive environment you operate in.

This begins with a well-structured discovery phase. A thoughtful agency will approach this stage with a mix of curiosity, creativity and strategy, using it to learn about your existing efforts, challenges, and where you want to go. It’s not just about gathering data, it’s about asking the right questions and listening closely to the answers.

At Click Consult, strategy development starts with a detailed audit of your digital presence. We assess performance across core channels to understand what’s working, where improvements can be made, and how best to align strategies with your business objectives. We also review competitor activity and market trends to ensure our recommendations are relevant and grounded.

To add depth, we speak with key stakeholders from your business. This helps ensure our plans are aligned not only with external goals like visibility and acquisition, but also with your internal capacity and operational priorities.

The outcome is a bespoke strategy grounded in your real-world needs. Depending on your focus, whether that’s improving lead generation, supporting eCommerce performance or raising brand authority, our planning documents will outline:

• Campaign objectives and how success will be measured
• Recommended channels and the role each one will play
• Clear timelines with milestones for delivery and review
• Resource planning and team responsibilities across both sides

Our approach is practical and collaborative. We aim to provide clarity and direction from the start, while remaining flexible to adapt as your business evolves or new opportunities arise.

Taking the time to plan carefully and communicate clearly, helps us to lay the foundation for long-term, measurable progress.

4. What tools and technologies do you use?

Digital marketing success often depends on the quality of the tools used to track, analyse and optimise campaigns. From keyword research and competitor tracking to automation and analytics, agencies should be equipped with both mainstream and proprietary technologies to deliver results.

Knowing what platforms an agency uses, and why, can help you evaluate their ability to stay ahead of trends, adapt to algorithm changes and fine-tune performance.

There are a variety of digital marketing tools and technologies available on the web, but some critical needs remain unaddressed by off-the-shelf solutions. To ensure we provide the best possible service, we developed TRAX: a comprehensive group of internal tools. These innovations developed in-house at Click Consult are engineered to enhance our operational efficiency and, most importantly, significantly improve our clients’ performance across every aspect of the search and digital marketing mix.

Our suite includes:

• rankTRAX™: for position tracking and keyword monitoring
• monitorTRAX®: for performance benchmarking against competitors
• feedTRAX™: for optimising product feeds across Google Shopping campaigns
• proTRAX™: for campaign planning and ROI tracking
• pageTRAX™: for content and on-page analysis

We also work with trusted platforms, like Google Analytics 4 (GA4), Google Ads, SEMrush and Ahrefs. This blend of proprietary tools and trusted platforms allows us to deliver insight-rich, adaptable strategies.

5. How will you communicate and collaborate with us?

A strong agency-client relationship relies on clear communication and well-defined processes. Without timely updates, transparent reporting and straightforward channels for questions, even the most carefully planned campaigns can lose momentum. It’s essential to know exactly who your main point of contact is, how often you will connect, and how your queries will be addressed.

The best agencies function as an extension of your internal team, offering not just expertise but also reliable project management and a shared commitment to your brand’s goals.

At Click Consult, every client is assigned a dedicated Account Manager from the outset. This individual serves as your primary liaison, coordinating between you and our specialist teams to ensure your campaigns run smoothly. Your Account Manager is accessible by phone, email or video call and will organise regular meetings tailored to work with your schedule, and campaign’s scale,along with comprehensive performance reviews and quarterly strategic planning sessions.

Behind the scenes, our structured team approach ensures SEO, PPC, content and social media specialists work in close collaboration, supported by project management to keep tasks on track and aligned with agreed goals. We use collaborative tools such as shared dashboards, content calendars and live reporting platforms to maintain full transparency. This way, you always have clear visibility over campaign progress, upcoming priorities and how we’re meeting your objectives.

Our fully integrated, collaborative services ensure your campaign benefits from streamed execution, and improved outcomes.

Why these questions matter, and why Click has the answers.

Choosing a digital marketing agency isn’t just an operational choice, it’s a strategic one that can significantly influence your business’s growth over time. The right agency brings specialist knowledge, adapts their approach to suit your specific needs, and maintains clear, straightforward communication. This helps you confidently navigate the often complex digital landscape.

At Click Consult, we’re more than just another agency. As The Digital Marketing Experts, we partner with brands worldwide, providing a full suite of services with transparency and a focus on delivering tangible results. Everything we do is aligned with your business objectives.

Before you decide, it’s important to ask the right questions:

• What expertise do you bring to the table, and is it relevant to my business?
• How do you measure success, and will I have visibility?
• What is your approach to strategy development and campaign planning?
• What tools and technologies do you use?
• How will you communicate and collaborate with us?

Once you’ve answered these key questions, the next step is to consider which marketing services are best aligned with your goals. To help with this, our eBook includes a practical flow chart tool that guides you in identifying the types of digital marketing services most relevant to your business size, digital maturity and objectives, helping you map out the support you may need to move forward with confidence.