Essential checklist for evaluating an advertising agency proposal before hiring

Essential checklist for evaluating an advertising agency proposal before hiring

Objective: To provide a practical framework that allows companies to compare agency proposals objectively, ensuring transparency in costs, results, and asset ownership.

1. Main problem and business objectives

• Key question: What specific problem is the agency trying to solve? (e.g., lead generation, increase in conversions, SEO positioning).
• Acceptance criterion: The proposal must describe the objective with clear metrics (for example, “50 qualified leads per month” or “10% increase in online sales”). If the answer is vague, discard it.

2. Deliverables and acceptance criteria

3. Schedule, team, and responsibilities

• Schedule: Must include monthly milestones and key delivery dates.
• Assigned team: Name of the person responsible for each area (strategy, creative, analytics).
• Client responsibility: Approvals, availability for meetings, and access to accounts.

4. Measurement and reporting

• Indicators: CPL, ROAS, conversion rate, average ticket, etc.
• Frequency: Weekly, biweekly, or monthly depending on the nature of the channel.
• Format: Real-time dashboard + review meeting.
• Transparency: Access to advertising and analytics accounts under the client's name.

5. Price breakdown

Tip: If the proposal presents a single number without a breakdown, request the separation; this avoids surprises in media costs.

6. Ownership of accounts and data

• Advertising accounts: Must be in the client's name or under collaborative access (business portfolio) without sharing passwords.
• Data and digital assets: The client must retain rights over creatives, texts, videos, and any generated content.
• Access to reports: It is guaranteed that the client can consult the dashboards at any time.

7. Exit conditions and notice

• Notice: Minimum period (for example, 30 days) before canceling the relationship.
• Final delivery: Delivery of all digital assets and collected data.
• Cancellation compensation: If applicable, it must be clearly specified.

How to use the checklist

1. Define your scoring criteria (for example, 0‑3) before receiving proposals.
2. Request the same information from all agencies to ensure comparability.
3. Evaluate each item and assign a score; sum the total points.
4. Review the final price only after closing on quality, ensuring that the cost corresponds to the scope.

Expected result: An informed decision based on clear objectives, measurable deliverables, and total transparency in costs and ownership, minimizing financial and operational risks.