So, you’re shopping for a digital marketing agency. Maybe your new business is gaining traction and you’re eager to keep growing. Maybe you’ve been burned before and you’re still a little raw. Maybe your internal team is stretched thin, scrambling to plug leaks before new ones appear. Or maybe business is booming, and you’ve simply outgrown what your current partner can deliver.
Whatever the case, you know it’s time to level up.
But how do you separate the true experts from the ones hiding behind slick sales decks and drowning your conversations with marketing buzzwords? Especially when everyone claims they “drive results,” “optimize ROIs,” and “leverage data-driven strategies.”
At MINDSCAPE, we’ve been on both sides of the agency-client relationship. We understand what clients need, what keeps them up at night, and what actually makes a great partnership work. So if you’re trying to find the right marketing agency — whether you’re in the U.S., Canada, or anywhere in between — here’s your no-fluff guide to making a smart choice.
Or, make the even smarter choice and see what MINDSCAPE is all about!
Core Digital Marketing Services That Actually Move the Needle
You’ll see a lot of agencies listing everything under the sun: web design, SEO, PPC, email marketing, TikTok ads, NFT consulting, drone footage for your homepage (yes, really). It can be overwhelming. But if you’re a growth-minded business, there are a few non-negotiables that should always be on the table:
Search Engine Optimization (SEO)
SEO isn’t just blog posts and backlinks. A good agency will do:
- Technical SEO audits to fix hidden site issues
- On-page optimization so your pages actually rank
- Keyword research and content strategy built around user intent
- Link building to support authority and rankings
- Local SEO to win your area
Pay-Per-Click (PPC)
From Google Ads to Meta and LinkedIn campaigns, paid media should be:
- Tied to business goals (calls, leads, sales, appointments)
- Constantly optimized using real data, not set-it-and-forget-it
- Transparent about ad spend vs. management fees
Ask if they’ve worked with budgets like yours. If you’re a mid-sized company spending $5K/month, you need a different approach than someone spending $50K.
Content Strategy & Creation
Great content supports SEO, drives engagement, and fills your pipeline. It should:
- Be mapped to every stage of the buyer journey
- Support your brand’s tone and authority
- Actually convert, not just sit pretty
- Ask for samples. The difference between “meh” and meaningful is massive.
Website Design & Development
Your site is your digital front door. An agency worth hiring will:
- Build or optimize for speed, UX, and SEO
- Design to convert — not just look good
- Integrate tracking, CRM, and marketing tools from day one
If they can’t show how your site supports your business goals, keep looking.
Local vs. National Digital Marketing Agencies: What’s Right for You?
One of the first choices you’ll face is whether to go local or work with a national agency. Here’s the honest breakdown.
When Local Makes Sense
If you’re focused on a specific city, region, or province — say Grand Rapids, Calgary, or even a tight U.S. metro — a local agency:
- Understands the nuances of your market
- Has connections with local publishers and partners
- Might meet with you in person (which still matters to some teams)
- Can build hyper-targeted strategies for location-based growth
For example, we’ve helped West Michigan clients fine-tune landing pages and ad copy that speak directly to their regional audiences — not just generic templates.
When National (or Cross-Border) Works Better
If you’re scaling fast or targeting a broader North American audience, a more seasoned agency with U.S. and Canadian clients can bring:
- Cross-market insights you might not get locally
- Experience with compliance differences (think: privacy laws in Quebec vs. California)
- Broader campaign testing, creative, and scale
It’s not about size for the sake of it — it’s about fit. A national agency should still make you feel like a priority, not just another account number.
Let’s Talk About Your Goals
Whether you’re local to Grand Rapids or operating across North America, the right digital strategy starts with a conversation, not a pitch.
Industry Experience: Can They Talk the Talk and Walk the Walk?
Some agencies try to be everything to everyone. That sounds nice in theory — but in practice, it often leads to shallow understanding.
The Value of Industry Specialization
An agency that’s worked in your industry:
- Already knows your buyers’ pain points and terminology
- Has a sense of the sales cycle (B2B software ≠ retail fashion)
- Can apply best practices from similar clients without reinventing the wheel
For example, a team that’s scaled PPC campaigns for healthcare clinics knows you can’t say “cure” or “guarantee” in ad copy without risking rejection. One that’s built SEO strategies for SaaS knows how to balance demo requests with thought leadership.
They don’t just execute — they anticipate.
Watch for Cookie-Cutter Thinking
Just because they’ve worked in your space doesn’t mean they’re innovators. Ask how they’d customize a strategy for your specific goals, not just reuse what worked elsewhere.
The best agencies bring both — familiarity with your vertical and a fresh perspective.
Transparency, Reporting & Communication: The Trust Trifecta
Here’s where things often go wrong in agency-client relationships. You sign a contract. Everyone’s excited. Then . . . silence. Or worse, weekly calls that feel like smoke and mirrors.
Clear, Honest Communication from Day One
You want an agency that:
- Sets expectations (timelines, deliverables, what success looks like)
- Assigns you a consistent point of contact — no handoffs to junior mystery teams
- Is honest when things don’t go as planned (because marketing isn’t magic)
Meaningful Reporting
You’re not just paying for impressions or clicks. You’re paying for results. That means reporting should:
- Tie KPIs to business outcomes (not vanity metrics)
- Show what’s working, what’s not, and what’s next
- Be tailored to you, not pulled from a cookie-cutter dashboard
A good agency will teach you how to read the reports they send — not just fire off monthly PDFs and call it a day.
No Black Box Pricing
If pricing is vague or requires a decoder ring, run. You deserve to know:
- What you’re being charged for (service vs. media spend vs. software)
- What happens if you want to pause or adjust scope
- Whether strategy and execution are truly included — or if you’re paying extra for every email
Real transparency = fewer surprises and better collaboration.
Red Flags to Watch Out For When Hiring a Digital Marketing Agency
Let’s be honest — not all agencies are created equal. And while most sound great on their websites or sales calls, the cracks usually show once the work begins.
Here are some common red flags we’ve seen (and heard about from clients who came to us after bad experiences):
🚩 Everything Sounds Too Good to Be True
If an agency promises Page 1 rankings in 30 days or 10x ROI with zero risk, hit pause. Real marketing takes time, testing, and iteration.
Ask them: “What kind of results can we realistically expect in the first 90 days — and what does the ramp-up look like?”
🚩 They Can’t Explain Their Process
You don’t need to be a Google Ads expert — but you do need to understand what’s being done and why. If the agency hides behind jargon, that’s a problem.
Ask this: “How would you explain your strategy to someone without a marketing background?”
🚩 You’re Not Sure Who’s Doing the Work
You meet the founder or sales rep — but who’s actually running your campaigns?
Ask this: “Who will be my day-to-day contact, and what’s their experience?”
🚩 No Talk of Strategy — Just Tactics
If the agency jumps right into suggesting blog posts, Facebook ads, or email flows without understanding your customer journey, be cautious.
Ask this: “How do you tailor strategies to each client’s goals and audience?”
🚩 Locked-In Long-Term Contracts Without Proof
If you’re expected to sign a 12-month deal before seeing a roadmap or results, think twice.
Ask this: “What are your contract terms, and do you offer a pilot or trial period?”
Questions to Ask Before Signing with a Digital Marketing Agency
Before you commit, here’s a short checklist of questions to ask that will cut through the fluff and reveal what really matters:
- How do you define success for a client like me?
- What industries do you specialize in (and how much experience do you have with mine)?
- Who will I be working with day-to-day?
- How do you report on performance — and how often?
- What happens if we’re not seeing results after a few months?
- Can I see recent results from similar clients (with permission)?
- What’s included in your pricing — and what’s not?
The best agencies will welcome these questions — and answer them clearly and confidently.
Ready to Find a Marketing Partner Who Gets It?
We’ve helped businesses across the U.S. and Canada drive results, reduce marketing headaches, and make sense of the chaos.
If you’re ready for a strategy-first approach and a team that actually cares about your growth, let’s talk.
