7 Crucial Questions to Ask Your Social Media Agency (and Why They Matter)

Content Strategy

Clients pay social media agencies to design and execute campaigns that deliver results. However, many campaigns fall short, not because of poor execution, but because the right questions weren’t asked at the start. To get the most out of your investment, you need clarity, transparency, and a shared understanding of success.

Before you start with a social media agency, you should ask them these seven questions and ensure your marketing dollars are working as hard as they can.

Missed Opportunities because of Misaligned Expectations

Social media campaigns feel like a black box. You might see metrics like “impressions” or “clicks,” but what do they really mean for your business goals? Many agencies focus on vanity metrics, neglecting the actionable insights and strategies you need to succeed. This disconnect leads to misaligned expectations and wasted spending.

The solution? Start by asking the right questions. These questions help define goals, evaluate performance, and ensure your campaigns are built for improvement.

The 7 Questions to Ask Your Social Media Agency

1. Is the Campaign Set Up for Success?

Proper campaign setup is the foundation for actionable insights. Here’s what to ask:

  • Are the target audience and keywords chosen based on performance estimates?
  • Is the budget pacing in line with goals?
  • When are we expected to hit our targets (both performance and spend)?

By addressing these questions, your agency can identify potential roadblocks before the campaign goes live, saving you time and money.

2. How Relevant is the Creative?

Creative assets can make or break a campaign. Ask:

  • Are the ads highly targeted to specific audience segments?
  • What’s the performance difference between ad sets? Are some significantly outperforming others?

Understanding creative relevance ensures that your messaging resonates with your audience, maximising engagement and conversions.

3. Are We Reaching the Right Audience?

Reach is about more than just numbers—it’s about quality. Questions to consider:

    • Are we reaching a broad yet relevant audience?
    • Are there additional segments we should target for better results?

    Your agency should continually test and refine its targeting to improve reach without compromising relevance.

    4. Are We Driving Traffic to the Right Place?

    Traffic volume is important, but where that traffic lands matters even more. Ask:

    • What’s the clickthrough rate (CTR)?
    • Is the landing page optimised to convert visitors?

    Driving traffic without a solid user experience is like inviting guests to a party with no food—it wastes everyone’s time.

    5. Are We Generating HighQuality Leads?

    Leads are the lifeblood of most campaigns. Ensure quality by asking:

    • How are leads being qualified?
    • What’s the cost per lead, and how does it compare to benchmarks?

    Agencies should provide databacked insights on lead quality and recommend adjustments to improve it.

    6. Are We Converting Leads into Sales?

    For campaigns focused on sales or other bottomfunnel actions, conversion is key:

    • What’s the conversion rate for leads generated through the campaign?
    • Are there any bottlenecks in the conversion process that need attention?

    This question highlights areas where your campaign and sales processes might need better alignment.

    7. Are We Getting a Good Return on Investment?

    Ultimately, you want to know if your investment is worth it. Key questions include:

    • What’s the ROAS (Return on Ad Spend)?
    • How can we improve campaign efficiency to maximise ROI?

    Your agency should be transparent about performance and proactively suggest optimisations to enhance returns.

    The Solution: Clear Metrics, Aligned Goals, and Continuous Optimisation

    Asking these seven questions ensures that your agency understands your goals, tracks the right metrics, and focuses on continuous improvement. The goal is to move beyond vanity metrics and create campaigns that deliver tangible results. Social media campaigns are complex, but they don’t have to be a mystery. By asking the right questions, you can ensure that your agency is aligned with your goals, optimising performance, and delivering measurable value.

    Remember, your agency works for you. By engaging in open dialogue and holding them accountable to clear metrics, you can build a partnership that drives success and avoids the common pitfalls of misaligned expectations.

    So, start asking questions—and start getting results.