The first kind is the real deal, a partner that wants to see you succeed, that treats your business like their own, and that thrives on performance. The second kind is an illusion, the agency that puts on a good show, dazzles you with dashboards, and counts on you not knowing what you’re looking at.
Knowing which kind you’re dealing with can mean the difference between measurable growth and money quietly disappearing into reports full of “vanity metrics.”
A good agency measures itself by your success.
A bad agency measures itself by your ignorance.
Bad agencies depend on you not knowing marketing. They keep the presentation polished, the jargon heavy, and the numbers impressive enough to look like progress.
You’ll hear things like:
“Traffic is up 400%!”
“Your impressions are through the roof!”
“We added 30 new keywords to your rankings!”
But when you ask, “How much revenue did this generate?” or “How many qualified leads came from it?”, the room gets quiet.
Here’s how to spot a bad vendor before it costs you another quarter of results:
1. They Focus on the Wrong Metrics
When an agency keeps talking about impressions, clicks, or likes — but never about revenue, conversions, or leads — it’s because they can’t tie their work to actual outcomes.
They highlight what looks good instead of what matters.
2. They Spin the Story
Instead of telling you what’s working and what’s not, they spin the data. They show selective wins and ignore underperformance.
If every report sounds like a victory lap, you’re not getting the truth — you’re getting a script.
3. They Avoid Accountability
Good agencies bring you solutions. Bad agencies bring you excuses.
If you ask a direct question — “Why did conversions drop?” — and get a vague answer about “seasonality,” “algorithm changes,” or “brand awareness,” that’s not strategy; that’s deflection.
4. They Talk About What They’ve Done, Not What They’ve Accomplished
A bad agency’s favorite phrase is “We did…”
We ran 15 campaigns.
We launched 10 blog posts.
We set up your Google Ads.
But doing things isn’t the same as achieving things.
A good agency talks about results, how those campaigns performed, what they learned, and what they’re improving next.
5. They’re Uncomfortable When Pressed
If an agency becomes defensive or irritated when you ask tough questions, it’s because they don’t have the answers.
Transparency shouldn’t be uncomfortable — unless there’s something to hide.
A good marketing partner doesn’t need to hide behind the numbers. They:
Are transparent about every campaign, even the ones underperforming.
Are communicative, not reactive. They reach out before you have to chase them.
Collaborate with you to define success, set clear goals, and align on KPIs that tie directly to business outcomes.
Take ownership. If something’s off, they tell you — and immediately follow with how they plan to fix it.
Focus on results over activity. They talk about impact, not just output.
Good agencies want long-term partnerships, not long invoices.
If your marketing agency can’t confidently explain how their work drives your revenue, you don’t have a partner, you have a problem.
You deserve transparency. You deserve strategy. You deserve marketing that earns its keep.
And if you’re not sure whether your agency is doing that?
That’s exactly what I help clients figure out, with second opinions, audits, and strategy sessions built to separate the good from the bad. If you suspect your agency isn’t delivering, or if you want an honest second opinion from someone who’s built and led marketing programs that actually move revenue, let’s talk. Hit that Contact Me button and let's get you answers you need.
Joshua Banks
Digital Marketing Leader & Strategist