Choosing the right agency is a high-stakes decision. The wrong fit costs you 12 months and a chunk of budget. The right one becomes a multi-year growth partner.

Skip the pitch theater. Ask for the team that will actually do the work, the last three engagements that ended, and the reasons why. Reference-check both wins and losses.

Watch for red flags: vague reporting, no senior accountability, guaranteed rankings. Watch for green flags: written strategy, transparent pricing, and a partner who pushes back.