Choosing a marketing partner for a trades business is one of the most consequential decisions a service business owner makes. Here's how to evaluate candidates with questions that cut through the presentation and get to capability.
Question 1: "Show me a campaign you run for a business like mine."
If they can't show you a real, currently running campaign for a local service business — with real performance data, real conversion numbers, and real results — they don't have relevant evidence. Theoretical approaches and case studies from other industries are not equivalent.
Question 2: "How do you track from ad click to booked job?"
This question reveals whether they understand end-to-end attribution. The answer should include: a tracked phone number, form submission confirmation, and a reporting system that connects ad spend to actual revenue — not just to clicks or impressions.
Question 3: "What happens in the first 30 days?"
A clear onboarding process, a baseline audit, and a specific timeline of what gets built and when. Vague answers ("we'll set up the strategy and get aligned") signal an agency that does a lot of meetings and not enough execution.
The most important filter: do they report on revenue outcomes?
A partner who reports in impressions, clicks, and engagement is measuring activity. A partner who reports in cost per lead, bookings attributed, and revenue generated is measuring outcomes. The second type is the only type worth paying.