Agencies vary widely in what they offer and how they work. None of the points below are about catching anyone out — good agencies welcome these questions because clear expectations make the work go better for both sides. We'd encourage you to ask them of us too.
1. Understand the exact deliverables
"Marketing" can mean anything from a few social posts to a full system of content, advertising, landing pages and enquiry handling. Ask for a list of what you'll actually receive each month:
- Content: how many filming days, videos, photos or posts, and who plans them.
- Advertising: which platforms, who writes and designs the ads, how often they're reviewed.
- Website or landing pages: what's built, who hosts it and who can edit it.
- Enquiry handling: whether the agency does any follow-up, and what exactly that involves.
- Reporting: what you'll see, how often and in what format.
2. Ask for relevant proof — and what kind it is
Ask what experience the agency has with construction and renovation businesses specifically. Some agencies will have direct construction examples; others will have results in adjacent sectors such as trades, professional services or healthcare, where some lessons transfer and others don't. Neither is automatically disqualifying, but you should know which you're looking at. Ask how the work would be adapted to longer decision cycles, larger project values and site-based sales that are typical in construction.
When you see case studies or testimonials, ask which business they relate to, what period they cover and how the numbers were measured.
3. Separate fees from ad spend, production and software
Make sure the quote separates:
- Agency fees for strategy, management and labour.
- Advertising spend paid to platforms such as Meta or Google — and whether it's paid directly by you or passed through the agency.
- Production costs such as filming days, travel, editing or photography.
- Software or tools like CRMs, booking systems or landing-page platforms.
This lets you compare proposals fairly and understand what you're paying for.
4. Clarify qualification and who follows up
Ask how enquiries will be qualified and who contacts them first. Does the agency only generate enquiries and pass them on, or does it also make first contact, follow up or book appointments? If they do follow up, ask what a "qualified" enquiry means to them, how quickly they respond and how the handover to your team works.
5. Agree the limits of authority
An agency shouldn't be giving technical, structural, compliance or pricing advice on your behalf. Agree in writing that technical questions, quoting, contracts and project commitments stay with your business and your licensed people. Check that ad copy and website content won't make claims about your work that you haven't approved.
6. Ask about access, ownership and cancellation
Policies differ between agencies, so ask directly rather than assuming:
- Who owns the ad accounts, website, domain, pixel and tracking setup?
- Who owns the videos, photos and other content produced — and can you keep using them if you part ways?
- Will you have your own login and access to the ad accounts and reports?
- Where is enquiry data stored, who can see it and what happens to it if the arrangement ends?
- What is the minimum term, notice period and cancellation process?
Get the answers in writing as part of the agreement.
7. Agree metrics and how they'll be attributed
Agree what will be reported: total enquiries, qualified enquiries, appointments booked and attended, quotes issued and projects won — each as a separate number. Discuss how enquiries will be attributed to channels and the limits of that tracking, since people often see an ad, search your name later and then call. Later stages like quotes and wins depend on your team recording outcomes, so agree a simple way to do that. Our guide on how to measure construction lead quality explains why this matters.
8. Speak to genuine references
Ask whether you can speak to one or two current or past clients. A short conversation about communication, reporting and how problems were handled can tell you more than any case study.
9. Start with a realistic test scope
Construction projects take time to go from enquiry to contract, so early results may show up first as enquiries and consultations rather than signed jobs. Agree a defined initial period, a budget you're comfortable with, what you'll review along the way and what would lead you to continue, change or stop. Be wary of anyone who can promise specific results before understanding your market, your projects and your follow-up.
10. Get it all in a written scope
Before committing, ask for a written scope covering deliverables, responsibilities, all costs, reporting, access and ownership, and term. A clear document protects both parties and makes reviews easier.
Red flags worth noticing
- Guaranteed results, rankings or numbers of enquiries before they know your business.
- Fees and ad spend bundled into one figure with no breakdown.
- Reluctance to give you access to your own accounts or data.
- Reporting that only shows impressions, clicks or total leads.
- Pressure to sign quickly or lock into a long term without a clear review point.
A checklist for your call
- What exactly is delivered each month?
- What construction or adjacent-sector experience do you have, and how is it relevant to my projects?
- How are fees, ad spend, production and software costs separated?
- How are enquiries qualified, and who follows them up?
- What stays with my team — technical advice, quoting, contracts?
- Who owns the accounts, content and data, and what access will I have?
- What are the term, notice period and cancellation process?
- Which metrics will you report, and how will attribution work?
- Can I speak to a client reference?
- What does the first test period look like, and how will we review it?
For context on how these pieces fit together, see marketing for builders in Australia: a practical plan. And if you'd like to put these questions to us, our construction marketing service page explains how we work.