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Write the business question first
Before requesting proposals, describe what needs to change. More enquiries is a starting point; suitable enquiries for a specific service and market is a clearer brief. Include your current channels, website, available budget and the person responsible for follow-up.
Ask how the recommendation was reached
A proposal should connect its channel choices to your audience, offer and constraints. Ask what the agency reviewed, which assumptions remain untested and what information would change the plan. Be cautious when every business receives the same package regardless of its situation.
Review the evidence behind the claim
Ask whether a portfolio example represents the agency’s own work, which parts it delivered and whether the client has permitted the example to be shared. For results, ask for the baseline, reporting period and data source. A percentage without context is difficult to evaluate.
Settle ownership and access
Clarify who owns advertising accounts, domains, website files and analytics properties. Ask how permissions are granted and removed. Your business should understand the access it is providing and what happens at handover.
Compare the full commercial scope
Management fees, media spend, production, software and maintenance may be separate costs. Compare deliverables and responsibilities rather than price alone. Ask how changes, revisions and extra work are approved.
Make reporting useful
Agree what counts as a conversion and how lead quality will be reviewed. Clicks and form submissions can help diagnose a journey, but they do not automatically represent qualified opportunities or revenue. Confirm who supplies sales feedback and how often the plan is reviewed.
Use this shortlist checklist
What problem are you recommending we address first?
What is included and excluded?
Who will deliver and review the work?
What evidence supports relevant experience?
Who owns the accounts and assets?
Which costs are separate?
What will you measure?
What inputs do you need from us?
How are changes approved?
How does handover work?
Look for realistic expectations
No agency controls customer demand, competitor behaviour or search rankings. A useful partner can explain the work, the assumptions and the review process without promising a guaranteed commercial outcome.
Turn the checklist into a better brief
Write your main objective, current situation and unanswered questions on one page. Use the same brief with shortlisted agencies so their responses are easier to compare.