Agencies have a script for when they have zero results. Learn to decode the BS and spot the 10 red flags that mean it's time to fire them.
Agencies use these exact phrases when they have no results. Here's what they actually mean.
TRANSLATION:
"We have no idea how to track conversions, so we're showing you meaningless vanity metrics like impressions and reach."
The Reality: Brand awareness is what agencies hide behind when they can't deliver revenue. If your business needs sales, not fame, and your agency is talking about "brand awareness," they're admitting they can't measure real results.
Real marketers track CAC, ROAS, and revenue attribution. Frauds talk about "getting your name out there."
TRANSLATION:
"We were running campaigns on autopilot and didn't bother adapting when things changed."
The Reality: Yes, algorithms change. Weekly. That is literally the job—to stay ahead of changes and adapt strategy accordingly. If your agency uses "the algorithm" as an excuse, they're admitting they can't do the one thing you pay them for: staying current.
Good marketers see algorithm updates coming and adjust. Lazy agencies use them as scapegoats.
TRANSLATION:
"We want you locked into a 12-month contract so we can bill you while doing the bare minimum."
The Reality: Yes, SEO and content marketing take time. But paid ads? You should see directional data within 2-4 weeks. If your agency is asking for 6-12 months before you see any performance indicators, they're either incompetent or stalling.
Real marketers provide weekly performance updates and iterate fast. Time-wasters hide behind "patience."
Heard any of these phrases?
Your agency is either incompetent or dishonest. Either way, it's time to move on.
Most agencies aren't actively trying to fail you. But their business model incentivises mediocrity, not results.
Agencies make money by managing as many clients as possible. Not by making you successful.
They bill you $10,000/month. They assign a junior account manager earning $55K. That junior manages 8 clients. Your "dedicated expert"? They spend 4 hours a week on your account.
The rest? Template reports. Vanity metrics. Excuses about "algorithm changes." And a Slack message every 3 weeks asking if you're happy.
If any of the following 10 red flags sound familiar, it's time to fire your agency.
Don't fix them. Fire them.
Book a Strategy CallIf you spot 3 or more of these, it's time to leave.
Your monthly report highlights "Impressions," "Reach," and "Engagement." But what about Revenue, ROAS, and Cost Per Acquisition?
Why this matters:
Impressions don't pay your bills. Agencies love vanity metrics because they're easy to inflate and hard to tie back to business outcomes. If your reports don't show revenue impact, your agency is hiding something.
You were sold by the agency owner or senior strategist. But the person actually managing your account? A 24-year-old with 18 months of experience managing 8 other clients.
Why this matters:
Junior account managers follow templates. They can't strategise. They can't audit. They can't pivot when campaigns fail. You're paying premium prices for entry-level execution.
You request a campaign change on Monday. It gets implemented the following Monday. Your agency operates on "retainer time," not "business time."
Why this matters:
In digital marketing, speed is everything. A week's delay on a campaign pivot can cost thousands in wasted ad spend. In-house teams move in hours, not weeks.
Your monthly report is a PDF with the same format, same insights, and same "recommendations" every single month. Nothing changes except the numbers.
Why this matters:
Real marketing requires iteration, testing, and analysis. If your reports never evolve, it's because your agency isn't actually doing anything new. They're just running the same campaigns on autopilot.
Your Google Ads, Meta Ads, and analytics accounts are set up under the agency's business manager. You don't have admin access.
Why this matters:
This is the biggest red flag of all. If you fire them, they can hold your data, pixel history, and audiences hostage. You should always own your accounts. If your agency refuses to give you admin access, they're locking you in.
Your agency started at $5K/month. Now you're paying $12K/month. But your revenue from marketing hasn't grown proportionally.
Why this matters:
Agencies love scope creep. "We need to add TikTok." "We need to add email." Each addition comes with a fee increase, but rarely with results. They're optimising for their revenue, not yours.
You have to chase your agency for updates. They only reach out when it's time to send the monthly report or renew the contract.
Why this matters:
A good marketing partner proactively alerts you to opportunities, problems, and trends. If you're always the one initiating contact, your agency isn't thinking about your business.
Your agency charges a percentage of ad spend (10-20%), but you have no visibility into how they're optimising that spend. Are they prioritising performance, or are they inflating ad budgets to increase their fees?
Why this matters:
When agencies charge based on ad spend, their incentive is to increase your budget, not optimise it. An in-house team is incentivised to drive results with less spend.
You suggest running a campaign targeting "everyone aged 18-65." Your agency says, "Great idea! We'll get that set up." No pushback. No strategic input.
Why this matters:
Real strategists challenge bad ideas. If your agency agrees with everything you say, it's because they're order-takers, not partners. They're protecting the retainer, not your results.
Your campaigns are underperforming. The agency's explanation? "Facebook changed the algorithm." "Google updated the bidding." "Q4 is always tough."
Why this matters:
The algorithm changes for everyone, not just you. Great marketers adapt. Bad agencies make excuses. If you're hearing "algorithm" more than "strategy," your agency has given up.
Don't fix them. Fire them.
Book a Strategy CallIf you've recognised your agency in this list, you have three options.
Use our free calculator to work out if you're overpaying your agency and what you could save by bringing marketing in-house.
Run the CalculatorFollow our proven 90-day roadmap to fire your agency and build an in-house team without any downtime in your lead generation.
Get the RoadmapGet a strategic marketing leader who actually understands your business, audits your agency, and builds your in-house team. No retainer BS.
Learn About Fractional CMOStop making excuses for your agency. If they're showing these red flags, it's not getting better. Get a second opinion from someone who actually cares about your results.