In 2026, a good agency is defined by 10 signs: transparent case studies with numbers, KPIs written into the contract, the client owning the ad account, regular reports, willingness to sign an NDA, a physical office or registered company, a team of specialists (not one person), a niche specialization, a trial period and real guarantees. Red flags: promises of “guaranteed traffic”, no case studies with numbers, cash-only payment.
In 9 years of marketing, we've seen dozens of clients come to us after a bad experience with other agencies: wasted budgets, lost access to ad accounts, “everything's going well” reports with zero sales. In this article we've gathered 10 practical criteria to help you choose an agency without such losses.
10 criteria for the right choice
1. Transparent case studies with concrete numbers
A good case study looks like this: “Kids' IT school case study. Budget: $820,250, leads: 113,925, average cost: $7.2, ROMI: 380%.” A bad one: “We helped the client grow 5x.” If an agency's website doesn't have a single concrete number, that's the first red flag.
Ask for 2-3 case studies from your niche. If the agency confidently shows numbers (“the budget was X, the cost per lead was Y”), they're professionals. If they dodge or say “we don't disclose that”, they most likely have no case studies at all.
2. You must own the ad account
Your Facebook Ads, Google Ads or any other ad account must be registered to your company or personal account, with the agency invited as a partner. Never the other way around.
Why it matters: if you end the contract, you keep the account along with its data history, pixels, audiences and lookalikes. If the agency owns the account, you lose months or years of work. It's the most common “hook” unscrupulous agencies use to keep clients.
3. KPIs written into the contract
The contract should specify:
- A target cost per lead or an acceptable range (for example, $7-12)
- A minimum monthly lead volume
- A target lead-to-sale conversion rate (if the agency influences the funnel)
- What happens if KPIs aren't met (a free week, rework, a refund)
Without clear KPIs you'll argue with the agency every month: “there are leads, but they're bad,” “the price went up, but that's normal.” KPIs are your protection.
4. Regular reports in a clear format
The standard for a good report: weekly written summaries + a detailed monthly report with screenshots from Ads Manager and analytics. It should show:
- Budget spent
- Impressions, clicks, leads
- The cost of each metric
- A comparison with the previous period
- Hypotheses and tests planned next
5. Willingness to sign an NDA and a contract
If an agency refuses to sign a contract or wants to work “on trust, for cash”, that's an absolute red flag. Any decent agency in 2026 signs:
- An NDA (non-disclosure agreement)
- A service agreement with defined KPIs
- Monthly work acceptance certificates
6. A registered company or sole proprietorship
Look the company up by its registration number in public registers. A serious agency is legally registered, pays taxes and can issue an invoice. That matters not just for accounting but also so you know there's someone accountable if problems arise.
7. A team of specialists, not one person
Modern marketing requires different skill sets:
- Paid social specialist: setting up campaigns, audiences and tests
- Designer: ad creatives
- Copywriter: copy for ads and landing pages
- Analyst: data, reports, optimization
- Project manager: communication with you
One person can't do everything well. If 1-2 people are assigned to your project, expect it to handle a budget of up to $1,500/month. Large budgets need a team of 4-5 specialists.
8. Specialization in your niche
A generalist “we do everything for everyone” agency usually loses to a specialized one. The agency should have case studies in your niche specifically: online schools, e-commerce, services, real estate, B2B. If they don't, ask for at least a similar one (for example, if you sell a course, case studies in online courses).
9. A trial period
A good agency is willing to start with a 1-2 month trial period with clear KPIs. It's in both your interests: within that time you can see whether there are results and whether you're a good fit. If an agency demands a 6-12 month contract upfront, think twice.
10. Real guarantees (or an honest “we don't give any”)
There are 3 types of guarantees:
- A process guarantee: “We do the work to this standard”. This is normal
- A first-results guarantee: “First leads within 2-3 days or your budget back”. Offered by professionals
- A guarantee of a specific ROI or sales: “We guarantee $10K in sales a month”. Almost always a scam or a sign they don't understand the market
“When an agency promises a guaranteed 5x return, ask whether they'll put it in the contract with a 100% budget refund if they miss it. In 99% of cases, they won't. Advertising depends on the product, prices, the market and hundreds of factors outside the agency's control.” — Natalia Maslakova, founder of MAS Project
10 questions to ask at the briefing
- Show me 2-3 case studies in my niche with numbers
- Who exactly will work on my project? Can I see the specialists' LinkedIn profiles?
- Whose company will the ad account be registered to?
- Which KPIs will we put in the contract?
- How often will reports come, and in what format?
- What's the minimum contract term, and is there a trial period?
- What happens if the results don't suit either side?
- What extra costs are there beyond ad spend (creatives, copywriting)?
- Who owns the creatives after the contract ends?
- Do you sign NDAs, and can you show me a sample contract before we meet?
Red flags: definitely DON'T work with them
- “We guarantee 100 sales a month” without knowing your product or market
- “Cash only, no contract”
- Registering the ad account to the agency instead of you
- Case studies with the same “250% ROAS” for every client
- No physical address and no LinkedIn profiles for the team
- “We'll make you big in 1 week”
- Asking for full prepayment for 6 months upfront
- Not giving you access to the ad account, not even view-only
When to work with an agency and when with a freelancer
A freelancer is a good fit if:
- Your ad budget is up to $1,500/month
- Your niche is simple (a local service, a personal brand)
- You only need paid social, without design or strategy
- You're ready to manage the process yourself
You need an agency if:
- Your budget is $1,500+/month
- You use several channels (Facebook + Google + YouTube)
- You need creatives, copywriting and strategy
- You want to scale without overseeing every step
- Your business is complex (B2B, multi-region, premium segment)
Want to see if MAS Project is right for you?
We'll tell you about ourselves without the sales pitch, show case studies from your niche and give you a budget and cost-per-lead forecast.
Get a free consultationFrequently asked questions
How much does a marketing agency cost in Ukraine?
In 2026, marketing agency services in Ukraine cost from $400 to $5,000+ a month. Basic paid social: $400-800/month; full-service marketing with social media and content: $1,500-3,000/month; complete marketing with a dedicated project team: $3,000-5,000+/month. Ad spend is extra.
How do you check that an agency is legitimate?
Check 5 things: real case studies with concrete numbers; client reviews on independent platforms (Clutch, GoodFirms); the team, i.e. whether specialists have LinkedIn profiles; a physical address or registered company; willingness to sign an NDA and a contract with defined KPIs.
What should a contract with an agency include?
Mandatory points: KPIs and evaluation metrics (cost per lead, conversion, ROAS), the list and scope of work, reporting and its frequency, rights to creatives and access to ad accounts after termination, termination terms, guarantees.
Is it better to work with an agency or a freelancer?
Up to $1,500/month in ad spend, a freelancer is usually enough. From $1,500-5,000, an agency is better, but a vetted one. From $5,000+, definitely an agency with a team (a paid social specialist + a designer + an analyst + a copywriter).
Do agencies guarantee results?
Serious agencies only guarantee the work process, not a specific ROI or number of leads. However, responsible agencies like MAS Project guarantee the first leads within 2-3 days of a campaign launch or your money back.