You’ve made the decision: your business needs professional marketing help to grow. You open your browser, type in “digital marketing agency in Lagos,” and hit enter. Instantly, you’re flooded with dozens of options; slick websites, impressive-sounding services, and bold promises to “skyrocket your sales” and “dominate the market.”
They all look good. But how do you separate the true experts from the pretenders?
Making the wrong choice is more than just a frustration; it’s a costly mistake that can set your business back by months and waste a significant amount of your budget. The right choice, however, can become your single greatest asset for growth.
To make a smart, confident decision, you need a framework. This guide provides five critical questions you must ask before you choose a digital marketing agency. Their answers will tell you everything you need to know.
5 Key Questions to Ask Before You Choose a Digital Marketing Agency
Consider this your personal vetting checklist. A great agency will not only have good answers to these questions but will be excited that you’re asking them. It shows you’re a serious business owner, and they’ll be eager to prove they’re a serious partner.
Question 1: Can I See Your Case Studies and Past Results?
This is the most important question because it cuts through all the sales talk and gets straight to the proof. A slick presentation is nice, but a track record of success is everything. When you choose a digital marketing agency, you are investing in their past performance as an indicator of your future success.
Don’t just settle for a portfolio of pretty website designs. Look for detailed case studies with real, measurable data. A great agency should be able to show you things like:
- “We increased organic traffic for a Lagos e-commerce client by 300% in 12 months.”
- “We generated a 5x return on ad spend for a B2B service company.”
- “We lowered the cost per lead by 40% for a real estate firm in Lekki.”
You should also look for client testimonials and check if they have experience in your industry or a similar one.
Red Flag?
A major red flag is a vague answer, a portfolio with no numbers, or a complete unwillingness to share any performance data. If an agency can’t prove they’ve gotten results for others, they are unlikely to get them for you.
Question 2: Who, Exactly, Will Be Working on My Account?
In many agencies, especially larger ones, you’ll be impressed by a senior strategist during the sales process, only to be handed off to a junior account manager once the contract is signed. It’s vital to know who is managing your money and strategy when you choose a digital marketing agency.
A good agency will be transparent about its team structure. You should have a clear point of contact and know the names and experience levels of the strategists who will be hands-on with your account. You should feel confident that you have access to the expertise you were sold, not just a go-between who passes messages along.
Red Flag?
The primary red flag here is an evasive answer about the team. If they can’t tell you who will be managing your account or if you feel like you’re being shielded from the specialists who are actually doing the work, it might be a sign of a “bait-and-switch” sales tactic.
Question 3: How Do You Measure and Report on Success?
This question reveals an agency’s entire philosophy. Does their definition of “success” align with your business goals? A key part of how to choose a digital marketing agency is understanding how they define a win.
This focus on tangible results is critical. It’s a point of pride for us at Edens Digital and is the reason we were honoured to be named the “Best Results-Driven Digital Marketing Agency in Nigeria” for 2025. Any digital marketing agency you consider should be obsessed with the data that drives your business forward.
A great partner will focus on business metrics that directly impact your bottom line, not just vanity metrics. They should provide a customized report that explains what the data means and includes a clear strategy for the next month. Look for a focus on number of Qualified Leads, Cost Per Lead/Acquisition (CPL/CPA), Sales Revenue & Conversion Rate, and Return on Investment (ROI).
Red Flag?
A major warning sign is a heavy focus on vanity metrics like likes, impressions, or clicks without connecting them to actual business results. Another red flag is receiving a generic, automated PDF report at the end of the month with no custom insights or strategic conversation.
Question 4: What is Your Process for Strategy and Communication?
A great agency is a strategic partner, not just a task-doer. They don’t just “run ads” or “post on social media”; they do these things as part of a well-defined plan created specifically for your business.
Look for an agency that can clearly explain its process. They should have a structured onboarding system to learn about your business, a formal strategy session to set goals, and a commitment to proactive, regular communication, whether that’s through bi-weekly calls, a shared Slack channel, or detailed monthly reviews.
Red Flag?
Be wary of any agency that is vague about its process or claims to have a “secret formula” they can’t share. Great marketing isn’t magic; it’s a combination of proven processes and creative execution. If they can’t explain their process, it’s likely they don’t have one.
Question 5: What Are Your Contract Terms and Pricing Structure?
Finally, you need to understand the practicalities of the partnership. Transparency in contracts and pricing is a huge indicator of a trustworthy agency. Understanding the terms is the final step when you choose a digital marketing agency.
A trustworthy agency will provide clear, simple pricing, whether it’s a monthly retainer or a project fee. They will give you a detailed scope of work that lists all the deliverables you will receive. Look for reasonable contract terms, such as a 3-6 month initial commitment followed by a 30-day notice period. This shows they are confident they can earn your business long-term.
Red Flags?
Be cautious of hidden fees, a confusing pricing structure that is hard to understand, and vague deliverables. The biggest red flag is being pressured into a rigid, inescapable 12-month contract from day one. A confident agency doesn’t need to trap its clients.
Finding a Partner, Not Just a Provider
Ultimately, when you choose a digital marketing agency, you are choosing a growth partner for your business. The process can seem daunting, but it doesn’t have to be.
By using these five questions as your guide, you can empower yourself to look past the sales pitches and evaluate a digital marketing agency in Lagos based on what truly matters: their track record, their team, their processes, and their commitment to your success.
At Edens Digital, we welcome these questions because we believe in transparency and partnership. If you’re looking for an agency in Lagos that can confidently answer all five, we invite you to schedule a conversation with us.
