Short answer: choose an agency that understands your goal, can show relevant work, explains exactly what they will do and how they’ll measure it, lets you own your accounts and data, and doesn’t promise guaranteed rankings. Ask the 12 questions below before you sign anything.
Pakistan has a large and growing digital marketing industry, from freelancers to big agencies in Karachi, Lahore, Islamabad and Rawalpindi. That’s good for choice, but it makes comparing proposals hard. Prices and promises vary widely. This guide gives you a fair, practical way to decide, whichever agency you choose (including us).
Step 1: Be clear on what you need
Before you talk to anyone, write down three things:
- Your goal. More calls and WhatsApp leads? Online sales? Awareness for a new brand? Different goals need different services.
- Your budget, split into the agency fee and the ad spend (the money paid to Google or Meta). Many proposals mix these up.
- What you already have: a website, a Google Business Profile, social pages, past ad accounts, any results data.
An agency that asks about these before quoting is a good sign. One that sends a fixed “package” without asking anything is selling, not planning.
Step 2: Ask these 12 questions
About their experience
- “Can you show work for a business like mine?” Ask for examples in your industry or market, with real numbers they can explain. Google suggests asking a potential SEO for “examples of your previous work” and their experience in your industry and city. (Google Search Central)
- “Who will actually work on my account?” Meet the people, not only the salesperson. Ask what happens when that person is on leave.
- “Which platforms are you certified or partnered on?” Google Partner or Meta Business Partner status isn’t required, but it shows ongoing training. Check claims in Google’s and Meta’s own partner directories.
About the plan
- “What will you do in the first 90 days?” You want a concrete plan (audit, fixes, campaigns, content), not “we will boost your brand”.
- “What results do you expect, and by when?” Google also suggests asking this. Ads can work in days; SEO usually takes months. Honest agencies say so.
- “How will we measure success?” Leads, sales, cost per lead and calls, tracked in Google Analytics and the ad platforms. Likes and followers alone are not business results.
About ownership and money
- “Will my business own the ad accounts, website, domain and Analytics?” The answer must be yes. The agency should get access to your accounts. If they own them, you can lose years of data and history when you leave.
- “Is the ad spend included in your fee?” Get the agency fee and ad spend as separate numbers, and pay ad platforms directly where possible.
- “What exactly is in the monthly fee?” Number of posts, campaigns, blog articles, reports, meetings. Written, not verbal.
- “What’s the notice period, and what do I get when I leave?” Look for a fair notice period and a clear handover of files, designs and logins.
About communication
- “How often will you report, and what will the report show?” Monthly is normal. A good report explains what happened, why, and what’s next.
- “How do I reach you if something breaks?” WhatsApp group, email, calls? What response time can you expect?
Red flags Google itself warns about
Google’s own guidance on hiring an SEO lists warning signs (Google Search Central). Applied to agencies in general:
- Guaranteed rankings. In Google’s words, “No one can guarantee a #1 ranking on Google.”
- A “special relationship” with Google or Meta that gets you special treatment. That isn’t how either platform works.
- Secret methods. Be careful with any company that won’t clearly explain what it will do.
- Link schemes and spam: “thousands of backlinks”, buying fake followers or reviews. These can get your site or page penalised.
- Cold messages promising page one, especially from people who haven’t looked at your business.
Also watch for fake reviews and inflated follower counts, no written contract, and pressure to pay a year upfront.
Comparing proposals fairly
When you have two or three proposals, put them side by side:
| Check | Agency A | Agency B | Agency C |
|---|---|---|---|
| Understood our goal? | |||
| Relevant past work shown? | |||
| Clear 90-day plan? | |||
| Fee and ad spend separate? | |||
| We own all accounts? | |||
| Monthly report with leads and sales? | |||
| Fair contract and notice period? |
The cheapest proposal is often the most expensive if it brings no leads. The most expensive isn’t always the best either. Choose the one that explains its plan best and measures what matters to you.
Local or remote?
Many businesses prefer an agency in their own city so they can meet in person. That helps with trust and with understanding the local market. But location matters less than communication and results. A good remote team that reports clearly is better than a nearby one that disappears after the invoice. If you are in the twin cities, see our page on digital marketing in Rawalpindi and Islamabad.
Start small, then scale
If you’re unsure, start with a paid audit or a short pilot (for example, one ad campaign for two months) before signing a long contract. You’ll learn how the agency communicates, reports and solves problems, with little risk.
About UMA
UMA Tech & Marketing is a digital marketing and technology agency serving businesses in Pakistan and the Gulf. We’re happy to answer every question above in writing. Your accounts stay in your name, and our reports focus on leads and sales. See our SEO, paid ads and social media services, or ask us for a free review of your current marketing.
