How to choose the best digital marketing agency
How to choose the best digital marketing agency: what you need to know in 2025
Digital marketing is no longer just about pretty pictures and catchy slogans. If an agency wants to charge top dollar, then they have to bring real-life insights, expertise data data-backed decision making to the table, and prove that they are worth what they say and not just make tall claims.
Now, this is where a lot of companies get fooled by marketers from fancy schools who speak in fancier jargon and ask for top dollar.
How to pick the best digital marketing agency: Define your strategic needs first.
Now, the real-life world of money-making is boring, so let’s jump into some of the boring things you need to keep in mind.
Strategic considerations to define:
Business objectives clarity
You cannot be everywhere at the same time. No company is great at all things. Do you need a focus on what you are looking for in an agency?
Are you looking for some ways to generate leads? Maybe optimize conversions, or you just might already have a great customer base and just want to hang on to them and make sure nobody steals them. Now the trouble is some people will promise the moon, but in reality, these are all different skill sets and require entirely different teams.
Channel priorities
Again, depending on your product and the age bracket of your customers. Every platform does not sell well to everyone of all ages and income groups, and locations. If that did happe,n Google and Meta would each be throwing paper airplanes at each other in rage.
Creative vs. performance balance
Again, are you into a product where your brand will carry the day, or are you working in a niche with clear ROI demands and not much in the way of art?
Expected level of collaboration
Do you want to totally outsource, or work in some kind of middle way?
Measurement expectations
Finally, what are the expectations that you are open to having? The right KPI is the difference between success and failure.
So what happens if you do not do your homework and go with someone who promises you to turn your brand into a unicorn all on their own with their Superman powers? Well, the short answer is that it will not be pretty. You want to work with someone who is good at not all things but the things you need.
What to look for in a marketing agency: Specialization matters
A jack of all trades and a master of none is a recipe for disaster. An agency that is great for consumer brands’ social media might not be the right choice for B2B lead generation, for instance.
Expertise verification questions:
Delve deep, ask for reports, and seek referrals where possible. Numbers do not lie, especially with agencies that are into performance marketing. Also, you need to be wary of agencies that put your needs second to their bottom line. For instance, running ads might make an agency more money, and they would pitch it to you regardless of your needs. Just because it costs more money does not always make it great.
Also, during this stage, do not just discuss the options they went with but also did not go with for their past clients. You need an agency you can trust. This is a huge red flag if you deduce the only reason they did not go for something is that it made them less money. You want an agency that you will vouch for one day.
At Tango Media, we have clients lured into things like TikTok campaigns even though data showed that their audience, who were B2B, were better reached through email and LinkedIn. These are huge red flags.
The key question when hiring a digital marketing agency: Are they truly data-driven?
Data-driven is a huge buzzword that everyone and their cat are just throwing around like nothing.
Let us look at what is NOT “data-driven”:
- Monthly screenshots via Google Analytics
- Platform-reported metrics shown without cross-verification
- Basic dashboard setups that only track surface-level metrics
- “Data storytelling” that plays with favorable numbers
- Vanity metrics (likes, impressions) without conversion connections (if the goal is lead generation; if it’s awareness, then it’s ok)
Actual data-driven is stuff you can prove makes a business money.
Why a digital marketing agency’s technology stack matters
The right technology and the right skills come together to find the data, analyze it, and give actionable insights. At Tang,o we have data scientists who have worked with companies like Etisalat and understand what we are doing.
- How fast will you receive reports?
- How accurate will your performance data be
- Whether you will achieve the best possible ROAS from your campaigns
Questions to ask about the agency’s analytics infrastructure
- “What marketing analytics platform do you use to centralize campaign data?”
- Advanced agencies have their platforms, which automatically integrate data from lots of channels into a single source of truth.
- “How do you handle data discrepancies between platforms?”
- Look for agencies that have automated validation mechanisms and data-cleaning systems. At Tango, we have an in-house team.
- “Can you show us a sample of your reporting dashboards?”
- The best agencies give you infographics and not just PDFs, so you can interact with your data.
- “How quickly can you generate custom reports for specific KPIs?”
- Reporting should take hours, not days and weeks.
- “Do we get direct access to our campaign data and dashboards?”
- You should always have access to your data. It’s your money and your brand that is on the line.
Scrutinize the agency’s past results.
Demand to see past performance clients and numbers.
Performance indicators to request:
- Case studies with specific metrics and outcomes
- For client testimonials and references, you can contact
- Examples of ROI achieved for similar businesses
Ask these questions:
- How long do you usually keep clients on average?
- What specific results can you promise based on your experience?
- How will results and ROI be quantified?
- Do you have clients in our industry niche?
How to match your budget when hiring a digital marketing agency
There are different pricing models. American agencies, of course, charge more than those in Pakistan.
Common agency pricing models:
Retainer-based: Most established agencies work on monthly retainers, ranging from $1,500 to $ 25,000 and even more, depending on the scale. This model gives consistent support and ongoing optimization but needs longer-term commitment.
Project-based: For specific campaigns or ventures, project fees usually range from $5,000 to $50,000 or more. This model works well for companies with seasonal needs or particular one-time marketing needs.
Performance-based: Some agencies offer pricing linked to results. However, they do have a basic cost and might end up costing you more in the end.
Hourly billing: Smaller agencies or consultants may ask for hourly rates starting from $75 to $300 per hour. This, however, means that the resource might not always be on your beck and call.
Tip: Match the size of your company to the size of the agency
If you run a small business, you would probably be better served by a company like Tango. Larger agencies may offer more services. However, they may assign their top talent to work for Google or Microsoft, leaving your mom-and-pop store in the lurch. Of course, the other thing is that they are probably way out of budget.
Explore:
The Rise of Digital Marketing in Pakistan: Trends and Insights
Key takeaways:
The best agency partnerships happen when your goals and their expertise truly line up. Just because it is good for Microsoft or Tesla does not mean it’s good for you. Also, if it’s good for the store next to you, it still might not be good for you.
You need to consider a ton of things before splurging your hard-earned money on a digital agency. It takes two to Tango Media, and your digital marketing agency will only be as good as your product or service.
