How do I choose a marketing agency in Michigan?

Start with the one problem you need solved

Agencies sell many services. Before you talk to any of them, write the problem down in plain terms: not enough calls in the slow season, a website that doesn't work on phones, a Business Profile that never shows outside your own town. Then look for an agency that is clearly strong at that problem rather than one that lists everything.

Michigan knowledge helps more than a Michigan address. An agency that understands how demand here moves with the seasons, and knows the communities you serve, from the Detroit suburbs to Up North resort towns, will plan better. Most planning happens on video or phone calls anyway, so an office down the road matters less than it once did.

Questions to ask every agency

Google's own advice on hiring an SEO is a solid starting list, and most of it applies to any marketing agency. Google also suggests watching how interested they are in you: a good agency asks what makes your business different, who your competitors are and how customers find you today.

• Can you show work for businesses like mine, and put me in touch with past clients?
• Who will actually work on my account, and how often will we talk?
• What results do you expect, in what timeframe, and how will you measure them?
• Will you show me every change you make and explain why?
• How do you track calls and forms, and can you tie them to booked jobs?
• Do you follow Google's Search Essentials and advertising policies?
• What happens to my accounts, website and data if I leave?

Verify claims before you sign

A few checks take minutes and filter out most bad fits. Google's guidance for advertisers and Michigan's own state resources cover the essentials.

• Google Partner badge: click it. Google says a certified company's badge links to its profile on Google. Partner status requires meeting Google's certification, ad spend and performance requirements, and claiming it without authorization breaks Google's rules.
• References: ask past clients whether the agency was useful, easy to work with and produced results, as Google recommends.
• Registration: the Michigan Corporations Division runs the MiBusiness Registry Portal, where you can search registered business entities.
• Audit access: if an agency audits your site before you hire it, Google advises granting read access to Search Console only.
• Free outside help: the Michigan Small Business Development Center offers no-cost consulting, including help understanding your market and SEO, before you decide.

Ownership and contract terms

The costliest agency mistakes are about ownership, not price. Before signing, confirm in writing that your Google Ads account is in your business's name with you as an admin, that you are the primary owner of your Business Profile with the agency added as a manager, that your domain is registered to you, and that your website files are yours to keep. Google requires agencies to use a separate ads account for each advertiser and to give you its customer ID on request.

Then read the terms: the initial commitment, the notice period, any setup fee, what the monthly fee covers, and whether Google bills you directly for ads. Ours, for comparison: a flat monthly fee quoted to scope and never a percentage of ad spend, no setup fee, a recommended minimum Google Ads budget of $1,200 a month paid directly to Google, and a 6-month initial commitment, then month to month with 30 days written notice. You own the ad account, the site and the domain.

Red flags

Any one of these is reason enough to keep looking.

• Promised rankings, a first-place position or top ad placement. Google says no one can promise a top ranking, and it prohibits agencies from promising top ad placement.
• Claims of a special relationship with Google, or a caller saying they work for Google. Google suggests asking them to email you from an @google.com address.
• Unsolicited emails warning that your site is missing from search engines.
• Secrecy about the work, or refusal to share cost and performance data.
• Accounts, profiles or domains set up in the agency's name.
• Pressure or threats, such as claims they can remove your business from Google. Google says third parties can't do that.

Keep reading

• How much does a marketing agency cost per month?
• How can I tell if my marketing agency is doing a good job?
• What questions should I ask before hiring a web designer?
• Who owns my website when an agency builds it?
• Google Ads management from Modern Apex
• Web design from Modern Apex
• SEO from Modern Apex