It is time to consider switching digital marketing agencies when you cannot tell what they are doing, their reports show vanity numbers instead of enquiries, results have stalled for months without a plan, they promised guaranteed rankings, or you do not own your own accounts. One bad month is normal. A pattern of poor communication, unexplained results and resistance to giving you access is not. Before you leave, give the agency a clear, written chance to fix things, then plan the exit so you keep your domain, data and listings.
TL;DR:
- Be fair first. SEO in particular takes months; check whether expectations were set and met.
- The big warning signs: no clear results, vanity reporting, poor communication and no access to your own accounts.
- Guaranteed rankings are a red flag. Google says no one can guarantee a number one ranking.
- Raise concerns in writing with a 30-day window to improve.
- Secure ownership before you leave: domain, Google Business Profile, Google Ads, Analytics and social accounts.
Have You Given the Agency a Fair Go?
Before deciding, check whether the problem is the agency or the timeline. Some channels take time: SEO often needs months before results are clear, while paid ads can show results faster but need a testing period. If your agency set clear expectations at the start and is meeting them, patience may be the right call.
But if several of the signs below apply, it is worth a hard look.
Sign 1: You Cannot Tell What They Are Doing
You pay every month but do not know what work was done. Reports are vague, arrive late or do not arrive at all. A good report shows what was done, what happened as a result and what is planned next. Use our monthly report checklist to judge yours.
Sign 2: Reports Focus on Vanity Numbers
Impressions, clicks and followers are easy to grow and easy to dress up. What you need to see are calls, enquiries, bookings and cost per lead. If your agency cannot connect its work to real enquiries, that is a concern.
Sign 3: Results Have Stalled With No Explanation
Ups and downs happen. But if numbers have been flat or falling for six months and nobody has a clear plan to change that, something is wrong. A good agency explains what changed and what it is testing next.
Sign 4: They Promised Guaranteed Rankings
If your agency guaranteed you the top spot on Google, be wary. Google's own guide to hiring an SEO says no one can guarantee a number one ranking on Google, and warns about SEOs who claim to guarantee rankings or allege a "special relationship" with Google.1
Sign 5: You Do Not Own Your Accounts
You should own your domain name, Google Business Profile, Google Ads account and Analytics property, with the agency given access. If the agency set them up in its own name and will not give you owner-level access, that is both a red flag and a real business risk.
Sign 6: Ad Spend Is Climbing but Enquiries Are Not
Look inside your Google Ads account. Are the search terms sensible? Are negative keywords being added? Are you getting calls, or just clicks? Google describes negative keywords as a way to exclude irrelevant searches,2 and a good agency reviews search terms regularly. If spend rises while enquiries do not, ask for a breakdown. Our guide to negative keywords for local service businesses shows what that review should catch.
Sign 7: Communication Has Broken Down
Emails take days to be answered, you never speak to the same person twice, and nobody is reachable when something breaks. Good agencies are responsive and keep you informed without being chased.
Sign 8: The Work Feels Cookie-Cutter
Your content sounds like everyone else's, the same template is used for every client, and your pages talk about "your city" instead of your actual suburbs. Local businesses need local detail.
Sign 9: They Suggest Tactics That Break Australian Rules
If an agency suggests something that breaks the rules, it is time to worry. Examples:
- Offering discounts for reviews, which the ACCC warns risks misleading consumers and breaching the law, and which Google's policy prohibits.3
- Using patient testimonials for a health business, where Ahpra's guidelines restrict testimonials about clinical aspects in advertising.4
- Sending marketing emails or texts without consent, when ACMA's Spam Act guidance requires consent, sender identification and an easy unsubscribe.5
- Leaving licence numbers off trade advertising, which the QBCC requires in Queensland.6
Sign 10: You Are Locked Into a Contract That Is Not Delivering
You are tied to a long contract with no way out, even though agreed work has not been delivered. Read your contract for the notice period, exit fees and what happens to your assets at the end.
What Questions Should You Ask Yourself?
Answer these honestly:
- Do I know what I am paying for each month?
- Can I link my spend to real enquiries?
- Do I trust their advice?
- Would I recommend them to a friend?
- Have they met the goals we agreed on?
If you answer "no" to several, it is time for a conversation.
How Do You Leave an Agency Cleanly?
Step 1: Raise Your Concerns in Writing
Give the agency a fair chance to fix things. Send a short email covering what you expected, what you are seeing, and what you want changed within 30 days. A good agency will respond constructively, and you will have a clear record either way.
Step 2: Secure Your Accounts and Assets
If you decide to leave:
- Check your contract for notice periods, fees and asset ownership.
- Secure owner-level access to your domain, Google Business Profile, Google Ads, Analytics and social accounts.
- Ask for your assets: logins, website files, content, photos, past reports and keyword lists.
- Change passwords once access has been transferred, and remove the agency's users.
- Keep tracking running so you have clean data from before and after the change.
Step 3: Plan the Handover
Switching mid-campaign can cause short-term dips. Plan a handover, ideally with some overlap, and brief the new agency on what has and has not worked.
How Do You Choose Better Next Time?
Write down what went wrong and what you need instead. Then ask new agencies how they report, who owns the accounts and what the first 90 days look like. Our 15 questions to ask before hiring a marketing agency and 10 red flags before hiring a marketing agency cover the full list.
Review your last three reports. Do they show real enquiries and a clear plan? If not, ask your agency for a call, and if they cannot or will not give straight answers, start talking to alternatives. If you would like a second opinion, OZ Media Digital offers a straightforward, no-obligation review of your current marketing services and accounts. Book a free session and we will tell you honestly whether switching is worth it.
FAQ
How do I know if my marketing agency is not working?
Warning signs include vague or late reports, a focus on impressions instead of enquiries, results that have stalled for months without a plan, poor communication and no owner-level access to your own accounts.
How long should I give a marketing agency before switching?
It depends on the channel. Paid ads should show clear direction within a few months; SEO often takes longer. If expectations were set at the start, judge the agency against those, not against a single month.
Can a marketing agency guarantee a number one Google ranking?
No. Google's guide to hiring an SEO says no one can guarantee a number one ranking on Google, and warns about SEOs that claim to.
What should I get back from my agency when I leave?
Owner-level access to your domain, Google Business Profile, Google Ads, Analytics and social accounts, plus logins, website files, content, photos, past reports and keyword lists.
Will switching agencies hurt my Google rankings?
Not if the handover is managed well. Keep your domain, website and tracking in place, avoid unplanned site changes, and give the new agency a clear briefing on past work.
Should I tell my agency why I am leaving?
Yes, ideally in writing before you decide. Raising specific concerns with a 30-day window gives them a fair chance to improve and leaves a clear record if you do move on.
