Quick Answer:
The five mandatory questions are: (1) how many leads to expect in 90 days, (2) whether they will optimize your Google Business Profile, (3) whether they manage Google Ads, (4) whether they can show results from a business similar to yours, and (5) what happens if no leads come in. An agency that cannot answer these five with numbers, examples, and written commitments does not deserve your signature.
Key Takeaways:
- Q1 — 90-day leads: demand a numeric range by industry. "Depends" with no numbers = do not hire.
- Q2 — GBP optimization: it is the strongest signal ChatGPT and Google AI Overviews use to recommend local businesses.
- Q3 — Google Ads: without Ads or Ads + SEO combined, the 90-day plan does not deliver measurable traction.
- Q4 — Verifiable results: numbers, not testimonials. Traffic/leads/conversion before vs after.
- Q5 — Exit plan: no-penalty exit clause if no traction at month 3. No concrete clock = red flag.
Why These Five Questions Matter
Most business owners hire marketing agencies by referral or by a polished sales call. Few arrive with questions. The result: long contracts, monthly retainers with no clear deliverables, and months without measurable traction.
These five questions were developed after reviewing how businesses are discovered today across Google, Maps, ChatGPT, Perplexity, and Claude. They are not tricks — they are the minimums any capable agency can answer in 15 minutes.
Question #1: How Many Leads Can I Realistically Expect in 90 Days?
A serious agency has industry benchmarks. They know that an HVAC business in the Houston metro with a new site and an optimized GBP can see 15-40 monthly leads at the 90-day mark. They know that a new dental practice may take 6 months to consolidate organic traction. An agency without those ranges will give you vague answers ("it depends", "results vary") with no numbers.
Serious answer: "For HVAC in Cypress metro, I would expect 20-40 leads/month at 90 days, assuming Google Ads + GBP + 3 specific service pages. If by day 60 we are below the low end of the range, we review strategy."
Empty answer: "Depends on many factors. We will work hard."
Question #2: Will You Optimize My Google Business Profile?
If the answer is "that is secondary" or "we will get to it later", find another agency. For a local business, GBP is the #1 piece we recommend optimizing before spending a dollar on ads. It is free. It is the first thing customers see on Maps. It is the strongest signal AI engines use to recommend local businesses.
90% of the GBPs we audit have at least 3 issues: wrong primary category, fewer than 10 photos, no posts in 90 days, no Q&A responses, description without keywords, outdated hours.
Question #3: Do You Manage Google Ads?
It is not mandatory that your agency runs Ads. But if they do NOT, their results will be 6-12 months out (organic SEO timeline). In contrast, Google Ads closes the gap in 4-8 weeks and gives you real data on which keywords convert.
Combined strategy: Google Ads in months 1-3 while SEO + GBP consolidate organic visibility. You pay for clicks only where you know there is purchase intent; SEO gives you the sustained free flow afterward.
Question #4: Can You Show Results from a Business Similar to Mine?
Ask for numbers. No vague testimonials. No screenshots without context. Ask for:
- Monthly site traffic: before vs after (Google Analytics).
- Average position in Google for 5 key keywords: before vs after (Search Console).
- Calls + forms + reservations per month: before vs after.
- If they are running Google Ads: monthly spend, CPL, conversions.
If the agency cites confidentiality without aggregated anonymized numbers, be suspicious. An agency that cannot show results does not have them.
Question #5: What Happens if I Do Not Get Leads?
This is the question that disqualifies 50% of agencies in one call. The serious answer has three components:
- Structured review at month 2: baseline + traction vs expected + proposed adjustments.
- Adjustment and/or budget reallocation in month 3: if Ads does not convert, shift to SEO + GBP; if SEO is slow, add Ads.
- No-penalty exit clause if there is no measurable traction by month 4: written in the contract, not verbal.
The MerchandisePROS Model
Our offer addresses these five questions from day one:
- Free audit first — 14 dimensions, 90-day plan before any commitment. Start here.
- custom per-project quote based on audit findings — no long retainer. Pay for real hours worked.
- GBP first — always before spending on Ads.
- Numbers from month 1 — baseline + monthly report with traffic, positions, leads, conversions.
"If an agency cannot answer these five questions in 30 minutes, they do not have a process. Do not hire them."
— Diego Medina F, Founder of MerchandisePROS
Frequently Asked Questions
What is the most important question before hiring a marketing agency?
How many leads can I realistically expect in 90 days? If the answer is "depends" with no numbers, no range, no industry benchmark — do not hire. A serious agency has approximate numbers by industry and can explain what variables move them.
Why ask about Google Business Profile?
Because GBP is the strongest signal ChatGPT, Google AI Overviews, and Bing Copilot use to recommend local businesses. If an agency does not prioritize it for your local business, they do not understand how your business is discovered today.
Do I need the agency to manage Google Ads?
Not mandatory — but if they do NOT, do NOT expect fast results. Organic SEO takes 6-12 months. Google Ads closes the gap in 4-8 weeks. Without one of the two, the 90-day plan does not deliver measurable traction.
How do I verify they have real results?
Ask for numbers, not testimonials. Traffic before vs after, leads before vs after, conversion before vs after. If the agency cites confidentiality without aggregated anonymized numbers, be suspicious. Case studies on their site + access to a reference client is the norm.
What happens if the agency does not deliver leads?
A serious agency has a review plan at month 2 + adjustment at month 3 + a no-penalty exit clause if no traction. A vague answer ("results take time") with no concrete clock means they have no defined success metrics.
Should I ask for monthly or per-project contract?
Per-project if you are testing. Monthly only after trust. A long monthly retainer (12+ months) signed at the first call is a red flag — no one knows what your business needs for 12 months after a 1-hour intro. Start with audit + initial project; scale if it works.
Does this apply to agencies in Houston, Cypress, Mexico, LATAM?
Yes. The 5 questions are universal. The only regional difference is price range (LATAM is ~30-50% cheaper than the US in USD equivalent). The methodology and red flags are the same in Houston, Cypress, Mexico City, Bogotá, or Buenos Aires.