If reporting is confusing, fees are unclear, and nothing changes month to month, it’s a fit problem. Here are the red flags (and what good looks like).
Quick take
- Most small businesses don’t need a “big agency”. They need a partner that’s commercially clear, fast, and accountable.
- If you feel confused, rushed, or like a small fish, that’s usually a service model mismatch.
- The biggest red flags: unclear fees, jargon reporting, and no clear next actions.
- If you’re paying for advertising but you can’t explain the plan to a colleague, something’s off.
Why agency “fit” matters more for small business
Small businesses have different realities:
- tighter budgets (so wasted spend hurts more)
- smaller teams (so you need the agency to be proactive)
- faster decision cycles (so you need speed)
- less tolerance for complexity (so you need clarity)
A lot of agencies are built for enterprise processes, not small business momentum.
12 signs your agency isn’t built for small business growth
1. You don’t know what you’re paying for
If you can’t clearly separate:
- media spend (what goes to publishers/platforms)
- agency services (planning, buying, reporting, creative)
…you can’t make good decisions.
What good looks like
- a clean split between media and services
- scope written in plain English
- no surprise “admin” lines
Related read: Agency Management Fees vs Media Spend: What You’re Really Paying For.
2. Fees appear afteryou’ve signed
Common examples:
- extra reporting fees
- “changes” fees
- trafficking/tagging fees
- creative revisions fees (without warning)
What good looks like
- a clear “included vs excluded” list
- a simple change process
Related read: How to Spot Hidden Fees in Advertising (and What to Ask Before You Sign).
3. Reporting is a wall of charts (with no decisions)
If the report doesn’t answer:
- What happened?
- What did we learn?
- What are we doing next?
…it’s not helping you.
What good looks like
- a one-page executive summary
- 5–8 KPIs that match your goal
- clear next actions
Related read: What Good Marketing Reporting Looks Like (Without the Jargon).
4. Everything is jargon
If you constantly hear acronyms and vague phrases like:
- “upper funnel”
- “full-funnel strategy”
- “always-on awareness”
…but no one can explain the plan simply, you’re being managed by language.
What good looks like
- plain-English explanations
- simple trade-offs (reach vs response)
- a plan you can repeat back
5. The plan never changes (even when results are flat)
If month after month you see:
- the same channels
- the same creative
- the same targeting
- …with no learning loop, you’re not optimising — you’re repeating.
What good looks like
- clear tests
- clear learnings
- clear changes
Small business needs speed.
Red flags:
- slow replies
- long turnaround times
- “we’ll get to it next month”
What good looks like
- a clear cadence (weekly/fortnightly check-ins)
- fast decisions
- proactive recommendations
7. You’re treated like a small fish
Signs:
- junior-only contact
- you can’t get a straight answer
- you feel like you’re interrupting them
What good looks like
- direct access to senior people
- clear ownership
- a partner mindset
8. They push channelsthey’re comfortable with (not what you need)
If the recommendation always looks like their standard package, be cautious.
What good looks like
- channel selection based on your goal and trading area
- clear “why” for each channel
- clear “what we’re not doing (yet)”
9. They can’t explain minimum viable weight
This is a huge one for mass media.
If you buy TV/radio/outdoor too lightly:
- you won’t be noticed
- you won’t create memory
- you won’t see uplift
What good looks like
- a clear definition of minimum viable weight
- a plan that’s realistic for your budget
10. They promise perfect attribution
If someone promises they can track every sale back to a TV spot, be sceptical.
What good looks like
- honest measurement (uplift signals)
- consistent reporting
- market-by-market comparisons
11. Billing is confusing
If invoices are hard to reconcile, you lose trust fast.
What good looks like
- transparent billing
- clear publisher/platform charges
- simple monthly summaries
12. You feel anxious after every meeting
If you leave meetings feeling:
- confused
- pressured
- unsure what happens next
…that’s not a healthy partnership.
What good looks like
- clarity
- confidence
- a simple next step
What to do if you recognise these signs
Step 1: Ask for clarity (give them a chance)
Send a simple email:
- “Can we get a one-page plan summary?”
- “Can we separate media spend vs agency services?”
- “Can we agree 5–8 KPIs and a consistent report format?”
Step 2: Set a 30–60 day reset period
Agree on:
- what will change
- what will be measured
- what “improvement” looks like
Step 3: If it’s still not working, switch
Switching doesn’t have to be messy if you do it properly.
Related read: How to Switch Advertising Agencies Without Disrupting Your Campaigns.
FAQS: agency fit for small business
How do I know if it’s the agency or the strategy?
If the agency can’t explain the strategy clearly, can’t define minimum viable weight, and can’t show what they’re changing next, it’s usually an agency problem.
How long should I give an agency before switching?
Long enough to run a proper test and learn cycle. If you’ve had multiple reporting cycles with no clarity and no change, that’s a sign.
Is a bigger agency always better?
Not for small business. Bigger agencies can be great, but many are built for enterprise processes and layers. Small business often needs speed and senior attention.
Recommended Further Reading
How to Switch Advertising Agencies Without Disrupting Your Campaigns
Questions to Ask Before Hiring a Media Buying Agency (Small Business Checklist)
Agency Management Fees vs Media Spend: What You’re Really Paying For
If your current setup isn’t delivering growth or the service you need and you want a clearer plan and accountability — Our team are here to help. Get in touch.