12 Signs Your Advertising Agency Isn’t Built for Small Business Growth

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 

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. 

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). 

If the report doesn’t answer: 

1. What happened? 
2. What did we learn? 
3. 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 

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 

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 

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 

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 

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.