Posted on by Bob Ottaway

Part Two: What to Look for When Hiring a Media Buying Agency

When choosing a media buying agency, the first step is knowing what qualities separate the true partners from the pretenders. In Part One of this series, we explored the foundational factors that should guide your decision-making, like strategic planning, measurement, and alignment with your goals.

In Part Two, we’ll take that conversation further by looking at the details that can make or break a partnership. We’ll discuss things like industry-specific expertise and transparency in reporting and billing, as well as communication rhythms and accountability. These are the deeper indicators of whether an agency can deliver sustained performance. 

If you’re serious about maximizing ROI and avoiding surprises, these are the questions you need to ask before you commit.

Hi, I’m Bob Ottaway, President of Ottaway Digital, and a digital marketing expert with over 20 years of experience helping businesses with everything from SEO to radio ads. Thanks for joining me for part two of this blog series, and without further ado, let’s jump in.

 

Does the Agency Know Your Industry Inside Out?

Not every media buying agency understands the nuances of your market. If you’re in a regulated field like healthcare or financial technology, general experience won’t carry a campaign across the finish line. 

Specialized agencies bring pre-built knowledge, compliance protocols, consumer behavior, channel efficiency, that shortcut onboarding and elevate early performance.

What Does Specialization Really Offer?

Agencies that zero in on a specific vertical often unlock sharper strategy and smoother execution. Here’s why:

Better strategic alignment: They already speak the language, understand seasonal trends, and know which platforms convert for your niche.

Efficiency from day one: There’s less time teaching them who your audience is. They’ve already run hundreds of campaigns for a similar buyer.

Media connections that cut through noise: Specialized agencies maintain close relationships with publishers and networks that dominate within your sector.

How to Evaluate Specialization

Ask direct questions: Which verticals do they serve most frequently? How many clients in your industry do they currently work with? Request specific performance examples tied to your sector. If they can’t provide results or relevant case studies, their expertise may not run as deep as advertised.

Indicators of true specialization go beyond client logos. Look for thought leadership in your field in the form of whitepapers, speaking engagements, or consistent coverage in trade media. If an agency is active where your customers gather, they’re better positioned to amplify your message.

 

Clarity Counts: What Full Transparency Looks Like in a Media Buying Partnership

Request Sample Reports 

Avoid vague dashboards and filtered metrics. A quality media buying agency will be able to provide sample reports that break down campaign performance with precision. Look for detailed metrics: impressions, cost per click (CPC), conversion rates, attribution breakdowns, and ROAS (Return on Ad Spend). 

Ask yourself: Are the numbers easy to interpret? Do they connect directly to campaign goals? Strong reporting should tell a clear story, not hide behind industry jargon or one-dimensional KPIs.

Frequency Matters. How Often Are Reports Shared?

Consist reports help you develop a better sense of how your ad campaign is paying off. Some agencies send reports monthly. Others provide weekly or bi-weekly breakdowns. 

There’s no one-size-fits-all cadence, but the interval should match your operational tempo. Weekly reports support agile optimizations and faster decision-making for high-volume campaigns. 

Monthly reports might suit slower-moving initiatives, but be sure to discuss timing with the agency you hire. Demand clear timelines from the outset and confirm reports will be customized for your specific needs.

Know the Billing Model Before You Sign Anything

Billing structures vary, and each impacts your bottom line differently. Agencies often operate under one of three models:

  • Flat Fee: Predictable monthly cost, regardless of media spend. Works well for static budgets or test projects.
  • Percentage of Ad Spend: Common in high-spend environments. For instance, if the fee is 10% and you spend $50,000, the agency takes $5,000. Transparency in how this percentage is calculated is essential.
  • Performance-Based: The agency’s revenue ties directly to results. This could be leads generated, sales made, or other performance triggers. It aligns incentives but requires crystal-clear attribution models.

Ask what’s included. Does the fee cover creative development? Does it include ad tech platform charges? Ambiguity in billing often leads to ballooning costs. Break every line item down before committing.

 

How They Communicate Tells You Everything

Transparent pricing and impressive case studies mean little without solid, day-to-day communication. A good media buying agency shouldn’t operate in a vacuum—it becomes an extension of your internal team. Communication style is more important than many people realized. It can directly impact timelines, reporting accuracy, and campaign effectiveness.

Responsiveness Isn’t a Bonus, It’s a Baseline

Ask this simple question early on: How fast do they respond to emails or questions? An agency that answers within hours, not days, sets the pace for smooth execution. Proactive communication goes a step further—do they bring new opportunities to the table unprompted? Are they reaching out before problems escalate?

Agencies that regularly provide context before you need to ask show they understand the nature of partnership. Expect consistent touchpoints, not only reactive support.

Know Who’s Steering the Ship

Your main contact defines your experience. Clarify right away: Will you work with a single account manager or a rotating team?

  • If one person manages everything, what’s their media buying experience?
  • If it’s a team, how is information shared between strategists, buyers, and analysts?
  • Is there a clear escalation path when timelines or results are off track?

Having a designated lead—someone who filters updates, makes decisions, and owns the relationship—eliminates misalignment and redundant meetings.

Define the Collaboration Rhythm Early

When agencies operate in sync with clients, campaigns scale faster and perform better. Look for defined collaboration touchpoints like:

  • Strategic planning calls are held monthly or quarterly
  • Bi-Weekly check-ins to go over performance shifts and media changes
  • Shared dashboards or project management docs for real-time visibility
  • Post-campaign wrap-ups that include lessons learned and next-step planning

The best agencies don’t wait for structured calls to collaborate. They incorporate client feedback often and build processes flexible enough for pivots.

In the end, media performance improves when communication is frictionless. Test their approach during the pitch process. Notice how they set agendas, deliver follow-ups, and manage timelines. That’s exactly how they’ll run your ads.