HOW TO CHOOSE A LOCAL SEO AGENCY.
Hiring a marketing agency for a small business is easy. Hiring a good one takes a few pointed questions. Here is what to ask, which promises should make you walk away, and why your business should own every account, with Google's own guidance linked.
WHAT CHANGED RECENTLY
- Google published guidance on SEO tools and services — How to judge a tool score, and an agency that quotes one.
- FTC sued over fake local home-repair listings — Invented local listings and addresses drew federal action.
This guide covers what stays true. The blog tracks the changes as they land.
QUESTIONS TO ASK
| Question | A good answer |
|---|---|
| Can you show examples of previous work? [1] | Real sites or campaigns you can look up yourself |
| Do you follow Google Search Essentials? [1] | A clear yes, with no talk of tricks or loopholes |
| What results do you expect, and in what timeframe? [1] | A range with reasons, not a promised ranking |
| How will we communicate? [1] | A named contact, a set schedule and reports in plain English |
| Who owns the website, Business Profile and ad accounts? | You do, with the agency added as a user |
| What happens if I cancel? | Written terms, and you keep your accounts and data |
RED FLAGS
- Guaranteed #1 rankings. Google says no one can guarantee a #1 ranking on Google.1
- A "special relationship" with Google or priority submission. Google warns about both.1
- Secret methods. Google says to be careful if a company won't clearly explain what it intends to do.1
- Out-of-the-blue emails promising page-one results. Google says to be wary of these.1
- Fake reviews or paid review schemes. The FTC's 2024 rule bans buying fake reviews, paying for reviews that must express a particular sentiment, and undisclosed insider reviews.4
- A fake address in a new town. Google doesn't allow P.O. boxes or unstaffed virtual offices on a Business Profile.5 An agency that suggests one is putting your profile at risk.
OWN YOUR ACCOUNTS
| Account | You should be | Agency gets |
|---|---|---|
| Google Business Profile | Primary owner. Google says owners have full control and a profile has only one primary owner [2] | Manager: nearly the same access, but can't add or remove users or remove the profile [2] |
| Google Ads | Admin. Google says admins can give access and change access levels [3] | Standard access, which Google says can edit campaigns [3] |
| Domain and website hosting | Registered in your business name | A user login, not the registration |
| Analytics and Search Console | Owner or admin | Editor-level access |
Google also recommends more than one admin on an Ads account, so access isn't lost if one person becomes unavailable.3
CONTRACTS AND PRICING
- Term length. Month-to-month and 12-month terms are both common. Know your exit date and notice period before you sign.
- Ad spend vs fees. Ask whether your budget is paid straight to Google or Meta, or through the agency, and whether any markup applies.
- Website ownership. Some agencies only hand over a site after a term ends. Ask in writing.
- Reporting. Calls, forms and bookings matter more than impressions. See our GA4 setup guide.
Do a quick check of your own first with our local SEO checklist, so you know what an agency should be fixing.
QUESTIONS TO ASK ON THE CALL
A sales call tells you more about an agency than its website does, if you ask specific questions rather than general ones:
- "Who physically does the work, and where are they?" A name on a proposal and the person actually touching your Business Profile or ad account are sometimes different people in a different time zone. Ask directly.
- "Can I see the GBP and Ads account you'll set up before I sign?" A real agency can show account structure in a screen share without revealing another client's data.
- "What happens to my accounts if I cancel?" You want a specific answer — transfer within a stated number of business days — not "we'll sort it out."
- "What's included at this price, and what's billed separately?" Ad spend, stock photography, extra landing pages and rush work are common add-ons that aren't always in the base quote.
- "Can you show me a client in my industry, with their permission, and their actual numbers?" Vague claims about "great results" without a named, verifiable example are a signal to keep shopping.
A SHORT DECISION CHECKLIST
- You will keep primary owner/admin access to your Google Business Profile and Google Ads account, in writing.23
- You know the exact contract term, notice period and exit process.
- You know whether ad spend goes directly to the platform or through the agency.
- You've been shown a real, verifiable example in your industry — not just a testimonial with no name attached.
- Reporting will cover calls, form submissions and bookings, not just impressions or clicks.
None of this guarantees results — see our note on local SEO vs. Google Ads for how the two channels differ in what they can promise.
FAQ
Do I need an agency that is in my city?
No. Local SEO and ads are run online. What matters is that the agency understands your market and answers when you call. Conqueror Capital is a remote agency working with local businesses.
SEO, ads, or both?
Local SEO builds visibility you don't pay per click for; Google and Meta ads can bring calls sooner. Many local businesses start with a solid Business Profile and a small, well-tracked search campaign.
How do I compare agencies with software platforms?
See our side-by-sides for Scorpion, Hibu, Thryv, Podium and LOCALiQ.
SOURCES
- Google Search Central, Do you need an SEO?
- Google Business Profile Help, Manage owners and managers of a Business Profile.
- Google Ads Help, About access levels in your Google Ads account.
- US Federal Trade Commission, Final rule banning fake reviews and testimonials (14 August 2024).
- Google Business Profile Help, Guidelines for representing your business on Google.
KEEP READING
Websites and local SEO by trade: plumbers · electricians · roofers · HVAC · handymen · landscapers · general contractors · all industries
BOOK A STRATEGY CALL
Interviewing agencies? Ask us the same questions on a 15-minute call.