Marketing Agency Scorecard

Overview

Est. time: 20 minutes

Score current or prospective marketing partners before you sign or renew. Built for home service owners comparing SEO, ads, and website agencies.

Rate each criterion 1 (poor) to 5 (excellent). Ask for proof - screenshots, call logs, CRM exports - not vanity metrics.

Pro tip: Agencies that can't report cost per booked job probably can't improve it either.

Scorecard criteria

Rate each item 1 (poor) through 5 (excellent). Ask for proof - screenshots, call logs, CRM exports - not vanity metrics.

1. 1
   Home service specialization

   Case studies in your trade, not generic 'small business' clients.

2. 2
   Transparent reporting

   Monthly reports with calls, leads, jobs - not just traffic and impressions.

3. 3
   Cost per booked job tracking

   They measure jobs, not just CPL or clicks.

4. 4
   GBP & Map Pack expertise

   Can audit and fix your profile without a generic checklist.

5. 5
   Google Ads account access

   You own the account; they have manager access only.

6. 6
   Landing page ownership

   Pages built for conversion on your domain, not rented subdomains.

7. 7
   Communication & response time

   Dedicated strategist, not ticket-queue support only.

8. 8
   Contract flexibility

   Clear terms, no predatory long lock-ins without performance clauses.

9. 9
   Technical SEO competence

   Schema, speed, indexing - not just blog posts.

10. 10
    Call tracking setup

    Proper DNI or CallRail integration on ads and key pages.

11. 11
    References in your trade

    You can call 2+ contractor clients in similar markets.

12. 12
    Strategy before tactics

    They diagnose before recommending spend increases.

Delta Marketing · Home service marketing for US contractors. This guide is educational only. Results vary by market, trade, and competition. Not a guarantee of rankings or lead volume.