How to pick the right digital agency for your SME

Picking the wrong digital agency typically costs €5,000-15,000 + 6 months of wasted time. SMEs know it too well: most have made the mistake at least once.

Here's a concrete protocol to avoid it next time.

9 questions to ask before signing

1. "Show me 3 case studies from clients in my sector with real numbers"

Not generic stuff like "we increased a client's revenue". Specific numbers, sector close to yours, clear context. If they don't have specific cases, they don't have the experience.

2. "Can I speak to 2 current clients of yours?"

Every agency gives references. Demand currently active clients (not closed). Call. Ask: "Would you sign again?" and "What do you NOT like about them?".

3. "What do you do and what will I have to do?"

Explicit list: who writes copy? Who creates images? Who publishes? Who replies to comments? Who manages the domain? Without this, you'll end up doing work you thought you'd delegated.

4. "How much does it cost to leave the contract if I'm not satisfied?"

Acceptable answers: "30 days notice" or "end of current project". Run-away answers: "12-month minimum", "50% penalty", "you can't".

5. "Who is my main contact and how experienced are they?"

Often the sale is made by a senior (experienced), then the project lands on an intern. Demand the lead's name, experience, and clause "if they change, reassigned to someone with equivalent or higher experience".

6. "Will I have full access to all the accounts you manage?"

Google Ads, Meta, GA4, Search Console, hosting: ALL accounts must be in your name or accessible to you. No "we manage them in your name". When you stop, you keep everything.

7. "What monthly report will I get? Can I see a real one from another client?"

Demand reports with business metrics (leads, cost per lead, ROAS), not just "we got X clicks". If the report is unreadable, run.

8. "How much revenue did you do last year, and how much do you work in my sector?"

Micro-agencies with 1-2 collaborators typically have less continuity guarantee. Agencies too big (50+) treat you as small. Sweet spot: 5-15 people with specialisation.

9. "Can I see the contract before deciding?"

Never sign in haste. The contract is the most important document. Look for:

• Included vs excluded services (clear)
• Termination terms
• Asset ownership (site, content, accounts)
• SLA response times
• Penalty clauses

The 7 most common red flags

1. Promise of "page 1 of Google in 30 days" — false, see how long SEO takes
2. Huge discount if you sign today — sales pressure = red flag
3. 24+ month binding contract — only for poor agencies wanting to lock clients in
4. Vague answers to technical questions — those who understand the work explain clearly
5. Only PowerPoint pitch, no real visible work
6. No EU VAT or local registration — fiscal/legal problems if issues arise
7. Suspiciously perfect Google reviews (all 5-star, written on the same day)

What to demand in the contract

• All main accounts in your name
• Monthly content / data backup
• Orderly transfer in case of relationship end (exit assistance clause)
• Response SLA (e.g. "reply within 48 working hours")
• Price revision clause (no unilateral increases)
• No "exclusive use" of your logo in their portfolio without your permission

How much you should pay (realistic benchmarks)

• SME brochure site: €1,500-4,000
• Conversion website: €3,000-8,000
• Monthly SEO: €250-1,000
• Google Ads management: €250-1,500/month (on top of ad budget)
• Social media management: €400-1,500/month
• E-commerce: €4,000-15,000

Below these ranges = quality probably low. Significantly above = paying overhead of an agency too big.

When NOT the time to hire an agency

• You don't yet have a validated offer or clear target client
• Monthly budget under €500 (most won't work for less)
• You don't have time to provide content, photos, feedback (at least 2-4 hours/week)
• Existing site doesn't work — fix that before running ads

Want an honest comparison for your case? No sales pitch, no rush. Request the free audit: we tell you if it's worth working with us, another agency, a freelancer, or just waiting. No hidden commissions.

Want to apply this to your SME?

If you'd like a concrete analysis of your situation, request the free audit from Gamerbit. In 48 hours we tell you exactly where you're losing leads, time or budget — no sales pitch.

If you already know what you need and want a steady system, the Free audit package is the most direct starting point.