Never get burned by an agency again
An agency that isn't performing doesn't just waste your marketing budget. They waste your time, your opportunities, and your competitive advantage.
The Cost of Bad Agencies
After almost a decade running my own marketing agency, I've seen first hand what good and bad agencies look like, how they operate, and what red flags to look out for.
Sadly, I've watched this story play out countless times. CEOs and founders who entrusted their growth to agencies that talk a good game but can't deliver the goods, and companies burning budget on campaigns that generate vanity metrics instead of revenue.
The reports are impressive - full of charts, graphs, and metrics that sound important. But when you dig deeper, something doesn't add up. Your revenue isn't growing. Your market share isn't expanding. And you're starting to wonder if your agency is more concerned with protecting their retainer than delivering real results.
You're right to be concerned.
His expertise, commitment, and passion have significantly impacted our growth, and I highly recommend Michael to any business looking for a transformative leader.
Ed Smith
Leaselab
Is Your Agency Any Good?
Every month you delay fixing this problem is another month of lost revenue you'll never recover. The question isn't whether you can afford to audit your agency. It's whether you can afford not to.
The Investment That Pays for Itself
According to a recent report, 53% of brands report dissatisfaction with the value their agency provides, while 55% of brands are likely to switch from their primary agency within the next six months.
This research reveals a stark disconnect between agency confidence and client satisfaction. Agencies consistently rate their own performance higher than clients rate their actual satisfaction across delivery, timeliness, and strategic thinking - all areas that are covered by my agency audit. Meanwhile, agencies list delivery as their least likely reason for client departure, showing they're largely unaware of how critical this is to their clients.
A comprehensive agency audit typically costs less than one month of your current agency retainer, but it can help you recover hundreds of thousands of thousands of dollars in waste spend while positioning you for explosive growth with the right partner.
An Agency Audit That Actually Matters
Forget the generic "marketing audit" that tells you what you already know. I don't just look at your campaigns and give you a pretty report. I dissect every aspect of your agency relationship to uncover the real reasons your marketing isn't driving growth.
This includes assessing:
- Strategic Competency
- Channel Performance
- Systems & Processes
- Reporting & Analytics
- Team Quality
- Relationship Quality
View Key Outcomes
Relationship Quality Assessment
- Strategic Alignment:
Are they solving your business problems or just their own cash flow issues?
- Communication Effectiveness:
Are you getting strategic counsel or just campaign updates?
- Commercial Accountability:
Are they measured on your revenue growth or their own activity metrics?
- Cultural Fit:
Do they understand your industry, your customers, and your competitive landscape?
Process & Systems Evaluation
- Campaign Development:
How do they actually build strategies? Is it based on data or guesswork?
- Approval Workflows:
Are their processes helping you move fast or slowing you down?
- Quality Control:
What safeguards exist to prevent costly mistakes?
- Scalability:
Can their systems handle your growth ambitions?
Reporting & Analytics Deep Dive
- Metric Relevance:
Are they measuring what matters to your bottom line?
- Data Accuracy:
Can you trust the numbers they're giving you?
- Insight Generation:
Are they telling you what happened or why it happened?
- ROI Transparency:
Can you clearly see the return on your investment?
Strategic Competency Review
- Market Understanding:
Do they really understand your industry and competitive landscape?
- Customer Insight:
Are they targeting the right people with the right message?
- Channel Strategy:
Are they using the best channels for your business model?
- Growth Planning:
Is their strategy designed for sustainable, scalable growth?
Team Quality Analysis
- Skill Assessment:
Do they have the right people working on your account?
- Experience Evaluation:
Are seniors doing the work or are you paying premium rates for junior execution?
- Retention Stability:
Is your account bouncing between different team members?
- Specialist Expertise:
Do they have genuine specialists or just generalists pretending to be experts?
Budget Efficiency Review
- Spend Allocation:
Is your budget being invested in the right channels and activities?
- Cost Per Acquisition:
Are you paying too much for each customer or lead?
- Waste Identification:
Where is your money disappearing without generating results?
- Benchmark Comparison:
How do your costs compare to industry standards?
Channel Performance Analysis
- Platform Effectiveness:
Which channels are actually driving revenue growth?
- Cross-Channel Integration:
Are your campaigns working together or competing against each other?
- Attribution Accuracy:
Are you crediting the right channels for your results?
- Optimisation Opportunities:
Where are the biggest opportunities for improvement?
When the Audit Reveals the Brutal Truth
Sometimes, the audit reveals that your agency is actually doing good work. They're strategic, accountable, and delivering results. In these cases, I'll help you optimise the relationship and maximise your ROI.
But more often than not, the audit reveals uncomfortable truths:
- The strategy doesn't make sense and doesn't align with your goals
- They're allocating budget to the wrong channels
- They're optimising for the wrong metrics
- They're cherrypicking performance data to make themselves good
- They're focused on output, not outcomes
- They're coasting on autopilot and taking you for granted
- They're not equipped to handle your growth ambitions
- They're simply not worth what you're paying them
When this happens, you have two choices: Accept mediocrity or demand excellence.
The Complete Agency Replacement Process
If your current agency isn't cutting it, I don't just walk away and leave you to figure it out. I manage the entire replacement process from start to finish, ensuring you find an agency that can actually grow your business.
Phase 1: Creating the Brief
Capability Requirements:
Define exactly what you need from your next agency, including specific skills and experience
Budget Parameters:
Set realistic investment levels based on the goals you're trying to achieve
Success Metrics:
Establish clear KPIs that align with your revenue targets
Phase 2: Shortlisting Agencies
Market Research:
Identify agencies with proven track records
Capability Mapping:
Match agency strengths to your specific requirements
Cultural Assessment:
Ensure personality and working style compatibility
Phase 3: Pitch Process Management
Request For Proposal (RFP) Document:
Create comprehensive briefs that attract the right agencies
Pitch Process Coordination:
Manage the entire pitch process timeline and logistics
Evaluation Framework:
Develop objective criteria for comparing proposals
Phase 4: Negotiation & Onboarding
Contract Negotiation:
Secure the best possible terms and conditions, and define a clear service level agreement with performance standards
Transition Planning:
Ensure seamless handover from your current agency
Success Monitoring:
Establish ongoing performance review processes
Stop Accepting Mediocrity
Your marketing budget is too important to waste on agencies that can't deliver. Your growth ambitions are too significant to entrust to partners who don't understand what it takes to build a business.
The question isn't whether your agency is perfect. It's whether they're good enough to get you where you want to go.
If you're spending six figures annually on marketing without seeing six figures in additional revenue, it's time to find out why.
Ready to discover what your agency is really worth?
Frequently Asked Questions
How long does an agency audit take?
My in-depth audit takes roughly four weeks to complete, from start to finish. This includes discovery and initial data gathering, stakeholder interviews, performance analysis, competitive benchmarking, and report preparation. Once the audit is completed, I'll take you through all of my findings and recommendations, as well as any relevant next steps.
What if the audit shows our agency is actually performing well?
Well, that would be excellent news! And that's certainly happened before. In these cases, I'll provide specific recommendations if I see areas to further optimise the relationship to maximise your ROI. You'll also receive a clear framework for ongoing performance monitoring and improvement. Even high-performing relationships benefit from strategic fine-tuning.
Can we audit our agency without them knowing?
Yes, the initial assessment can be conducted using your existing data, reports, internal feedback, and based on my own knowledge of how effective agencies work. However, some channels - like Google Ads and Meta Ads - can't be audited without alerting your agency because they'll see me being added to the account. Plus, for the most comprehensive analysis, some level of agency cooperation is beneficial. I can guide you on how much to involve them based on your specific situation, the marketing channels they're looking after, and any concerns you might have.
How much does an agency audit cost?
A comprehensive agency audit starts from $4,997 - $14,997 ex. GST, although the final price depends on the number of marketing channels that are included in the audit (e.g. SEO, Google Ads, Meta Ads, website audit, etc.). Given the potential savings and improvements, most clients see a 10x ROI within 12 months.
What if we decide not to change agencies after the audit?
The audit isn't designed to force you to change agencies - it's designed to give you greater insight into what's happening so that you can make better, more informed decisions for your business. Many clients also use the audit findings to have more productive conversations with their existing agency and achieve better results.
What happens if the recommended agency doesn't work out?
If you engage a recommended agency and they don't meet expectations within the first 90 days, I'll work with you to address the issues or find an alternative solution at no additional cost. My reputation depends on successful long-term partnerships.
Can you audit specific channels rather than our entire agency relationship?
Absolutely! I can focus the audit on specific channels (like paid search, social media, or SEO), particular campaigns, or specific aspects of the relationship - like reporting, strategy, or account management. The scope is tailored to your priorities and concerns.
How is this different from the reports our agency already provides?
Your agency's reports focus on their activities and metrics that make them look good. My audit examines whether those activities are actually impacting your bottom line revenue, if you're getting value for money, if proper processes are being followed, the quality of the strategy itself, and how performance compares to industry benchmarks and best practices.
What if we're locked in to a long-term contract, or if we have an exclusivity clause?
I'll review your contract terms as part of the audit and provide guidance on your options. Many contracts have performance clauses or early termination options that can be exercised. At minimum, you'll have a clear action plan for when renewal time comes.
His work ethic is unmatched. What can take someone three days to complete, he will do it better and in one day. With all that said, the best bit is he cares and takes a genuine interest in individuals and what makes them tick. This is a wonderful quality in a person. I could not recommend him enough.
Trent O'Sullivan
Balance Advertising
1
Consistent track record
Over the past 15 years I've worked with hundreds of companies covering almost every industry. I've solved their marketing problems, built their strategies, and consistently delivered tangible growth. This isn't theory - it's proven results.
2
CEO mindset
I've run my own company, so I know what it takes to build one. But the vast majority of marketers don't. My experience as a founder, CEO and marketer helps me see things that other marketers won't, and think in ways that other marketers can't.
3
Skip the learning curve
Avoid wasting your time and money on the wrong strategies, the wrong people, and the wrong agencies. I bring a tried and tested network of seasoned specialists who work with me to make an immediate impact.
Trusted by brands you know and love
I’ve worked with companies of all shapes and sizes – from startups to publicly listed.
Ready to transform your marketing?
The companies that dominate their markets don't get there by accident. They get there by making bold decisions and investing in what works.
Your competitors are already planning their next move. The question is: Will you be ready to meet them head-on, or will you be left wondering what could have been?
Serious about rapidly growing your business?
Your growth story starts today, and it starts here.
