Look for a specific scope
Identify deliverables, quantities, responsibilities and exclusions. Ask what the first stage produces and how you will review it. Distinguish implementation from recommendations and ongoing support from a one-time handover.
Ad creative and placement review
Review the offer, copy, visual and destination as one ad experience.
Check the evidence
Look for relevant work with dates, a clear baseline and permission to publish. Understand which outcomes the agency can reasonably attribute to its work. Treat demonstration material as an explanation of approach, not proof of a client result.
Confirm ownership and decisions
Clarify accounts, data, source files, billing, revisions and cancellation terms. Identify who can approve scope changes. A proposal should leave both sides able to explain what success means before the first invoice is issued.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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