You’ve probably had at least a few smooth-talking marketing folks try to sell you on a “game-changing” package. They’ll throw out big promises and bigger price tags, hoping you’ll sign a long-term contract before you ask too many questions.
Here’s the thing: most of these folks are better at selling themselves than actually bringing you work. So how do you spot the ones who talk a big game but can’t deliver?
Here are six red flags to help you sniff out the BS before you step in it:
1. They Speak in Buzzwords You Don’t Understand
“We’re leveraging PPC to optimize your ROI while aligning your conversion funnel.” Sound familiar?
If someone can’t explain what they do in plain English, chances are they don’t fully understand it either. If they wouldn’t say it at a backyard BBQ, don’t let them say it to you in a sales meeting.
Sure, some jargon will slip into the conversation, that’s inevitable. The red flag is when it’s a steady stream of buzzwords and no effort to explain them (unless you press for it). If they can’t break it down like they’re talking to a relative, you’re not talking to a pro.
2. They Promise You’ll Be “Top of Google” Fast
Getting to the top of Google is like building a house, it takes time, tools, and the right crew. Anyone promising instant SEO results is either lying or using shady tactics that can hurt you down the road.
Now, if you’re running paid ads (PPC), you can buy your way to the top of Google, but that’s not SEO. And it gets expensive fast. A good strategy often uses both, but they need to be coordinated.
The real red flag? When someone talks about instant organic rankings. That’s not how SEO works. Those two go together like ice cream and pickles.
3. They Don’t Ask About Your Business Details
A good marketer doesn’t show up with a pitch deck, they show up with questions. The kind that prove they actually care about making your business succeed. Like:
- Which jobs make you the most money?
- Which towns, cities, or neighborhoods do you want to target?
- Is your focus being low-cost, high-value, premium best-of-the-best, or something else?
If they skip all that and jump straight into a cookie-cutter pitch, they’re not marketing your business, they’re just selling theirs.
4. They Push You Into a Long-Term Contract on Day One
Why lock you into a year-long deal before they’ve proven anything? Simple: they want guaranteed money whether their strategy works or not. A confident, competent marketing partner will offer flexible terms and let their results do the convincing.
That said, it’s not unreasonable to ask for a short-term commitment, something like 3–6 months, especially with SEO campaigns. Results take time. You need content, links, and technical work to be created. Then platforms like Google have to find, index, and rank that content. None of that is instant.
Still, be cautious. Long-term contracts are a favorite tactic of low-quality marketers. They’re often used to lock in revenue without having to actually perform.
5. They Talk About “Brand Awareness” Instead of Leads
Brand awareness is nice, but unless it turns into calls, emails, or bookings, it’s not doing much for you. You’re not here to win design awards; you’re here to get jobs.
Clicks, traffic, and time-on-page are fine to monitor, but they’re not the goal. They’re just early signs that something might be working. A good marketer keeps the main thing the main thing: leads.
6. They Have No Track Record in Your Industry
If you run an appliance repair business and they show you case studies from hair salons or t-shirt shops, that’s a problem.
You need someone who knows how to get results for industries like yours, contractors, electricians, HVAC, plumbing, and so on. While 80% of digital marketing strategies are transferable, the other 20% is industry-specific. That part matters a lot.
Ask to see actual examples from businesses in the trades. If they can’t show you that, you don’t want to be their guinea pig.
Bottom line?
If your gut says something’s off, trust it. This industry is full of slick talkers, snake oil salesmen, and rookies trying to fake it till they make it. Good providers do exist, but this is shark-infested water, so you need to know how to spot a dolphin from a shark.
You’ve worked too hard to hand over your budget to someone who sounds smart but can’t show results. It’s better to have a simple website and a packed calendar than a slick setup that doesn’t bring in a dime.
