Ask how they define success
A useful answer connects channel activity to a qualified business outcome. Rankings, impressions, clicks, and views can be diagnostic signals, but they are not automatically leads or revenue.
Ask which facts and systems must be verified before a forecast is possible. A responsible partner should distinguish a plan, a target, and a guarantee.
Inspect the handoffs
Find out who owns copy approval, business facts, creative rights, accounts, domains, analytics, lead delivery, and production access. The proposal should make those responsibilities understandable before work begins.
Ask how calls and forms are tested, how failures are surfaced, and what fallback remains available when an integration is unavailable.
Request evidence that matches the scope
For a website, review mobile behavior, forms, accessibility, search controls, and representative page depth. For advertising, review search terms, message match, conversion definitions, and lead feedback. For automation, review consent, escalation, stop rules, and human ownership.
A portfolio can demonstrate judgment and craft without promising that a different business will receive the same result.
Protect ownership and continuity
Confirm who owns the domain, content, advertising accounts, source files, CRM data, and analytics. Record access and recovery paths. A project is safer when the business can continue operating if a vendor relationship ends.