You hired a digital marketing agency, approved some ads, and now … crickets. Or maybe the reports show clicks, but no sales. So — is your marketing actually working, or is it just running in the background?
Here’s the truth: Digital marketing isn’t a vending machine. You can’t drop in a budget, walk away, and expect magic. It takes time and strategy to truly grow. Whether you’re a small business or an enterprise brand, your marketing should feel less like a transaction and more like a partnership — evolving with your goals, customers and market conditions.
What Good Digital Marketing Looks Like
A strong digital campaign is tailored, not templated. It starts with understanding your business goals — brand awareness, lead generation, sales growth — and reverse-engineering the tactics to support them. For example, a strategy focused on driving leads for a software company will look completely different from one aimed at increasing immediate sales for a local retail store. Similarly, building brand awareness for a new product launch requires a distinct approach compared to generating sign-ups for a webinar.
A good digital marketing agency provides a comprehensive approach that begins with a custom strategy tailored to your unique customer journey. They’ll establish clear KPIs and goals upfront, and you’ll receive regular reporting (at least monthly) that provides actionable insights, not just raw data. Additionally, a good agency ensures the creative aligns perfectly with your brand and your campaigns will continuously evolve based on performance.
Red Flags to Watch For
Not sure if your agency or freelancer is pulling their weight? There are a few key signs things might not be working as well as they should be. For instance, if you haven’t received a report in months, or if you’re given walls of data without any clear takeaways or insights, that’s a red flag. Additionally, if your ads look generic, cookie-cutter or don’t align with your brand, it’s a sign they might not be putting in the necessary effort. Ultimately, if you have no idea what success looks like for your campaigns, that indicates a fundamental lack of communication and strategic alignment.
Strategy Is Ongoing – Not One-and-Done
Digital marketing is an evolving landscape. Algorithms change, interfaces break, competitors adjust and your audience’s needs shift. Your strategy needs to be just as nimble.
A good agency isn’t just someone who sets up your ads and walks away. They’re an extension of your team. They ask questions. They challenge your assumptions. They offer ideas before you even ask.
When you’re looking to grow, you want a partner who thinks beyond just impressions and clicks and, instead, looks at your entire marketing funnel holistically. This ideal partner will bring you new ideas informed by current market trends and communicate consistently and clearly. Ultimately, it’s not about finding a “unicorn” agency; it’s about finding one that treats your business like it truly matters.
It’s also crucial that you feel comfortable working with them, as effective communication goes both ways. Remember, this is a partnership, so finding someone you can truly collaborate with is just as important as their expertise.
Digital Marketing Advice You Can Use Now
Even if you’re not ready to change agencies, here are a few simple things you can do today:
- Check your GA4 setup and ensure your conversion events are firing correctly.
- Review your landing pages — do they speak directly to the ad that links to them?
- Test your mobile experience.
- Verify that your Meta or LinkedIn pixel is firing on your thank-you pages.
- Ask for a strategy review every quarter. If your agency won’t provide one, ask why.
And one of the most important things you can do? Invest in your email list. Unlike social or search platforms, it’s an owned channel — you don’t have to pay every time you want to reach someone.
The Bottom Line
Digital marketing can transform your business — but only if it’s treated as a living, breathing strategy. Find a partner who’s committed to the long game. One who sees beyond the ad account and focuses on what really matters: your growth.
Jaryn Dominique is the founder of Deviant Digital Services, a digital marketing agency helping businesses grow with smart, scalable strategies rooted in transparency and results. Based in Phoenix, Jaryn Dominique works with clients nationwide to turn clicks into customers and campaigns into momentum.
