10 Marketing Agency Scams to Avoid: Identify Shady Practices
Truth be told, some lessons can only come from personal experience. As I sit and ponder my thoughts about past experiences dealing with a variety of marketing agencies, I thought I would share some of those truths with you. It is no secret that navigating the world of digital marketing can be challenging, especially with the rise of marketing agency scams to avoid. These unethical practices have cost my business thousands of dollars and countless hours of time—time that I can never get back. They could cost your business thousands as well, leaving you frustrated with little to no results. My goal is to share the most common red flags to watch out for and how to ensure your marketing dollars are spent wisely. First, let me share a personal story to set the stage.
A Personal Story: How I Discovered the Need for This Guide
Not long ago, I received a call from a local business owner who was frustrated with his marketing agency. He asked if I could review his marketing campaigns and provide some guidance. When I arrived at his business, he handed me a stack of printed emails—the only reports he’d ever received from his agency.
He explained, “I’ve been paying $2,500 a month, and all I get are these email reports I can’t understand. I’ve tried calling them, but I can never reach anyone. They always have excuses, but nothing changes. I feel like I’m being scammed.”
As I reviewed the reports, it became clear that he was right. The data was intentionally vague, full of vanity metrics, and completely avoided actionable insights like lead generation or conversions. Worse, the agency refused to give him access to his Google Ads account, citing “proprietary practices.”
As the years have come and gone, I have witnessed agency scams, however these days they are constant. This experience, however, infuriated me on a more personal level because there is no need for this to take place. Business owners like him invest their hard-earned money into marketing, only to be misled by shady practices. That’s why I created this guide—to help others recognize red flags in digital marketing agencies and avoid becoming victims of scams.
1. Lack of Website Access: You’re Locked Out of Your Own Property
A professional marketing agency should hand over full administrative access to your website once the project is completed. Unfortunately, many agencies lock clients out, keeping control and charging exorbitant fees for even minor changes.
Red Flags:
No login credentials after the website launch.
Limited access to make edits or update content.
Charges for simple fixes like correcting a misspelling.
Solution: Always insist on full administrative access as part of your contract. If you’re paying for the site, you should own it outright.
2. No Access to Your Ad Accounts
One of the most common marketing agency scams to avoid is denying clients access to their own ad accounts. This lack of transparency often hides inflated costs or poor performance.
Signs of Trouble:
You can’t log into your Google Ads or Facebook Ads account.
Metrics in reports don’t match expectations or appear incomplete.
Solution: Ensure you own the ad accounts. The agency can manage them, but you should retain access to monitor performance and have access to ongoing reviews with the account manager.
3. Hidden Keyword Strategies
Targeting the right keywords is the foundation of a successful campaign. If your agency refuses to share your keyword strategy, they may be hiding ineffective practices or preventing you from taking control.
Red Flags:
Keywords are described as “proprietary” or “confidential.”
You weren’t consulted about the relevance of the chosen keywords.
Solution: Request a full list of targeted keywords and regular performance updates to evaluate campaign effectiveness. This is vital for a successful and mutually benefitable relationship.
4. Sending All Paid Traffic to Your Homepage
This is one of the worst shady marketing practices. Sending traffic to a generic homepage instead of a targeted landing page wastes your ad budget and reduces conversions.
Why It’s a Problem:
Homepages aren’t optimized for specific campaigns or search intent.
Visitors may struggle to find relevant information, increasing bounce rates.
Solution: Ensure that your campaigns include custom landing pages designed to match the intent of each ad.
5. No Strategy or Regular Updates
Effective paid ad management requires constant optimization and updates. If your agency isn’t actively managing your campaigns, you’re likely wasting money on outdated strategies.
Key Red Flags:
No monthly strategy meetings or performance discussions.
Reports look the same month after month.
Solution: Schedule regular check-ins to review performance, discuss changes, and ensure ongoing improvements.
6. Poor Communication and Accountability
If you can’t get someone on the phone or schedule a meeting with your agency, it’s a serious problem. You should have direct access to your account manager and regular communication. I might add on a moment's notice if need be. Why? Because running ads is fluid, and keyword insights and information can be subject to change at a moment's notice.
Red Flags:
Calls and emails go unanswered.
Excuses for missed meetings, such as “your ad spend is too low.”
Solution: Work with an agency that values transparency and maintains open communication at all times, not some of the time, or whenever it is convenient for them. Seek a marketing agency that builds effective relationships.
7. Misleading Metrics: Impressions Over Leads
Another common marketing agency scam is presenting vanity metrics like impressions and clicks without showing how they translate into tangible results.
What to Look For:
Reports that focus heavily on impressions and cost-per-click (CPC).
There is no clear connection between ad spent and actual customer acquisitions.
Solution: Insist on tracking metrics like cost per acquisition (CPA) and customer conversions. This is where the performance truth is realized.
8. Non-Original Blog Content
Plagiarized or recycled content not only harms your brand’s reputation but also damages your SEO efforts. Unfortunately, some agencies cut corners by copying content from other websites.
How to Spot This:
Blog content feels generic or unrelated to your business.
A Google search reveals the same content on other websites.
Solution: Work with agencies that produce high-quality, original content tailored to your business goals. How well does your marketing agency understand Google's Recent Core Update?
9. No Tracking or Analytics Transparency
Without access to analytics, you have no way to measure ROI or assess campaign success. Some agencies intentionally limit access to hide poor performance.
Warning Signs:
Lack of detailed Google Analytics or CRM data.
Reports focus on generic metrics without actionable insights.
Solution: Ensure you have full access to analytics and request regular, detailed reports.
10. Inflated Ad Spend Charges
Unscrupulous agencies may inflate your cost-per-click (CPC) or misrepresent ad spending to pocket the difference. This scam is especially hard to detect without direct access to your ad accounts.
Key Indicators:
Ad spending seems disproportionately high compared to results.
Inconsistent billing or vague invoices.
Solution: Monitor your ad spend closely and request transparent invoicing. Here is a comprehensive pricing list of ad campaigns that illustrates low, medium, and high campaign amounts, time to performance, ROI, and types that go beyond your homepage. Which ad campaign is right for you?
Conclusion: Protect Yourself from Marketing Agency Scams
Protecting your business from marketing agency scams to avoid starts with awareness. By recognizing red flags like lack of access, poor communication, and misleading metrics, you can take proactive steps to safeguard your investment. Always work with agencies that prioritize transparency, collaboration, and measurable results.
If you’re ready to partner with a marketing agency you can trust, contact Go High Level 360 today to start building campaigns that deliver real value.
