How to Handle Agencies That Bash You Over the Head with Complexity

Marketing agencies: half the time, they’re your best mate, the other half they’re a bad first date – all show, no substance, and full of big words you’re expected to nod along to. "Omnichannel optimisation," anyone? Thought not. Some of them thrive on drowning small businesses in jargon and metrics that mean nothing to you or your bottom line.

But here’s the thing: you’re in charge. Not them. You’ve hired them to deliver results, not confusion. Here’s how to take back control, make them work for you, and cut through the noise like a hot knife through SEO nonsense.

Step 1: Get Crystal Clear on Your Goals

The first trick in the agency playbook? Blur your goals so they can spend months on ‘strategic pivots’ without ever delivering. Don’t let that happen. Define exactly what you want, when you want it, and how you’ll know you’ve got it.

Checklist: 

✅ Write down your top 3-5 business goals. Keep them sharp. (More leads, higher conversions, increased revenue). 

✅ Set deadlines. Six months for that lead boost, not six years. 

✅ Ask your agency to outline the actual strategies that will hit those goals. No buzzwords.

Pro tip: If the agency starts rambling about "customer journey orchestration," raise an eyebrow and say, "Great. Now explain that in ten words or less."

Step 2: Demand Real Transparency

"Here’s the report!" says your agency, slapping down 20 pages of pie charts and percentages. You blink. What the hell is ‘impressions’? And why should you care? Time to stop the madness.

Ask for reports that matter to your goals. Leads. Sales. Stuff that pays the bills.

Checklist: 

✅ Insist on clear monthly reports with actionable data. 

✅ Make sure they include relevant metrics (conversions, leads, revenue). 

✅ Bin "vanity metrics" (likes, clicks, reach) unless they tell a story that makes you richer.

Pro tip: The right question is, "How does this help my bottom line?" If they squirm or pivot to ‘brand awareness,’ you’re being fobbed off.

Step 3: Know What You’re Paying For

Agencies are experts at the invisible upsell. "Let’s expand your campaign," they say. Translation: "Let’s increase your invoice." Ask for the breakdown – every fee, every hour, every expense.

Checklist: 

✅ Demand a budget breakdown—ad spend, fees, and time allocation. 

✅ Ensure your retainer includes the services you’re actually using. 

✅ Clarify: Are there extra costs? What's the price tag for their shiny new 'opportunity'?

Pro tip: Hidden fees lurk like sharks. If the agency can’t answer, "Where’s this money going?" without sweating, you’ve got a problem.

Step 4: Buzzword Bingo – Don’t Play

"Let’s leverage an agile influencer content strategy." Oh, good grief. This isn’t the time for linguistic gymnastics. Demand straight talk.

Checklist: 

✅ Ask them to define every buzzword they use. No mercy. 

✅ Get examples that apply directly to your business. 

✅ Push back on anything that feels deliberately complex.

Pro tip: Agencies like to impress with fancy terms. If they can’t break it down like they’re explaining it to their nan, something’s fishy.

Step 5: Meetings Without the Nonsense

There’s nothing worse than a meeting that’s 30 minutes of throat-clearing and 10 minutes of rushed action points. Fix it.

Checklist: 

✅ Schedule regular meetings—weekly or monthly—but keep them short. 

✅ Insist on an agenda focused on outcomes.

✅ Get meeting notes with action items. No ‘blue sky thinking,’ please.

Pro tip: Meetings should feel productive, not like an episode of The Office. Cap them at 45 minutes.

Step 6: Learn the Art of Saying 'No'

Agencies love shiny things. "This experimental TikTok AR campaign is perfect for you!" But your budget says otherwise. Here’s the secret: not all strategies are worth chasing.

Checklist: 

✅ Ask how any new strategy directly benefits your business goals. 

✅ Request case studies or results to prove their idea works. 

✅ Don’t be afraid to say, "That’s not a priority for us right now."

Pro tip: If it doesn’t pass the sniff test, it’s probably a distraction. Your agency should understand your priorities—not push theirs.

Step 7: Measure Results, Not Busy Work

"Oh, we ran 12 campaigns and wrote 30 blog posts!" Great. But did you make any money? Results matter. Tasks don’t.

Checklist: 

✅ Track milestones that align with your goals (e.g., lead generation). 

✅ Focus on measurable outcomes, not hours worked. 

✅ Redirect time-wasting tasks to higher-impact activities.

Pro tip: Agencies sometimes confuse effort with success. Don’t fall for it.

Step 8: Own Your Stuff

Some agencies want you locked into their systems forever. Don’t let them. Own your accounts, data, and campaigns.

Checklist: 

✅ Ensure you control all ad accounts and analytics tools. 

✅ Get full admin access to accounts they manage. 

✅ Avoid contracts that make it difficult to take control if you part ways.

Pro tip: It’s your business. You should never have to beg for access to your own data.

Step 9: Watch for Red Flags

Spot trouble early. If your agency’s avoiding tough questions or pushing endless upsells, it might be time to have a word—or explore new options.

Red Flags: 

⚠️ Over-promising magical results. 

⚠️ Ducking accountability for poor performance. 

⚠️ Ignoring your feedback. 

⚠️ Constantly upselling shiny services.

Step 10: Manage Them Like a Pro – Month by Month

Ready to run things like a tight ship? Here’s how to keep your agency delivering month after month.

Monthly Reporting

✅ Request short, actionable reports. 

✅ Schedule review meetings to discuss key metrics. 

✅ Hold them accountable for underperformance.

Quarterly Strategy Review

✅ Evaluate progress towards long-term goals. 

✅ Ask the agency for data-driven suggestions. 

✅ Adjust campaigns as needed.

Track Tasks and Deadlines

✅ Keep a shared task list with action items. 

✅ Assign responsibility to both sides. 

✅ Follow up on overdue commitments.

Pro tip: Agencies respect structure. The more organised you are, the better they perform.

You’re in Charge

Here’s the truth: agencies should simplify your life, not complicate it. If they’re not making things easier, it’s time to take control. You set the goals, demand transparency, and cut through the jargon. It’s your business—don’t let anyone bash you over the head with complexity again.

  Author: Ian Hopkinson 

    Digital Madman, Founder of Terminology and Mad Scientist Digital

    Socials: Instagram / / LinkedIn 

    Websites: Terminology / / Mad Scientist / / Hopkinson Creative