Comparison worksheet

Marketing Agency Evaluation Scorecard

Which agency model best fits the firm's strategy, intake, reporting, ethics, staffing, and first-90-day needs?

Use this worksheet to compare agencies by decision quality and operating fit, not by generic activity promises.

Version: 1.0Last reviewed: July 30, 2026Reviewed by: CliqSpark Editorial ReviewUngated
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Direct Answer

Use this worksheet to compare agencies by decision quality and operating fit, not by generic activity promises.

What You Get

  1. Transparent local scoring.
  2. Dimension-level missed controls.
  3. Prioritized next actions.
  4. Print-ready output.

How This Works

Transparent methodology and limitations

PurposeEach criterion is evaluated as a visible operating capability. The worksheet emphasizes questions and warning signs instead of hidden scoring science.
LimitationsThe scorecard does not select a vendor automatically and does not validate any agency's claims. It structures a better comparison conversation.
Result logicYes = ready, partial = fragile, no = missing. Result bands are plain-language decision aids, not scientific ratings.

Agency Selection control map

A marketing agency evaluation scorecard for comparing strategic judgment, market fluency, intake awareness, reporting, data ownership, ethics, staffing, and the first 90 days.

The scorecard does not select a vendor automatically and does not validate any agency's claims. It structures a better comparison conversation.

Interactive Assessment

Complete the visible controls.

Choose the option that best matches observable evidence. The result stays in this browser and is not submitted.

01Strategy

Can the agency explain the tradeoffs behind the recommended sequence?

Evidence basis: Google Search Central SEO Starter Guide
02Market fluency

Can the agency define qualified opportunity in your practice context?

Evidence basis: ABA Model Rule 7.1 communications concerning lawyer services
03Intake

Does the proposal include intake and disposition feedback?

Evidence basis: Google Local Services Ads lead management guidance
04Reporting

Does reporting connect source, qualified opportunity, and signed-case learning?

Evidence basis: Google Ads web conversion setup guidance
05Data ownership

Does the firm retain access to accounts, tags, sources, and reports?

Evidence basis: Google Analytics campaign URL guidance
06Ethics

Are advertising claims, reviews, and testimonials handled conservatively?

Evidence basis: FTC guidance on reviews and endorsements, ABA Model Rule 7.1 communications concerning lawyer services
07Staffing

Can the agency name who owns strategy, execution, reporting, and communication?

Evidence basis: Google Analytics events and key events guidance
08First 90 days

Does the proposal define first-90-day decisions, milestones, and stop rules?

Evidence basis: Google Ads web conversion setup guidance

Result Summary

Complete the assessment to see your result.

0 of 8 controls answered.

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Sources and Editorial Basis

Reference basis includes Google Search Central SEO Starter Guide, Google Ads web conversion setup guidance, Google Analytics campaign URL guidance, FTC guidance on reviews and endorsements, ABA Model Rule 7.1 communications concerning lawyer services. Platform documentation and regulatory references are distinguished from CliqSpark practitioner interpretation.

Read the CliqSpark Insights editorial standards.

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Next Step

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