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Before you hire an agency, know what to look for.
A campaign can generate plenty of activity while producing very little commercial value. Inside the guide, you’ll discover some of the warning signs that are easy to miss until money has already been spent.
The cheap-lead trap — Why celebrating a low cost per lead can hide a much more expensive problem.
The account-control red flag — The permissions mistake that can leave your business dependent on an agency to access its own advertising assets.
The reporting blind spot — The numbers that can make an advertising report look impressive without showing whether the campaign produced worthwhile customers.
The follow-up leak — Why genuinely good leads can disappear after reaching your business - and how the advertising can get blamed for something happening further down the process.
The agency reality check — The questions you should ask before signing an agreement, paying a setup fee or approving campaign launch.
The stop-spending test — The evidence that should help determine whether a campaign should continue, change, pause or stop.
Written for established UK service-business owners.
This guide is designed for business owners who are considering Meta advertising, already running Facebook or Instagram ads, or thinking about hiring somebody to manage their campaigns.
rely heavily on referrals and want another source of enquiries;
have previously received poor-quality or uncontactable leads;
are unsure whether your advertising is actually producing customers;
have worked with an agency but struggled to understand the reporting;
want to know what questions to ask before trusting somebody with your advertising budget;
want better commercial evidence rather than more clicks, reach or vanity metrics.
You do not need to become a Meta Ads expert. You do need to know enough to recognise when something does not add up.
The guide was created by Liam Carlton, founder of The Enquiry Works and Pit Pro Ltd. The Enquiry Works was built around a simple principle: advertising should be judged by the commercial evidence available, not by impressive-looking dashboard numbers.
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You’ll receive occasional Meta Ads Owner Briefing emails about lead quality, advertising spend, agency warning signs and commercial measurement.
3. Decide what happens next
There is no obligation to work with The Enquiry Works. If the advice is useful and you later want to explore Meta advertising, you can apply for a 30-minute Meta Ads Opportunity & Payback Review. Applications are reviewed before any private booking invitation is issued.
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