Start with what they can actually show you
Ask for real reporting from an actual managed account — a live ads dashboard screenshot, not a client-logo slide or a case study with no visible numbers. Ask specifically what's tracked as a conversion. A report full of reach, impressions and engagement with no cost-per-lead or cost-per-acquisition figure tells you nothing about whether the spend produced revenue.
Confirm GST treatment before you sign
Australian GST is 10% (ATO), and a quote that doesn't specify GST-inclusive or exclusive can mean a real cost difference once the first invoice arrives. This applies to both the management fee and any ad-spend pass-through — ask explicitly rather than assuming.
Understand the fee structure
The same two models used everywhere: a flat monthly retainer, or a percentage of ad spend. A percentage model scales the agency's fee with your spend, which is worth being aware of specifically when a budget increase is recommended — ask whether the recommendation comes with a specific expected outcome or just a bigger number.
Contract terms and lock-in
Ask about minimum term, notice period to cancel, and — critically — who owns the ad accounts, pixel data and creative assets if you leave. An agency that structures accounts so you can't easily leave is telling you something about how confident they are in earning your business month to month.
ACCC-aware creative, for regulated or claims-heavy categories
If your category involves testimonials, "was/now" pricing, or comparative claims, ask how a prospective agency reviews creative against Australian Consumer Law before launch. The ACCC's stated enforcement priorities name pricing representations and unsubstantiated claims specifically, and Section 18's misleading-or-deceptive-conduct standard doesn't require intent to deceive — a genuinely representative testimonial and a documented "was" price are different from ones that merely sound plausible. See our Meta Ads Australia page for how we build this review into every creative refresh, not just campaign launch.
Red flags, regardless of who you're evaluating
- No willingness to show real performance data from a comparable account.
- Vague answers on GST treatment or fee structure.
- Long lock-in with no clear ad-account ownership answer.
- No mention of ACL/ACCC review for testimonial- or pricing-led creative in a category where it applies.
- Reporting that only ever improves, never shows a channel or campaign that underperformed.
What this doesn't cover
This guide is evaluation criteria, not a benchmark for what a fair Australian retainer costs — we don't yet have enough managed AU accounts to publish a first-party fee range the way we do for Malaysia and Singapore. See what digital marketing costs in Australia for what we can and can't say on price specifically.