A marketing VP from a fast-growing subscription business called me recently with a concerning question: “We’re spending over $100K monthly with our digital agency, but I can’t tell if we’re getting our money’s worth. They show us nice reports with improving metrics, but our overall acquisition costs keep rising. What questions should I be asking?”
As we dug deeper, it became clear that this wasn’t just about asking better questions. There was a fundamental problem: The VP had no direct access to their ad platforms. The agency owned the accounts, controlled all the data, and provided only curated reports that showed what they wanted to show.
Unfortunately, this situation is far more common than most marketers realize. And it’s costing subscription businesses millions in wasted ad spend.
The Agency Transparency Crisis
After 20+ years working both client-side and agency-side, I’ve seen the digital marketing agency world from both perspectives. While there are many exceptional, ethical agencies, there’s also a growing pattern of agencies using data gatekeeping and account ownership to hide ineffective spending and pad their profits.
What makes this particularly problematic for subscription businesses is that your lifetime value calculations and unit economics depend on accurate acquisition data. When your agency controls this data, they control your business decisions.
With one subscription client, we discovered that their “high-performing campaigns” were actually a mirage created by selective reporting. When we finally gained access to the raw data, we found that:
43% of their search budget was spent on brand terms they would have captured organically
Their supposedly “efficient” display campaigns were being measured with a 30-day attribution window that took credit for conversions they didn’t influence
Quality Score issues were driving up their CPCs by an average of 62%
Nearly 20% of their budget was going to search terms that had never generated a single conversion
This wasn’t just inefficiency – it was effectively theft, hidden behind controlled access and curated reporting.
The Red Flags Every Marketer Should Watch For
Before diving into solutions, let’s identify the warning signs that your agency may be taking advantage of you:
- They Own Your Ad Accounts
This is the biggest red flag of all. If your Google Ads, Facebook, or other advertising accounts are owned by your agency rather than your business, they have complete control over your data, spending, and even your ability to leave them.
I’ve seen agencies hold accounts hostage when clients try to leave, demanding “transfer fees” or simply refusing to hand over ownership. Your ad accounts should always be your property, with the agency given access as a manager or partner. - They Restrict Platform Access
Even if you technically own the accounts, many agencies restrict direct client access to the platforms. They’ll claim it’s to “prevent accidental changes” or that it’s “standard agency procedure.”
This is never acceptable. You should always have admin-level access to view (and control) every aspect of your advertising accounts. It’s your money being spent. - They Report Aggregate Metrics Only
Beware of reports that only show top-level metrics like total conversions, average CPA, or overall ROAS. These aggregate numbers often hide problematic spending patterns beneath seemingly good overall results.
You should receive granular reporting that breaks down performance by campaign type, ad group, and especially distinguishes between brand and non-brand search. - They Resist Detailed Questions
If your agency becomes defensive or evasive when you ask specific questions about campaign structure, bidding strategies, or Quality Scores, consider it a major warning sign. Good agencies welcome transparency and see you as a partner, not just a revenue source. - They Can’t Explain Their Strategy
Many agencies hide behind jargon and vague statements about “proprietary methodology” rather than clearly explaining exactly how they’re spending your money and why. If your agency can’t clearly articulate their strategic approach in terms you understand, they may be hiding their lack of actual strategy.
The Questions Every Subscription Marketer Should Ask Their Agency
Now that we’ve identified the red flags, here are the specific questions you should be asking your agency to ensure you’re getting the value you deserve: - What percentage of our search spend is dedicated to Brand vs. Non-brand terms?
This is perhaps the most important question for subscription businesses. Brand search terms (when someone searches directly for your company or product name) typically have high conversion rates and low CPCs. But here’s the thing – you would likely have gotten these conversions anyway since the person was specifically searching for you.
Without running an incrementality test, you shouldn’t spend more than 3-5% of your budget on brand terms. Yet many agencies allocate 30-50% to brand because it makes their overall performance look better. - What’s our fully-loaded ROI on PMax campaigns?
Google’s Performance Max campaigns are often filled with low-quality inventory that looks good in reports but delivers little actual value. Ask for specific breakdowns of where these impressions and clicks are coming from. - How are we bidding differently for high-LTV vs. low-LTV prospects?
Not all conversions are created equal. Your agency should have a strategy for identifying and bidding more aggressively on prospects likely to have higher lifetime value. If they’re treating all conversions the same, they’re wasting your money. - How much did we spend last month on search terms that didn’t convert?
This is basic campaign hygiene. Non-converting search terms should be regularly identified and excluded or adjusted. If your agency can’t answer this question precisely, they’re not optimizing properly. - What are our Quality Scores, and what’s the plan to improve them?
Low Quality Scores mean you’re paying significantly more per click than your competitors. This is often caused by poor ad relevance, landing page issues, or account structure problems. Your agency should be actively working to improve these scores.
The Agency Transparency Framework: A Case Study
Let me share how we transformed one subscription company’s agency relationship from opaque to transparent, saving them over $400,000 annually in the process.
When I started working with this mid-sized subscription business, their relationship with their digital agency was typical of what I’ve described. They had no direct platform access, received only surface-level reporting, and watched their CAC steadily increase while the agency insisted results were improving.
We implemented what I call the “Agency Transparency Framework”:
Step 1: We Demanded Account Ownership Transfer
The first step was non-negotiable: all advertising accounts needed to be owned by the company, not the agency. Despite initial resistance (“it’s against our policy”), the agency eventually complied when the alternative was losing the business entirely.
This alone was revealing – the transfer exposed campaign structures and spending patterns that had never been disclosed in reports.
Step 2: We Implemented Data Access Protocols
Beyond just ownership, we established clear access protocols:
Admin-level access for key marketing team members
Weekly exports of raw data into the company’s analytics system
Bi-weekly search query reports with non-converting term analysis
Quality Score tracking at the keyword level
Step 3: We Created Clear Performance Guidelines
Rather than letting the agency define success, we established clear guidelines:
Brand search limited to 5% of total search spend
PMax campaigns capped at 15% of budget
Non-converting search terms required review after 30 clicks
Minimum Quality Score requirements by account section
Clear LTV-based bidding strategies for different customer segments
Step 4: We Aligned Compensation with Real Results
Perhaps most importantly, we restructured the agency relationship to align incentives with actual business outcomes:
Base management fee reduced by 30%
Performance bonuses tied to non-brand conversion growth
Quarterly renewal based on transparent performance metrics
Direct agency access to retention and LTV data to close the loop
The Results: Transparency Drives Performance
The impact of this transformation was immediate and significant:
Total CAC decreased by 31% within 60 days
Non-brand conversion volume increased by 27%
Overall marketing efficiency improved by 41%
The working relationship improved dramatically as both sides had access to the same data and metrics
Most surprisingly, the agency actually ended up earning more under the new performance-based structure because they were now incentivized to drive real results, not just report favorable metrics.
Taking Control: Your 30-Day Agency Accountability Plan
If you’re running a subscription business and suspect your agency relationship needs an overhaul, here’s a concrete 30-day plan to transform the relationship:
Days 1-7: Assess Your Current Situation
Request a complete list of all advertising accounts used for your business
Verify ownership status of each account (check admin access in each platform)
Request raw data exports from the past 90 days for analysis
Review your agency contract for any clauses about data ownership or account access
Days 8-14: Initiate the Transparency Conversation
Schedule a direct meeting with senior agency leadership
Clearly communicate your non-negotiable need for full transparency and account ownership
Request a complete breakdown of spend by campaign type, especially brand vs. non-brand
Ask the five key questions outlined earlier in this article
Days 15-21: Implement Ownership Changes
Ensure all ad accounts are transferred to company ownership
Set up proper access levels for both internal team and agency
Establish regular data sharing protocols and reporting requirements
Create a shared dashboard that both teams can access with the metrics that matter to your business
Days 22-30: Restructure the Relationship
Develop clear performance guidelines that align with your business objectives
Consider revising compensation structure to better align incentives
Create a regular review cycle with specific transparency requirements
Document the new working relationship in a revised contract or addendum
The Bottom Line: Your Data, Your Money, Your Rules
In the Marine Corps, we had a saying: “Trust, but verify.” The same principle applies to your agency relationships.
I HATE hearing stories about small to mid-sized companies, working their butts off to make their business successful, getting taken advantage of by predatory agencies. There is absolutely no good reason for you to not have access to your ad accounts. Whatever excuse they give you is invalid.
Your marketing data is too valuable and your ad spend too significant to accept anything less than complete transparency. The best agencies welcome this approach because they have nothing to hide and know that informed clients make better partners.
Remember: It’s your data, your money, and your business growth at stake. Don’t let agency gatekeeping stand between you and the insights you need to grow your subscription business effectively.
I help subscription businesses with growth strategy and execution so they can grow in a predictable, repeatable way. After 20+ years of leading growth at companies from startups to major media brands, I’ve seen what actually works. Want to discuss your specific challenges? Let’s connect.
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Best,
Rob
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