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Eight questions to ask before you sign

Ask these on the first call. The answers, and the speed of them, tell you everything.

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  1. What is my break-even ROAS, and what do you need from me to calculate it?
  2. What would you check first in my account, and why that first?
  3. Who will be in the account, and how many others do they run this week?
  4. Who owns the account and who pays Google?
  5. What is the notice period?
  6. When did you last tell a client to stop spending?
  7. What would you refuse to work on?
  8. Can I speak to a client directly?

None of these require them to reveal anything proprietary. All of them are hard to answer well without actually doing the work.

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