Key takeaways
- Choose an agency that shows its measurement criteria, such as your rank for which keywords and which questions you are mentioned in, not just "your exposure went up."
- Put ownership of blog, social media and ad accounts and content, the contract term and termination conditions in the contract.
- Be wary of phrases like "guaranteed top ranking." Search rankings and AI answers are decided by the platforms.
- Clinics, lawyers and tax accountants should make sure the agency knows their industry's advertising rules.
Why do you need criteria?
Results from a marketing agency are not visible right away, so agencies that look similar at signing can differ widely a few months later. If you decide in advance what you are handing over, what you get back and how you will check that it is working, you lose less even if you change agencies later.
Nine things to check before signing
1. Do they show how they measure, on screen?
Instead of "your exposure went up," ask whether they can show which rank you hold for which keywords, how your Naver Place ranking changed and whether you are mentioned in AI answers.
2. When and in what form do you get reports?
Agree on the frequency (weekly or monthly), the items and the format (PDF or link). Without reports, you have no way to judge whether things are working.
3. Do they know your industry's advertising rules?
Clinics must follow Korea's Medical Service Act, lawyers the Attorney-at-Law Act and Korean Bar Association rules, and tax accountants the tax accountant advertising rules. If an agency that does not know the rules writes your content, your business carries the responsibility.
4. Who owns the accounts and content?
Write down in the contract who holds the rights to the blog, social media and ad accounts, the website, and the copy and images, and whether you can take them over when the contract ends.
5. What are the contract term and termination conditions?
Check the minimum contract term, any penalty for early termination and the notice period.
6. Who actually does the work?
The salesperson and the person doing the work are often different. Check who writes the copy, who answers your messages and what the contact channel is.
7. Be careful with "guarantees"
Promises like "guaranteed top ranking" or "guaranteed first page" often cannot be kept, because search rankings and AI answers are decided by Naver, Google and the AI companies. Instead of a guarantee, ask what they will measure and show you.
8. What is in scope?
Decide which of Naver, Google, social media and AI answers they cover, and whether website changes and ad spend management are included.
9. Do they start by diagnosing where you are now?
Check whether they look at your existing blog, Naver Place listing and website before making a proposal. A proposal made without a diagnosis is likely to say the same thing to every business.
Ten questions to ask at the meeting
- How does our business currently appear on Naver, Google and in AI answers?
- What criteria do you use to judge that things are going well?
- Can we see a sample report?
- Which expressions should we be careful with under our industry's advertising rules?
- Who writes the copy, and can we review it before it is published?
- Who holds the rights to the accounts and content?
- How are ad spend and the agency fee split?
- What are the minimum contract term and termination conditions?
- Who is our account manager, and how do we get in touch?
- What will you do in the first month, and when can we expect to see change?
Extra checks by industry
| Industry | What to check |
|---|---|
| Clinics | Review for expressions banned by Article 56 of the Medical Service Act (patient stories, guaranteed results, comparisons), handling of ads that need pre-review, how reviewer campaigns are run |
| Lawyers | Article 23 of the Attorney-at-Law Act and Korean Bar Association advertising rules, using "specialist" only for registered fields |
| Tax accountants | Tax accountant advertising rules (in force from June 24, 2026): no guaranteed refunds, unfounded superlatives, "free", "lowest price" or average refund claims |
| Global marketing | Whether they research local-language keywords, the website structure for each language, the rules of the country where ads are shown |
How MAKE Marketing answers
MAKE Marketing shows its measurement criteria on screen in MAKE AI, a tool we built ourselves. We measure Naver Place rankings, blog rankings, and mentions and citations in ChatGPT, Gemini, Claude and Naver AI Briefing each round, and deliver them as a report. We do not guarantee rankings. Instead, we show you in numbers what has changed.
Frequently asked questions
How are marketing agency fees usually set?
They are often set monthly, depending on the number of channels, the volume of content and whether ad spend is managed. Check whether media spend and the agency fee are billed separately.
What happens to our existing blog if we change agencies?
If the account belongs to your business, you can keep using it. If it was in the agency's name, check the contract first to see whether it can be handed over.
Looking for a marketing agency in Busan?
With a nearby agency it is easy to meet in person and check progress. MAKE Marketing is based in Haeundae, Busan, and also works with businesses in other regions.
Related terms
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