Ask what they will not promise
No honest firm guarantees a specific ranking, because nobody controls the algorithm. What they can commit to is a scope of work, a reporting cadence, and a timeline range grounded in your actual competition.
A guarantee of first position is the clearest signal in the entire evaluation, and it points the wrong way.
Ask who owns the work when you leave
Some arrangements keep the site, the content, or the profile in the agency's name, which turns cancellation into starting over. That is a retention strategy, not a service.
Everything we build is in your name from day one. No contracts. Cancel anytime, and the rankings you paid for stay where they are.
Ask which number they report on
Rankings and traffic are inputs. Booked jobs and revenue are outcomes. A firm that only reports the inputs has chosen metrics that improve whether or not your business does.
Ask for cost per booked job by suburb. If nobody can produce that, the tracking was never set up to answer the question that matters.