Many marketing agencies ask for a 6- or 12-month contract. Others, including us, work month-to-month. Both sides have arguments, and owners usually hear only the agency’s version.
This guide lays out the trade-offs plainly and tells you what to check in any marketing agreement, whichever kind you choose.
Why agencies ask for long contracts
The usual reasons given are fair on the surface:
- SEO takes time, so the agency wants room to show results.
- There’s setup work in the first months that the agency wants to recover.
- Predictable revenue lets the agency plan staff.
The problem is the incentive. Once you’re locked in, the agency gets paid whether the work lands or not. Owners who have been through it often describe the same pattern: strong effort in month one, then the account goes quiet.
Why month-to-month works for owners
A month-to-month agreement means the agency has to earn the fee every month. If results stall, you can give notice and leave. That pressure tends to keep the work focused on what pays: calls, forms and booked jobs.
It doesn’t mean results come faster. SEO still takes time. What changes is that you decide whether the progress is worth paying for, based on what you see each month.
Month-to-month doesn’t mean “cancel anytime”
Read the notice period. Many month-to-month agreements, ours included, require 30 days notice. That gives both sides time to hand things over properly. Check whether notice runs from the date you send it or from the next billing date, and how the final month is billed.
What to check in any marketing contract
- Term and renewal: how long it runs and whether it renews automatically.
- Notice period: how many days’ notice and how it must be given.
- Exit fees: any charge for leaving early, and how it’s calculated.
- Setup fees: what they cover and whether they’re refundable.
- Ownership: who owns your Google Business Profile, ad accounts, tracking data, website and domain.
- Access: whether you have owner or admin access to your own accounts today.
- Reporting: what’s reported, how often and in what terms.
- Who does the work: the person you talk to and whether that changes.
Month-to-month, 30 days notice
Start with a free lead audit. You get written findings, a 30-day plan and a monthly price, with no long-term contract.
Ownership is the clause that bites
The worst surprise at the end of a contract is finding out the agency owns things you assumed were yours. Common examples are a Google Business Profile created under the agency’s account, a Google Ads account the agency controls, or a website and domain registered in the agency’s name.
Ask about each one in writing before you sign. With us, if you leave after 30 days notice, you keep your Google Business Profile, your Google Ads account (ads run in your own account) and your tracking and analytics data. Any website work is agreed separately in writing. Our pricing terms page covers this.
When a longer contract might make sense
If an agency offers a meaningfully lower price for a longer commitment, and you already trust their work, a longer term can be a reasonable trade. Just make sure the exit terms and ownership are clear. If it’s your first time with an agency, a shorter commitment lets you judge them on results first.
Questions to ask before you sign
- What happens in month one, two and three?
- How will I know if it’s working, in calls and leads, not just rankings?
- How much notice do I need to give, and what do I keep?
- Who will I talk to every month?
If you’re leaving an agency now, read how to switch marketing agencies without losing your website, ads or rankings.
A note on setup fees
Some agencies charge a setup fee instead of, or as well as, a long contract. A setup fee can be reasonable if it covers real one-off work like building tracking or fixing listings. Ask what it covers, whether any of it is refundable, and whether you keep the result of that work if you leave early.
A large setup fee combined with a short term can be a long contract in disguise, because leaving early means losing what you paid up front. Do the maths over the first six months for each option, including any exit cost, so you’re comparing like with like.
Either way, get it in writing, keep a copy, and diarize the notice date so you’re never caught by an automatic renewal.
Frequently asked questions
Is a month-to-month marketing agreement more expensive?
Not necessarily. Some agencies charge more for shorter terms, many don’t. Compare the written scope and price, not just the term.
Can I get out of a 12-month contract early?
It depends on the wording. Look for early termination clauses and exit fees. If the agency isn’t delivering what the contract describes, that may matter too. For legal questions, talk to a lawyer.
Does month-to-month mean the agency won’t invest in my account?
It shouldn’t. A good agency on month-to-month terms is motivated to show progress early, because you can leave if it doesn’t.
What should I get in writing?
The monthly price, the scope of work, the notice period and who owns each account. A short written agreement covering those four things prevents most disputes.
How long should I give a new agency?
Long enough to see the early fixes land and the tracking produce numbers, usually a few months for SEO. Watch the trend in calls and forms, and ask what’s planned next.