Generalists get brokers wrong
Most agencies can build a website and run ads. Few understand that a broker sells a regulated product to an audience that often assumes trading is a scam. That gap shows up fast: campaigns that get banned, creative that breaks platform rules, and spend optimised for clicks that never deposit. The first filter is simple. Does this agency understand brokers, or is it learning on your budget.
Ask what they measure
A revealing question: what number do they report success against. If the answer is impressions, clicks or sign-ups, walk away. The only outcomes that pay are funded accounts and traded volume, as covered in our performance marketing metrics piece. An agency that does not measure to the deposit is measuring motion, not money.
Check market knowledge
Africa is not one market. An agency that treats Nigeria, Kenya, South Africa and the Francophone markets the same will underperform in all of them. Ask how they would approach your specific markets. A real answer references local regulators, payment methods and trust dynamics. A vague one references "the African market." See why this matters in our one Africa strategy does not exist piece.
Watch for the red flags
Be wary of guaranteed rankings, guaranteed deposits, or anyone who downplays compliance. Those promises signal either inexperience or dishonesty, both expensive. A credible agency is clear about what it can and cannot control, and honest that a young domain takes time to rank.
Look for senior, accountable people
Ask who actually runs your account. In many agencies the people who pitch are not the people who deliver. A senior, accountable team that stays on your account is worth more than a big name with junior execution behind the scenes.