Choosing an advertising agency in Trinidad: compare the proposal
Ask each advertising agency to price the same business objective and campaign scope. Compare the media budget, management fee, creative work, account access and reporting separately. Agree who handles the enquiries generated by the campaign.
State the commercial objective
Describe the offer, intended customer, area served and action you want a person to take. A property enquiry, a store visit, a consultation booking and an online order each need a different customer journey and measurement plan.
Give the agency the practical constraints: available stock or appointment capacity, response hours, delivery area and the person approving content. A campaign plan needs to reflect what the business is ready to fulfil.
Use one written brief for every proposal. When one quotation includes photography, landing pages and follow up setup while another covers campaign management, the headline prices refer to different work.
Break the budget into named costs
Ask the proposal to state the currency, billing period and any applicable taxes. Identify the amount paid to advertising platforms or media owners, the agency fee and production expenses. Record the approval process for additional spending.
| Budget line | What the proposal should explain |
|---|---|
| Media spend | Channels, dates, budget limit and payment arrangement |
| Management | Planning, setup, monitoring and reporting responsibilities |
| Creative production | Number and format of deliverables, revisions and usage rights |
| Destination | Landing page, booking route, form or store information |
| Measurement | Events, lead records and sales reconciliation |
| Additional costs | Photography, travel, software or other separately billed work |
Agree the ownership and access arrangements
Identify the owner of the advertising accounts, website, domain, creative files and audience records. Specify the access the agency needs and the process for removing it when the engagement ends. Keep the company's own administrative access current.
Ask which materials will be supplied at handover and which licences have limits. Record whether photographs, music, fonts and other third-party assets carry usage conditions. The written agreement should describe the rights the business receives.
Define a useful lead and a useful report
A lead definition should match the sales process. For a commercial property enquiry, useful fields might include business activity, area, space needed and intended start date. Agree how duplicates, irrelevant enquiries and unavailable services are recorded.
Google Ads supports conversion measurement for actions such as purchases, calls and other valuable customer activity. The tracking design needs to specify the action actually being measured. A recorded action alone leaves the later sales outcome unknown.
Ask the report to connect spend, enquiries, qualification and completed business where records support that connection. Include the reporting dates and attribution method. Explain missing outcomes so management understands the coverage of the figures.
Plan the response after the enquiry arrives
Assign the incoming enquiries, set the expected response time and agree how missed calls or messages are handled. Test the form, phone link and booking route before the campaign begins. Verify the destination record and notification with a sample enquiry.
For an illustrative monthly review, an agency and business might examine forty enquiries, twenty qualified opportunities and five completed sales. The useful questions concern which channels produced those outcomes, how the records were matched and why the remaining opportunities stalled. These figures are an example of a reporting structure.
Choose the proposal whose scope, responsibilities and reporting are clear enough to manage. DSDillon's commercial intelligence and marketing measurement work helps businesses connect their campaign decisions to the enquiries and outcomes they record.
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