Questions to ask a media buyer before handing over budget

You're about to hand someone real money to place ads on your behalf, and you've got no way to monitor every decision they make. The budget is tight—it always is for small businesses—so every rand matters. Before you sign anything or transfer funds, you need to know exactly how this person thinks and works. The questions you ask now will either give you confidence or send you to find someone else.

The mechanics: how they'll spend your money

Start with the simplest question: "Walk me through exactly how you'll allocate my budget." Don't accept vague answers like "I'll spread it across the best-performing platforms." You want specifics. A competent buyer will tell you something like: "For your budget and audience, I'd recommend 40% to Instagram Reels, 35% to Google Search, and 25% to LinkedIn, but we'll review performance weekly and shift if the data tells us to." They should name platforms, rough percentages, and—crucially—how often they'll review and adjust.

Then ask: "What's your process when a placement isn't performing?" Listen for whether they wait a week or two before acting, or if they'll pause underperforming ads within days. A buyer who says "I monitor daily and kill what doesn't work" is different from one who says "Let's let campaigns run their course." For a small budget, quick pivots matter.

Next, get specific about their fees. Ask: "How do you make money on this—is it a flat fee, a percentage of spend, or a commission from the platforms?" If they're cagey or give you a vague answer, that's a warning sign. You should understand whether they have an incentive to inflate your spend or whether they benefit from you getting results. Then ask: "Will you show me the actual invoice from Google or Facebook, or do you mark it up and give me a single invoice?" A straightforward answer here is essential; evasion suggests something to hide.

The relationship: trust and communication

Ask: "How will you report back to me, and how often?" A good answer sounds like: "Weekly, I'll send you a dashboard showing spend, clicks, conversions, and cost per result, plus a short note on what's working and what we should adjust next week." If they say "Monthly reports" or "I'll tell you when there's news," that's passive. For a small budget, you need regular visibility.

Then: "If something goes wrong—say, a platform account gets suspended or a campaign breaks—how do you handle it?" They should explain their troubleshooting process and promise to contact you the same day. If they're vague about timelines, they may not prioritise your account.

Ask about their experience directly: "What type of business have you bought media for, and which platforms do you know best?" If you're a B2B services business and they've only worked with e-commerce, that's worth noting. They should have relevant experience, not just generic knowledge.

Finally, pose a scenario: "If I'm not happy with results after three weeks, what's the process for reviewing the strategy or ending the arrangement?" They should have a clear answer—often something like a review call at the two-week mark or a 30-day contract term. Avoid anyone who acts like commitment is one-way.

A good media buyer won't rush you through these questions or treat them as a formality. They'll welcome them because they know transparent answers build trust. If someone becomes defensive or impatient, that's your cue to keep looking. When you're ready to move forward with someone who answers clearly and directly, Strove makes it easy to find verified media buyers who are used to working with small, careful budgets and happy to have these exact conversations.