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5 Questions to Challenge Your Digital Agency Ahead of 2026


A scarecrow signpost with one pointing to SERPs and one pointing to Answer Engines.

The digital marketing landscape has changed dramatically in the past two years. AI is reshaping search, ad costs continue to climb, and consumer expectations are higher than ever. For business leaders, this means one thing: it’s no longer enough to simply have an agency. You need a partner who can help you adapt, grow, and protect your marketing investment in real time.


But how do you know if your agency is delivering what you really need? Here are five questions you should be asking as we head into 2026.


1. How Are You Preparing Us for AI-First Search?


Google’s Search Generative Experience (SGE) and AI-driven tools like Perplexity and ChatGPT are changing how customers find information. In many cases, answers are provided directly in AI summaries, meaning fewer clicks, but more opportunities if your content is optimized for visibility.


Ask your agency:


  • Are they structuring your content for AI summarization (clear headings, schema markup, TL;DRs)?

  • How are they ensuring your brand shows up in chatbot answers, not just traditional search?

  • Are they adapting your SEO strategy for zero-click environments?


If the answer is vague, it’s time to push harder.


2. How Are You Protecting Us Against Rising Ad Costs?


In 2025, most industries saw sharp increases in cost-per-click, with many advertisers paying more while converting less. That trend isn’t slowing down.


Ask your agency:


  • How are they improving Quality Scores to lower costs?

  • Are they leveraging long-tail keywords and negative keywords to reduce waste?

  • What diversification strategies are in place across platforms (LinkedIn, TikTok, YouTube, emerging channels)?


Your agency should be proactive about inflation-proofing your ad spend, not just reporting rising costs.


3. How Are You Demonstrating ROI Beyond Vanity Metrics?


Likes and impressions won’t satisfy your CFO. By 2026, demonstrating ROI is table stakes.


Ask your agency:


  • Are they tracking CAC, CPQL, and lifetime value instead of surface-level metrics?

  • Do you receive clear reporting that ties marketing activity to revenue outcomes?

  • Can they show which campaigns actually influence pipeline and growth?


If your reports read like a highlight reel instead of a financial statement, you’re not seeing the full picture.


4. How Are You Aligning Our Content With Strategy?


With so much AI-generated content flooding the internet, only content that reflects real expertise and brand authority will stand out. Repurposing and strategic distribution are more valuable than volume.


Ask your agency:


  • Do they treat content as a long-term asset (capital) that can be repurposed across formats?

  • Are they balancing AI efficiency with human expertise and brand voice?

  • How do they ensure content is structured for both humans and AI assistants?


Content isn’t just fuel for SEO anymore, it’s the foundation for visibility across every channel.


5. How Are You Future-Proofing Our Marketing Strategy?


The most important question is also the broadest: is your agency helping you prepare for what’s next? Emerging AI agents, new ad platforms, and changing consumer behaviors will continue to disrupt the status quo.


Ask your agency:


  • What new tools, platforms, or trends are they testing on your behalf?

  • How do they balance short-term wins with long-term positioning?

  • Are they transparent about where they’re experimenting and where they’re doubling down?


The best agencies don’t just execute…they guide you through change.


The Bottom Line


Your digital agency should be more than a vendor. They should be a partner helping you navigate disruption, maximize ROI, and build a marketing system that adapts as fast as the market does.


Heading into 2026, don’t be afraid to challenge your agency with these questions. The right partner will not only welcome them but will have clear, data-backed answers ready.


At Pyvot Digital Growth, we believe accountability and transparency are non-negotiable. If your current agency can’t confidently answer these five questions, let’s talk about how we can.



 
 
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