- Will my firm own the ad accounts, data and creative?
- How do you define a qualified enquiry, and will you put that definition in writing?
- Can you show me cost per retained case for a firm like mine, and how you report it every week?
Tax resolution is a regulated, high-trust category with expensive auctions and anxious buyers. An agency that does well with dentists or home services can still get it badly wrong here. These are the questions we would ask if we were hiring an agency ourselves.
12 questions to ask before you sign
- Which tax firms have you worked with, and what type? Resolution, planning and CPA firms buy differently. Ask for the segment, size and states.
- Who owns the ad accounts, pixel, CRM and creative? The answer should be you.
- How do you define a qualified enquiry? Balance threshold, notice stage, years unfiled, states served. Get it in writing.
- Are the enquiries exclusive to my firm? Ask how they could ever reach another firm.
- How do you handle Meta's Financial Products and Services category? They should know the targeting limits in detail.
- Who reviews ad copy for compliance? Ask how they avoid settlement promises and invented urgency.
- What happens in the first minute after a form is submitted? Look for instant text, a call within minutes and reminders.
- What do you report each week? Cost per qualified lead, consultations held and cost per retained case, by source.
- Who will actually run my account? Meet them.
- How long before launch, and what do you need from us? Two to four weeks is typical for a full build.
- What is the minimum term and how do I leave? Read the exit clause before the fee.
- What would make you turn us down? A good agency has a clear answer.
7 red flags
- Adverts that promise settlement, "pennies on the dollar" or guaranteed outcomes.
- The agency owns the ad account and will not transfer it.
- "Leads" with no written definition or screening.
- Reporting stops at cost per lead.
- No answer on Meta's special ad category or state advertising rules.
- The same "case study" numbers used for every industry.
- Pressure to sign today.
How pricing models compare
| Model | How it works | Watch for |
|---|---|---|
| Monthly retainer | Fixed fee for management, ad spend separate | What is included and how results are reported |
| Fixed-term project | Build and run for a set period, often 90 days | What you keep at the end and the renewal terms |
| Pay per lead | Fee per enquiry | The definition of a lead and exclusivity |
| Pay per booked appointment | Fee per consultation booked | No-show handling and qualification rules |
| Performance or guarantee | Fee tied to a written target | Exactly what is guaranteed and the remedy if it is missed |
When an agency is the wrong choice
An agency will not help much if your firm cannot answer enquiries quickly, has no capacity for new cases, or wants to compete on settlement promises. In those cases fix intake or capacity first, or keep growth to referrals until you can.
Who we are not a fit for
We say this on every first call, so we may as well say it here. We are not the right partner for firms that want to advertise guaranteed settlements, for firms without a credentialed practitioner (enrolled agent, CPA or attorney) handling cases, for firms that cannot respond to new enquiries the same day, or for firms that want leads they can resell. If that is not you, book a strategy call and we will tell you plainly whether we can help.
Questions
How much does a tax resolution marketing agency cost?
Pricing varies by model. Monthly retainers, fixed project fees, pay per lead and pay per booked appointment are all common, and ad spend is usually separate. Compare options on expected cost per retained case, not on the fee alone.
Should a marketing agency own my ad accounts?
No. Your firm should own the ad accounts, pixel, CRM data and creative, with the agency given access. If you part ways, you keep the history the campaigns learned from.
Want these numbers for your own firm? Book a strategy call and we will walk through your lead sources, intake and cost per retained case.