Avoid Digital Marketing Scams: Choose the Right Agency

Having an online presence is crucial for business success. However, not all digital marketing agencies operate with integrity. Some take advantage of business owners by charging fees for services that are either unnecessary or completely free.

One of the most common scams involves agencies billing clients monthly for managing their Google My Business (GMB) profile—a service that is free to set up and maintain. Unfortunately, many business owners fall into these traps due to a lack of awareness.

In this blog, we’ll explore how unethical agencies deceive their clients, the specifics of the GMB scam, and how to ensure you’re working with a reputable digital marketing agency.

How Some Digital Marketing Agencies Scam Their Clients

Many business owners seek digital marketing expertise to enhance their online presence, but not all agencies have their best interests at heart. Some engage in deceptive practices designed to extract as much money as possible while delivering minimal value. Here are some of the most common scams:

Overcharging for Basic Services

Some agencies charge premium prices for simple services such as setting up social media profiles, integrating Google Analytics, or installing basic SEO plugins—tasks that take minimal effort. While digital marketing services do require expertise, some agencies exploit clients by inflating prices for routine work.

Locking Clients Into Long-Term Contracts

Certain agencies use high-pressure sales tactics to convince business owners to sign long-term contracts, often with steep cancellation fees. Once locked in, clients realize they aren’t getting the results they were promised but have no easy way out.

Reselling Free Tools as Paid Services

One of the most deceptive tactics involves charging clients for tools that are already available for free. Google Analytics, Google Search Console, and Google My Business (now Google Business Profile) are completely free, yet some agencies charge a monthly fee under the guise of “managing” these accounts.

Providing Little to No Actual Service

In some cases, agencies claim they are running ad campaigns, performing SEO, or optimizing a website, but in reality, they do little or nothing. They may provide vague reports filled with meaningless jargon to give the illusion of progress.

These unethical practices can drain a business’s marketing budget while offering little to no return on investment. Business owners must be cautious and research agencies thoroughly before signing any contracts.

The Google My Business (GMB) Scam: A Common Deception

Google My Business (GMB), now known as Google Business Profile, is a free tool that allows businesses to manage their listings on Google Search and Maps. However, some digital marketing agencies take advantage of uninformed business owners by charging unnecessary fees for GMB services.

Here’s how they do it:

Charging for Setup

Setting up a Google Business Profile is simple and free, yet some agencies charge hundreds of dollars just to create a listing. While optimization strategies exist, the basic setup does not require a fee.

Monthly Management Fees

Some agencies trick business owners into believing they need to pay a monthly fee to “keep” their listing active. This is completely false—Google does not charge for business listings, and once set up, a profile remains active without ongoing payments.

Holding Listings Hostage

In some cases, agencies create GMB profiles under their own accounts instead of the business owner’s. If the business owner later wants to manage their listing, they find out that they have no control over it unless they continue paying the agency.

Fake Optimization Claims

While GMB optimization can improve a business’s visibility, unethical agencies charge a monthly fee for minor updates that business owners could easily make themselves, such as adding photos, updating business hours, or responding to reviews.

How to Avoid This Scam

Claim your own GMB profile – Always set up your profile using a business email that you control.

Never pay a monthly fee for basic management – If an agency claims your listing requires ongoing payments to remain active, they are misleading you.

Ask for full access – If you hire an agency for GMB optimization, make sure you have ownership access, not just manager access.

By staying informed, business owners can avoid falling for this scam and ensure they retain control over their online presence.

Why It’s Crucial to Hire a Reputable Digital Marketing Agency

With so many digital marketing agencies offering services, it’s essential to separate the legitimate ones from the scammers. A trustworthy agency will:

Be Transparent About Costs

Reputable agencies clearly outline their pricing and do not charge for free services. They provide detailed invoices that explain what services are being performed and why they are necessary.

Provide Measurable Results

A good agency tracks performance metrics and provides regular reports showing improvements in website traffic, rankings, ad conversions, or other key performance indicators. If an agency is vague about results, it’s a red flag.

Offer Flexible Contracts

While some marketing services require time to yield results, a reputable agency does not pressure clients into long-term contracts with high cancellation fees. They allow businesses to assess performance and adjust services as needed.

Educate Their Clients

Rather than keeping business owners in the dark, a reputable agency will explain what they are doing, why it’s beneficial, and how it impacts the business. They won’t try to confuse clients with technical jargon to justify unnecessary fees.

How to Choose the Right Agency

Research Thoroughly

Check online reviews, ask for case studies, and look for testimonials from other business owners.

Ask About Pricing

Make sure you understand exactly what you are paying for. If an agency charges for setting up free services, walk away.

Maintain Control Over Accounts

Ensure all business-related accounts (Google, social media, ad platforms) are created under your own business email. If an agency insists on controlling them, it’s a red flag.

Choosing the right digital marketing agency can help your business grow, but choosing the wrong one can result in wasted money and frustration.

Stay Informed and Protect Your Business

The digital marketing industry is filled with both reputable professionals and dishonest agencies looking to take advantage of business owners. Understanding common scams—especially deceptive practices like charging for free services such as Google My Business—can help you make informed decisions when hiring a marketing partner.

By doing your research, asking the right questions, and ensuring you maintain control over your business accounts, you can avoid falling victim to scams. The key is to work with agencies that are transparent, ethical, and focused on delivering real value.

A well-chosen marketing partner can propel your business forward, while a bad one can set you back. Stay informed, be cautious, and invest wisely in digital marketing services.