Cómo elegir agencia Paid Media B2B mid-market · 10 criterios objetivos + 6 red flags + RFP template. Multi-channel Google Ads + LinkedIn + Meta + sGTM + closed-loop CRM mandatory.
10 criterios objetivos
- Google Partner certification verificable
- LinkedIn Ads B2B experience cases
- Closed-loop CRM mandatory (Enhanced Conversions + Offline)
- Server-side GTM setup capability
- Fee fixed transparente (NUNCA % spend)
- Cuenta propiedad cliente (NO white-label)
- Multi-touch attribution W-shaped o data-driven
- Value rules ICP + sector + deal size
- Reporting cadence semanal + monthly executive
- EU compliance Consent Mode v2 + GDPR
6 red flags
- % spend pricing model (incentivo perverso inflar)
- White-label account (lock-in cuando cambias agencia)
- Last-touch attribution only
- Sin closed-loop CRM measurement
- Promesas «guaranteed ROAS» sin metodología
- Sin sGTM + Consent Mode v2 setup
RFP template paid media B2B
- Fee fixed transparente per service
- Stack tools listed + integrations
- Sample reports + dashboards
- Audit ejecutivo 7 días gratis
- Termination clause + data ownership