So, let me tell you here. Before you pay a single rupee to any performance marketing coach in India, run them through these ten questions on the discovery call. Trust me on this — you'll know in twenty minutes whether you're talking to an operator or a theorist. Right?
When did you last run a live ad campaign with your own hands?
Why ask this: The tactics that worked in 2021 don't work in 2026. You want a coach who has been inside Meta / Google Ads Manager within the last 6 months.
✓ Good answer
“Two weeks ago, I was optimizing a campaign for a D2C client.”
✗ Red flag
“I stopped doing hands-on work when I started coaching three years ago.”
What's the total ad spend you've personally managed?
Why ask this: A coach with ₹10Cr+ under their belt has seen patterns a ₹1Cr coach hasn't. Ask for the number, not a range.
✓ Good answer
“₹100Cr+ across 100+ clients since 2017.”
✗ Red flag
“I've worked with a lot of brands. I don't track the number.”
Can you share a specific campaign that failed and what you learned?
Why ask this: Anyone can recite wins. How someone talks about failures tells you whether they're an operator or a presenter.
✓ Good answer
“Yes. In 2023 I burned ₹12L on a Meta launch for a SaaS client because I didn't account for [X]. Here's what I'd do differently now.”
✗ Red flag
“I don't really have failures. My campaigns just work.”
Will you review my live ad account on the first call?
Why ask this: Coaching is about your actual numbers, not general advice. A coach who refuses to open the account is selling consulting, not coaching.
✓ Good answer
“Yes. Please add me to your Meta Business Manager before we meet. I'll come with a pre-audit.”
✗ Red flag
“We'll start with frameworks and get to your account later.”
What's your pricing, and what's specifically included in the monthly retainer?
Why ask this: Vague pricing is a red flag. Good coaches have clear tiers and a written deliverables list.
✓ Good answer
“₹40k/mo covers 2 live calls, weekly async review, and unlimited WhatsApp. Here's the one-pager.”
✗ Red flag
“Depends on your needs. Let's discuss on a discovery call.”
Who are three past clients I can reach out to directly?
Why ask this: References are the single most reliable signal. If a coach can't produce three, that's the answer.
✓ Good answer
“Here are three — one founder, one marketer, one agency owner. They agreed to a 15-min call each.”
✗ Red flag
“All my clients are under NDA.”
What's your minimum term and your cancellation policy?
Why ask this: Month-to-month is industry standard for coaching in India. Long forced lock-ins are a confidence signal in the wrong direction.
✓ Good answer
“Month-to-month. 15-day notice. No prorated refunds after month starts.”
✗ Red flag
“Minimum 6-month commitment. No refunds.”
What's a problem you would refuse to coach someone through?
Why ask this: Honest coaches have limits. If a coach thinks they can solve everything, they'll fail you on something important.
✓ Good answer
“I don't do organic social strategy or influencer-first playbooks — that's not my wheelhouse. I'll refer you.”
✗ Red flag
“I can help with anything marketing.”
How do you measure whether your coaching is working?
Why ask this: Good coaches define success up-front with measurable outcomes. Bad coaches measure "how many calls we had".
✓ Good answer
“We'll define 3 KPIs in week 1 — e.g., blended CAC, ROAS on Meta, lead quality score. We review them every month.”
✗ Red flag
“My clients just know when it's working. It's a vibe.”
What do you NOT know that someone spending ₹X/month on ads should know?
Why ask this: This is the intellectual humility test. A coach comfortable listing their gaps is a coach who won't oversell themselves.
✓ Good answer
“I'm weaker on DV360 programmatic and CTV-first buys. For Amazon Ads I'd refer you to someone specialized.”
✗ Red flag
“I know everything about performance marketing.”
Test these questions on a free call
Book a 30-minute discovery call. Ask me any of the ten. I'll give you straight answers.
See Eugene's Programs