Is ad spend included in the fee?
Usually not, and it is the first thing to pin down. A management fee plus your ad budget are two numbers, and a quote that blurs them is hard to compare with anything.
Who owns the accounts?
You should. Ask for the Google Ads, Analytics and social accounts to be in your name with the agency given access, so you keep the history and the data if you part ways.
How long before SEO works?
Months, not weeks, and anyone promising otherwise is selling something. Ads buy traffic immediately; SEO compounds slowly. Most small businesses need some of both.
What should reporting look like?
Enquiries, calls and sales rather than impressions and followers. Agree what will be counted before you start, because it is the only way to tell later whether it worked.