Understand why the relationship must change
Is the problem delivery, transparency, expertise or changing business needs? Document measurable issues and the operating model you need. A different logo on the invoice will not fix a flawed brief.
Map ownership before making changes
Inventory ad platforms, Analytics, Search Console, Tag Manager, CRM, site infrastructure, creative assets, reporting and automation. Separate admin access, billing responsibility and intellectual property rights.
A five-stage handover
Review termination terms. Secure company-level access and appropriate backups. Assign handover owners and dates. Have the incoming agency test tracking and workflows. Remove old access only when dependencies and contractual obligations have been addressed.
Google Ads billing can require a separate transfer
Google documents a Change Who Pays process in certain account arrangements. Confirm who controls the paying manager and which admin must initiate a transfer; manager access alone does not explain every billing responsibility.
Different channels, different risks
PPC requires attention to active campaigns, payment and conversion events. SEO needs continuity of technical work, Search Console and content plans. A full-service transition adds creative files, production commitments and multiple tool owners.
Compare onboarding plans and cost
Budget for audit time, overlapping retainers, data or asset handover and a realistic first-month plan. A credible incoming partner should assess risks before promising growth.
Warning signs
Unknown admins, unexplained account lock-in or a demand to rebuild everything without assessment should trigger further questions. Use the RFP template and Google’s guidance.
