Agency choice
How long should a Google Ads agency contract be?
Why this matters
There is a real reason agencies want a fixed initial term. Rebuilding campaign structure, fixing feed gaps, retraining bidding and waiting for signal to mature takes longer than a single month. Asking an agency to commit to that work on rolling 30-day terms from day one is asking them to take all the setup risk for none of the payoff.
Three months is enough to land the structural changes and see early signal. Six months is enough to see two full bidding cycles and a proper seasonal read on most catalogues. Twelve months is usually about agency revenue protection, not client outcomes: the marginal signal between month six and month twelve is rarely worth the lock-in.
What matters more than length is the kill switch. A confident agency will tell you what happens if month two and month three under-perform. What they will do, what you can ask for, and how the contract resolves if recovery does not land. Vague answers here are the warning sign.
Rolling 30-day notice after the initial term is the standard sensible default. It keeps the relationship earned month by month, which is the right pressure to be under.
How JudeLuxe approaches this
JudeLuxe runs a three-month initial term followed by rolling 30-day notice. That covers the structural rebuild and gives a fair window to prove signal, then the relationship is renewed by results rather than by clause.
If month two and month three are not landing the way the audit projected, we expect to have that conversation directly, not at month twelve.
Related reading: Retained Google Ads management.
Related questions
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