Switching agency
How do I switch Google Ads agencies without losing momentum?
Why this matters
Agency switches go wrong when the new team rips up the account on day one and the old team stops caring on day -1. The momentum loss is the gap in between. Done sensibly, the transition is a controlled handover, not a hard cutover.
Start with a parallel audit. Before notice is served, get the prospective new agency to audit the account against your real margin and goals. This produces two outputs: a baseline of where the account is, and a documented plan for what they would change and why.
Once notice is served, the incumbent's last 30 days are most useful if they are spent stabilising rather than experimenting. Ask them to hold structural changes, document what they have done in the last six months, and hand over a clean account audit log.
On day one of the new agency, do not change everything at once. The order that works: brand exclusion and obvious leak fixes in week one, structural rebuild over weeks two to four, bidding retraining over weeks four to eight. Expect a 2-4 week noisy patch as bidding adapts to changes.
Communicate the dip to the board before it happens. A short note that says 'weeks two to four will look noisy by design, we will reassess at week six' beats the surprise version every time.
How JudeLuxe approaches this
JudeLuxe runs the parallel audit as the standard pre-engagement step. The audit produces the baseline and the change plan before notice is served, which makes the handover a documented process rather than an improvisation.
The how-we-audit page covers the methodology; the case studies show staged transitions on real accounts.
Related reading: How we audit.
Related questions
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