Switching agency
What happens if I switch agencies mid-campaign?
Why this matters
Switching agencies mid-campaign is genuinely disruptive, but most of the disruption is in the first four weeks and most of it is recoverable. The damage that lasts is from rushed structural rebuilds, not from the switch itself.
Account access is the easiest part. Your Google Ads account belongs to your brand, not to either agency. The new agency requests access, you approve it, the old agency loses admin rights at the agreed date. No data moves, no campaigns reset, no historic performance is lost.
Bidding is the noisy part. Any structural change: new campaigns, asset group rebuild, value rule changes, target adjustments: triggers a bidding retraining window. Smart Bidding needs roughly two to four weeks of fresh signal to settle into new equilibrium. During that window, daily CPA and ROAS look erratic.
Historic learning is mostly preserved. Smart Bidding holds onto account-level learning across structural changes (it does not fully reset). Campaign-level learning resets when campaigns are recreated, which is one of the reasons sensible transitions leave old campaigns running while new ones bed in rather than nuking everything on day one.
The real risk is not the switch: it is the new agency's day-one urge to prove value by changing everything immediately. A staged transition with stabilisation first, then rebuild, then optimisation, recovers cleanly. A 'rebuild everything on day one' transition takes six to twelve weeks to recover from.
How JudeLuxe approaches this
JudeLuxe's standard transition runs as: week one stabilisation and obvious leak fixes, weeks two to four structural rebuild against the audit plan, weeks four to eight bidding optimisation. The dip is real but bounded.
The how-we-audit page covers the transition methodology.
Related reading: How we audit.
Related questions
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