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    European Search Awards 2026 · Best Small PPC Agency

    Takeover · Operational

    Nothing changes because we're new.

    It changes because we can justify changing it.

    Most switching pages are an argument for hiring the agency that wrote them. This one is not. It is what actually happens between granting access and the 90-day review, so you can decide whether the disruption is worth it before you serve notice.

    01 / Before access changes

    What to sort out before anyone touches the account

    • 01Read your termination clause: notice period, minimum term, and what triggers it
    • 02Confirm the brand owns the Google Ads, Merchant Center, Analytics and Tag Manager accounts
    • 03Confirm ownership of the CSS membership, feed tool, scripts and any custom dashboards
    • 04Export historic performance data you would not want to lose access to
    • 05Decide who inside the business owns the commercial decisions after the move
    • 06Agree whether the switch happens before, during or after your peak trading window

    02 / The rule

    What we preserve, and what we change

    A takeover that rebuilds everything on day one is not diligence. It is destroying evidence.

    WE PRESERVE

    • Conversion tracking and its history, unless it is demonstrably wrong
    • Campaigns currently carrying profitable volume, until evidence says otherwise
    • Learning periods on bid strategies that are performing
    • Audience lists, remarketing pools and customer match data
    • Historic budget pacing through any live peak trading window
    • Anything the incumbent built well, credited plainly

    WE CHANGE

    • Conversion values, so bidding sees contribution rather than revenue
    • Brand and generic separation, so incrementality becomes measurable
    • Product data enrichment, so the feed carries margin, stock and BOI® job
    • Structure that cannot express a commercial priority
    • Reporting that reports activity instead of outcomes
    • Anything we can justify in writing, at the point we can justify it

    03 / Sequence

    Day 0 to Day 90

    One variable at a time, so performance movement can still be attributed to a decision.

    DAY 0

    • Access transferred at admin level on Google Ads, Merchant Center, Analytics and Tag Manager
    • Nothing is switched off. Read-only diagnosis begins
    • Baseline snapshot captured: spend, revenue, contribution, POAS, new-customer share

    WEEK 1

    • Full commercial read: margin by SKU, stock cover, returns, customer economics
    • Measurement audit: duplicate conversions, value accuracy, consent-driven under-reporting
    • Waste stopped where it is unambiguous and reversible
    • Written findings, including what the previous agency got right

    WEEKS 2 TO 4

    • Conversion values rebuilt on contribution and uploaded
    • Brand carve-out and cannibalisation controls applied
    • Feed enrichment and BOI® job assignment across the catalogue
    • Structural rebuild sequenced so no more than one variable moves at a time

    DAYS 30 TO 90

    • Campaign structure aligned to commercial jobs, not product taxonomy
    • Weekly job reassignment cadence running on stock and margin signals
    • Contribution reporting replaces platform-revenue reporting
    • 90-day review against the Day 0 baseline, with a written verdict either way

    04 / Objections

    The four things brands actually worry about

    Will performance dip during the handover?

    It can, and anybody who promises otherwise is guessing. We reduce the risk by changing one variable at a time, holding bid strategies that are working, and refusing structural rebuilds inside a live peak window. Where a dip is likely, we say so before it happens and quantify the expected recovery period.

    We are mid-peak. Should we wait?

    Usually yes for a rebuild, no for the diagnosis. We will take access, fix measurement and stop unambiguous waste during peak, then sequence structural work for the first quiet window. Rebuilding a Shopping structure in late November is not bravery.

    Who talks to the incumbent?

    You do, on your terms and your timetable. We do not contact them, do not ask you to justify the decision, and do not need them off the account before we start. If they hold assets, we will give you an exact list of what to request.

    What if you find the account is fine?

    Then we will tell you, and the engagement will be smaller than you expected. Roughly one account in ten needs less than the brand assumed. Saying so early costs us fee and keeps the relationship honest.

    Switching questions

    You grant admin access to the new agency's manager account from Google Ads under Access and security, and do the same in Merchant Center, Google Analytics and Tag Manager. You never need to give away ownership of the accounts, and you should not: the brand should own every asset, with the agency holding access rather than title.

    That is entirely your call and it does not affect how we start. Access can be granted alongside the incumbent's, so nothing is disrupted while notice runs. Most contracts require 30 days' notice; check the termination clause and any asset ownership terms before you serve it.

    Diagnosis inside week one, measurement and waste fixes inside the first month, structural rebuild across days 30 to 90. Accounts with clean data and a simple catalogue move faster. Accounts with 20,000 SKUs, broken conversion values and no margin data take the full window.

    Admin access to the advertising and measurement stack, a product-level cost or margin export, current stock data if it exists, and one commercially accountable person to make decisions. That is genuinely the list.

    We keep it, and we say so. Nothing changes because we are new. It changes because we can justify changing it, in writing, against a commercial reason you can check.

    Before you serve notice, get an independent read of what the account is actually doing.

    Book a commercial review