Thinking of switching Google Ads agencies?
If the reports look good but the phone isn't ringing, you're not imagining it. Here's how to check what's going on, keep what's yours and switch without losing momentum.
Most agencies inflate the numbers
When we audit an account from another agency, the story is almost always the same. The reporting looks great, but the business hasn't grown the way the numbers say it should.
Usually it comes down to a few habits that make results look better than they are:
Brand searches counted as new demand
People already searching your name click an ad and get reported as new leads. The cost per lead looks low. What a new customer costs is much higher.
The same lead counted more than once
Duplicate tags, every-conversion counting or page views set as goals. The conversion count climbs while your inbox stays the same.
Platform ROAS shown as revenue
The report shows what Google claims, with nothing checked against your CRM or store.
Reports full of clicks and impressions
Lots of charts, no answer to how many customers you got and what they cost.
How to switch cleanly
Check who owns the account
Your Google Ads account should be in your name, with you as an admin. If the agency created it under their own manager account, ask for admin access now, before you give notice.
Get access to everything else too
Google Analytics, Tag Manager, Merchant Center and any call tracking. You want admin access to all of it.
Read your contract
Check the notice period and anything about who owns the account, the data and the ad copy.
Get an independent audit
Before you decide, have someone outside the current agency check the tracking and the numbers against your CRM. That's what our $99 AUD audit does.
Plan the handover
If you switch to us, we take over the existing account so its history stays intact. Tracking gets fixed first, then changes roll out in stages so leads keep coming in.
What we do differently
Brand and new-customer leads reported separately. One conversion per lead. Results matched to what your CRM shows as closed. No 12-month lock-in contracts. This means if we're not earning our place, you're free to leave.
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Related
FAQ
Questions people ask
Not if the account is in your name. The new agency is added as a manager and keeps working in the same account, so the history and learning stay. If the old agency owns the account, ask for ownership to be transferred before you leave.
Compare the leads or sales they report with what your CRM or store recorded over the same period. If the numbers are far apart, or brand searches make up most of the conversions, the reports are flattering the results.
There can be a short settling-in period, especially once inflated conversions are removed and the numbers drop to what they really were. We make changes in stages to keep leads flowing.
No. We don't do long lock-in contracts. We'd rather keep clients by getting results.
Next step
Find out where your ad spend is going.
Get a $99 AUD Google Ads audit. We'll show you where money is being wasted and which leads you're missing out on.
Show me my current ad mistakes →