In the world of Google Advertising, some businesses manage their accounts internally, some outsource to agencies, and others work directly with Google representatives. Regardless of your approach, one thing remains critical: you need to own your Google Ads account.
Over the years, I’ve spoken with many clients and potential clients, and nothing frustrates me more than seeing businesses fall victim to agencies that “set up” accounts but retain ownership. Depending on how these agencies operate, they could end up owning not only the account but also the historical campaign data. Some even go as far as holding the account hostage, making it difficult for businesses to leave without paying a steep price—sometimes up to $2,500 to take over ownership.
This issue typically arises when the agency funds the Google Ads account and the client pays the agency. However, if you’re funding your own Google Ads clicks, you can work with Google to regain ownership of the account.
Recently, I spoke with a client looking to part ways with their current agency. They were unaware that the agency owned the account. After several discussions, the agency agreed to transfer ownership, but they threatened to delete all the “strategy and campaign history,” claiming they didn’t want a competitor to see their methods. The client saw this as an intimidation tactic. After consulting with both Google and our team at JumpFly, it became clear that the client would have to remain with the agency, as the historical data was too valuable to lose. Tactics like these tarnish the reputation of professional and transparent agencies.
Here’s why owning your Google Ads account is essential:
- Data Ownership: The data gathered from your campaigns—such as keyword performance, audience insights, and conversion tracking—stays with your business. This information is invaluable for optimizing future campaigns and refining your overall digital strategy.
- Full Control & Transparency: Owning your account ensures full control over every aspect of your advertising, from budget allocation to targeting and performance metrics. This transparency lets you see exactly how your money is spent and where improvements can be made.
- Understanding Your Strategy: By maintaining ownership, you can track and refine your Google Ads strategy. This helps prevent missteps that could lead to revenue loss or underperformance.
- Brand Reputation Protection: When you own your account, you safeguard the integrity of your campaigns, ensuring they align with your brand’s messaging and values, and reducing the risk of miscommunication.
With rising competition and increasing CPCs, owning your Google Ads account is more important than ever for achieving sustained success. When selecting an agency, choose one that shares your core values, prioritizes transparency, and offers full visibility into your campaigns. This will foster trust, ensure accountability, and make collaboration seamless.
Owning your Google Ads account is the cornerstone of a successful digital marketing strategy. It guarantees you control, visibility, and flexibility as you scale your efforts. By building on this solid foundation, you set your business up for long-term success in the ever-evolving digital landscape.
