Can the agency keep our Google Ads account?

If the account was created under your business and you pay the bill, you should be able to remove their manager link. Accounts created and billed under an agency are harder to move, so check the contract.

What if they will not hand over the website?

Check the contract for who owns the design and content. Confirm you control the domain and hosting first, and get legal advice if the dispute is serious.

Should we tell the new provider everything?

Share the account inventory and access through their own logins. Do not forward old passwords.

Agency Offboarding Checklist

Before you give notice

Make sure nothing you depend on is held only by the provider.

Read the contract for the notice period, fees, and who owns content and accounts.Owner · Once
Fill in the marketing account ownership inventory.Owner · Once
Confirm you have owner or admin access to every account.Owner · Once
Move billing for ads, hosting, and domains to your own payment method.Owner · Once

Collect what you paid for

Ask in writing and keep a list of what you received.

Ask for a full website backup, including files and database.Owner · Once
Ask for original photos, logos, videos, and written content.Owner · Once
Ask for a list of active ad campaigns and conversion tracking settings.Owner · Once
Ask for a list of plugins, tools, and subscriptions, with renewal dates.Owner · Once
Ask for the list of website redirects.Owner · Once
Ask for past reports and raw data exports.Owner · Once

Remove access safely

Remove access only after you have confirmed your own.

Remove the provider from Google Business Profile, GA4, and Search Console.Owner · Once
Unlink their manager account from your Google Ads account.Owner · Once
Remove their access to hosting, the domain, the website admin, and social accounts.Owner · Once
Change any shared passwords they knew.Owner · Once
Confirm call-tracking numbers still ring your business, or plan the switch.Either · Once

The first month after

Check that nothing quietly broke.

Test your website, contact form, and phone links.Either · Once
Confirm ads are running and conversions are still being recorded.Either · Once
Watch for renewal notices on domains and tools.Owner · Monthly
Write down the handoff date and what you received.Owner · Once

Agency Offboarding Checklist

Before you give notice

Collect what you paid for

Remove access safely

The first month after

How to use this resource.

Verify against current sources.

Read the reasoning behind this resource.

Turn the checklist into focused monthly work.

Agency Offboarding Checklist

Account ownership inventory

Evaluate a proposal

Migration checklist

Turn the checklist into focused monthly work.