A simple path from first message to running campaigns

Four stages to go-live

A clear order keeps spend from starting before measurement is ready.

1. Agreement: scope, fee, reporting cadence and notice terms are put in writing.
2. Audit: existing campaigns, pages and tags are checked, and anything broken is noted.
3. Build: the agreed campaigns, pages and tracking are set up in your accounts.
4. Go-live: you approve, ads start running and each conversion type is tested with a real submission.

Checklist for the first conversation

Bring what you can. Gaps are normal.

• Your goals for paid ads, in your own words
• The ad spend you are prepared to commit, and for how long
• Accounts and tools already in place
• Pages and forms in use today
• Past campaigns, including what you stopped and why
• Who will be the main contact on your side
• Anything a previous provider told you that you want checked

Admin access, set the right way

Give access through each platform's user roles. In Google Ads you can link the partner's manager account or invite a user with admin or standard access. In Meta, you assign the partner's business to your ad account and pixel. LinkedIn Campaign Manager and Microsoft Advertising have similar user roles, as do GA4 and Google Tag Manager. Keep at least two people from your own business as admins on every account, so access never depends on one person or on the partner. Billing details stay in your name throughout.

Changes once campaigns are running

• Small changes such as pausing a keyword, adjusting a bid or swapping ad copy are part of routine management.
• Budget changes are yours to decide. The partner can suggest a figure, and you set the spend.
• New work such as another platform, more landing pages or a CRM integration is scoped and quoted separately.
• Urgent stops, for example when an offer ends early, should be possible on request. Agree up front how to reach the partner for these.

Keep changes in writing so the reports still make sense months later.