Your Google Ads agency has gone quiet. What now?
The reports get vaguer. The replies get slower. Here's how to tell if anyone's actually working on your account, and what to do about it.
It usually starts slowly.
The monthly report still arrives, but it looks the same every month. Your emails take a few days to get a reply. Calls get pushed back. The person you used to speak to has moved on, and someone new is "looking after" you.
Meanwhile the invoice arrives bang on time.
How to tell if anyone's working on your account
You don't have to take anyone's word for it. Google Ads keeps a record of every change made to your account.
- Log in to Google Ads with your own login.
- Open the change history.
- Look at the last 30 to 90 days.
If there are regular changes (new negative keywords, ad tests, bid and budget adjustments), someone's working on it. If it's quiet for weeks at a time, you have your answer.
No login of your own? That's a problem in itself. Read who owns your Google Ads account first.
Questions worth asking
- What did you change last month, and why?
- What's my cost per lead, and is it going up or down?
- Which search terms have you blocked recently?
- What are you testing right now?
You don't need to understand every answer. You'll know from how they answer whether someone's on top of it.
Before you leave
- Make sure you have Admin access with your own email.
- Make sure the billing is in your name.
- Check your notice period, so there are no surprises.
- Download your reports, if you want a copy.
Then you can leave without losing anything that matters.
What to look for next time
Someone you can actually talk to. Clear reporting on what was done and why. No long contracts that keep you stuck. And an account that's yours from day one.
That's how I work. You deal with me directly, no junior account manager, and if you ever want to leave, everything stays with you.