What to expect at each stage of the work

From request to launch

Most engagements follow the same four stages, whatever the channel.

1. Request and scoping: you send the form, the service partner asks follow-up questions and you agree a written scope and quote.
2. Access and audit: you add the partner as a user on your ad, analytics and tag accounts, and they check what is already set up.
3. Build: campaigns, landing pages, forms and conversion tracking are prepared, and you approve copy and pages before anything goes live.
4. Launch: tracking is tested with real form fills, campaigns are switched on and the first report date is set.

A buyer's scoping list

Use this to compare partners on the same terms.

• Channels in scope, named one by one
• Number of campaigns and landing pages included
• Which conversions will be tracked, and how
• Whether CRM or inbox routing is included
• Reporting frequency and format
• What is one-time setup and what is ongoing
• Notice period and how access is handed back
• Who owns pages, creative and copy once they are paid for

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.

After launch

Once campaigns are live, the work shifts to watching and adjusting. The partner checks search terms, audiences, budgets and ad performance on the schedule you agreed and makes changes inside the scope. You get a report at the agreed interval showing spend, clicks, conversions and cost per conversion by campaign, taken from the ad platforms and GA4. Bigger changes, such as a new channel, extra landing pages or a larger budget, are discussed first and may change the fee. Either side can end the arrangement on the notice period in your agreement.