What to expect at each stage of the work

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.

Gather these first

A short pack of information gets you a clearer quote.

• Company name, website and the person who will approve work
• Services or products to advertise, in order of priority
• Customer types or areas to target, and any to exclude
• Monthly ad budget range
• Current ad, analytics and tag accounts, and who administers them
• Where inquiries go, and the tool your sales process runs in
• Any consent wording you use on forms for calls or texts, as set up with your own counsel

Data stays with your business

Campaign history, audiences, conversion data and inquiry records all belong to you. Keep them in accounts you own: the ad platforms, GA4, your tag container and your CRM. The partner should not copy customer lists out of those systems or hold them elsewhere without your written agreement. If they upload a customer list to Meta or Google for matching, ask how it is handled and who can see it. And if your forms collect phone numbers for calls or texts, the consent wording is yours to set up with your own counsel, since TCPA rules fall on the business making the contact.

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.