The practical checklist
Before you hand over
your Google Ads.
Five things to settle with anyone managing your campaigns. Keep the account yours and make the work easy to evaluate.
Define a useful enquiry.
Agree on the service, area and kind of call or consultation request you want. Decide who checks whether enquiries are a good fit.
Keep account ownership.
Your business should control the ad account and billing. Invite a named user with the access needed for the work. Never share your login or two-factor codes.
Check what is being measured.
With authorized access, review which calls and forms count as conversions and how the tracking can be tested. A website alone cannot prove account performance.
Agree on fees and scope.
Separate the management fee from the budget paid to Google. Set out the services, reporting and responsibilities before starting.
Know what will change.
Ask for a clear explanation of recommendations, who approves them and how their effects will be reviewed.
For dental practices: keep patient names, treatment records and other sensitive personal data out of review requests and account exports.