Written by: Aaron Rovner, Founder, Saas Hero | Last updated: September 3, 2026

Key Takeaways

  • Your Google Ads account and all historical data belong to your company. Switching agencies is an access and billing change, not a data migration.
  • Admin access is the critical permission level. It lets you manage users, link accounts, and control billing without losing visibility or control.
  • A two to four week overlap period with both agencies prevents downtime and gives the new team time to audit and prepare.
  • Following the seven-step sequence—verify admin access, get the new agency’s Customer ID, link the new agency, transfer billing, run a parallel period, revoke old access, and confirm everything is intact—eliminates the most common transition risks.
  • Ready to make the switch without losing data? Schedule a free discovery call with SaaSHero to start a seamless transition with a team that owns the results.

Why Switching Is Safe: Data Ownership Explained

Google Ads access uses a tiered permission model. The access levels include Admin, Standard, Read-only, and Email-only, with Billing as a separate additional access level. Admin access is the key that unlocks everything. It allows a user to manage other users, link accounts, transfer billing, and control every aspect of the account. Agencies receive one of these access levels as users inside your account. They do not own the account.

As of 2026, the access and user management interface lives under Admin > Access and security in the Google Ads interface. Verifying that your personal or company email holds Administrative access is the single most important step before you start any agency transition.

The Data Safety Guarantee

Every element of your account’s historical record remains intact during an agency switch. Specifically:

  • Campaign history, quality scores, and performance data remain in the account and are visible to any user with appropriate access
  • Conversion tracking configurations and remarketing lists are account-level assets that stay with your account
  • Google Ads change history preserves a complete audit trail of every modification ever made to the account
  • The new agency sees the full account history from day one, so nothing is lost or reset when access changes

SaaSHero operates inside client accounts instead of its own manager accounts. All data, assets, and learning stay with the client throughout the engagement and after it ends.

Pre-Switch Checklist: What to Do Before You Start

Completing this checklist before you start prevents the most common causes of delay and disruption. Each item addresses a specific risk, from losing admin access to missing linked accounts:

  • Verify you have Admin access to the Google Ads account via Admin > Access and security
  • Document your Google Ads Customer ID, found in the top-right corner of the account interface
  • Gather current billing information and payment method details
  • Export current campaign structure and performance data for benchmarking
  • Document any outstanding issues or open tickets with the current agency
  • Identify all linked accounts: Google Analytics, Google Tag Manager, Search Console, and CRM integrations
  • Note all active conversion actions and their current settings, including which are set as primary versus secondary
  • Keep the old agency’s access in place until the new agency is fully set up and operational

Common Mistake: Revoking the old agency’s access before the new agency is fully onboarded is the number one cause of unnecessary downtime. Run a parallel period instead.

How to Switch Google Ads Agencies in 7 Steps

This process covers the complete mechanical sequence for a Google Ads account ownership transition. Each step is actionable with the current 2026 interface navigation.

Step 1 — Verify You Have Admin Access

Log into your Google Ads account and navigate to Admin > Access and security under the Admin gear icon. Confirm that your email address has Administrative access. Only users with Admin access can manage other users, link accounts, and transfer billing. If your email does not have Admin access, contact your current agency immediately and request it. The account belongs to your company, and the agency must grant that access.

Step 2 — Get the New Agency’s Google Ads Customer ID

Ask your new agency for their 10-digit Google Ads Customer ID or their Manager Account (MCC) ID. You will use this identifier to link them to your account. A reputable agency provides this immediately. It is standard practice and does not require internal approvals on their end.

Step 3 — Link the New Agency to Your Account

Navigate to Admin > Access and security in your Google Ads account. Click the + button to add users, then enter the new agency’s Google Ads Customer ID or MCC ID. Select the appropriate access level, typically Admin for a full-service agency, and click Send invitation. The new agency receives the invitation and accepts it. The new agency can also send a link request to your account, which you can accept from the same Access and security tab.

Step 4 — Transfer Billing to the New Agency

Billing follows two main patterns depending on your arrangement. If the new agency will pay Google directly on your behalf, navigate to Billing > Billing transfers and click Change who pays. Select External billing transfer and enter the new agency’s Manager Account ID. This Google Ads external billing transfer moves billing responsibility to the new agency’s MCC while you keep account ownership.

If your company will remain the billing entity, no transfer is needed. Confirm that the new agency has access to billing data for reporting purposes.

Step 5 — Run a Parallel Period

For two to four weeks, keep both agencies active. The old agency maintains access while the new agency conducts its audit, verifies conversion tracking, reviews campaign structure, and prepares improvements. This overlap period keeps campaigns running without downtime. The new agency learns the account’s history and builds recommendations while the old agency continues managing day-to-day operations.

Step 6 — Revoke the Old Agency’s Access

Revoke the old agency’s access once the new agency is fully operational. Tracking should be verified, campaigns reviewed, and optimizations underway. Navigate to Admin > Access and security, find the old agency’s users, and click Remove access. Removing a user’s access is immediate. Complete this step only after you confirm the transition is complete.

Step 7 — Confirm Everything Is Intact

After revoking access, verify that all critical components still function. Confirm that conversion tracking is reporting, remarketing lists are populated, campaign data is visible, and billing is processing correctly. Review the Change history report under Admin to confirm all recent changes came from your new agency. Address any discrepancies immediately while the transition details are still fresh.

Troubleshooting: If you lose access to your account because the old agency was the sole admin, contact Google Ads Support directly with proof of account ownership, such as billing history or domain verification. Google can restore your admin access. This recovery path is well documented and resolves the situation.

Billing Transfer Options Explained

Billing often creates the most anxiety during a Google Ads agency transition. When you follow the correct sequence, billing becomes straightforward.

Option 1: External Billing Transfer. The new agency takes over paying Google directly. Navigate to Billing > Billing transfers > Change who pays, select External billing transfer, and enter the new agency’s MCC ID. This step transfers billing responsibility to the new agency’s manager account while you retain full ownership of the Google Ads account. Your account data, campaign history, and access controls stay unchanged.

Option 2: Client Remains Billing Entity. Your company continues paying Google directly, and the new agency manages the account without handling billing. This option is simpler and requires no billing changes. Confirm that the new agency has access to billing data for reporting only.

To avoid double-billing, complete the billing transfer before the old agency’s final billing cycle closes. Confirm in writing with both agencies who is responsible for charges incurred during the overlap period.

Running a Parallel Period: Best Practices

The overlap period is the most effective risk-mitigation tool during an agency switch. Running both agencies simultaneously for a short window allows the new agency to:

Use these practices to manage the overlap period effectively:

  • Set clear communication protocols and designate who handles what during the transition window
  • Ensure both agencies have access to necessary tools and platforms
  • Schedule a handoff meeting between old and new agencies where the relationship allows
  • Document all changes made during the overlap period using the Change history report
  • Use the Change history report to track which agency made which changes

Common Pitfalls and How to Avoid Them

Pitfall 1: Losing Access Because the Old Agency Was the Admin. If the agency set up the account and never granted you Admin access, you may discover this when trying to link the new agency. Contact Google Ads Support with proof of ownership, such as billing statements, account verification codes, or domain verification. Google can restore your admin access.

Pitfall 2: Billing Disputes During Transition. The old agency’s final invoice arrives while the new agency has already started spending. Document the exact date of the billing transfer and communicate it clearly to both agencies in writing before the transition begins.

Pitfall 3: Data Discrepancies After the Switch. The new agency reports different numbers than the old agency did. Different attribution models or conversion tracking configurations often cause this. Conversion actions set as secondary in Google Ads are not used for bidding optimization, and misclassification between primary and secondary conversions is a common source of reporting discrepancies. Ask the new agency to conduct a thorough tracking audit during the overlap period.

Pitfall 4: Downtime Between Agencies. The old agency’s access is revoked before the new agency is fully operational. Keep the old access in place until the new agency confirms everything is running. The overlap period exists precisely to prevent this scenario.

Now that you know what to avoid, you can see how a strong partner handles the transition for you.

How SaaSHero Handles Your Agency Switch

SaaSHero’s onboarding process is built to make switching Google Ads agencies feel low risk for B2B SaaS companies:

  • You own everything. SaaSHero operates inside your accounts. All data, assets, and files belong to you throughout the engagement and after it ends. If you ever separate, SaaSHero sends you all files, so you never face hostage situations or leverage games.
  • Transparent onboarding. A dedicated Onboarding Specialist manages the access and setup phase. The kickoff call introduces your dedicated pod: Senior Account Strategist, Account Coordinator, and Campaign Manager.
  • CRM-based optimization. SaaSHero optimizes against CRM outcomes like qualified pipeline, lifecycle stage, and closed revenue. The team focuses on revenue metrics instead of simple form-fill counts.
  • Flat retainer based on total ad spend. There are no hidden fees for adding or switching channels. The fee is indexed to your total monthly ad spend, not the number of channels.
  • Google Premier Partner. SaaSHero holds Google Premier Partner status, a designation held by the top 3% of agencies, and has managed over $60M in ad spend for B2B SaaS companies.

The SaaSHero Difference: Most agencies require you to manage them. SaaSHero’s model is built on ownership. The team owns strategy, execution, and optimization, arrives with ideas, testing plans, and recommendations, and does not wait to be directed.

Ready to move to a Google Ads agency that handles the transition for you? Talk with the SaaSHero team about your switch.

Conclusion: Your Next Steps

Switching Google Ads agencies is a normal part of business. Companies do it every day, and with the right process it becomes straightforward. The mechanical sequence is clear: verify admin access, gather account information, link the new agency, transfer billing, run a parallel period, revoke old access, and confirm everything is intact. Every element of your account’s history stays with you throughout.

The first step matters most. Log into Google Ads and navigate to Admin > Access and security to confirm your admin status. That single action unlocks everything else in the switch Google Ads agency without losing data process.

Do not let fear of the switch keep you in an underperforming agency relationship. Schedule your strategy conversation with SaaSHero and experience what it is like to have a Google Ads partner who makes the switch easy and owns the results.

Still have questions? Here are answers to the most common concerns about switching agencies:

Frequently Asked Questions

How long does it take to switch Google Ads agencies?

According to Customer Impact, a typical Google Ads agency switch includes a parallel period of two to four weeks, during which the new team observes the account before taking over. The administrative steps of switching Google Ads agencies cannot be completed in a single day because the billing transfer (Change Who Pays) requires the new agency to approve the request within 7 days, and Google may take up to 48 hours to review it after approval. This overlap period ensures a smooth transition with zero downtime and gives the new agency time to audit the account, verify conversion tracking, and prepare optimizations before the old agency’s access is removed.

Will I lose my campaign data if I switch agencies?

You will not lose your data when you switch agencies. Your Google Ads account and all its historical data belong to you. Switching agencies does not change your data. Campaign history, quality scores, conversion tracking configurations, and remarketing lists are all account-level assets that remain intact regardless of which agency has access. The new agency sees the full account history from day one.

Can I switch if I do not have admin access to my own account?

You can still switch, but you must recover admin access first. If your current agency set up the account and never granted you Administrative access, contact Google Ads Support with proof of ownership, such as billing statements, account verification codes, or domain verification. Google can restore your admin access. This recovery path is well documented. Once admin access is restored, the standard seven-step process applies.

What happens to my billing during the switch?

You have two options. You can transfer billing directly to the new agency’s billing profile using the external billing transfer process, which moves billing responsibility to the new agency’s manager account while you retain full account ownership. You can also remain the billing entity yourself, with the new agency managing the account without handling billing. You avoid double-billing when you document the exact date of the billing transfer and confirm in writing with both agencies who is responsible for charges during the overlap period.

How do I evaluate whether the new agency is performing better than my current one?

During this same period, evaluate the new agency on three criteria. First, assess the depth and accuracy of their audit findings. Check whether they identify issues your current agency missed, such as conversion tracking misconfigurations or campaign structure problems. Second, gauge their communication style. Look for a team that is proactive and arrives with recommendations instead of waiting to be directed. Third, examine the focus of their recommendations. Favor agencies that orient around revenue outcomes like pipeline and cost per sales-qualified lead instead of click metrics and form-fill volume. A strong agency demonstrates clear value within the first two weeks of account access, even before major campaign changes go live.

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