Leaving an agency is stressful mostly because of what you might lose: the website, the ad account, the Google Business Profile, months of tracking data and the rankings you paid for. Most of those risks are avoidable if you do things in the right order.
This guide is a step-by-step checklist for switching agencies cleanly, whoever you’re moving to.
Step 1: Read your current agreement
Before you say anything, find your contract and check three things: the notice period, any exit or early termination fees, and what it says about ownership of accounts and work. Write down the date you need to give notice by.
Step 2: Find out who owns what
Make a list of every account and asset, and check who’s listed as the owner:
- Domain name: who’s the registrant at the domain registrar? This is the one to check first.
- Website and hosting: who holds the hosting account, and do you have an admin login to the site?
- Google Business Profile: are you listed as primary owner, or only a manager?
- Google Ads: is the account yours, or a sub-account under the agency’s manager account that they control?
- Google Analytics and Google Search Console: do you have admin access?
- Call tracking: whose account holds the numbers and call history?
- Social media pages and email platform: are you an admin?
Ask about the website and domain specifically. With any agency, check who owns your website and domain before you give notice, and get the answer in writing. Some agencies build sites on platforms they control, which can make moving harder.
Step 3: Get owner-level access before you give notice
Ask for admin or owner access to everything you’re entitled to while the relationship is still friendly. Frame it as housekeeping. Once access is in place, export what you can: analytics data, call logs, ad account reports and a full copy of the website if you own it.
Switching agencies?
The free lead audit includes a check of who owns your accounts and what’s at risk in a switch, with a written 30-day plan.
Step 4: Keep tracking running through the switch
Tracking numbers on your Google Business Profile and website keep working only while the account is paid. If the old agency cancels the call tracking account, those numbers can stop ringing. Plan the hand-over so numbers are transferred, or replaced, with your main number in place first. More on this in call tracking explained.
Step 5: Protect your rankings
Rankings usually drop during a switch for avoidable reasons:
- The website is rebuilt and old page addresses are removed without redirects.
- The domain expires because nobody renewed it.
- Business details change on the Google Business Profile.
- Tracking or analytics code is removed and nobody notices for weeks.
If the new agency plans a new website, ask for a redirect plan that maps every old page address to a new one before launch.
Step 6: Give notice in writing
Send notice the way the contract asks, usually email. Include the date, the notice period and a list of the accounts and files you need handed over. Keep it polite and factual.
Step 7: Brief your new agency
Give the new agency access to everything on day one, along with what worked, what didn’t and the last few months of reports. A good new agency will check the tracking first, so the next report compares like with like.
If you’re choosing who’s next, read month-to-month vs 12-month contracts and what a good marketing report should show.
What you keep with us
We work month-to-month with 30 days notice. If you leave, you keep your Google Business Profile, your Google Ads account (ads run in your own account) and your tracking and analytics data. Website work is agreed in writing before it starts. We usually build on WordPress, and we can work with other platforms. See our pricing terms.
Signs it’s time to switch
Owners often stay too long because switching feels like a hassle. Common signs it’s time:
- You can’t get a straight answer on how many leads the marketing produced.
- Reports haven’t changed in months and nobody explains them.
- You don’t know who is working on your account.
- You don’t have admin access to your own accounts.
Any one of these is worth a direct conversation with your current agency first. If the answers don’t improve, use the steps above.
Frequently asked questions
Can my old agency keep my website?
It depends on your agreement and on who owns the domain and hosting. Check the registrar and hosting accounts, and read the contract. If it’s unclear, ask in writing before you give notice.
Will switching agencies hurt my Google rankings?
Not if the website, page addresses, business details and tracking stay intact or are moved carefully with redirects. Most drops come from rushed rebuilds or lost domains.
What if the agency won’t give me access?
Start with a polite written request listing each account. For your Google Business Profile, Google has a process to request ownership. For contract disputes, talk to a lawyer.
Should I build a new website when I switch?
Not straight away unless the current one is broken. Stabilize tracking and listings first, then decide. A rebuild is easier when you have data on what’s working.
How long does a clean switch take?
Usually the length of your notice period. Most of the work is collecting access and planning the hand-over, which is why starting early helps. See web design and local SEO if you need help with either.