Terrified of the gap between firing your agency and hiring a team? Follow this step-by-step roadmap to ensure zero downtime in your lead generation.
Here's what keeps founders awake at night
"If I fire my agency, what happens to my ads? Will they sabotage the account? Will leads dry up overnight?"
"Do I even own my ad accounts? What about pixel data? Can they hold my creatives or landing pages hostage?"
"What if the new hire doesn't know what the agency was doing? Will we lose 3 months rebuilding institutional knowledge?"
The truth: These fears are valid. Bad transitions do destroy momentum. That's why you need a plan.
Get Expert Transition SupportFollow this proven process for transitioning away from your agency without losing momentum
Need help executing this transition? Book a strategy call to get expert guidance.
A month-by-month breakdown of exactly what to do and when to do it
Request a full account audit from your agency
Get access to: campaign structures, ad copy library, creative assets, audience segments, conversion tracking setup
Document current performance benchmarks
Record: CPL, CPA, ROAS, conversion rates, spend per channel, you need baselines to compare against
Identify all platforms and tools in use
Meta Ads, Google Ads, LinkedIn, TikTok, analytics platforms, CRM integrations, landing page builders
Confirm you own all ad accounts
Check Business Manager: Are you the admin, or is the agency? If the agency owns it, demand transfer NOW.
Verify pixel and tracking ownership
Meta Pixel, Google Analytics, Google Tag Manager, ensure they're installed on YOUR domain under YOUR account
Secure all creative assets and copy
Download every ad image, video, landing page, and copy doc. If they refuse, that's a red flag.
Check domain and hosting access
If they built your landing pages, ensure you can export or rebuild them independently
Post job description and begin interviews
Use our Marketing Manager Job Description Template to attract the right candidates
Make your hire (or engage a fractional CMO)
Can't find the right person? A Fractional CMO can bridge the gap while you recruit
Onboard your new hire to company systems
Give them access to Slack, email, CRM, and internal docs before touching ad accounts
Grant new hire view-only access to ad accounts
Let them observe campaign structure, ad copy, targeting, and budgets before taking control
Have them join agency weekly calls
Position it as "training", let them hear how the agency reports, what they optimise, and how they troubleshoot
Set up internal reporting dashboard
Use Google Data Studio, Supermetrics, or custom dashboards, your new hire needs to replicate agency reporting
Document agency processes and strategies
Create a transition wiki: campaign naming conventions, audience segmentation logic, testing protocols
Upgrade new hire to full admin access
They should now be able to edit campaigns, launch tests, and adjust budgets
Run parallel campaigns (agency + in-house)
Have your hire launch ONE new campaign while agency continues existing work, proof of competence
Give notice to your agency
30 days is standard. Be professional, you may need them as contractors later for overflow work
Your hire takes full control of campaigns
All optimisation, testing, and reporting now handled internally
Remove agency admin access from all platforms
Business Manager, Google Ads, Analytics, revoke all agency permissions on Day 90
Conduct final performance comparison
Compare Week 12 metrics to Month 1 benchmarks, did performance stay stable or improve?
Archive all agency documentation
Save final reports, account audits, and contract termination emails for future reference
Don't go it alone. Our team has managed 50+ agency-to-in-house transitions.
Review your contract and protect your assets before giving notice
We're not lawyers. This is practical advice from helping hundreds of founders exit agency relationships. Always consult with your solicitor for specific legal advice.
Pro Tip: If your contract has an unfavourable termination clause, negotiate it before you give notice. Most agencies will waive penalties if you commit to a smooth handover.
Red Flag: If your contract states the agency "retains ownership of all work product," you're in trouble. Negotiate a full IP handover as part of your exit terms.
Before you fire them, create a written record of their obligations during the transition period:
Pro Tip: Put this in writing via email. A paper trail protects you if they refuse to cooperate during the handover.
Some agencies get vindictive when fired. Here's how to protect yourself:
Worst Case Scenario: If they refuse to transfer ad accounts or delete pixel data, you may need to escalate to Meta/Google support or seek legal action. Document everything.
Even if you have a good relationship with your agency, always send a formal written termination notice. Here's what to include:
Dear [Agency Name],
This letter serves as formal notice of our intent to terminate the marketing services agreement between [Your Company] and [Agency Name], effective [Termination Date - typically 30-90 days from notice].
As outlined in our agreement, we request:
1. Transfer of all ad account ownership and admin access by [Date]
2. Delivery of all campaign documentation and creative assets by [Date]
3. Knowledge transfer sessions with our new marketing hire on [Proposed Dates]
4. Final invoice for services rendered through [Termination Date]
We appreciate your cooperation during this transition period.
Best regards,
[Your Name]
Send this via email with read receipt and CC your solicitor if you anticipate pushback.
Need help navigating a difficult agency exit?
Get Transition SupportBefore you fire anyone, ensure you own 100% of your marketing assets
The Problem:
Many agencies create ad accounts under their own Business Manager. If they own it, they can lock you out, delete campaigns, or hold historical data hostage.
The Solution:
The Problem:
If the agency installed the Meta Pixel or Google Analytics under their account, you lose years of conversion data when they're fired.
The Solution:
The Problem:
Agencies often don't hand over raw creative files (PSDs, videos, copy docs). Without them, you can't iterate on winning ads.
The Solution:
The Problem:
If your agency built landing pages on their hosting (e.g., Unbounce, ClickFunnels), you can't edit or export them after they're gone.
The Solution:
If you can't log in and access it yourself, you don't own it. Verify ownership of every asset BEFORE giving notice. A hostile agency can cause massive damage in their final 30 days.
Get Asset Ownership AuditUse this checklist in Month 1 to ensure you have everything documented before the transition
Pro Tip: Print this checklist and physically check off each item. Don't move to Month 2 until you have 100% ownership of everything.
Get the full 90-day roadmap, handover checklist, and asset audit templates
90-Day Transition Roadmap (PDF)
Month-by-month action plan with deadlines
Marketing Handover Checklist
Printable checklist for asset verification
Asset Audit Template (Google Sheets)
Track ownership of every marketing asset
Agency Termination Email Templates
Professional scripts for giving notice
Performance Comparison Dashboard
Track metrics before, during, and after transition
Need hands-on help with your transition? Book a strategy call to discuss transition support.
A bad transition destroys momentum. A good one accelerates growth. Follow this roadmap, or let us guide you through it step-by-step.