A Google Ads handover is not a courtesy remembered on the last call. It is a dated list. If the account is the company’s, campaigns, history and audiences stay where they are. The agency’s job is to leave its access behind. The list is written when the contract starts, not invented in the exit week.
What stays in the account
Campaigns, ads, extensions and negative lists remain in the account. Conversion actions are named: what they count, and whether the tag sits on the site or in the tag manager. Landing URLs are listed with the campaign that uses them. Change history stays in the account. An export is a backup. It is not the handover.
What comes off access
Agency emails and the agency MCC link are removed on a dated line. Two company admins remain. The billing profile keeps showing the company legal entity. A customer-match list built from company data stays in the account. An audience mixed with another client’s data is not handed over.
An account born in the agency MCC
If the account was opened inside the agency MCC, handover is not the same as unlinking. Do not assume the full history will move to a new account. That risk is written before the last invoice. What may not move — learned signals, old billing, old users — is its own section on the list. The company signs knowing the gap.
The list is in the scope from the start
HED Creative writes the handover list into the scope at the start of the contract, in Berlin or Ankara. The Google Ads account stays owned by the company. Exit day is the day the list is ticked. The next partner enters by reading the same list.
Attach the list to the brief on the Google Ads agency page. Where ownership sits: account ownership.