Google ads run in an account the company opens in its own name, or takes over into its own name. The agency receives a user login. If the agency opens the account and keeps it, the campaigns are the agency’s property. Every campaign needs a page that repeats the same offer the ad just made. The homepage does not stand in for that offer.
Who opens the account
The account is opened with the company legal entity and a mailbox on the company domain. The name on the payments profile matches the name in the contract. If an agency card pays the media, the account stays tied to the agency in practice. The media invoice is issued to the company. The management fee is a separate line.
What the agency keeps is access
The agency builds the campaign, pairs the query with the page, and pauses or continues from the enquiries you actually receive. Two admins sit at the company. The account does not lock because one person is away. HED Creative does not hold this account as its own property in Berlin or Ankara. When access ends, the campaigns remain in the account.
The page repeats the offer
If the ad names one job, the first sentence on the page names the same job. A service click that lands on the homepage loses the offer. The form asks for that same job. A lead time or a document that is not on the page is not written into the ad.
A line that is not in the scope
A return multiple and a target cost per click are not scope lines. At month end the questions are whether the account is yours, which offer went to which page, and which query was stopped. Figures are not invented.
A company mailbox, the legal entity that will pay, and the address of the page the ad will use are enough to start. If the account sits with someone else, the handover is written before a campaign is opened.
Write the account and the page into one brief on the Google Ads agency page. The sentence the ad and the page share: ad and landing page.