How to Switch Advertising Agencies Without Disrupting Your Campaigns

Switching agencies doesn’t have to mean lost momentum. With the right handover process, documentation, and measurement controls, small businesses can change partners without disrupting performance.

Quick take

Switching agencies is mostly a process problem, not a marketing problem.

Your two biggest risks are losing access (accounts, data, creatives) and pausing momentum (campaigns going dark).

The cleanest switches happen when you run a short overlap: handover → audit → stabilise → improve.

The goal isn’t to “start again”. It’s to keep what’s working, fix what isn’t, and make decisions easier.

When it’s time to switch (and when it’s not)

Switching can be the right move if:

fees are unclear or keep changing

reporting is confusing or doesn’t lead to actions

the plan never evolves

you feel like a small fish

you can’t get senior attention

It might not be the right move if:

performance is improving and you have clarity

the issue is internal (no offer, no sales follow-up, no landing page)

you haven’t given the agency a fair reset period

Related read: Signs Your Advertising Agency Isn’t Built for Small Business Growth.

The no-drama switching plan (step by step)

Step 1: Decide what “success” looks like for the switch

Before you move anything, set 3–5 outcomes for the next 60–90 days.

Examples:

consistent monthly reporting with 5–8 KPIs

clear split of media spend vs agency services

stable performance during transition

a simple media plan you can explain in one paragraph

This keeps the switch focused on outcomes, not emotions.

Step 2: Get your access and asset inventory (this is the big one)

Create a simple checklist of what must be transferred.

Accounts & platforms (examples):

Google Ads / Microsoft Ads

Meta / LinkedIn

Google Analytics / tag manager

programmatic / DSP access (if used)

call tracking / form tracking
Creative & brand assets:

master creative files (video, audio, artwork)

copy docs and scripts

brand guidelines (even if basic)

landing pages and key URLs
Data & reporting:

last 6–12 months of reports

campaign history and learnings

audience lists (where applicable)

tracking plan (what’s tracked and how)
Commercials:

current contract and notice period

what’s included vs excluded

any outstanding invoices

Tip: If you don’t own access (the agency does), make that your first fix.

Step 3: Check your contract and timing (avoid surprise costs)

Before you announce anything, confirm:

notice period and termination clauses

cancellation fees

media commitments (especially TV/radio/outdoor bookings)

production commitments (creative, talent, studio)

If you’re unsure, get a quick legal read. It’s cheaper than a messy exit.

Step 4: Choose your switch approach (cleanest options)

Hard cutover (fastest): old agency stops, new agency starts immediately.
Best when: campaigns are paused or underperforming.

Soft overlap (recommended): 2–4 weeks of overlap for handover and stabilisation.
Best when: you have active campaigns you can’t afford to pause.

Channel-by-channel transition: move one channel first (e.g., digital), then mass media, then creative.
Best when: you want to reduce risk and keep momentum.

Step 5: Run a short audit before changing anything

A good new agency should do a quick, practical audit.

Ask for:

what’s working (keep)

what’s broken (fix)

what’s missing (build)

what’s unclear (clarify)

Avoid the “burn it all down” approach unless the foundations are truly broken.

Step 6: Lock in measurement and reporting early

Agree upfront on:

the 5–8 KPIs that matter

reporting cadence (monthly + short check-ins)

how offline channels will be measured (uplift signals)

who owns tracking and fixes

Related read: What Good Marketing Reporting Looks Like (Without the Jargon).

Step 7: Stabilise first, then optimise

In the first 2–4 weeks, focus on stability:

keep the best-performing campaigns running

fix tracking gaps

clean up account structure

confirm budgets and pacing

Then move into optimisation:

creative improvements

audience/market refinements

channel mix adjustments

testing plan

The handover email (copy/paste)

Subject: Account handover request

Hi [Name],

We’re making a change to our marketing support and need to organise a smooth handover.

Can you please provide (or grant access to) the following by [date]:

admin access to all advertising accounts and analytics/tagging tools

copies of current campaigns, creative assets and any scripts/artwork

the last 6–12 months of reports and any key learnings

a summary of current activity, budgets, flighting and commitments

We appreciate your help to ensure there’s no disruption to live campaigns.
Thanks, [Your name]

The “don’t get caught out” list (common switching mistakes)

Not getting admin access before the relationship ends

Losing historical data because accounts were owned by the agency

Changing too much too fast (performance dip)

Forgetting offline bookings and production timelines

Not clarifying what’s included vs charged as extras

Related read: How to Spot Hidden Fees in Advertising (and What to Ask Before You Sign).

FAQS: switching advertising agencies

Will switching agencies hurt performance?
It can if access is lost or campaigns pause. A soft overlap and a stabilisation period reduces risk.

Who should own the ad accounts — me or the agency?
Ideally, you (the business) should own admin access, with the agency added as a user. That protects continuity.

How long does a typical switch take?
A clean switch can be done in 2–4 weeks, depending on channels, commitments and asset handover.