Keep ownership separate from day-to-day management
Hiring an agency to run your ads does not mean the agency should control your business identity or lock your customer history away. A service provider may need administrator permissions for work, but you should know where the underlying account lives, who can remove users and what the agreement says about handover. Different platforms have different transfer rules; do not assume every asset can be moved freely.
Review these assets before signing
On mobile, swipe the table to read the final evidence column →
| Asset | Question to answer | Evidence to request |
|---|---|---|
| Domain and DNS | Who is the registrant and who can renew it? | Registrar account access, renewal policy and named owner |
| Website and content | What pages, files, code and image licenses may you retain? | Contract terms, repository/export method and content rights |
| Google/Meta ads | Who owns the advertising accounts, pixels and historical data? | Account ownership, billing roles and partner-access setup |
| Analytics and search | Who controls measurement and business profile access? | Admin roles, change log and export permissions |
| Phone and messaging | Is the customer-facing number portable if you switch providers? | Provider terms, porting process and any notice periods |
| CRM and contacts | Can you export contacts, notes, tags, files and workflows? | Sample export, permissions and data-retention conditions |
Ask the question that reveals the most
“If I stop paying you in 60 days, what exactly can I take with me, how will it be delivered, and what will stop working?” A clear answer describes the actual contract and technical limitations. It should not hide permanent dependencies behind an attractive monthly rate.
Access should be controlled, not shared casually
Prefer individual user permissions and delegated partner access where supported. Avoid passing around the master login by email or giving everyone indefinite administrative access. Require a list of who can publish, change billing, export data or transfer ownership. Remove former contractors when the engagement ends.
Understand genuine exceptions
Some subscription websites, licensed templates, software seats and provider-specific automations cannot simply be copied into another system. Custom work, licensed components and third-party assets may have different rights. Ask the provider to name these restrictions explicitly and price buyout or migration options in writing if they exist.
What Northstart should document for customers
We advocate that the business directly controls its ad spend and should have transparent access and handover terms. Before any engagement, ask us for a written asset-by-asset ownership and portability schedule, including what is hosted by Northstart or a specialist partner and what recurring or metered costs remain separate. A public explanation cannot replace the signed agreement.
Also read how to evaluate Northstart and the full vendor scorecard.
Platform-specific checks, not generic advice
Google Ads: check the owner manager
In Google Ads, open Admin → Access and security → Managers. Identify every linked manager and whether one has the Owner designation. Linking a manager does not automatically make it the owner. Google's official manager ownership guide explains when an owner manager can change access or transfer roles, and how the client can unlink an owner. Do not grant an agency more access than the engagement requires.
Meta: ad accounts and business portfolio access
Open Meta Business Settings for your own company. Confirm who has full control of the business portfolio, and verify which portfolio controls the Facebook Page, Instagram account, ad account and associated datasets. In Users → Partners, review the agencies that can access these assets and what each can manage. A partner can receive assigned asset access without your personal password. Access alone is not the same as business ownership; keep a company-controlled administrator and document how to revoke a partner at exit. See Meta's partner access help (may require sign-in).
Google Analytics 4 and Business Profile
In GA4, go to Admin → Property access management. Make sure your business retains an Administrator with a maintained email account—not only an agency employee. Review Google's access management guidance. For the Google Business Profile, review People and access and identify the Primary owner. Google documents primary-ownership transfers and timing restrictions; don't switch roles casually.
Domain registration, phone number and CRM
From the registrar account, identify the real domain registrant, renewal email, lock status and how to obtain transfer authorization if needed. ICANN's registrant transfer FAQ lists common reasons transfers are temporarily blocked. For a phone number, ask the provider in writing what account information and authorization will be needed for porting, and whether any numbers or routing rules are provider-controlled. For the CRM, request a real sample export and confirm whether notes, call recordings, consent history and workflow logic are included.
Example: changing agencies with 30 days' notice
Suppose you change agencies with 30 days' notice. Your business should be able to sign in to its registrar and advertising accounts, review any pending ad charges, name a replacement administrator, export customer data according to the contract, and document which hosted pages or licensed automations will stop. The new provider should not have to negotiate with the old agency to learn who owns the business's domain. This is a hypothetical checklist, not legal advice.
Keep exploring
These resources are free to use. No email address, appointment, or purchase is required. Browse all resources, or ask Northstart a question. If you want a fully managed operation rather than another tool to manage yourself, see what the Growth System includes.