Skip to main content
    European Search Awards 2026 · Best Small PPC Agency

    How We Work

    Onboarding built to protect,
    not to disrupt

    Switching agencies is uncomfortable. Revenue is at stake, institutional knowledge risks being lost, and there is always a dip people warn you about. Our onboarding is designed to minimise that risk while building something better underneath.

    Migration Philosophy

    How we think about transitions

    Every client we take on has history. Previous structures, bidding strategies, and audience data that took time to build. We do not wipe the slate clean on day one.

    No cliff-edge transitions

    We phase changes to protect revenue during the switch. If something can wait a week to reduce risk, it waits a week.

    Parallel running where needed

    For high-spend accounts, we run old and new structures in parallel before cutting over. Performance continuity matters more than speed.

    Transparent baselines

    We document performance before we start so there is no ambiguity about what changed and why. This protects both sides.

    Your team stays informed

    Weekly updates from day one. Not just what we are doing, but why. Your internal stakeholders should never be surprised.

    The Phases

    What onboarding actually looks like

    This is the shape of our onboarding. How long each phase takes depends on the state of the account, the complexity of the catalogue and how quickly access and margin data arrive. The order and the philosophy stay the same; the calendar does not.

    Phase 1

    Commercial Discovery

    Before we touch the account, we need to understand your business. Not just your campaigns.

    P&L review: understanding your margin structure, COGS, and fulfilment costs
    Current agency debrief: what worked, what did not, and what was never addressed
    Stakeholder mapping: who needs what information, and how often
    Access setup: Google Ads, Analytics, Merchant Centre, and any commerce platform feeds
    Baseline performance snapshot: so we both know what 'before' looked like

    Outcome: A shared understanding of your commercial reality, not just your campaign structure.

    Phase 2

    Diagnostic Audit

    A full commercial audit of your account. Not a surface-level health check.

    SKU-level profitability mapping: which products are making money, breaking even, or losing it
    Campaign structure review: does it reflect your business, or Google's defaults?
    Bidding and budget analysis: are you over-spending on low-margin lines?
    Feed quality assessment: titles, images, attributes, and their impact on impressions
    Measurement audit: is your conversion tracking trustworthy?

    Outcome: A prioritised list of opportunities ranked by commercial impact, not just volume.

    Phase 3

    Restructure and Implementation

    We start making changes, but methodically. The goal is to improve without disrupting revenue.

    Campaign restructure phased to protect cash flow during transition
    Feed optimisation: structured improvements to titles, descriptions, and custom labels
    Bidding strategy aligned to margin tiers, not blanket ROAS targets
    Audience and exclusion setup: reducing wasted spend on non-incremental traffic
    Reporting framework configured to match your KPI hierarchy

    Outcome: An account that starts to reflect your commercial priorities, with guard rails in place.

    Phase 4

    Optimisation and Governance

    By now the foundations are in place. This phase is about refinement and establishing the ongoing rhythm.

    Performance benchmarking against the baseline agreed at the start
    Weekly reporting cadence established once the baseline is agreed
    First monthly strategic review: are we moving the right metrics?
    Test roadmap: what to experiment with next, and how we will measure it
    Stakeholder feedback loop: adjusting communication to match your internal needs

    Outcome: A mature operating rhythm where every action is tied to a commercial outcome.

    Ready to start?

    A commercial review takes 30 minutes. No pitch deck, no pressure. Just an honest conversation about where your account is and where it could be.

    Related sections

    Back to How We Work overview

    People also ask

    We use cookies to improve your experience. Privacy Policy