Rules and ethics
How to check a PPC agency launch pack before you sign
A checklist for reviewing a PPC agency launch pack before signing: access routes, tracking proof, named owners, audit trails and contract terms to test.
What to take away
- A launch pack is evidence, not a slide deck. Demand access rights, tracking proof, named owners and a dated change log.
- Test the Google Ads account link and fire one test conversion before you pay a deposit.
- Check contract terms for unfair clauses and check data handling against the ICO guide.
- If the agency cannot show live proof, the verdict is hold rather than proceed.
- Every missing item needs a named owner, a date and a note of who agreed it.
What a launch pack should actually hold
An agency launch pack, also sold as onboarding documents, is the bundle handed over in the first fortnight of a retainer. Ask for it before signature. It should show how the account will be built, who owns each task and how results will be reported to you.
Five items in a launch pack
- Google Ads account ID and admin access route
- Conversion tracking map with source and counting
- Keyword and match type plan with negatives
- Budget pacing sheet with 90-day daily caps
- Change log template with date, owner, rollback
Five items sit in almost every credible pack:
What a launch pack should hold
- The Google Ads account ID, the manager account number and the route by which you keep admin access.
- A conversion tracking map naming each conversion action, its source and its counting method.
- A keyword and match type plan with a starting negative keyword list.
- A budget pacing sheet showing daily caps across campaigns for the first 90 days.
- A change log template with date, owner, action and rollback step.
Ask for the working files, not a summary. A page of strategy prose cannot be checked.
A pack with no dated change log describes intent, not work done.
Where the audit trail lives
The audit trail is the record a third party could use to rebuild what happened in the account. It matters when you switch agency, when a director asks for spend evidence under the Companies Act 2006, or when a customer complains.
Audit trail legal checks
- Consumer Rights Act 2015unfair contract terms
- ICO data protection guidelawful basis audit
- ASA advertising codesranking and return claims
Contract terms that lock you in for twelve months with no exit route should be read against the Consumer Rights Act 2015 and its rules on unfair terms. Any pack touching call recordings, CRM exports or customer lists needs a lawful basis, and the ICO guide to data protection sets out what to audit.
Claims about guaranteed rankings or fixed returns sit under ASA advertising codes. A pack that promises positions rather than describes method is a warning sign.
Example: scoring one launch pack
Use a fixed scoring sheet so the verdict is repeatable.
Scoring one launch pack
| Pack item | Evidence accepted | Verdict if missing |
|---|---|---|
| Account access | Google Ads account ID and manager link, tested by you | Hold |
| Conversion tracking | Tag screenshot plus a test conversion in the last 30 days | Hold |
| Keyword plan | Spreadsheet with match types and negatives | Conditional |
| Owner list | Named person per task with a direct contact | Hold |
| Reporting | Sample dashboard using the metrics you will receive | Conditional |
| Contract | Fee, term, notice period and data clauses | Hold |
A published England launch pack review reached a hold verdict because live proof was missing. Copy the same test for your own shortlist.
A seven step check before you sign
Seven step check
- Ask for the pack as editable files, not a locked PDF.
- Test the account access route yourself on your own login.
- Fire one test conversion and watch it register in Google Ads.
- Read the fee, minimum term and notice period line by line.
- Confirm in writing who owns the account and the data if you leave.
- Check consent settings and the lawful basis for any data the agency handles.
- Book a 30-day review with written exit criteria and a named owner.
A kickoff meeting should produce a dated agenda, a decision log and a list of open items with owners. If the agenda is a slide show and nothing else, ask what will be different on day 31.
Before you compare fees, check where PPC forecasts come from, because a pack built on borrowed numbers tends to fall apart at the first review.
Local pricing varies, and choosing a London PPC agency usually costs more than a regional rival, so weigh sector evidence and contract terms against that premium.
Common questions
What is a PPC agency launch pack?
It is the onboarding bundle given at the start of a retainer. Expect account access details, tracking maps, a keyword plan, budget pacing, owner names and a change log template.
How long should onboarding take?
Most packs land within two weeks. If tracking and access are not live by day 14, ask for a written reason and a revised date.
Should I sign before I see the pack?
No. Ask for the pack as a pre-contract document. Signing first weakens your position on access, reporting and exit terms.
What if the agency refuses to share files?
Treat a refusal as a red flag. You can still ask for read-only account access, which proves the work exists without exposing internal files.
