At OutSearch, we often speak with business owners who are weighing up whether to change their PPC agency. It's not an easy decision - especially when one of your biggest marketing spends, your Google Ads budget, is at stake. If you're considering making a switch, you may be worried about disrupting performance, losing data, or ending up in a worse situation than before. Is it better to do nothing, or risk a change that may improve performance?
These are valid concerns. But while there are risks, they can be managed - and the results of making the right change often far outweigh the fear of the unknown.
Let's break down the risks of changing your PPC agency, how to mitigate them, and why it might just be the best move you make for your e-commerce business.
Disruption to Campaign Performance
One of the biggest fears we experience with business owners when switching agencies is the concern that campaign performance could be negatively impacted. A new team means a new approach and change, and that might cause short-term fluctuation in your results.
A well-managed transition includes a detailed audit of your existing campaigns and a controlled handover. At OutSearch, we work closely with new clients and the previous PPC Agency to understand what's working and what's not, so we're not starting from scratch - we're building on what you've already invested in.
We don't change everything on day one, but rather we optimise strategically and introduce changes and improvements in small steps and in a controlled way to avoid any unnecessary performance dips. Typically, we start by eliminating wasted or unproductive ad spend to save budget for no loss of performance. After making savings, we seek to grow and scale the account.
Loss of Historical Data & Account Access
Another real concern is losing access to your own data. If your previous agency owns the account or has restricted admin access, or holds your data in their proprietory system, switching can be made difficult. That data is crucial - it tells us what has been tested, contains the results of machine learning over time and what has performed, and indicates where to improve.
Some less reputable agencies may try to make life difficult, and use the loss of data as leverage to keep you locked in. (That alone gives you the answer as to whether you should switch or not!)
Always ensure that you, as the client, own the Google Ads account and shopping feeds - not the agency. If you're unsure, we can help you assess your access and guide you through regaining control. At OutSearch, we believe in transparency. We work with your data, not using it as a way to keep your business.
Onboarding Time and Learning Curve
Switching to a new PPC agency means there's a learning period. The new team needs to get up to speed on your business, your market sector, seasonality trends, your goals and constraints. Understandably, you might worry this could slow progress or be a backward step.
This is where experience counts. A seasoned agency knows the right questions to ask, how to spot gaps quickly, and how to pick up and enhance your existing strategy without missing a beat. We understand how important continuity is for businesses.
At OutSearch, we have a clear on-boarding roadmap to ensure we're delivering value from month one and fully into our stride from month three. Often, fresh eyes bring fresh insights - and that can accelerate results, not delay them.
Fear of Making the Wrong Choice
Sometimes the fear isn't about the new agency's ability, but about making a wrong judgment call. What if the grass isn't greener? What if performance gets worse? How can I tell if the new agency will really be better? That anxiety can keep businesses stuck in average or underperforming partnerships for far too long.
In our experience, this fear is often compounded by having tried several different agencies already and not getting better results. The truth is, there are a lot of mediocre agencies and it can be a real challenge as a business owner to appraise them fully in advance of trying them.
Start with a conversation. Most reputable agencies, including OutSearch, will offer a no-obligation audit or strategy session so you can get a feel for how they work. Look at client reviews, case studies, and whether they speak your language - not just in metrics, but in business and understanding of your goals and business constraints. If your current agency isn't delivering, staying with them out of fear is rarely a winning strategy.
Why the Upside Often Outweighs the Risk
Yes, changing your PPC agency comes with some risks - but staying with the wrong one carries bigger ones. Wasted ad spend, missed growth opportunities, a lack of ideas and stagnation can cost far more in the long run. A new agency can bring improved ROI, better communication, fix your conversion tracking, fresh strategy, and a renewed focus on your goals.
At OutSearch, we've helped dozens of businesses transition seamlessly and see results improve within weeks. We understand the hesitation - and we're confident that we can make the process as smooth and low-risk for you as possible.
If your current Google Ads agency isn't cutting it and you're ready to explore your options, we'd love to talk. Let's discuss how we can reduce the risks, maximise your results, and give your PPC campaign the attention it deserves.
by E-commerce Director Peter Howarth
Peter is an E-commerce Director with over 20 years of experience in business, online retail and digital marketing.
Managing development and digital marketing teams and Agencies, Peter is well versed in the key success factors in E-commerce.
Peter co-founded and grew a global e-commerce business from start-up to £25M revenue.
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