How a paid lead generation engagement usually runs

Inside a typical engagement

Timelines depend on scope, though the order rarely changes.

1. Discovery: the partner learns what you sell, who buys it and how inquiries are handled now.
2. Plan: a short written plan sets out channels, campaign structure, pages, tracking and reporting.
3. Build: the partner works inside your accounts and shares drafts for approval.
4. Launch: campaigns start, conversions are verified and the first reporting period begins.

A buyer's scoping list

Use this to compare partners on the same terms.

• Channels in scope, named one by one
• Number of campaigns and landing pages included
• Which conversions will be tracked, and how
• Whether CRM or inbox routing is included
• Reporting frequency and format
• What is one-time setup and what is ongoing
• Notice period and how access is handed back
• Who owns pages, creative and copy once they are paid for

Offboarding, done cleanly

Plan the exit at the start. Ask the partner to agree in writing that, when the work ends:

• you remove their user access from each ad, analytics and tag account;
• campaigns, audiences, conversion actions and history stay in your accounts;
• landing pages and their source files stay with you or are handed over;
• any tools they pay for, such as call tracking or a page builder, are listed so you can replace them;
• a short handover note explains how everything is set up.

Because the accounts were yours from the start, very little has to move.

Ending the arrangement

Arrangements end for ordinary reasons: a season finishes, budgets change, or you bring the work in-house. Check the notice period in your agreement and give it in writing. Before the partner leaves, ask for a handover note covering campaign structure, conversion actions, tags and any tools on their account. Then remove their user access from your ad, analytics and tag accounts. Campaigns and data stay where they are, so whoever takes over next starts from the same history. If campaigns should keep running in the meantime, agree who watches spend until the handover is done.