How to read an agency proposal

What to look for

1. Who owns the ad account — should be you, explicitly.
2. Who pays Google — should be your card, directly.
3. Minimum term and notice period.
4. Setup fee, and what it buys that month one does not.
5. Who works on the account, by name.
6. What happens at handover.

Phrases that should end it

• "Guaranteed ROAS" — nobody can, before seeing the account.
• "We’ll run it in our account for efficiency" — that is your leverage, not efficiency.
• "Six months to see results" — the rebuild is days; the relearning is weeks. Six months is a lock-in dressed as patience.