Answers
working with an agency.
Who should own the ad account and the content?
the short answer.
You should — always. The Business Manager, the ad account, the pixel, the page and the finished files belong to the brand, with the agency added as a user. Anything else means that leaving your agency also means leaving your data and your creative behind.
what you should hold.
- The Business Manager, created under your brand, not the agency’s.
- The ad account and the payment method on it.
- The pixel or dataset, because its history is your targeting.
- The Instagram and Facebook pages.
- The final files and, where possible, the raw footage.
why the pixel matters more than people realise.
A pixel accumulates months of purchase history, and that history is what makes targeting work. Starting again on a fresh pixel means starting again on performance too.
usage rights on creative.
Agree in writing what you may run, where and for how long — especially with creators. The common surprise is discovering that your best-performing ad had a six-month licence.
let's build something real.
Tell us what you want to sell. We'll come back with a plan.