Margin math, subcontractor terms, client scripts, and platform guardrails — written for agency owners who resell fulfillment. No listicles, no gated PDFs.
What to say when a client asks who is actually running their account — word for word, with the three follow-ups they always have.
MCC structures, client-owned vs agency-owned accounts, and what actually happens to historical data when a partner relationship ends.
AI overviews changed the deliverable. The retainers that still make sense, and the four requests you should decline outright.
Non-solicit, non-disclosure, deliverable definitions, and the clause that decides who eats a failed campaign.
Asset group discipline, brand exclusions, and the reporting you need before a client sees a PMax number they don't understand.
Capacity math for a single senior operator, where quality drops first, and the three signals you've crossed the line.
Weekly one-liner, monthly narrative, quarterly review. What goes in each, and what to leave out on purpose.
Inheriting a pixel you don't trust, rebuilding events, and getting to a defensible cost per lead inside 30 days.
Five account profiles that lose money for everyone involved, and how to decline without losing the partner.
Where each model breaks, why clients distrust one of them, and how to structure a hybrid that survives a spend cut.
The exact sequence we run on a new partner account, and the four findings that show up in almost every one.
Sent Tuesdays to about 1,900 agency owners. No drip sequence, no upsell.
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