Who Should Own Your Website, Domain and Ad Accounts? A Checklist Before You Hire

Quick answer: You should own your domain, website files, Google Business Profile, Google Ads and Meta ad accounts, analytics, social media accounts and the content created for you. Agencies should be added as users or managers, not owners. Confirm this in writing before you sign, because getting assets back after a dispute can be slow, costly or impossible.

One of the most painful situations a small business owner can face is leaving a marketing agency or web designer and discovering they don't actually own their own website, domain or ad history. It happens far more often than it should. This checklist covers every asset you should own, how to check, and what to ask before you hire anyone.

Why ownership matters

• Leaving gets expensive. If the agency owns your domain, they control your email and website address.
• History has value. Ad accounts with years of conversion data perform better than new ones.
• Reviews and rankings live in your profiles. Losing your Google Business Profile can mean losing years of reviews.
• People leave. Freelancers move on, agencies close and employees quit. If accounts are tied to their personal logins, you can get locked out.

The ownership checklist

1. Domain name

Your domain (yourbusiness.com) should be registered in your business name, with your email as the account owner, at a registrar you can log into. Turn on auto-renew and two-factor login. This is the single most important item on this list.

2. Website and hosting

Ask: if I leave, do I get the website files and content? Some agencies offer cheap or "free" sites that are effectively rented. That can be fine if you know it upfront, but you should know exactly what you keep. Hosting accounts ideally belong to you, or the agency should commit in writing to hand over files.

3. Google Business Profile

You should be the primary owner. Agencies should be managers. If an agency or former employee is the owner, fix it now. Our guide on reclaiming a Google Business Profile explains how.

4. Google Ads account

The account should be created under your business with your payment method. The agency links it to their manager account. If they run ads from their own account, you lose all your history when you leave.

5. Meta Business Portfolio and ad account

Your Facebook page, Instagram account, ad account and pixel should live in a Meta Business Portfolio that you own. Agencies get partner access.

6. Analytics and Search Console

Google Analytics and Google Search Console should be owned by your business Google account, with the agency added as a user.

7. Social media accounts

Instagram, TikTok, YouTube, LinkedIn and X logins should use a business email you control, with two-factor authentication tied to your phone or a shared business device.

8. Call tracking numbers and CRM

Tracking numbers printed on trucks, mailers and directories can be hard to replace. Ask whether you can port them if you leave. Your CRM and customer list should be yours.

9. Photos, videos and written content

Your contract should say you own (or have a permanent license to use) the photos, videos and articles created for you. Ask about raw footage too.

10. Logo and brand files

Get the original editable files (vector formats), not just a PNG.

How to check what you own today

1. Look up your domain's registrar, then log in. If you can't, ask your provider which account it sits in.
2. Open Google Business Profile and check Users. Make sure you're listed as Primary owner.
3. In Google Ads, check Access and security. Your business email should have admin access.
4. In Meta Business settings, check who owns the portfolio and assets.
5. In Analytics and Search Console, check user permissions.
6. Make a simple spreadsheet of every login, who owns it and where the password lives.

What to ask before you sign with an agency

• "Will every account be in our business name, with you added as a manager?"
• "If we part ways, what do we keep, and how fast do we get it?"
• "Do we own the website, and can we move it to another host?"
• "Who owns the photos and videos you create for us?"
• "Are there any fees to transfer anything when we leave?"

Good agencies answer these quickly and put it in writing. For more questions, see 15 questions to ask before hiring a marketing agency and our comparison of month-to-month vs. long-term contracts.

A note on "free" websites

Some providers bundle a website into a long contract and keep the site if you cancel. Read the terms. With our website plan, you pay $750 to build and $399/month for unlimited updates, content, SEO, AI search optimization and Google Business Profile updates, and your domain and Google accounts stay in your name. Ask any provider for the same clarity.

Set up an access log

Once you've confirmed ownership, keep it organized so you're never stuck again. Create a simple document or password manager vault with:

• Every account (domain registrar, hosting, Google, Meta, social profiles, CRM)
• The owner email for each, which should be a business address you control, not a personal one
• Who else has access and at what level
• Where two-factor codes go
• Renewal dates for domains, hosting and paid tools

Review it every six months and whenever an employee, freelancer or agency leaves. Removing old access promptly is one of the simplest security steps a small business can take.

If you find something isn't in your name, don't panic and don't burn the relationship. Most providers will transfer ownership when asked politely and in writing. Do it while things are going well, not in the middle of a cancellation. A short, friendly email listing each account and the access you need is usually all it takes.

Frequently Asked Questions

My web designer registered my domain. Is that a problem?

It can be. Ask them to transfer it into an account in your name now, while the relationship is good. Most registrars make this straightforward.

Can I recover my Google Business Profile if an old agency owns it?

Usually, yes, through Google's ownership request process. It can take time, so start early.

Is it normal for agencies to run ads from their own accounts?

Some do, especially pay-per-lead providers. It's usually better for you to own the account so you keep the data and history.

Should I share my passwords with my agency?

Whenever possible, add them as users with their own logins instead. It's more secure and easier to remove access later.

Want a partner who keeps everything in your name from day one? Get in touch, or see our small business websites and Google Business Profile services.