Aquarius Infotech
Transparency
Advertising through an agency involves several distinct parties, and the roles are easy to confuse. This page sets out each stage of the relationship, which assets stay with the client, what we are authorised to do, and how billing is handled where an agency arrangement applies.
The model
The left column is who does what to the account. The right column is who is charged for advertising inventory. They are separate questions, and the answer to one does not determine the answer to the other.
Management chain
Stage 01
Client business / advertiser
Owns the business, application, website, trademarks, listings and business registration. The advertiser is the business being promoted.
Stage 02
Authorisation & service agreement
A written engagement setting out scope, the access required, the fee structure and the billing arrangement that will apply.
Stage 03
Client Google Ads account
Advertiser identity reflects the business actually being promoted. Where Google requires advertiser verification, it is completed against that business.
Stage 04
Aquarius Infotech
Linked directly or through a Google Ads Manager Account. Agency access is governed by the account permissions and management structure applicable to the engagement and can be changed in accordance with those controls.
Stage 05
Campaign execution, measurement & reporting
Structure, bidding, creative, conversion tracking, optimisation and reporting against the objectives agreed in the engagement.
Billing path
Charge origin
Google Ads media billing
Google raises charges for advertising inventory against the billing profile attached to the account. This is media cost, not an agency fee.
Option A
Direct client billing
Under this arrangement the client's own payment method or billing profile is attached to the account, and the client is the payer charged by Google directly.
or
Option B
Approved agency billing, where applicable
For eligible accounts, and where the client agreement provides for it, media charges are processed through an approved agency billing profile.
Payer
Agency as payer
Where the approved arrangement requires it, Aquarius Infotech is recorded as payer for the media charge and disclosed as such through the applicable Google Ads billing and advertiser verification workflows. The advertiser remains the client business.
Close of cycle
Reporting & reconciliation
Where media cost is settled by us, it is stated separately from agency service fees on the invoice, so the client can see what was paid to the platform and what was paid for our work.
Neither billing route changes who the advertiser is. Not every account uses an agency billing arrangement, and eligibility for Monthly Invoicing is determined by Google rather than by us. Where Aquarius Infotech is the payer, that relationship is disclosed separately from advertiser identity and never used to replace or obscure it.
Detail
The engagement begins with a business that has something to promote. That business owns its products and services, its website and applications, its trademarks and listings, and its business registration. Nothing in an advertising engagement changes any of that.
The client is the advertiser. Where a platform asks who is being advertised, the answer is the client's business, described as it actually operates.
Before any access is granted, a written engagement sets out what we are being asked to do, the access required to do it, the fee structure, and which billing arrangement will apply to the account.
The authorisation is specific. It describes the services agreed rather than granting open-ended authority, and it is the document a later question about scope is resolved against.
Campaigns run in a Google Ads account whose advertiser identity corresponds to the business being promoted. Where Google requires advertiser verification, the information supplied identifies that business.
An account may be one the client already holds, or one created for the client as part of the engagement. In either case its identity is the client's, and its ownership does not transfer to us by virtue of our managing it.
We are linked to the account directly or through a Google Ads Manager Account. The permissions we hold are those the client grants, and they follow the account permissions and management structure applicable to the engagement.
Management access is a permission, not a property right. It allows us to perform the services agreed; it does not make us the owner of the account, the advertiser, or anything the advertiser owns.
Within the agreed scope we build and manage campaign structure, bidding, creative deployment and conversion tracking, and we report against the objectives set in the engagement.
Changes are recorded with the reason for the change, so a shift in performance can be tied to something that was actually done rather than inferred after the fact.
Google raises charges for advertising inventory against the billing profile attached to the account. Under direct client billing, the client's own billing profile is attached and the client is charged by Google directly.
For eligible accounts, and where the client agreement provides for it, media charges may instead be processed through an approved agency billing profile, which may include a Google Ads Monthly Invoicing arrangement. This applies only where that arrangement has been approved and agreed; it is not the default and it does not apply to every client.
At the close of each agreed cycle the client receives reporting covering spend, conversions and campaign performance, together with the changes made during the period.
Where media cost has been settled by us under an approved agency billing arrangement, it appears on the invoice as media cost, separately from the agency service fee. A client should always be able to see what was paid to the platform and what was paid for our work.
Definitions
Business ownership, advertiser identity, agency management and payer identity are separate. They are sometimes held by the same party and legitimately sometimes not.
The agency, identified
These are our own registration details. They describe the agency only, and are entirely separate from the client-owned advertiser and business information described elsewhere on this page.
24JLLPS6684H1Z8Aquarius Infotech is the trade name of a proprietorship operated under the legal name Gopal Mansukhbhai Savaliya. It is not a private limited company, an LLP, a partnership or a separately incorporated entity. Where the proprietor's legal name appears as a billing party or payer, that does not change the advertiser identity of the independent client business being promoted.
Concept 01
Concept 02
Concept 03
Concept 04
Ownership
The left column never becomes ours. The right column describes work we perform, not property we acquire.
Client-owned assets
Agency-managed functions
Temporary access is not ownership
Client advertising accounts are managed under documented authorisation. Management access does not represent ownership of the client's business, products, websites, applications, trademarks or advertiser identity, and nothing in an engagement is structured to imply otherwise.
Access governance
Access is granted to perform a defined service. It is scoped to what that service needs, governed by the account permissions and management structure applicable to the engagement, and revisited when the engagement changes.
The client grants access explicitly, through the platform's own linking or invitation mechanism. We do not request credentials, and we do not operate a client account by sharing a login.
The permission level requested is the one the agreed scope requires. Where a read-only or limited role is sufficient for part of the work, that is what is requested for it.
What access can be changed, by whom, and how quickly depends on how the account and any Manager Account relationship are structured. Those controls are described at the start of the engagement rather than assumed.
Where practicable and permitted by the account structure, clients hold or can be granted their own access, so reporting can be verified against the source.
When scope changes, access is reviewed against the new scope rather than left at whatever level was convenient earlier.
At the close of an engagement, access is returned or removed at the client's direction and the removal is confirmed in writing.
Advertiser verification
When Google requires Advertiser Verification, the advertiser is expected to provide truthful information corresponding to the actual advertiser and business being promoted. Aquarius Infotech may assist clients with the process but does not fabricate, substitute or misrepresent advertiser identities.
The client is responsible for the information
When Google requests documents or business information, clients are responsible for supplying accurate, current and authentic information relevant to the actual advertiser. Verification outcomes are determined by Google, and we do not guarantee approval. The detailed process, and the explicit list of what we will not do, is on the advertiser verification assistance page.
Billing
Both routes are legitimate, and which one applies to a given account depends on the account's eligibility with Google and on the commercial arrangement agreed with the client.
Option A — direct client billing
Option B — approved agency billing, where applicable
Payment is not ownership
Where Aquarius Infotech pays advertising charges under an applicable approved billing arrangement, payment does not transfer ownership of the advertiser's business, application, website, trademark, products or services. Not every account uses an agency billing arrangement, and eligibility for Monthly Invoicing is determined by Google. Full detail is in the billing policy.
Reporting
Format and cadence are set in the engagement. The separation of costs and the traceability of the numbers do not vary.
Platform cost for the period, by campaign, separate from any service fee and from any third-party charge.
Actions and values against the definitions agreed at setup, with the attribution model and known limitations stated.
Results by campaign and segment against the objectives in the engagement.
What was changed during the period and what it was intended to affect.
The service fee for the period on its own line, calculated on the basis set out in the engagement.
Pending verification steps, tracking discrepancies, disapprovals under appeal, and what is being done about each.
Reporting describes measured performance for the period covered. Past performance is not a forecast, and no figure in a report is a guarantee of future results.
End of engagement
An engagement that is difficult to leave was structured badly. The steps below are the default, and they are set out in the engagement rather than negotiated at the point of departure.
Notice is given under the engagement. Work in progress and the final reporting period are agreed so that nothing is left half-changed in a live account.
Where an agency billing arrangement applied, media charges are reconciled to the close date and the account's billing is transitioned in line with the platform's requirements.
Manager Account links and user access are removed or returned at the client's direction, and the removal is confirmed in writing.
Documentation produced during the engagement — measurement definitions, account structure notes, tracking configuration and reporting — is handed over. The account, campaigns and data stay with the client.
Questions
No. Management access does not represent ownership of the client's business, products, websites, applications, trademarks or advertiser identity. Access is a permission granted under a written engagement, and it is returned or removed at the client's direction when the engagement ends.
Where practicable and permitted by the account structure, yes, and that is our preference. Holding your own access means reporting can be checked against the source rather than taken on trust. Access arrangements are agreed at the start of the engagement.
The Google Ads account, the campaigns inside it and the analytics properties belong to the client and stay with the client. We remove or hand back the access we hold, provide the reporting and documentation produced during the engagement, and confirm in writing what has been transferred and what has been removed.
No. Payer identity and advertiser identity are separate fields with separate answers. The advertiser is the business being promoted. The payer is whoever is contractually responsible for the media charge under the approved billing arrangement. Where those are different parties, both are disclosed through the applicable Google Ads billing and advertiser verification workflows.
Questions about the model
If any part of the relationship, the access model or the billing arrangement is unclear, ask before an engagement rather than after it.