Three things, non-negotiable on every account: (1) Clean data first — every campaign starts with a GA4/GTM audit before a single dollar is reallocated. (2) Radical transparency — full account access, custom Looker Studio dashboards, no black-box reporting. (3) Senior expert on every account — you get a Top Rated Plus specialist who's managed $50M+ in ad spend, not a junior account manager playing telephone.