Company has never run Google Ads before. Within a year, we plan to refresh the brand (new name, new logo, new brand colours, updated website content, new website URL, new social handles, etc.) Physical location remains the same. Services remain the same. Customer targets remain the same.
If we start a Google Ads campaign prior to the brand refresh, how do we maintain a healthy campaign during brand refresh? Will SEO be significantly disrupted? Does the campaign risk losing all previous algorithmic learning? What steps need to be taken on the Google Ads account side to implement the brand refresh?
Any pitfalls to avoid, or recommended best practices, are appreciated.