How to Open a Google Ads Agency Account
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Running a Google Ads agency isn’t just about launching campaigns—it’s about building a scalable, efficient system to manage multiple clients while driving measurable results. Whether you're starting a new agency or formalizing your operations, opening a Google Ads agency account is one of the first critical steps.
In this guide, you'll learn:
What a Google Ads agency account is
Key benefits of using a Manager Account (MCC)
How to create your agency account, step-by-step
Common pricing models and fee structures
How to evaluate campaign success
How to qualify as a Google Partner—and why it matters
Let’s walk through how to set up your agency for long-term success.
What is a Google Ads Agency Account?
A Google Ads Agency Account—officially called a Manager Account (formerly MCC, or My Client Center)—is designed for agencies that manage multiple Google Ads accounts from a single dashboard. Rather than logging in and out of individual accounts, an agency can link them all under one umbrella.
This simplifies reporting, improves workflow, and gives account managers a clear view of performance across all campaigns.
Why Use a Manager Account?
If you're managing more than one client account, using a Manager Account is essential. Here’s why:
1. Centralized Access
With one login, you can access all client accounts. This saves time and eliminates the need for dozens of passwords and browser sessions.
2. Aggregated Reporting
Manager Accounts let you generate reports across accounts, compare performance, and analyze patterns at scale.
3. Streamlined Billing
Google allows you to set up consolidated billing so that you can manage invoices in one place—ideal for tracking budgets and fees.
4. Team Collaboration
Assign team members to specific accounts with customized permissions. Whether someone is handling creatives, copy, or performance tracking, you can give the right level of access.
Step-by-Step: How to Open a Google Ads Agency Account
Step 1: Create a Manager Account
Head to ads.google.com/home/tools/manager-accounts and sign up using a business email. Avoid using a personal Gmail, as this account will represent your agency.
Make sure to:
Choose a business-friendly account name
Set your correct time zone and currency (they can’t be changed later)
Step 2: Link Client Accounts
Once your manager account is set up, you can link existing client accounts or create new ones directly from the dashboard.
To link a client:
Ask your client for their 10-digit Google Ads account ID
Click “Link existing account” and enter the ID
Your client will receive a request and must approve it from their own dashboard
Step 3: Set Up Billing Preferences
You can choose between individual billing (each client pays Google directly) or consolidated billing (you pay Google, and clients pay you). Consolidated billing is useful for agencies offering “all-in-one” packages.
Agency Pricing Models: How Do Agencies Charge?
There’s no one-size-fits-all approach to pricing, but most agencies use one or more of the following models:
1. Flat Monthly Fee
A common setup, especially for small businesses. For example, you might charge $750/month to manage an ad budget of $2,000.
2. Percentage of Ad Spend
This is usually around 10%–20% of monthly spend. For example, if a client spends $5,000 on Google Ads, you charge $500–$1,000.
3. Performance-Based Fees
You charge based on cost-per-acquisition (CPA) or cost-per-lead (CPL). This model requires tight tracking and agreed KPIs, but it aligns agency incentives with client goals.
4. Hybrid Models
Some agencies charge a base rate + % of ad spend, or a setup fee + flat monthly fee.
How to Evaluate Agency Performance
Clients will expect results, and your credibility depends on consistent ROI. Here's how to monitor and improve performance:
Define Clear Goals Early
Is your client focused on revenue, leads, or brand awareness? Agreeing on KPIs from the start prevents misalignment later.
Track Key Metrics
Use in-platform tools or Google Looker Studio to track:
Click-through rate (CTR)
Conversion rate (CVR)
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Use Consistent Reporting
Create weekly or monthly dashboards that show campaign trends and action steps. Clients don’t want guesswork—they want clarity.
What is Google Partner Certification?
Becoming a Certified Google Partner shows that your agency meets Google’s standards for performance, knowledge, and client care.
Requirements:
Maintain at least $10,000 in ad spend over 90 days
Have at least 50% of account strategists certified in Google Ads
Deliver consistent client growth and retention
Benefits:
Partner badge to display on your site
Access to beta features and exclusive training
Dedicated Google support
Common FAQs
Is it free to open a Google Ads agency account?
Yes, creating a Manager Account is completely free.
Can I manage both search and display campaigns in the same dashboard?
Yes. Manager Accounts allow full access to all campaign types, including Shopping, Video, and Performance Max.
Can a freelancer use a Manager Account?
Yes. Even solo consultants can use an MCC to manage multiple clients professionally.
Should I use in-house tracking or third-party tools?
Start with Google’s own tools, then layer in third-party analytics as your reporting needs grow.
Final Thoughts
Opening a Google Ads Agency Account is your first step toward building a scalable, efficient PPC operation. From centralized campaign control to advanced reporting, the MCC structure saves time, improves communication, and makes your agency more professional.
Whether you’re a solo freelancer or a full-service digital agency, setting up and optimizing your Google Ads Manager Account is one of the smartest moves you can make. Combine that with smart pricing models, solid reporting, and a Google Partner badge, and you’ll have everything you need to attract clients—and retain them.
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