Learn how to manage multiple clients and ad campaigns efficiently using Google Ads Manager Accounts (MCC).
🖋 By Meenakshi – AZAD Architects, Barnala
Manage Clients and Google Ads Campaigns Seamlessly with Manager Accounts (MCC)
Managing multiple Google Ads accounts can be time-consuming, especially for digital marketers, agencies, and freelancers handling campaigns for different clients. That is where a Google Ads Manager Account, also known as an MCC (My Client Center), comes in. It allows you to access and manage several ad accounts from one unified dashboard—without the need to log in and out repeatedly. In this blog, you will learn what MCC is, how to create and configure it, how to manage clients and campaigns more efficiently, and why it is a must-have tool for scalable advertising success.
What Is a Google Ads Manager Account (MCC)?
How It Simplifies Ad Management for Agencies, Freelancers, and Advertisers
A Google Ads Manager Account, also known as MCC (My Client Center), is a master tool designed by Google to help advertisers, agencies, freelancers, and large organizations manage multiple Google Ads accounts from a single, unified dashboard. Rather than logging into each individual Google Ads account separately, MCC users can oversee performance, optimize campaigns, assign roles, and control billing—all under one roof.
Whether you are an independent marketer handling a few clients or a full-scale agency managing dozens, the MCC framework is essential for scaling and streamlining your advertising operations.
🧩 What Does MCC Mean in Google Ads?
MCC stands for My Client Center, and it is essentially a “manager of Google Ads accounts.” Instead of creating multiple logins for each client or campaign, the MCC lets you link existing accounts—or create new ones—under one management structure. Each linked account maintains its independence, but you get full access to campaign-level actions, reporting, and configuration.
You can think of the MCC as the “head office” that oversees various “branches” (client or brand-specific accounts), making campaign management and performance tracking much faster and easier.
🧑💼 Who Should Use a Google Ads Manager Account?
MCC is not intended for small advertisers running a single campaign. It is ideal for:
• Advertising Agencies managing ad accounts for multiple clients
• Freelance PPC Consultants with various business clients
• Large Enterprises that run different accounts for different brands or departments
• E-commerce Businesses with regional marketing accounts
• Educational Institutions or Government Organizations that manage campaigns at scale
If you are logging in and out of multiple Google Ads accounts regularly, or juggling campaigns for various clients, MCC will save you time, reduce errors, and improve reporting accuracy.
🔧 Key Features and Functionalities of MCC
1. Multi-Account Access with a Single Login
With MCC, you can access multiple Google Ads accounts using one email and password. This eliminates the need to maintain separate credentials for each client or department.
2. Centralized Reporting and Performance Monitoring
You can generate reports across multiple accounts simultaneously. This is especially useful for agencies that want to compare performance metrics, identify trends, or automate reporting to clients.
3. Efficient Campaign Management
Pause, edit, or duplicate campaigns across different accounts—without switching dashboards. MCC enables quick actions and unified campaign monitoring.
4. Bulk Account Actions
MCC allows you to apply changes across accounts simultaneously. From keyword updates to budget changes and extensions, you can scale actions that would otherwise take hours.
5. Role-Based Access and Permissions
Add team members or clients to your MCC with customized access roles (Admin, Standard, Read-only). This ensures secure collaboration without compromising sensitive controls.
6. Billing Flexibility
Use consolidated billing to manage payment settings in one place. This is particularly useful for agencies invoicing clients or managing budgets centrally.
7. Campaign Experimentation at Scale
Run A/B tests or campaign experiments in multiple accounts simultaneously, using shared tools and templates.
🎯 Benefits of Using a Manager Account (MCC)
• Saves Time: No more repeated logins or jumping between interfaces.
• Improves Workflow: Manage creatives, keywords, and budgets across multiple clients seamlessly.
• Enhances Reporting: Schedule and export reports for individual or multiple accounts.
• Supports Scaling: Easily add new client accounts as your agency or business grows.
• Better Control: Assign users with different roles and monitor account activity.
• Secure & Compliant: Keep accounts independent but manageable through centralized controls.
🔍 Real-World Example
Imagine you are a digital agency running ads for 15 small businesses. Without MCC, you will have to log in 15 times separately to check budgets, edit ad copy, or download performance reports. With an MCC, you can perform all those tasks—plus billing, reporting, and optimization—from one dashboard, saving hours each week.
📌 Final Thoughts
The Google Ads Manager Account (MCC) is more than just a convenience tool—it is a critical component for any marketer, agency, or business managing multiple ad accounts. It provides a bird’s-eye view of your entire advertising ecosystem while offering detailed control over individual campaigns. If you are serious about scaling your ad services or improving client results, adopting MCC is not optional—it is essential.
How to Create and Set Up a Google Ads Manager Account
Step-by-Step Guide to Getting Started with Your Own MCC
If you are managing multiple advertising campaigns for different clients, businesses, or departments, a Google Ads Manager Account (MCC) is your key to centralizing and simplifying account management. With MCC, you can link several Google Ads accounts under a single login, streamline reporting, assign roles, and optimize campaigns from a unified dashboard.
This guide walks you through everything you need to know to create and set up a Google Ads Manager Account, whether you are a freelancer, agency owner, or brand with diverse marketing needs.
📝 Step 1: Make Sure MCC Is Right for You
Before diving in, assess whether you truly need a Manager Account. MCC is designed for:
• Agencies managing multiple client accounts
• Freelancers with several ad clients
• Enterprises managing campaigns for different brands or branches
• Businesses with distinct regional marketing teams
• Educational or government institutions with separate funding lines or departments
If you only manage one ad account, a regular Google Ads account is enough.
🔗 Step 2: Visit the Official Manager Account Sign-Up Page
To begin the process:
1. Go to the official Google Ads Manager sign-up page:
👉 https://ads.google.com/home/tools/manager-accounts/
2. Click on the “Create a Manager Account” button.
📧 Step 3: Sign In with a Google Account
• You will be prompted to sign in using your Gmail account.
• Make sure this Google account is not already associated with an existing Ads account (personal or business).
If it is, you will need to use a different email or create a new Google account.
🏷️ Step 4: Enter Basic Information
After logging in, you will be asked to configure your Manager Account:
• Account Name: Enter your agency, business, or brand name.
• Primary Use: Choose whether the account will be used to manage your own businesses or other businesses’ accounts.
• Billing Country & Time Zone: Choose accurately, as this affects how your data and reports are displayed.
• Currency: Select the primary currency used for campaigns.
⚠️ Note: Time zone and currency cannot be changed once the account is created.
✅ Step 5: Agree to Terms and Create Account
After filling out the required details, accept the Google Ads terms and conditions, and click on “Submit” or “Create Account.”
Congratulations! You now have an active Google Ads Manager Account (MCC).
🔗 Step 6: Link Existing Google Ads Accounts
Now it is time to connect your client or brand accounts.
1. Go to your MCC dashboard.
2. Click on “Accounts” > “Performance” tab.
3. Click the “+” icon and select “Link existing account.”
4. Enter the Customer ID (CID) of the Google Ads account you want to link.
5. Click Send Request.
The admin of that account will receive a notification. Once they accept, the account will appear under your MCC.
📌 You can repeat this process for as many clients or sub-accounts as needed.
🆕 Step 7: Create New Google Ads Accounts Under MCC (Optional)
If you are setting up a new ad account for a client or campaign:
1. In your MCC dashboard, go to Accounts > Performance.
2. Click “+” and select “Create new account.”
3. Fill in account details (name, country, currency, time zone).
4. Click Create Account.
This will create a new, fully functional ad account under your Manager Account, and you can start building campaigns right away.
👥 Step 8: Add Users and Set Permissions
You can allow your team or clients to access the Manager Account:
1. Go to Tools & Settings > Access and Security.
2. Click + to invite users.
3. Assign roles:
- Admin: Full control
- Standard: Can manage campaigns
- Read-only: For reporting access only
This ensures secure collaboration without exposing full access to everyone.
🔄 Step 9: Start Managing Campaigns
Now that your MCC is fully set up, you can:
• View all linked accounts from one dashboard
• Launch and manage display/video/search campaigns
• Monitor performance across clients
• Download consolidated reports
• Switch between accounts instantly
✅ Bonus Tips for MCC Beginners
• Use Labels & Groups: Organize accounts by project, client, or goal.
• Set Up Account Alerts: Stay notified about budget issues or disapproved ads.
• Use Automated Rules: Apply bid changes or pause low-performing ads across accounts.
• Take Advantage of Shared Libraries: Apply the same audience lists or conversion actions across multiple accounts.
🚀 Final Thoughts
Creating a Google Ads Manager Account (MCC) is the smartest move if you are handling advertising for multiple clients, products, or regions. It centralizes your workflow, enhances visibility, and provides the scalability modern marketers need. With just one login, you gain full control of your advertising empire—saving time, reducing errors, and boosting efficiency.
Linking and Managing Multiple Client Accounts
Learn How to Link Client Accounts, Request Access, and Organize Your Dashboard
Once your Google Ads Manager Account (MCC) is set up, the real power lies in your ability to link multiple client accounts under a single interface. Whether you are a digital marketing agency managing dozens of clients or a brand with multiple regional campaigns, linking accounts enables you to centralize control, simplify campaign oversight, and scale operations with ease.
In this guide, you will learn how to properly request access to client accounts, manage them from your MCC dashboard, and organize everything efficiently to boost productivity and campaign performance.
🔗 Step-by-Step: How to Link a Client's Existing Google Ads Account
If your client already has a Google Ads account, you do not need to create a new one. Instead, you can request to link it to your MCC by following these steps:
✅ Step 1: Get the Client’s Customer ID
• Ask your client for their Google Ads Customer ID (CID)—a 10-digit number located in the top-right corner of their Google Ads dashboard.
✅ Step 2: Send a Link Request
1. Log into your MCC account.
2. Click on Accounts > Performance.
3. Click the “+” button and select “Link existing account.”
4. Enter the client’s Customer ID.
5. Click Send Request.
The request is now sent to your client for approval.
✅ Step 3: Client Accepts the Invitation
• The client logs in to their Google Ads account.
• They go to Tools & Settings > Access and Security > Managers tab.
• They will see your request and click Accept.
Once approved, their account will be linked under your MCC, and you can begin managing campaigns, budgets, and reports.
🔒 Important: Linking does not give you billing control unless the client enables that separately. Account ownership remains with the client.
🆕 How to Create a New Google Ads Account Under MCC
If your client does not already have a Google Ads account—or you are launching a new project—you can create one directly within your MCC:
1. Go to your MCC dashboard.
2. Click “+” > Create new account.
3. Enter the name, time zone, currency, and country.
4. Click Create.
The new account will be automatically linked to your MCC, and you will have full admin access to launch and manage campaigns.
🗂️ Organizing Client Accounts in the MCC Dashboard
As you add more accounts, it is crucial to stay organized. MCC provides several features to help you manage efficiently:
📌 1. Use Labels for Grouping
• Apply custom labels (e.g., "Real Estate Clients", "E-commerce", "USA Campaigns") to accounts.
• This makes it easier to filter and generate reports across specific groups.
📌 2. Filter by Performance or Budget
• Use built-in filters to sort accounts by:
- Impressions
- Click-through rate (CTR)
- Cost
- Budget usage
• Quickly identify underperforming accounts that need attention.
📌 3. Custom Columns and Saved Views
• Customize the columns in your dashboard to show metrics that matter most (e.g., Conversions, CPC, ROAS).
• Save different dashboard views for reporting, optimization, or client presentations.
📌 4. Set Up Alerts and Notifications
• Enable alerts for each account to receive warnings about disapproved ads, dropped impressions, or budget overruns.
• Helps you stay proactive without checking each account manually.
👥 Assigning User Roles and Access Rights
MCC lets you control who can access each account and what they can do:
👤 Types of Access Roles:
• Admin: Full permissions including user management and billing.
• Standard: Can manage campaigns and make changes, but not user access.
• Read-only: Can view data and reports, but not make changes.
To add users:
1. Go to Tools & Settings > Access and Security in the MCC.
2. Click + Invite and select role.
3. Enter the user's email and send the invitation.
✅ Pro Tip: Grant only the access level necessary to reduce security risks.
🔄 Unlinking or Removing a Client Account
If your relationship with a client ends or you no longer need access:
1. Navigate to the linked account in your MCC.
2. Click Tools > Setup > Access and Security > Managers tab.
3. Click Remove Access.
The account will remain intact on the client’s side, but it will no longer be visible or accessible from your MCC.
📊 Generating Reports Across Linked Accounts
One of the biggest advantages of MCC is the ability to generate cross-account reports:
• Go to the Reports tab in your MCC.
• Select "Accounts" as the reporting level.
• Filter by labels, account types, or performance metrics.
• Export reports as CSV, Excel, or schedule them for automatic delivery to clients.
✅ Final Thoughts
Linking and managing multiple client accounts with a Google Ads Manager Account (MCC) gives agencies and marketers the ability to scale efficiently without chaos. With features like centralized control, cross-account reporting, and role-based access, MCC becomes your mission control for campaign success.
By staying organized, setting up permissions wisely, and using automation and alerts, you will not only save time—you will provide better results and transparency to your clients.
Managing Google Ads Campaigns from a Single Dashboard
Overview of Campaign Creation, Editing, and Monitoring via the MCC Interface
One of the biggest advantages of using a Google Ads Manager Account (MCC) is the ability to manage all your clients’ campaigns from a single, streamlined dashboard. Instead of switching between accounts, logging in separately for each client, or manually downloading campaign reports, MCC empowers you to handle everything—from campaign setup to live performance monitoring—efficiently and at scale.
Whether you are overseeing ten accounts or a hundred, this centralized workflow helps agencies, advertisers, and freelancers stay organized, save time, and improve advertising results.
🎯 Why Centralized Campaign Management Matters
For businesses or agencies managing multiple Google Ads accounts, juggling separate dashboards is time-consuming and prone to errors. The MCC dashboard simplifies your daily tasks by giving you:
• A unified view of all linked accounts
• Quick access to campaign data and performance metrics
• Bulk editing options across campaigns and accounts
• Streamlined workflows for launching and managing ads
Let us break down how to manage campaigns effectively from your MCC dashboard.
🛠️ 1. Creating Campaigns via Your MCC Account
While MCC does not allow you to run campaigns directly from the MCC itself, it gives you access to all linked Google Ads accounts, where campaigns can be created individually but accessed and managed centrally.
To create a campaign:
1. Log in to your MCC dashboard.
2. In the “Accounts” tab, click on the client account where you want to create the campaign.
3. Once inside the selected account, click “+ New Campaign.”
4. Choose your campaign goal (Sales, Leads, Website Traffic, etc.).
5. Select a campaign type:
- Search
- Display
- Video
- Shopping
- Performance Max
- App
6. Set up the campaign:
- Define budget and bidding strategy (e.g., Maximize Conversions, Target CPA)
- Choose networks, locations, and language targeting
- Create ad groups, select keywords or audience segments
- Upload ad creatives (text, image, video)
7. Review and publish the campaign.
📌 Pro Tip: Use shared assets and templates across accounts to speed up campaign creation.
✏️ 2. Editing Campaigns Efficiently
With MCC, switching between client accounts is seamless, which makes editing campaigns across multiple accounts faster than ever.
Tasks you can perform:
• Update campaign budgets
• Pause or resume campaigns and ad groups
• Modify ad copy, headlines, and descriptions
• Adjust bidding strategies and daily spend limits
• Change targeting options (location, device, demographics)
You can open several accounts in different tabs and make real-time changes without logging out. MCC is also compatible with Google Ads Editor, which allows for offline bulk changes and bulk uploads across campaigns.
📊 3. Monitoring Campaign Performance
Campaign monitoring is one of the key benefits of the MCC interface. You get an overview of account-level performance and can drill down into specific campaigns instantly.
From the MCC dashboard, you can:
• View key metrics across accounts (Impressions, Clicks, CTR, CPC, Conversions)
• Apply filters to sort by performance
• Set date ranges to monitor trends (daily, weekly, monthly)
• Quickly spot underperforming campaigns
• Access real-time data without switching logins
Advanced reporting options include:
• Cross-account reports using Reports > Custom > Manager Account Reports
• Scheduled reports delivered via email (weekly or monthly)
• Insights into conversion tracking, attribution models, and bidding performance
📈 Tip: Use color-coded performance indicators to identify high and low performers at a glance.
🔧 4. Bulk Actions and Shared Resources
MCC allows you to scale actions efficiently using tools like:
• Bulk Campaign Actions: Pause, enable, or edit multiple campaigns across accounts.
• Shared Budgets & Audiences: Import or share custom audiences or remarketing lists.
• Conversion Tracking Integration: Use shared conversion actions across all accounts to unify reporting.
If you are using Google Ads Editor alongside MCC, you can:
• Download multiple accounts
• Make mass changes offline
• Upload edits back in bulk
This is particularly useful for seasonal promotions, regional updates, or client-wide bidding strategy changes.
👥 5. Managing User Access and Collaboration
As you manage more accounts and campaigns, it is important to define clear access roles:
• Assign Admins to manage users and billing
• Allow Standard users to edit campaigns
• Provide Read-only access for clients who just want to monitor results
You can manage users from:
MCC Dashboard > Tools & Settings > Access & Security
This ensures secure campaign management without compromising control.
🧩 Use Case Example: Multi-Brand Retailer
Imagine you are managing paid campaigns for a retail company that operates different fashion brands. Each brand has a separate Google Ads account, but all are linked to your MCC.
With the MCC dashboard, you can:
• Launch seasonal campaigns for all brands in one sitting
• View performance by category (e.g., Shoes, Bags, Apparel)
• Compare results across brands
• Centralize budget updates
• Run global reports to measure ROI by region
✅ Final Thoughts
With a Google Ads Manager Account, managing multiple campaigns does not have to mean complexity. The MCC dashboard is built for advertisers and agencies who need speed, accuracy, and a bird’s-eye view of all their advertising efforts. From campaign creation to real-time monitoring, MCC transforms the way you handle digital advertising at scale.
Whether you are working with a handful of clients or dozens of brand portfolios, mastering campaign management from your single MCC dashboard will drive better results, save time, and impress your clients with transparent, data-driven performance.
Benefits of Using Google Ads Manager Accounts
Time-Saving, Centralized Reporting, Role-Based Access, and Bulk Actions
As digital marketing becomes increasingly complex, especially for agencies, freelancers, and enterprises managing multiple Google Ads accounts, the need for streamlined ad operations is more important than ever. That is exactly where the Google Ads Manager Account (MCC) shines.
Whether you are overseeing five accounts or five hundred, an MCC offers a suite of powerful features that make managing Google Ads campaigns faster, more secure, and infinitely more scalable. Let us explore the key benefits of using a Google Ads Manager Account in depth.
⏳ 1. Save Time with Centralized Account Management
Perhaps the most immediate benefit of MCC is that it consolidates all your Google Ads accounts under one roof. Instead of logging in and out of different accounts, you can manage everything from a single dashboard.
Time-saving features include:
• Switching between accounts with one click
• Creating and launching campaigns without separate logins
• Accessing all account notifications in one place
• Downloading reports without repeating steps across clients
This is especially helpful for agencies managing seasonal promotions, product launches, or simultaneous campaign updates across multiple accounts.
📊 2. Centralized, Cross-Account Reporting
Google Ads MCC gives you the ability to generate comprehensive reports across multiple linked accounts. This feature is essential for marketing teams and agencies tracking performance across regions, business units, or clients.
With MCC reporting, you can:
• View metrics like impressions, clicks, conversions, and cost-per-click (CPC) across all accounts
• Filter data by campaign type, audience, geography, or keyword
• Create and export performance dashboards
• Schedule automated reports sent to your email or clients
This level of centralization simplifies your analytics, enabling faster decision-making and real-time optimization.
👥 3. Role-Based Access and User Management
As teams grow and client needs become more dynamic, secure access control becomes vital. MCC allows you to add users with different permission levels to maintain data privacy and workflow control.
Roles you can assign include:
• Admin: Full access to accounts, billing, and user permissions
• Standard: Campaign creation and editing access, but no user management
• Read-only: Ideal for clients who only want to monitor performance
You can also remove users or update permissions at any time—no need to go into each individual account.
✅ Benefit: Improves team collaboration while reducing the risk of accidental changes or unauthorized access.
🧰 4. Execute Bulk Actions Across Multiple Accounts
For marketers managing dozens of campaigns across accounts, MCC’s bulk tools are game-changers. They allow you to implement wide-scale changes efficiently.
With bulk actions, you can:
• Pause or enable multiple campaigns at once
• Adjust budgets across several accounts
• Apply bidding strategies or ad schedules in batches
• Make changes offline using Google Ads Editor, then upload in bulk
Bulk tools help you avoid repetitive work and reduce the chance of missing important updates—especially useful during peak sales seasons or urgent marketing pivots.
📂 5. Better Organization and Account Segmentation
Managing a variety of clients, regions, or products requires structure—and MCC delivers exactly that.
You can:
• Group accounts using labels (e.g., “UK Clients,” “E-commerce,” “Lead Gen”)
• Use naming conventions for consistent campaign hierarchy
• Filter and sort accounts based on labels, spend levels, or performance
This helps streamline workflows, especially when running team-wide audits or reviewing performance by market or client type.
💸 6. Scalable Billing and Budget Management
Depending on your setup, MCC also supports consolidated billing, which means:
• A single invoice for multiple linked accounts
• Easier budget tracking across campaigns and clients
• More efficient financial reporting and reconciliation
You can also manage shared budgets between campaigns and set alerts to monitor overspending.
🚀 7. Easy Client Onboarding and Offboarding
MCC allows you to link and unlink client accounts effortlessly. Whether you are onboarding a new client or concluding a contract, MCC gives you full flexibility:
• Send link requests to existing Google Ads accounts
• Create new accounts directly within your MCC
• Unlink accounts without affecting their performance or ownership
• Keep your dashboard clean and relevant at all times
This simplicity makes client management more professional and hassle-free.
🔐 8. Enhanced Security and Monitoring
Because you no longer need to share login credentials or access every client account manually, MCC reduces the risk of unauthorized access or human error.
Security features include:
• Login verification and activity monitoring
• User role controls
• API and script access for automation and alerts
• Account-level email notifications
In today’s data-sensitive environment, secure account access is not just a bonus—it is essential.
✅ Final Thoughts
Using a Google Ads Manager Account (MCC) is no longer a luxury—it is a necessity for marketers serious about growth, efficiency, and performance. With centralized control, role-based access, time-saving tools, and robust reporting features, MCC empowers you to scale your operations without the complexity that typically comes with multi-account management.
Whether you are managing campaigns for clients in the USA and UK or overseeing a global advertising strategy, the benefits of MCC can help you deliver better results, faster—while staying organized and secure.
Common Challenges and Best Practices
Mistakes to Avoid, Account Structure Tips, and User Management Strategies
Managing multiple Google Ads accounts through a Google Ads Manager Account (MCC) offers immense flexibility—but with that flexibility comes complexity. While MCC is built to streamline advertising workflows, improper setup, disorganization, and common mistakes can hinder performance, reduce transparency, and waste ad spend.
In this section, we will explore the most frequent challenges marketers face when managing Google Ads via MCC and provide battle-tested best practices to help you maintain clean structures, secure access, and scalable growth.
❌ Common Challenges MCC Users Face
1. Poor Account Structure
One of the biggest issues marketers encounter is having a chaotic or unclear account structure. This leads to:
• Difficulty tracking campaign performance by client or region
• Confusing reports that are hard to interpret
• Duplicated work across campaigns
2. User Access Mismanagement
Giving too much or too little access to the wrong users can result in:
• Unauthorized campaign changes
• Billing errors
• Data privacy breaches
• Inefficient workflows when users cannot access what they need
3. Inefficient Labeling and Naming Conventions
When ad units, campaigns, or accounts are poorly named or not labeled, it becomes difficult to:
• Filter reports across multiple accounts
• Identify the purpose or client for a specific campaign
• Maintain organized dashboards, especially when scaling
4. Disjointed Reporting Across Accounts
Without setting up shared conversion tracking or using consistent naming, cross-account performance comparisons become difficult and inaccurate. Data may not be unified, leading to:
• Incorrect insights
• Wasted spend on underperforming ads
• Missed optimization opportunities
5. Overlapping Campaign Targeting
When two or more linked accounts target the same audience with similar ads:
• You compete against yourself in the Google Ads auction
• It drives up costs (CPC/CPM)
• It confuses users with redundant ad messages
✅ Best Practices for Smooth and Scalable MCC Management
🔹 1. Use a Logical, Scalable Account Structure
Organize your accounts by:
• Client
• Business unit
• Region
• Campaign type (Search, Display, Video, etc.)
📌 Pro Tip: Use a naming convention like:
[Client Name]_[Campaign Type]_[Goal]_[Date]
Example: AcmeShoes_Display_LeadGen_July2025
🔹 2. Apply Consistent Labels and Filters
Create and apply MCC-level labels across accounts for:
• Campaign categories (Branding, Lead Gen, Retargeting)
• Target audience (USA, UK, Mobile Users, etc.)
• Campaign phase (Test, Live, Completed)
This helps you:
• Sort data instantly
• Run cleaner reports
• Identify underperformers quickly
🔹 3. Set Up Shared Conversion Tracking
Use Google Tag Manager (GTM) or Google Ads conversion tags across linked accounts, then:
• Share the same conversion actions across accounts
• Apply consistent attribution models (e.g., last-click, data-driven)
Benefits:
• Uniform KPI tracking
• Easier performance comparisons
• More accurate ROI calculations
🔹 4. Assign Roles Wisely and Securely
Always use role-based access controls under:
Tools & Settings > Access and Security
Define roles like:
• Admin: Full access (for account owners or senior managers)
• Standard: Manage campaigns, but no billing or access rights changes
• Read-only: Clients, auditors, or junior staff who only view data
💡 Best Practice: Remove inactive users regularly to avoid security risks.
🔹 5. Avoid Campaign Overlap
Coordinate targeting strategies across accounts to prevent:
• Competing bids from your own campaigns
• Impression dilution
• Increased CPMs or CPCs
Use shared audience lists and negative keyword strategies to segment traffic cleanly.
🔹 6. Leverage Google Ads Editor for Bulk Tasks
Download multiple accounts via Google Ads Editor and perform:
• Budget updates
• Ad copy edits
• Keyword changes
…offline and upload them in bulk—saving time and reducing manual errors.
🔹 7. Automate Alerts and Reporting
• Set budget alerts for overspending
• Create scheduled performance reports emailed to clients
• Use scripts for account audits and anomaly detection
🛡️ Pro Tips to Maintain MCC Hygiene
• Audit Accounts Monthly: Review performance, access permissions, and budget alignment.
• Document Changes: Keep logs of major account edits for reference or client transparency.
• Backup Strategies: Always duplicate a campaign before major changes or tests.
• Standardize Campaign Goals: Especially when comparing across countries like the USA and UK.
✅ Final Thoughts
Running Google Ads with a Manager Account (MCC) is a powerful way to streamline multi-client or multi-brand ad operations. But without clear structures, user policies, and reporting frameworks, you can quickly run into disorganization and performance issues.
By avoiding common mistakes and implementing the best practices outlined above, you will be able to:
• Maintain clean and scalable account hierarchies
• Collaborate securely with teams and clients
• Maximize performance insights across all accounts
Whether you are running 3 accounts or 30, a well-managed MCC dashboard is the key to high-efficiency, low-risk campaign execution.
Frequently Asked Questions About Google Ads MCC
Everything You Need to Know About Google Ads Manager (MCC) Accounts
Whether you are a digital marketing agency, a freelancer, or a large advertiser managing campaigns across multiple clients or business units, the Google Ads Manager Account (MCC) can be a game-changing tool. But like any powerful platform, it raises a lot of questions—especially for those new to multi-account management.
In this FAQ section, we will address the most commonly asked questions about Google Ads MCC, from account linking to billing and reporting, helping you get a clearer picture of how to use it effectively.
❓1. What Is a Google Ads Manager Account (MCC)?
A Google Ads Manager Account (formerly called My Client Center or MCC) is a centralized dashboard that allows you to manage multiple Google Ads accounts from a single login. It is ideal for agencies and marketers who manage advertising for several clients or multiple internal brands.
❓2. Who Should Use an MCC?
MCCs are best suited for:
• Digital Marketing Agencies
• Freelancers handling multiple ad clients
• Enterprises managing several business units or regions
• E-commerce stores with country-specific ad accounts
• Educational or nonprofit organizations with multiple departments
If you are managing just one Google Ads account, you do not need an MCC.
❓3. How Do I Create a Google Ads Manager Account?
To create an MCC:
1. Go to the Google Ads Manager Account sign-up page.
2. Click “Create a Manager Account.”
3. Use a Google account not already linked to an existing Ads account.
4. Enter your business info, time zone, and currency.
5. Submit to complete the setup.
Once created, you can begin linking existing ad accounts or creating new ones under your MCC.
❓4. Can I Link an Existing Google Ads Account to My MCC?
Yes. You can link any existing Google Ads account by:
1. Getting the 10-digit Customer ID from your client or team.
2. Sending a link request through your MCC dashboard.
3. The account owner then approves the request.
After approval, the account appears under your Manager Account, and you can manage campaigns, budgets, and performance.
❓5. Does Linking an Account Transfer Ownership?
No. When you link an account to your MCC, you gain management access, not ownership. The client or original account holder still controls billing, user permissions, and administrative settings—unless they assign those rights to you explicitly.
❓6. Can I Unlink an Account from My MCC?
Yes. If a client relationship ends or you no longer need to manage an account, you can remove it:
1. Visit the Access and Security > Managers tab in the client's account.
2. Select your MCC and “Remove Access.”
The account will remain active for the client but will no longer appear in your MCC.
❓7. How Many Accounts Can I Link to One MCC?
There is no strict upper limit, but MCCs can manage hundreds of accounts. If you manage dozens of clients or brands, Google recommends using sub-manager accounts to organize access and keep things scalable.
❓8. Can I Create New Google Ads Accounts Under My MCC?
Absolutely. You can create new accounts directly from your MCC dashboard:
1. Go to Accounts > Performance > + Create Account
2. Choose the country, time zone, and currency
3. Name the account appropriately
4. It will automatically be added to your MCC
This is especially helpful when onboarding new clients who do not yet have a Google Ads account.
❓9. How Do I Handle Billing in MCC?
There are two options:
• Client-controlled billing: Each linked account has its own billing setup.
• Consolidated billing (available in certain regions): You can set up a Monthly Invoicing arrangement and handle all charges from a single source.
To enable consolidated billing, contact your Google Ads support representative.
❓10. Can I Run Reports Across Multiple Accounts?
Yes! MCC allows you to create cross-account reports from the main dashboard. You can:
• Compare account performance
• Monitor KPIs like impressions, clicks, CTR, and conversions
• Export reports in CSV, Excel, or schedule them for automatic email delivery
It is a huge time-saver for agencies that prepare reports for multiple clients.
❓11. Can Multiple People Use the Same MCC?
Yes, you can add multiple users to your MCC and assign roles:
• Admin – Full control, including adding/removing users
• Standard – Can manage campaigns but not user settings
• Read-only – For clients or viewers who only need reporting access
This makes collaboration between internal teams and external clients secure and efficient.
❓12. Is MCC Free to Use?
Yes. Creating and using a Google Ads Manager Account is completely free. However, ad spend from the accounts you manage will be billed as usual.
❓13. How Do I Keep MCC Accounts Organized?
Best practices include:
• Using naming conventions like [Client]_[Campaign Type]_[Region]_[Month]
• Applying labels to group accounts (e.g., "Retail", "Lead Gen", "UK Clients")
• Creating custom dashboard views for different client sets or performance goals
• Scheduling monthly audits to review inactive or redundant campaigns
✅ Final Thoughts
Google Ads MCC is a must-have tool for marketers managing multiple ad accounts. Whether you are a solo consultant or part of a large agency team, understanding how to use MCC properly helps you stay organized, optimize campaigns faster, and scale your advertising efforts without friction.
By mastering the MCC environment and following best practices, you will not only save time—but also deliver better results to your clients or business units.
📌 Thank you!
Follow Finance (AZAD Architects, Barnala) for practical tips from an architect, blogger, technical expert, and financer's lens.
Finance (Azad Architects, Barnala)
