A robotic arm, symbolic of Google Ads manager accounts' automation tools, simplifying campaign management.

Who needs a Google Ads manager account?

If you only run one account for one business, you probably do not need one. Once you are logging in and out of multiple accounts, a manager account saves time and reduces access mistakes.

Your situation Do you need an MCC? Why
One business, one Google Ads account Usually no Nothing to consolidate. Use user access settings instead.
Agency or freelancer managing client accounts Yes One login for all clients, clean access control, and easy unlinking when a contract ends.
Multi-brand or multi-location business Yes Compare performance across accounts and keep brand/location budgets separate.
E-commerce with separate accounts per country or store Often Cross-account reporting and shared negative keyword lists help consistency.

 

What can you do in a manager account?

  • Switch between accounts without separate logins.Link existing accounts or create new ones from inside the manager account.
  • See performance across accounts.The manager dashboard and reports roll up clicks, cost, conversions, and other key metrics so you can spot accounts that need attention.
  • Control who can see and change what.Assign access levels per user and per account (Admin, Standard, Read-only, Email-only).
  • Use shared and cross-account tools.Depending on your setup, this includes manager-level scripts, bulk actions, shared negative keyword lists, and cross-account conversion tracking.
  • Work with the Google Ads API.API access and developer tokens are tied to manager accounts.
  • Handle billing at the manager level in some setups.Availability depends on your payment profile and region, so confirm in Google’s help documentation before promising this to clients.

Manager accounts are free to create and use. You only pay for the ad spend inside the linked accounts. See Google’s own overview of manager accounts for current limits.

Manager account vs. regular Google Ads account

  Manager account (MCC) Regular (standard) account
Runs campaigns and ads No Yes
Manages other accounts Yes (linked accounts) No
Has its own ad spend and billing No ad spend of its own Yes
Cost to create Free Free (you pay for ads)
Best for Agencies, multi-brand and multi-location advertisers A single advertiser running campaigns

 

How do you create a Google Ads manager account?

Google updates menu labels often, so treat the steps below as the flow rather than exact button names. Google’s help page on creating a manager account is the source of truth.

  1. Go to the Google Ads manager account sign-up page and choose Create a manager account. Use a Google login that your business controls, not an employee’s personal Gmail.
  2. Enter an account name, country, time zone, and currency. Pick carefully, because the currency and time zone are hard to change later.
  3. Tell Google how you will use the account (managing your own accounts or other people’s) and complete setup.
  4. Link accounts.In the manager account’s account-access or sub-account area, choose to link an existing account and enter the 10-digit customer ID. The client must approve the request. You can also create a new account directly under the manager.
  5. Add users and set access levels.Give people the lowest level that lets them do their job.
  6. Set naming conventions and labels(for example, “Client – Location – Campaign type”) before you have 20 accounts, not after.

Which access levels should you use?

Level What it allows Typical use
Admin Full control, including managing users and linking/unlinking accounts Account owner, one backup owner
Standard Edit campaigns and reports, but not manage users Day-to-day PPC specialists
Read-only View only Clients, stakeholders, analysts
Email-only Receive scheduled reports Executives who only need reports

 

How do you keep a manager account secure?

  • Turn on 2-step verificationfor every user. Google enforces stronger security on manager accounts because one compromised login can expose many advertisers.
  • Keep at least two Admins, so you are never locked out if one person leaves.
  • Never let an agency own your only copy of your account.Advertisers should own their Google Ads account and link the agency as a manager. If the relationship ends, you unlink and keep your history.
  • Review users quarterlyand remove former employees and contractors.
  • Use role-based emails(for example, ads@yourcompany.com) rather than personal addresses for account ownership.

A concept illustration of a business owner playing their role in Google Ads management.

How does an MCC help with Google Ads automation and AI?

Most Google Ads accounts now lean on automation: Smart Bidding, Performance Max, broad match, and newer AI-assisted features for Search. Automation works only as well as the signals you give it, and a manager account makes it easier to audit those signals across many accounts at once.

  • Audit conversion tracking first.Check that every account counts the conversions that matter (calls, form fills, purchases) and not low-value actions. Bad conversion data trains automated bidding to chase the wrong results.
  • Compare automated campaigns side by side.Use cross-account reports to see which accounts get value from automated campaign types and which need tighter controls.
  • Apply guardrails consistently.Where available, use shared negative keyword lists, account-level negatives, and brand exclusions so automation does not spend on irrelevant or branded traffic by default.
  • Review recommendations, do not auto-apply them blindly.Recommendations can raise spend. Treat them as suggestions to test.
  • Standardize reporting.Give clients the same set of metrics (cost per lead, conversion value, impression share) across accounts so performance conversations are consistent.

Google continues to add AI-assisted tools inside Google Ads, and availability varies by account and market. Check what is live in your accounts rather than assuming every feature is available.

Common manager account mistakes

  • Creating client accounts under an agency’s own ownership and billing, which makes it hard for the client to leave.
  • Giving everyone Admin access because it is faster.
  • No naming convention, so reports and budgets get confused as accounts grow.
  • Reading cross-account totals without checking that each account uses the same conversion definitions.
  • Treating the MCC as a performance tool. It improves workflow and visibility; it does not improve campaign results on its own.

Frequently asked questions

What does MCC stand for in Google Ads?

MCC stands for “My Client Center”, the older name for a Google Ads manager account. Google now calls it a manager account, but many marketers still say MCC.

Is a Google Ads manager account free?

Yes. Creating and using a manager account costs nothing. You pay only for the ads running inside the linked accounts.

What is the difference between a manager account and a regular Google Ads account?

A regular account runs your campaigns. A manager account manages other accounts and cannot run ads itself. It gives you one login, cross-account reports, and user access controls.

Can I run ads directly from a manager account?

No. Ads run in individual Google Ads accounts. You create or link those accounts to your manager account and work in them from there.

Can I have more than one manager account?

Yes, you can create multiple manager accounts, and manager accounts can sit under other managers. Google sets limits on linked accounts and hierarchy depth, so check its help page for current numbers before planning a large structure.

How do I get access to a client’s Google Ads account?

Send a link request from your manager account using the client’s 10-digit customer ID, and ask the client to approve it in their account. Alternatively, ask them to add your email as a user with the right access level.

How do I unlink an account from a manager account?

Either side can end the link. In the manager account, go to the account-access or sub-account area, select the account, and unlink it. The advertiser keeps their account and history.

Will an MCC improve my Google Ads performance?

Not directly. It improves visibility, consistency, and workflow, which makes good optimization easier to do at scale. Performance still depends on strategy, conversion tracking, and creative.

Need help setting up or auditing your accounts?

SearchBerg’s Google Ads team can set up your manager account structure, audit conversion tracking, and review automated campaigns.