How To Share Google Ads Access With Agencies
- Anirban Sen
- Nov 3
- 11 min read
When working with a marketing agency to manage your Google Ads campaigns, sharing account access securely is critical. Instead of sharing passwords, use Google’s Manager Account (MCC) system or invite users directly with specific permission levels. Here's how to do it:
Use Manager Account (MCC): Share your 10-digit Customer ID with the agency. They’ll send an access request, which you can approve in your account settings.
Invite Users Directly: Add individual users via the "Access and Security" section, assigning appropriate roles like "Standard" or "Read-only."
Permission Levels: Assign the minimum permissions needed. Agencies typically require "Standard" access, while "Admin" access should be limited to trusted individuals.
Security Tips: Enable two-factor authentication, avoid sharing passwords, and regularly audit user access to maintain control.
How To Give Google Ads Account Access to an Agency or Freelancer
Google Ads Account Basics
Before diving into how to share access with an agency, it's important to understand the structure and functionality of Google Ads accounts. This foundational knowledge helps you make informed decisions about access sharing and management.
Account Types
Google Ads accounts come in two main types, each suited to different business needs:
Individual Google Ads Accounts: These are standalone accounts designed for businesses managing their own campaigns. While they work well for in-house operations, they can become restrictive when collaboration with external partners or managing multiple brands is required.
Google Ads Manager Accounts (MCCs): These accounts are tailored for agencies and businesses that oversee several accounts. Acting as a centralized hub, MCCs allow agencies like Senwired to manage multiple client accounts efficiently. From running cross-account reports to optimizing campaigns across various eCommerce businesses, MCCs streamline operations and eliminate the need for direct login credentials to individual accounts.
Each individual Google account can link to up to 20 Google Ads accounts, offering flexibility for businesses handling multiple brands or agencies managing diverse client portfolios.
User Roles and Permissions
Google Ads provides five distinct access levels, each tailored to specific responsibilities and security needs. Assigning the right permissions ensures both security and smooth collaboration.
Access Level | Permissions | Best For |
Email only | View reports only | Stakeholders needing reporting visibility |
Read only | View all features without editing | Clients monitoring agency work; internal reviewers |
Standard | Access all features except user management and product links | Campaign managers and optimization specialists |
Admin | Full access, including user management and billing | Account owners and trusted senior agency contacts |
Billing | View and edit billing info only | Finance teams and billing managers |
Standard access is the go-to for agencies managing campaigns. It allows them to optimize and report on campaigns without granting control over user management or billing. Agencies like Senwired can handle advanced campaign optimizations for eCommerce businesses effectively with this level of access.
Admin access, on the other hand, should be reserved for your most trusted team members or senior agency partners. With this level of access, users can invite others, modify billing details, and even lock out other users. It’s best to limit Admin permissions to internal staff or highly trusted external partners.
For business owners or stakeholders who want to keep an eye on agency activities without interfering, Read-only access is a perfect choice. It provides full visibility into account performance without the risk of accidental changes.
Security Best Practices
When it comes to security, one rule stands above all: never share login credentials. Google has implemented safeguards, like sending verification codes to the account holder's smartphone when a login is attempted from a new device, making password sharing both impractical and risky.
Instead, use Google’s built-in access controls to assign the minimum necessary permissions based on each user’s role. For example, agencies managing your campaigns typically need Standard access, not Admin privileges. Similarly, finance team members reviewing ad spend only require Billing access.
To further secure your account, enable two-step verification for all users. This extra layer of protection significantly reduces the chances of unauthorized access, even if login credentials are compromised.
Regularly auditing your account is another essential step. Remove access for former employees or agencies no longer working with your account. Inactive users can still log in and make changes unless explicitly removed. Google Ads’ "Access and Security" section makes it easy to review and manage current users and their permissions.
For added protection when working with agencies, consider domain whitelisting. This feature ensures that only users with email addresses from approved domains can accept invitations to your account, preventing unauthorized access attempts.
Given the financial stakes - your Google Ads account likely manages thousands of dollars in ad spend, customer data, and campaign strategies - tight security protocols are non-negotiable. Proper access management not only safeguards your investment but also ensures a productive partnership with agencies like Senwired. By maintaining control over permissions and implementing robust security measures, you can focus on driving growth while keeping your account secure.
Before Granting Access
Before sharing access to your account, take some time to prepare. These steps not only protect your business but also ensure a smoother, more efficient collaboration with the agency.
Verify Account Ownership
First, make sure you have Admin access to your account. Without it, you won’t be able to grant or manage access, handle billing, or oversee account activities. To check, log in to your account, go to Tools and Settings, and confirm you’re listed as an Admin. If you’re not, you’ll need to contact the current Admin to upgrade your permissions. If the Admin is unavailable or unknown, you’ll have to go through Google’s account recovery process. Be prepared to provide proof of business ownership during this process.
Locate Your Customer ID
Your 10-digit Customer ID (formatted as XXX-XXX-XXXX) is essential for granting agency access. You’ll find it at the top right corner of your account dashboard. This ID doesn’t change, even if your account settings are updated. Agencies like Senwired will use this ID to send you access requests through their Manager Account (MCC), ensuring a secure and traceable connection. If you manage multiple accounts, double-check that you’re providing the correct Customer ID to avoid any mix-ups.
Review Account and Billing Settings
Before granting access, ensure your billing details are up to date. Unresolved issues, alerts, or policy violations can disrupt your campaigns, so address these beforehand.
It’s also a good idea to review your campaign settings. This ensures everything is in order, allowing the agency to optimize your campaigns without unnecessary delays or confusion.
Finally, enable two-factor authentication for added security. This extra layer of protection helps keep your account safe, even if login credentials are compromised.
How to Share Access
Once your account is ready, the next step is choosing a secure way to share access. You can either use a Manager Account (MCC) or add individual users directly to your account.
Share Access via Manager Account
The Manager Account (MCC) method offers a secure and efficient way to share access, especially when working with agencies managing multiple client accounts. For example, an agency like Senwired, which focuses on Google Ads optimization for eCommerce businesses, often uses this approach.
Here’s how it works: provide your 10-digit Customer ID to the agency. That’s all you need to do initially. The agency will then use this ID to send an access request from their Manager Account to your Google Ads account.
Once the request is sent, log in to your account and go to Tools and Settings > Access and Security > Managers. From there, you’ll see the request and can click Accept to approve it.
This method avoids the need for sharing credentials, simplifies multi-account management, and makes it easy to monitor or revoke access when needed.
Add Individual Users
If you’re working with a smaller agency or an individual consultant, you might prefer to add users directly to your account. This method works well for granting access to a limited number of people.
To get started, navigate to Tools and Settings, then Access and Security, and open the Users tab. Click the blue "+" button to invite a new user. Enter their email address, select the appropriate permission level, and send the invitation.
The invited user will receive an email. Once they accept, their status will change from "Pending" to "Active", and they’ll gain access based on the permissions you’ve assigned.
While this method gives you precise control over individual access, it can be more time-consuming if multiple people need access. Each user must be invited separately, and you’ll need to manage their permissions individually.
Pick the method that best fits your working relationship and the level of access you’re comfortable granting.
Set Permission Levels
No matter which method you choose, it’s essential to assign the right permission level to maintain account security.
Here’s a breakdown of the available permission levels:
Standard access: Ideal for most agency tasks. Users can create, edit, and manage campaigns but can’t add or remove users or change billing details. This level is perfect for day-to-day campaign management.
Admin access: Reserved for trusted team members or agency partners. Admins can do everything Standard users can, plus manage users, update account settings, and handle billing. Only grant Admin access when absolutely necessary.
Read-only access: Best for users who only need to monitor performance or generate reports. This level allows viewing all account data without making any changes.
Always follow the principle of granting the minimum necessary access. Start with the lowest level that allows the agency or individual to complete their tasks. If needed, you can upgrade permissions later, but it’s much harder to recover from issues caused by overly broad access.
Managing Agency Access
Keeping a close eye on agency permissions is essential for protecting your account and ensuring that only trusted partners can manage your campaigns.
Monitor Linked Accounts
The Managers tab in the Access and Security section is your go-to spot for tracking agency access. It provides a complete list of all active manager accounts tied to your campaigns.
To check who currently has access, head to Tools and Settings > Access and Security > Managers. Here, you'll find details like account names, email domains, and access statuses. This clear overview helps you stay informed about who can view or modify your campaigns.
Be on the lookout for unfamiliar email addresses and remove any unauthorized accounts right away. Regularly reviewing activity logs can also help you catch any suspicious changes to your campaigns.
A 2023 survey by DVS found that over 60% of eCommerce businesses had at least one inactive or unnecessary user with access to their Google Ads account. This underscores the importance of frequent monitoring to keep your account secure.
Remove Access When Needed
If your relationship with an agency ends or you notice any security concerns, you can revoke their access immediately. The process is quick and ensures they lose access right away.
Go back to the Managers tab in your Access and Security section. Locate the agency or manager account you want to remove, then click the Remove or Unlink option next to their name. This action instantly blocks their access, preventing them from viewing or managing your campaigns.
Act fast if you notice unexplained changes to your campaigns, unexpected increases in ad spend, poor communication from the agency, or unauthorized users. These are all signs that immediate action is necessary.
Using Manager Accounts for agency access makes this process much easier. Unlike shared credentials that require changing passwords, Manager Accounts allow you to revoke access with a single click, without disrupting your own account login.
Regularly reviewing and updating access ensures that only active and relevant agencies retain permissions.
Review Access Regularly
Conducting access reviews on a regular basis is key to maintaining account security. While quarterly reviews are the industry norm, businesses that handle sensitive customer data may find monthly reviews more effective, especially to stay compliant with U.S. data privacy laws.
During each review, check both the Managers and Users tabs. Look for inactive users, outdated permissions, or access levels that no longer align with current needs. Remove any unnecessary access right away.
Plan these reviews around major business milestones, such as onboarding a new agency, shifting campaign strategies, or team changes. Google emphasizes this proactive approach, noting that unauthorized access and changes are among the top security risks for Google Ads accounts.
Performance marketing agencies like Senwired, known for optimizing Google Ads for eCommerce businesses, often recommend their clients conduct these reviews regularly. This not only strengthens security but also builds trust by ensuring transparent access management.
Conclusion
Granting Google Ads access to agencies can be straightforward and secure when you use Manager Account linking. This method not only keeps you in control but also allows agencies to fine-tune campaigns effectively.
Before granting access, make sure your account ownership is verified and billing information is up to date. These steps ensure a seamless process from the start. Additionally, following the security guidelines in this guide - such as avoiding shared login credentials and using proper invitation and permission settings - helps protect your business from risks like unauthorized changes or data breaches. For instance, a 2023 survey by WordStream revealed that businesses with robust access controls experienced a 17% drop in account-related security incidents compared to those who relied on shared credentials or neglected permission management. Regular audits to remove inactive users further enhance account security. Agencies like Senwired highlight that such practices not only safeguard your account but also foster trust and stronger collaborations with eCommerce clients.
FAQs
How do I prepare my Google Ads account before giving an agency access?
Before giving an agency access to your Google Ads account, it’s important to take a few preparatory steps to keep things secure and well-organized. Begin by reviewing your campaigns to make sure everything is current and aligned with your advertising goals. Define your objectives and key performance indicators (KPIs) clearly so the agency understands what matters most to your business.
Next, check that your account structure is clean and easy to navigate. Use clear naming conventions for campaigns, ad groups, and assets to avoid confusion. Double-check that your billing details are accurate and up-to-date, and remove any outdated or unnecessary access permissions. For stronger tracking and insights, connect your account to Google Analytics. Don’t forget to enable two-factor authentication to bolster your account’s security.
Lastly, set clear expectations with the agency by sharing your goals, priorities, and any specific guidelines upfront. Following these steps will help ensure a smooth collaboration while keeping your account secure and ready for success.
How can I securely share access to my Google Ads account with an agency?
To securely share access to your Google Ads account with an agency, keep these tips in mind:
Assign proper roles: Use roles like Standard or Read-only to control permissions and avoid giving more access than necessary.
Enable two-factor authentication (2FA): Add an extra layer of security to your Google account.
Review access regularly: Periodically check who has access to ensure permissions are current and appropriate.
Use Google Ads' user management tools: Always share access through the platform's built-in system instead of sharing login credentials.
Consider a separate email account: Set up a dedicated email specifically for agency access, keeping it separate from personal or sensitive accounts.
Revoke access when the collaboration ends: Remove agency access immediately after your partnership concludes to maintain account security.
These precautions help safeguard your account while allowing agencies to manage your campaigns effectively.
What are the different Google Ads user roles, and how can I choose the best one for my agency?
Google Ads provides several user roles to manage access and permissions within your account. The primary roles are Admin, Standard, and Read-only, each offering different levels of control:
Admin: Grants full access, including the ability to manage users and billing settings.
Standard: Allows management of campaigns but does not include access to user or billing controls.
Read-only: Provides view-only access without the ability to make any changes.
When deciding which access level to grant your agency, think about their responsibilities. If they’re managing campaigns and budgets, Standard access usually works well. However, if they need to handle billing or account settings, you might need to assign Admin access. Always double-check permissions to keep your account safe and secure.
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