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Mar 28, 2025
7 Reasons Agencies Should Use a Google Ads Manager Account (MCC)
Jens Bjerregaard
Digital Marketing Specialist
8
Min. read
Article Content
What Is a Google Ads Manager Account Also Known as MCC
If you manage multiple Google Ads accounts, juggling separate logins and tracking can be a real headache. That is where a Google Ads Manager Account comes in. Also called an MCC short for My Client Center, this tool gives you one place to manage all your Google Ads accounts more efficiently.
Whether you are an agency, a freelancer, or a large team with several business units, a Manager Account helps you streamline workflows, improve oversight, and reduce time spent switching between accounts.
What You Can Do with a Google Ads Manager Account
A Manager Account is more than just a way to combine logins. It acts like a central hub for managing all your client or brand accounts efficiently. Once you are set up, here is what you can do:
Access multiple accounts from one login
View all performance data in one place
Set up consolidated billing and track spending with ease
Create and manage campaigns across different accounts
Assign roles and control access for team members or clients
Get alerts to monitor important changes or performance shifts
It is perfect for scaling your campaigns without creating a tangled mess. This setup is especially useful for agencies, freelancers, and teams who need fast access and full control.
7 Reasons Agencies Should Use a Google Ads Manager Account (MCC)
Simplified Account Management
Handling multiple Google Ads accounts can be daunting, especially when each requires separate logins. An MCC eliminates this hassle by providing access to all accounts from one place. This centralization streamlines your workflow, improves efficiency, and saves valuable time.
Easier Reporting Across Accounts
An MCC enables you to view and generate reports for all your clients in one location. Instead of manually extracting data from individual accounts, you can produce high-level reports across multiple accounts simultaneously. This feature is invaluable when presenting performance metrics or monitoring trends across various clients, facilitating more informed, data-driven decisions.
Efficient Campaign Management
With all your accounts accessible from a single dashboard, campaign management becomes significantly more manageable. You can create, pause, or update campaigns across different client accounts with just a few clicks. The bulk-editing feature allows for batch changes, saving you the time and effort of adjusting each account individually. This bird’s-eye view facilitates optimization, troubleshooting, and the implementation of new strategies across multiple accounts simultaneously.
Access to Account-Level and Manager-Level Data
An MCC provides insights into both individual account performance and overall agency performance. This dual-level data access allows you to track the combined performance of all managed accounts, aiding in better business decisions, ad spend optimization, and identifying areas for improvement.
Streamlined Billing and Payments
Managing billing for multiple accounts can be complex. An MCC simplifies this by allowing you to consolidate billing under one account. This centralization facilitates transparent payment processing and financial management, enabling you to keep track of budgets, payments, and necessary adjustments more efficiently.
Team Collaboration and Access Control
MCC accounts offer robust access control features, allowing you to assign different levels of access to team members. This facilitates collaboration while maintaining control over sensitive data. For instance, you can grant permissions based on roles—whether they are account managers, media buyers, or analysts—ensuring that your team can work together without compromising security or overstepping boundaries.
Faster Account Linking for New Clients
Onboarding new clients often involves the tedious task of linking their Google Ads accounts to your management system. An MCC streamlines this process by allowing you to send an invitation to link their accounts directly. Once accepted, you're ready to manage their campaigns, eliminating the back-and-forth of sharing credentials and enabling quicker client onboarding.
How to Set Up a Google Ads Manager Account
Setting up a Google Ads Manager Account is straightforward. Follow these steps to get started:
Sign Up for a Google Ads Manager Account
Visit the Google Ads Manager Accounts page and click "Create a manager account."
Enter your business information, including your account name, country, time zone, and currency.
Agree to the terms and conditions, then click "Submit."
Link Your Client Accounts
After setting up your MCC, you can start adding client accounts by sending invitations or linking existing accounts.
To link an existing account, navigate to the "Accounts" tab, click the blue plus button, and select "Link existing account."
Enter the client’s Google Ads account ID and send the invitation.
Set Permissions
Once your client accounts are linked, manage user permissions and access levels for your team and clients.
Assign appropriate access levels, such as administrative, standard, read-only, or email-only - based on team roles.
Start Managing Campaigns
With everything set up, you can now use your MCC to manage campaigns, pull reports, track performance, and more.
Best Practices for Managing Google Ads with a Manager Account MCC
Effectively managing multiple Google Ads accounts through a Manager Account requires strategic planning and adherence to best practices. Implementing these practices ensures streamlined operations, enhanced performance, and optimal utilization of the MCC's capabilities.
Implement a Hierarchical Account Structure
Organizing your accounts hierarchically can significantly improve manageability. Consider creating sub-manager accounts (sub-MCCs) categorized by client type, geographic region, or business unit. This structure facilitates targeted management and reporting.
Example:
Top-Level MCC: Global Agency
Sub-MCC: North America Clients
Client A
Client B
Sub-MCC: Europe Clients
Client C
Client D
This approach allows for granular control and scalability as your client base grows.
Utilize Labels for Organization
Applying labels to accounts, campaigns, and ads aids in categorization and quick identification. Labels can denote account status, client industry, or campaign objectives, enabling efficient filtering and reporting.
Tips:
Use consistent naming conventions.
Regularly review and update labels to reflect current statuses.
Leverage Shared Libraries
MCCs allow for the sharing of assets across accounts, promoting consistency and efficiency.
Shared Assets Include:
Negative Keyword Lists: Prevent irrelevant traffic across multiple accounts.
Placement Exclusions: Avoid displaying ads on unwanted sites.
Remarketing Audiences: Target users who have interacted with any of your linked accounts.
Conversion Actions: Track and optimize for conversions uniformly across accounts.
Implementing shared libraries ensures uniformity and reduces repetitive tasks.
Consolidate Billing
Simplify financial management by consolidating billing for all linked accounts. This approach provides a single invoice, making expense tracking and reconciliation more straightforward.
Benefits:
Easier budget management.
Streamlined payment processes.
Enhanced financial reporting.
Ensure that each account's billing settings are correctly configured to utilize consolidated billing effectively.
Set Up Cross-Account Conversion Tracking
Implementing cross-account conversion tracking allows you to measure conversions across multiple accounts using a single tag. This setup provides a holistic view of performance and aids in comprehensive reporting.
Steps:
Create a conversion action in your MCC.
Share the conversion action with linked accounts.
Ensure proper tag implementation on relevant websites.
This practice enhances data accuracy and simplifies conversion tracking across your portfolio.
Assign Appropriate Access Levels
Managing user access is crucial for security and operational efficiency. Assign roles based on responsibilities and ensure that users have the necessary permissions without overexposure.
Access Levels:
Admin: Full access, including user management.
Standard: Can make changes but cannot manage users.
Read-Only: View access without editing capabilities.
Regularly audit user access to maintain security and compliance.
Monitor Performance with Custom Dashboards
Utilize custom dashboards within your MCC to monitor key performance indicators (KPIs) across accounts. Tailor dashboards to display metrics relevant to your objectives, such as click-through rates, conversion rates, and cost per acquisition.
Advantages:
Real-time performance insights.
Quick identification of underperforming campaigns.
Data-driven decision-making.
Regular monitoring enables prompt adjustments and continuous optimization.
Implement Automated Rules and Scripts
Automate routine tasks to enhance efficiency and reduce manual workload. Use automated rules to manage bids, budgets, and ad statuses based on predefined conditions.
Examples:
Pause low-performing ads automatically.
Increase bids for high-converting keywords.
Schedule ads to run during peak performance hours.
Additionally, implement scripts for more complex automation needs, such as generating custom reports or monitoring account anomalies.
Regularly Audit Accounts
Conduct periodic audits to ensure account health and compliance with best practices. Audits should assess campaign structures, keyword relevancy, ad copy effectiveness, and landing page performance.
Audit Checklist:
Review account settings and configurations.
Analyze performance metrics against goals.
Identify and rectify any policy violations.
Evaluate the effectiveness of targeting strategies.
Regular audits facilitate continuous improvement and optimal account performance.
Stay Informed on Google Ads Updates
Google Ads is an evolving platform with frequent updates and feature releases. Staying informed ensures that you leverage new tools and comply with policy changes.
Strategies:
Subscribe to Google Ads newsletters and blogs.
Participate in webinars and training sessions.
Engage with the Google Ads community forums.
Continuous learning positions you to adapt strategies proactively and maintain a competitive edge.
Frequently Asked Questions About Google MCC Accounts
What is an MCC in Google Ads?
MCC stands for My Client Center. It is a Manager Account that allows you to oversee multiple Google Ads accounts from one place.
Can I manage accounts with different currencies in one MCC?
No, each Manager Account supports only one currency. Choose the one that fits your primary billing needs best.
How many accounts can I manage with a Manager Account?
You can manage up to eighty five thousand accounts including other Manager Accounts, making this a highly scalable tool.
Can clients log into my MCC account?
No, clients can only access their own accounts. You can give them access through their individual Google Ads accounts, not your MCC.
Final Thoughts on MCC Google Ads Management
Using a Google Ads Manager Account, or MCC, is one of the smartest ways to stay organized when handling multiple Google Ads accounts. Whether you're managing campaigns for several clients or overseeing different business units, an MCC helps you streamline access, reporting, and overall control. It eliminates the need to log in and out of separate accounts and gives you a centralized space to manage everything more efficiently.
If you want to scale your Google Ads efforts while maintaining clarity and control, setting up and properly using a Manager Account is essential. With the right structure, tools, and best practices in place, MCC Google Ads management can save you time and help you make better decisions across all your campaigns.
Save hours of manual work, build trust and stand out from your competition.
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