Managing one Google Ads account is a challenge in itself—but managing multiple client accounts? That’s a whole new level of complexity. From campaign oversight and billing to performance tracking and communication, PPC specialists and digital marketers must juggle multiple moving parts across different businesses, goals, and timelines.
In this post, I’ll show you how to streamline your Google Ads management process—whether you’re an agency owner, freelancer, or PPC manager—with tools, best practices, and proven strategies.
Why Managing Multiple Accounts Can Be Overwhelming
Before diving into the solutions, let’s acknowledge the common struggles:
- Multiple logins across different accounts waste time and increase the risk of errors.
- Inconsistent reporting formats make it hard to compare performance across clients.
- Billing confusion when managing several payment methods or budgets.
- Difficulty in scaling operations while maintaining quality and transparency.
That’s where Google’s tools like Google Ads Manager Account (MCC) come in, alongside smart systems and workflows.
Step 1: Use a Google Ads Manager Account (MCC)
Google Ads Manager Accounts (formerly My Client Center or MCC) are built for managing multiple ad accounts from a single login. If you’re not already using one—create it now.
Benefits of an MCC:
- One login, multiple accounts: Easily switch between clients.
- Centralized reporting: View and compare account metrics in one place.
- Better team collaboration: Share access without sharing passwords.
- Easier client onboarding: Link or create new accounts under your umbrella.
To set one up, go to https://ads.google.com/home/tools/manager-accounts/
Step 2: Standardize Campaign Naming & Structure
Create naming conventions across all accounts to make it easier to manage and report.
Example convention:[Client]-[Objective]-[Location]-[Network]
So instead of a vague campaign name like “Campaign #3”, use:DentalNYC-LeadGen-NY-Search
This helps when you’re analyzing dozens of campaigns at scale.
Step 3: Use Google Ads Editor for Bulk Changes
The Google Ads Editor is a free offline tool that lets you make bulk changes quickly across campaigns and even multiple accounts. Ideal for:
- Bulk pausing/activating ads
- Duplicating campaigns
- Editing ad copy at scale
- Exporting/importing data for analysis
If you handle 5+ clients, this tool is a lifesaver.
Step 4: Create Automated Rules and Alerts
Use automated rules to manage repetitive tasks like pausing low-performing ads or increasing budget during high-performing periods. Some ideas:
- Pause keywords with low CTR or high CPA
- Increase budget if conversions exceed a target
- Notify yourself if CPC spikes suddenly
Combine this with custom alerts in Google Ads and Google Analytics for performance fluctuations.
Step 5: Centralize Reporting with Dashboards
Instead of creating reports manually for each client, use tools like:
- Looker Studio (formerly Data Studio): Connect multiple accounts for visual, real-time dashboards
- Supermetrics or Funnel.io: For advanced data aggregation from Google Ads, Analytics, Facebook, etc.
- Google Sheets with Google Ads API: For custom automations and summaries
Clients love transparent reporting. It also saves hours every month.
Step 6: Streamline Client Communication
Managing multiple clients also means more emails, updates, and calls. Use systems:
- Create shared folders (Google Drive, Notion, ClickUp) with reports, creatives, and logs.
- Use weekly/monthly update templates to send consistent summaries.
- Set clear boundaries and response windows—not every client should have 24/7 access.
Automation tools like Slack integrations, Gmail templates, and Calendly links also help.
Step 7: Monitor Billing and Access
When managing client budgets, transparency is key.
- Make sure clients retain payment control, or use separate billing profiles if you manage payment.
- Regularly audit user access levels for security.
- Use Google’s Billing Transfer feature if switching MCCs.
A billing or access mistake can lead to account suspension—stay vigilant.
Final Thoughts: Systematize and Scale
Success in managing multiple Google Ads accounts comes down to systems, structure, and smart tools. The better your process, the more you can scale without sacrificing quality.
If you’re struggling with overwhelm or inefficiency, start by:
- Setting up an MCC
- Streamlining naming and reporting
- Leveraging automation and dashboards
As a Google Partner and someone who’s managed 100+ accounts, I can confidently say: once you have a process in place, managing 10 accounts can feel easier than managing 2.
🚀 Need Help Managing or Auditing Your Google Ads Accounts?
I help agencies, freelancers, and business owners streamline their Google Ads operations and improve ROI. Contact me here or check out my Upwork services.
