Account Ownership Models for Agencies
There are two main models for how agencies manage client Google Ads accounts. First, the client owns the account and grants the agency access as a manager. Second, the agency creates an account under its own name to run ads on behalf of a client. The first model is generally preferred because the account remains in the client's name and under their ownership.
The ownership model determines who needs to complete verification. If the account belongs to the client, verification must be completed using the client's identity. If the account belongs to the agency, verification is completed with the agency's identity. Confusion about this distinction often causes complications during the verification process.
- Define and document the account ownership model for each client.
- Ensure clients understand that accounts must be verified with their own identity.
- Keep documentation of client consent for any existing access arrangements.
- Use a Google Ads Manager Account to manage multiple accounts efficiently.
- Audit account ownership periodically to confirm accuracy.
How Agencies Identify Themselves in the Verification Form
When completing the business operations verification form, an agency must be honest about its role. Google provides an option to identify yourself as an agency managing an account on behalf of a client. Selecting this option and completing the information accurately is the compliant approach for this situation.
Information to prepare when filling out the form as an agency includes: the agency's name and contact information, the client's business information whose ads are being managed, and an explanation of the working relationship between the two parties. All information must be accurate and verifiable.
Managing Verification Across a Large Client Portfolio
Agencies with many clients need a system to track the verification status of each account. Create an internal spreadsheet or database that records the verification status, submission date, documents used, and document expiry dates for every account you manage.
Communicate with clients well in advance of any verification deadline. The process of collecting documents from clients — especially official business documents — often takes longer than expected. Build an onboarding process that includes gathering verification documents from the very start of the working relationship.
Agency Responsibility for Client Compliance
Agencies that manage client accounts share responsibility for the compliance of those accounts. The ad content you create, the strategies you implement, and the changes you make to a client's account must all comply with Google Ads policies. Ensure your entire team understands and follows the latest policies.
Document all strategic decisions and campaign changes you make for clients. If a client account ever encounters a problem, this record helps you and the client understand what happened and how to resolve it. It also protects your agency's reputation.
Ending a Client Relationship Professionally
When a working relationship with a client ends, ensure the offboarding process is handled cleanly. Revoke the agency's access from the client's account and make sure the client has full control. Leave the account in good order with documented campaigns and accurate information.
Do not delete historical campaign data or make harmful changes during the offboarding process. The account and all its data belong to the client, not the agency. A professional exit preserves your agency's reputation and prevents disputes down the line.