Everything You Need to Know About Agency Ad Accounts

An agency ad account is a dedicated platform where marketing agencies manage multiple clients’ ad campaigns across various advertising networks, such as Google Ads, Facebook Ads, LinkedIn, and more. These accounts enable streamlined collaboration, consolidated billing, and strategic management of ads at scale, making it easier to optimize campaigns for maximum performance.

Unlike individual business ad accounts, agency ad accounts offer advanced features that benefit both agencies and clients. These features include access to partner tools, cross-account reporting, and seamless switching between campaigns. Agencies gain better control over budgeting, targeting, and reporting by housing all campaigns under a single account system.

Why Do Agencies Use Ad Accounts?

Agencies use specialized ad accounts to eliminate inefficiencies and streamline advertising processes. Some key advantages include:

Centralized Campaign Management: Handle multiple ad accounts from one platform, saving time and reducing the complexity of juggling multiple client credentials.

Consolidated Billing: Manage financials from one place and simplify invoicing with one monthly statement for all clients.

Performance Monitoring at Scale: Monitor KPIs across multiple clients without switching between accounts.

Access to Advanced Features: Unlock tools and insights, such as audience management, A/B testing, and budget forecasting, not always available to individual users.

Types of Agency Ad Accounts Available

Depending on the platform, agencies can access specialized account structures. Below are some common types:

Google Ads Manager Account

Formerly known as My Client Center (MCC), Google Ads Manager enables agencies to manage multiple Google Ads accounts from one interface. It offers shared reporting tools, automated rules, and cross-account conversions.

Facebook Business Manager Account

This tool gives agencies the ability to manage Facebook and Instagram ad campaigns simultaneously. Agencies can assign roles and permissions, access analytics dashboards, and manage multiple client ad accounts and pages from one space.

LinkedIn Campaign Manager

LinkedIn provides advanced targeting options through Campaign Manager. Agencies can set up Lead Gen Forms, sponsored content, and message ads, while also managing access to multiple LinkedIn pages and clients in one place.

Amazon Advertising Console

Agencies working with e-commerce clients use Amazon’s Advertising Console to manage sponsored product ads, display ads, and Amazon DSP campaigns.

Setting Up an Agency Ad Account: A Step-by-Step Guide

To get started with an agency ad account, follow these essential steps:

1. Create the Agency Account

Visit the respective platform's site (e.g., Google, Facebook, or LinkedIn) and select the option to create an agency or business manager account. Ensure that the agency’s primary email address is used to avoid disruptions in access.

2. Link Client Accounts

Each platform requires client permission to manage their ad accounts. Send an invitation or request to link client accounts via the platform’s internal interface. On platforms like Google Ads Manager, clients will need to approve the request within their accounts.

3. Assign Roles and Permissions

Once client accounts are connected, assign roles to team members to ensure smooth collaboration. Platforms like Facebook Business Manager allow role-based access (e.g., admin, analyst, or advertiser).

4. Set Up Billing and Invoicing

Enable consolidated billing to manage payments efficiently. For example, Google Ads offers invoicing options that allow agencies to receive a single invoice covering all managed accounts, which simplifies payment reconciliation.

5. Organize Campaigns Using Labels or Folders

Many platforms allow agencies to organize campaigns by client or project. Using campaign labels or separate folders ensures efficient tracking and reporting.

Best Practices for Managing Agency Ad Accounts

Proper management of ad accounts is essential to maintain client trust and optimize performance. Below are proven strategies for successful account management:

1. Prioritize Transparent Reporting

Clients expect clear performance metrics. Use platforms like Google Data Studio to create real-time dashboards that track key metrics such as click-through rate (CTR), conversion rate, and cost-per-acquisition (CPA).

2. Optimize Campaigns Using Data-Driven Insights

Analyze performance reports regularly to make informed adjustments. Utilize A/B testing to experiment with different ad creatives, bidding strategies, and audience segments. Platforms like Facebook provide built-in tools to test campaign variations effectively.

3. Ensure Compliance with Advertising Policies

Stay up to date with advertising policies to avoid penalties. Platforms regularly update their policies, and non-compliance can lead to account suspension or restricted ad reach. Agencies should review updates frequently to avoid disruptions.

4. Manage Budgets Effectively

Use budget caps and automated rules to avoid overspending. Platforms like Google Ads offer spend forecasting tools to estimate future ad expenses and avoid budget depletion mid-campaign.

5. Leverage Automation for Efficiency

Platforms such as Google Ads provide automated features like Smart Bidding and automated rules to optimize bids and reduce manual work. This ensures campaigns remain competitive, even without continuous oversight.

Potential Challenges and How to Overcome Them

Managing multiple ad accounts can present challenges. Here are some common issues and solutions:

Disorganized Campaign Structures: Use consistent naming conventions and labels to keep campaigns organized and easy to navigate.

Client Communication Gaps: Establish regular reporting schedules to keep clients informed. Use tools like Slack or Monday.com for real-time communication.

Account Access Issues: Always maintain backup administrators to prevent access issues if the primary admin becomes unavailable.

Tracking Pixel Errors: Regularly audit tracking pixels to ensure data accuracy for performance reporting.

How Agency Ad Accounts Benefit Clients

Using an agency-managed ad account provides numerous advantages for clients:

Expert Campaign Management: Clients benefit from the agency’s expertise in running high-performing campaigns.

Improved Performance Tracking: Agencies monitor key metrics in real-time and quickly make adjustments to maximize ROI.

Cost Savings through Efficiency: Agencies leverage advanced tools and automation, reducing wasteful ad spend.

Conclusion

Agency ad accounts offer unmatched benefits for both agencies and their clients by providing enhanced campaign management, performance tracking, and cost-efficiency. By consolidating ad operations, agencies can ensure smoother workflows, better collaboration, and more impactful results. If you are managing multiple advertising campaigns, setting up an agency ad account is essential for scaling efficiently and delivering consistent value to your clients.