Google Ads Access Guide: How Clients Grant Agency Permissions

Google's Unique Multi-Product Challenge

Google isn't just one platform—it's an entire ecosystem. When you need client access, you're often dealing with:

Each has its own access system, and clients often confuse them. This guide focuses specifically on Google Ads, but we'll also cover how the Google ecosystem connects.

Understanding Google Ads Account Structure

Before requesting access, understand the hierarchy:

MCC (Manager Account)

├── Client Account 1

├── Client Account 2

└── Client Account 3

Pro Tip: As an agency, you should have your own MCC. All client accounts are then linked under your manager account for centralized management.

The Manual Way: Step-by-Step Client Instructions

Option 1: Linking to Your Agency's MCC (Recommended)

This is the cleanest approach. The client links their account to your manager account, and you manage everything from one dashboard.

#### Step 1: Get Your Agency's MCC ID

#### Step 2: Send Your Client These Instructions

Have your client follow these exact steps:

Option 2: Direct Email Invitation

If your client prefers, you can send an email invitation:

Google Ads Permission Levels Explained

Google Ads has more granular permissions than most platforms:

| Admin | ✅ | ✅ | ✅ | ✅ | ✅ | Full account management |

| Standard | ✅ | ✅ | ❌ | ❌ | ✅ | Campaign management (recommended) |

| Read-only | ❌ | ❌ | ❌ | ❌ | ✅ | Reporting and monitoring |

| Email-only | ❌ | ❌ | ❌ | ❌ | ✅ | Notifications only |

Common Google Ads Access Issues (And Fixes)

Issue 1: "Account Already Linked to Another Manager"

The Problem: Google allows only one manager account link per client account. If the client's previous agency never removed their link, you can't link yours.

Solution:

Issue 2: Wrong Customer ID Format

The Problem: Google Ads Customer IDs are 10 digits with hyphens (123-456-7890), but clients often omit the hyphens or provide the wrong number.

Solution:

Issue 3: Invitation Never Arrives

The Problem: Email invitations end up in spam, or the client uses a different email address than their Google Ads login.

Solution:

Issue 4: "You Don't Have Permission to View This Account"

The Problem: You received access, but can't see certain accounts or features.

Solution:

The Google Ecosystem Advantage

One of Google's unique features: single OAuth for multiple products.

With Agency Access Platform, when a client authorizes Google, they can grant access to 8 products at once:

This hierarchical access is impossible with other platforms—each requires separate authorization.

Security Best Practices for Google Ads Access

For Agencies:

✅ Do:

❌ Don't:

For Clients:

✅ Do:

❌ Don't:

Pro Tips for Smoother Google Ads Onboarding

1. Create a Client Access Spreadsheet

Track all client access in one place:

2. Standardize Your Request Process

Create an email template:

Subject: Google Ads Access Request - [Client Name]

>

Hi [Client Name],

>

To launch your Google Ads campaigns, I need access to your account. Please follow these steps:

>

1. Log into ads.google.com

2. Click Tools & Settings (wrench icon) → Account link → Manager account

> 3. Enter our MCC ID: 123-456-7890

> 4. Select Standard access level

5. Click Send request

>

This typically takes 2-3 minutes. I'll receive a notification once complete.

>

Thanks!

3. Use the Developer Token

When you set up your MCC, apply for a Google Ads Developer Token. This is required for:

4. Test Access Immediately

Once the client grants access:

Scaling Your Agency: Beyond Manual Google Ads Access

As you grow from 10 to 100 clients, consider:

Key Takeaways

Ready to streamline Google Ads onboarding? [Start your free trial](/pricing) and get client access in 5 minutes, not 3 days.

*Need help with other Google products? Read our guides for [GA4 access](/blog/ga4-access-agencies) and [Google Tag Manager access](/blog/gtm-access-guide).*