How do I apply for a Google Ads agency account?

Are you looking to manage Google Ads campaigns for multiple clients? Do you want to grow your digital marketing agency or consulting business?

If so, you’ll need to get approved for an official Google Ads agency account. This allows you to create and optimize pay-per-click campaigns across the Google Search, Shopping, Gmail, YouTube, and Display Networks.

In this comprehensive guide, I’ll explain exactly how to apply for and get approved for a Google Ads agency account. You’ll learn about:

The Benefits of a Google Ads Agency Account
Google Ads Agency Account Requirements
Steps to Apply for a Google Ads Agency Account
Tips for Getting Approved
Connecting Client Accounts in Manager
Best Practices for Managing Multiple Accounts

Let’s get started!

The Benefits of Getting a Google Ads Agency Account

As a certified Google agency partner, you unlock powerful features not available to regular advertisers. These tools allow you to easily manage multiple client accounts from a centralized platform.

Here are some of the key advantages of getting a Google Ads agency account:

Access to the Google Ads Manager Account platform
Use Manager Accounts to maintain separate client billing
Track performance metrics across client accounts
Use bulk editing tools to optimize many campaigns
Single sign-on to toggle between accounts
Dedicated Google support and staff
Unlock additional Google Partners perks

As you can see, a Google agency account unlocks crucial functionality for running successful pay-per-click campaigns. It allows you to work more efficiently while demonstrating expertise through official Google certification.

Next, let’s go over the eligibility criteria.

Google Ads Agency Account Requirements

Google wants to ensure anyone managing agency accounts maintains proper credentials and expertise. Therefore, accounts are thoroughly vetted against the following standards:

Complete the individual certification for Google Ads. All account administrators must pass the exam.
Provide legitimate company information including official registration, tax information, and a business website.
Have a history of managing at least three active Google Ads accounts with decent monthly spend and performance. Provide information on current clients.
Ensure billing information is accurate and verifiable through a credit check.
Independent contractors can apply with documentation supporting your consulting business.
Agree to Google’s policies related to trademark, restrictions, destination requirements, editorial, and dynamic content.

As long you meet these baseline criteria and submit a professional application, your chances of getting approved are very good.

Let’s go through the step-by-step application process.

How to Apply for a Google Ads Agency Account

Follow this simple step-by-step process to submit your application:

Step 1: Make sure you have passed the certification for Google Ads fundamentals. Study the materials if you need to take the exam.

Step 2: Gather all required documentation including tax info, proof of legal registration, certification status, website, and current client details.

Step 3: Visit the Google Partners website and sign up for a free individual account. Complete your public profile.

Step 4: In the dashboard, click “Apply for Partner status” and select the Option for “Agencies”.

Step 5: Walk through the short application answering questions about your agency and pay-per-click experience. Provide details on current clients and accounts.

Step 6: Upload all supplemental documents needed for verification. Double check compliance.

Step 7: Read and accept Google’s terms, policies, and conditions. Then submit the completed application.

Step 8: Wait 1-2 weeks for a response on your application. Check your email and notifications within the Google Partner dashboard.

And that’s it! A well prepared application submitted by a qualified applicant has a high likelihood of approval.

Tips to Improve Your Odds of Getting Approved

Here are some tips to strengthen your application:

Carefully follow all instructions in the application process
Provide extensive documentation that meets eligibility
Have current Google Ads accounts showing decent budgets and performance
Show client diversity across different industries
Highlight marketing expertise through certifications, education, and past experience
Provide evidence of an established consulting business
Follow up if you don't hear back within two weeks

By presenting yourself as a serious, credentialed pay-per-click expert, your chances will be very strong.

Connecting Client Accounts in Google Ads Manager

Once approved for agency status, you gain access to Google Ads Manager. This interface allows you to efficiently manage multiple customer accounts.

Here is an overview of how to organize accounts:

Create a Manager account which serves as the controlling entity
Link individual client accounts to the Manager by sending an invite via email
Accept the connection requests from each customer account
Assign user roles and permissions within Manager to control access
Toggle between customer accounts using the dropdown menu
Leverage shared libraries, bulk editing, reporting, and other agency tools

With some setup, the Manager Platform lets you seamlessly switch between and control each client account. This allows you to make changes across accounts while keeping billing and permissions separate per customer.

Best Practices for Managing Multiple Accounts

Here are some top tips for agency account management:

Take the time to understand unique objectives and preferences per customer
Create customized campaign structures, ad sets, and keywords tailored to each client
Set rules and notifications to closely monitor changes in performance
Schedule monthly calls to discuss analytics, opportunities, and optimizations with clients
Document ongoing notes and learnings within each individual account
Send recaps and reporting at consistent intervals based on agreements
Follow Google’s recommendations and industry standards to avoid policy violations
Develop clear contracts defining your agency relationship, roles, and responsibilities

By taking a methodical approach to operating agency accounts, you can provide quality service while scaling your client base.

Conclusion

A Google Ads agency account unlocks higher certification and critically important management platforms tailored for consultants and digital marketing agencies.

As long as you thoroughly prepare your application and meet the eligibility requirements, your chances of getting approved are very high.

With agency status, you can demonstrate pay-per-click mastery while efficiently managing extensive campaigns across multiple clients. This allows you to grow your agency business by providing quality service guided by industry best practices.

I hope this guide gives you clarity on applying for and making the most of Google Ads agency accounts!

Last updated 1 year ago