Account & management
Google Ads Account: Creation, Management & Best Practices
From creating your account to advanced settings: everything you need to know to manage a Google Ads account properly.
Create a Google Ads account: step by step
Creating a Google Ads account takes 5 minutes. But how you configure it from the start determines your results for months. Here's the procedure we recommend.
Go to ads.google.com
Use a Google account dedicated to your business (not your personal Gmail). Click 'Get started'.
Switch to Expert Mode immediately
Google will push you toward Smart Mode (Smart Campaign). Ignore the wizard and click 'Switch to Expert Mode' at the bottom of the screen. This is critical.
Create an account without a campaign
Select 'Create an account without creating a campaign'. You'll set up your first campaign properly once the account is configured.
Configure basic information
Time zone, currency (USD), billing information. Warning: the time zone cannot be changed later.
Install tracking
Before launching any campaign, install the Google Ads tag (preferably via GTM) and configure your conversions. Without tracking, you're spending blind.
Common mistake
Most businesses create their account through Google's wizard, which puts them directly in Smart Mode with an automatic campaign. Result: budget spent without control for weeks before realizing it. Switch to Expert Mode from the start — always.
Expert Mode vs Smart Mode: a colossal difference
Google offers two interfaces for managing your account. Smart Mode simplifies everything — but sacrifices control. Expert Mode gives access to every feature.
| Feature | Smart Mode | Expert Mode |
|---|---|---|
| Campaign types | Smart Campaigns only | Search, Display, Shopping, PMax, YouTube, Demand Gen |
| Keywords | Automatic themes | Precise selection + match types |
| Negative keywords | Not available | Unlimited — essential to avoid waste |
| Bidding | 100% automatic | Manual or automatic (CPA, ROAS, Maximize) |
| Ad extensions | Limited | All (sitelinks, callouts, price, images, etc.) |
| Reporting | Basic (clicks, calls) | Full (dimensions, segments, attribution) |
| Audiences | Not available | Remarketing, In-Market, Custom, Lookalike |
| Scripts / API | Not available | Full access |
Our position
Smart Mode is not suited to any serious professional situation. It's designed so businesses spend budget with minimal effort — but without the control needed to optimize. Expert Mode is the only mode that allows precise campaign management.
Account structure: campaigns, ad groups, ads
A Google Ads account is organized in three hierarchical levels. Understanding this structure is fundamental to creating high-performing campaigns.
Account
The top level. Contains your billing info, general settings (timezone, currency), and all user access. One account = one business (except for MCC).
Campaigns
Each campaign has its own budget, geographic zone, type (Search, Display, etc.), and bidding strategy. Segment by business objective: one campaign for lead gen, another for awareness.
Ad groups
Inside each campaign, ad groups cluster thematically related keywords and ads. Golden rule: one group = one search intent.
Ads + keywords
Each group contains 2-3 ads (text, responsive) and a list of target keywords. Ads must be ultra-relevant to the group's keywords to maximize Quality Score.
Google Ads billing and payment
Google Ads offers several payment methods. The default is automatic payments: Google charges your payment method when you hit a threshold or at the end of the month.
Automatic payments
DefaultGoogle charges when you reach the billing threshold ($500, $1,000, etc.) or on the 1st of the month. This is the default and most common method.
Monthly invoicing
By eligibilityMonthly invoice payable by bank transfer within 30 days. Reserved for accounts spending $5,000+/month for at least a year.
Accepted cards
Payment methodsVisa, Mastercard, American Express. You can also register a bank account for direct debit — recommended to avoid card declines.
Invoices and tax
AccountingInvoices are available in the Billing tab. Google invoices vary by country and tax rules. Ensure your tax ID is properly registered.
Watch out for payment declines
If your card is declined, Google suspends your campaigns immediately. Suspended campaigns lose their algorithmic learning history. To avoid this: use direct debit or keep a backup card registered.
MCC: managing multiple Google Ads accounts
MCC (My Client Center), also called a manager account, lets you oversee multiple Google Ads accounts from a single interface. It's the standard tool for agencies and multi-brand companies.
Consolidated view
View performance across all accounts in one dashboard. Compare metrics between accounts, spot anomalies quickly.
Centralized management
Apply changes to multiple accounts simultaneously: labels, scripts, shared negative keyword lists, bidding strategies.
Grouped billing
Option to centralize billing for all sub-accounts on the MCC. Practical for agencies managing billing for clients.
Hierarchical access
MCC can contain other MCCs (tree structure). Each sub-account keeps its autonomy — MCC only supervises.
Security and access management
A Google Ads account manages real advertising budget. Security is not optional. Here are best practices for protecting your account and controlling access.
Mandatory 2FA
CriticalEnable two-factor authentication on the associated Google account. It's the first line of defense against unauthorized access.
Access levels
ImportantGoogle Ads offers 5 levels: email only, read only, standard, admin, account admin. Apply the principle of least privilege.
User audit
ImportantRegularly check the user list under Settings > Account access. Immediately remove access for former team members.
Account ownership
CriticalALWAYS be the owner (admin) of your account. If an agency creates your account, insist on being the main admin.
Billing alerts
RecommendedSet up email alerts when spending exceeds a threshold. Unauthorized access is often detected through abnormal charges.
Change history
RecommendedReview the change history under Tools > Change history. Every action is logged with the user, date, and details.
What we do at IOquery
When we take over a Google Ads account, the client always remains the admin owner. We request "standard" or "admin" access via MCC — never account ownership. If the collaboration ends, you revoke our access in one click and keep all your history.
Go further
Explore our detailed guides on every aspect of creating and managing a Google Ads account.
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