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Create New Google Ads Account

1. Objective

The objective of this Standard Operating Procedure (SOP) is to provide a step-by-step guide for creating a new Google Ads account for a client accurately and efficiently. This SOP ensures that all critical foundational settings (billing, time zone, currency) are configured correctly from the start and that the account is set up in “Expert Mode” to allow for full control, avoiding the limitations of default Smart Campaigns.

2. When to Use this SOP

This procedure is to be used when:

  • A client is a new business and has never had a Google Ads account before.
  • A client wishes to create a separate account for a new product line or market, distinct from their existing accounts.

Do NOT use this procedure if a client already has an account and only needs to grant the agency access.

3. Responsible Parties

  • Account Manager / Project Lead: Responsible for gathering all required information and communicating with the client.
  • Ads Specialist / Technical Specialist: Responsible for executing the technical steps of account creation.

4. Prerequisites

Before beginning, the Account Manager must collect and confirm the following information from the client in writing (e.g., via email):

  • [ ] Email Address for Account Ownership:
    • Preferred Method: The client provides a Google account email address (Gmail or Google Workspace) that they own. The client will be the account owner, and the agency will be granted management access. This ensures transparency and security for the client.
    • Alternate Method: If the client does not have a suitable email, the agency may create a new one (e.g., clientname.ads@gmail.com) and hand over the credentials to the client upon completion.
  • [ ] Business Information: Legal business name, address, and phone number.
  • [ ] Advertising Website: The official website URL.
  • [ ] UNCHANGEABLE SETTINGS:
    • Billing Country: (e.g., United States, Singapore, etc.)
    • Time Zone: (e.g., (GMT-05:00) Eastern Time, (GMT+08:00) Singapore Time)
    • Currency: (e.g., US Dollar ,SingaporeDollarS)
    • Warning: Emphasize to the client that these three settings are permanent and CANNOT be changed after the account is created.
  • [ ] Payment Method: Determine who will be responsible for ad spend payments.
    • If the client will pay: Be prepared to guide the client on how to securely enter their credit/debit card information themselves.
    • If the agency will pay: Have the agency’s payment information ready.

Step-by-Step Procedure

The Ads Specialist will perform the following steps:

Step 1: Navigate to the Google Ads Homepage

  • Open a web browser and go to: https://ads.google.com
  • Click the “Start now” button.
  • Sign in using the Google account designated in the Prerequisites.

Step 2: Bypass the Smart Campaign Creation Flow

  • Google will immediately try to guide you through a simplified campaign setup. DO NOT enter any information here.
  • Look for a small link at the bottom of the page that says: “Are you a professional marketer? Switch to Expert Mode.” Click this link.
  • This is the most critical step. Expert Mode provides full access to all campaign types, settings, and tools.

Step 3: Create an Account Without a Campaign

  • After switching to Expert Mode, Google will again prompt you to select a goal and create a campaign.
  • Once again, bypass these options. Look for the small link that says: “Create an account without a campaign.”
  • This allows us to create an empty account “shell,” which we can then strategically build campaigns in later.

Step 4: Confirm Business Information

  • You will now see a confirmation screen for the permanent settings. Based on the information gathered in the Prerequisites, CAREFULLY TRIPLE-CHECK each item:
    • Billing Country: (Confirm it matches the client’s country)
    • Time zone: (Confirm it matches the client’s time zone)
    • Currency: (Confirm it matches the client’s currency)
  • Click “Submit.”

Step 5: Finalize and Explore Your Account

  • After submitting, you will see a confirmation message. Click “Explore your account.”
  • You are now in the main dashboard of the new Google Ads account.

Step 6: Set Up Billing

  • In the account dashboard, navigate to “Tools & Settings” > “Billing” > “Summary” or “Settings.”
  • Follow the appropriate workflow:
    • Workflow 1 – Client Enters Info (Preferred):
      1. The Account Manager invites the client’s email to the account with “Admin” access.
      2. Guide the client (via call or instructions) to log in and enter their own payment details. This is the most secure method.
      3. Ensure they set the Account Type to “Organization” and enter any required tax information.
    • Workflow 2 – Agency Enters Info:
      1. Select the agency’s payment profile or create a new one.
      2. Fill in the required payment details.

Step 7: Link the Account to the Agency MCC

  • The Ads Specialist must copy the new account’s Customer ID (formatted as xxx-xxx-xxxx) from the top right corner of the screen.
  • Log into the agency’s MCC (My Client Center / Manager Account).
  • Navigate to the “Accounts” section > Click the + button > Select “Link existing account.”
  • Paste the Customer ID and send the request.
  • Log back into the client’s new account, navigate to “Tools & Settings” > “Access and security” > “Managers” tab, and “Accept” the linking request from the agency’s MCC.

Post-Creation Checklist

After completing the steps above, the Ads Specialist must perform the following checks to ensure the account is ready for campaign setup:

  • [ ] Verify MCC Connection: Confirm that the new account is visible and accessible from the agency’s MCC dashboard.
  • [ ] Review User Permissions: Double-check that the client’s email has Admin access and other users have appropriate permission levels.
  • [ ] Link Google Analytics 4: Navigate to “Tools & Settings” > “Linked accounts” and link the correct GA4 property. Ensure “Google signals” is enabled in GA4 and “auto-tagging” is enabled in Google Ads.
  • [ ] Link Google Merchant Center: (For E-commerce clients) Link the account in the same “Linked accounts” section.
  • [ ] Plan Conversion Tracking Setup: Begin planning and implementing primary conversion actions (this is a separate SOP).
  • [ ] Confirm Billing is Active: Check the Billing section to ensure the payment method has been accepted and is active.

Best Practices & Pitfalls to Avoid

  • Pitfall #1: Getting Stuck in Smart Mode. Always look for the “Switch to Expert Mode” link. If you accidentally create a Smart Campaign, pause it immediately and proceed with building proper campaigns.
  • Pitfall #2: Incorrect Timezone/Currency. This mistake is irreversible and can cause major reporting and billing issues. Always get written confirmation from the client before creation.
  • Best Practice – Account Ownership: The client should always be the owner of the root Google account. This builds trust and simplifies the process if the client-agency relationship ends. The agency should only have access via the MCC.
  • Best Practice – Management: NEVER manage a client’s account by logging in directly with their email and password. Always use the agency MCC for centralized, secure, and professional management.

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