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When does it make sense to have separate Google Ads accounts? (different countries)
Hi all! We’re currently running ads in 3 languages out of one account. Each language targets a few different countries, with no overlap between them.
Our CEO would like to see each of these language groups moved into its own account. The most convincing argument he made for me was that it’s a safeguard. Since we have different people managing each language, this leaves less room for someone to accidentally edit someone else’s campaigns.
We’ve recently started working with a consultant and he suggests taking it a step further, by identifying our top 5-7 countries (the markets that are our highest priorities) and giving each of them its own account. He suggests this for easy control over the budget for each market and at-a-glance understanding of the performance of each market.
As one of the people managing our account on a daily basis, I wonder how having separate accounts might impact my workflow. I also feel like this goes against what Google is always telling us, which is to consolidate things wherever possible to give the machine learning more data.
All of our ads point to the same website, translated, and any future accounts would have the same billing set up.
I’m not opposed to moving forward with his plan, I just wonder if it will benefit us, or if there are consequences I’m not aware of. When is it actually necessary/beneficial to have multiple accounts?
Thank you!
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1 Reply
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I understand the CEOs point of view, and if it’s different people from different locations/teams managing the same account, then it makes sense to have separate accounts per language. One example: someone can inadvertently add a negative keyword/callout extension/structured snippet at account level, and that would mess up the ads.
However, if you’re the only one managing everything, splitting into multiple accounts is an unnecessary hassle.
I would say either keep it as is or go with the CEO’s suggestion. Just bear in mind if you are going to create multiple accounts, you’ll have to rebuild tracking for each one.
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Generally we only do a new ad account when one of two things come up:
1. It’s a different website for a brand and we want to be clear which ad account is for which site… each site could be for a different country. Similar to the language reason. Mistakes like the CEO mention do happen.
2. Top countries/regions get their own ad account. Often times we will do a USA, Europe and APAC ad accounts. This lets us understand buying patterns and localize a lot of campaigns… even in the ecom world. If a brand is not based out of the USA, their own home country usually gets its own ad account because ad spend will be high and has enough data to make it work.We work primarily with ecom and SaaS brands. Breaking out top countries/regions into their own ad account works really well when you are trying to scale up. Google will just try to spend campaign budget evenly across multiple countries that have location targeting set in one campaign, which means you can easily be under spending in a country and not even know it. Plus you can localize ad copy better when you break up ad accounts by region.
Just setup a [Manager Account](https://support.google.com/google-ads/answer/6139186?hl=en) and move tracking and a lot of ad account functions to the Manager Account level. Then all settings can just apply to each ad account you set up under the Manager Account. For example you can [share audiences](https://support.google.com/google-ads/answer/9659479?hl=en) from a Manager Account to the sub-accounts or you can do [cross-account conversion tracking](https://support.google.com/google-ads/answer/3030657).
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Yeah I would split the accounts by country and put them all in a MCC. Especially if different people are gonna be on the account.
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If you have different ad managers for each country it makes perfect sense to separate them, there is really not much downside. It’ll give you better control over cost centres, management, and reporting.
If not for the multiple managers there’s not much benefit really unless it’s for accounting purposes, e.g. if you have different company divisions for each geographic market.
Just keep in mind that there will be some more overhead to set this up and maintain it but you can use a top-level manager account to simplify things like billing, audiences, conversion tracking, etc.
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