Permission levels, accesses and best practices in Google Ads

It is very important to be clear about the levels of access to the Google Ads account if you are not going to work alone. As an agency, we have had to solve many times problems generated by the access’s level: A client who is not able to remove his own payment method, introduced by a previous agency that does not respond to emails; not being able to add new users because the administrator’s email no longer exists, etc.

We are going to give you a short summary of the access levels and the best tips to avoid problems.

There are 5 different access levels in Google Ads:

• E-mail only: You only receive reports and notifications to the mail.
• Billing: View and edit data or reports related to billing.
• Read-only: This user can see everything in the account but not change anything.
• Standard: You can see what’s in the account, edit campaigns and billing; but you cannot access, unlink or link accounts with MCCs.
• Administrative: Complete control over the account, also in relation to interactions with an MCC.

Now, if we are in our Google Ads account and we go to Tools in the upper right part of the screen, in Settings we will see the Access and Security option (keep in mind that these translations change over time and are not uses the same term in North America as in other English-speaking countries).

Here in Users is where we can add new users by clicking on the white + icon on a blue background. You will have to enter the email, select the access level and if you want to receive some extra emails; and this person must accept the invitation from their email inbox.

Delete users: You have this option on the same screen, in the right column of the users already added.

Better practices

1. Make sure you have a recovery email or phone from your Google account. As a secondary option you can have two emails added to the Google Ads account; but it is essential that you make sure to maintain access in both accounts to be able to access at any time.
2. Make sure to use that email safely, that is: do not use it for offers or store promotions and, as has always been said, do not enter it on web pages that do not seem secure. Almost better if it is exclusively to work with Google Ads.
3. Agree with the agency or freelancer if, once the contract or agreement is finalized, they can give you direct access to the account.
4. Make sure to withdraw their access if you already have your payment method secured.
5. If the agency or freelancer refuses, you can recover your Google Ads account by contacting the official support. You can find more details in this article: Recover your Google Ads account.
6. Be aware of the problems giving Standard access to an inexperienced person can cause. Try Read Only mode first until you are sure.
7. In the same way, be aware that a person with greater access can modify your budgets or even withdraw your access.

Are you experiencing any of these issues? We can help you.