By: Jyll Saskin Gales, Google Ads Coach

Do you own multiple businesses? Are you wondering how to structure your Google Ads accounts effectively? This is a common question, and the answer might surprise you. While it might seem simpler to manage everything within one account, there are compelling reasons to consider separate accounts for each business.

This matters because the right account structure can significantly impact your billing, campaign management, and even your ability to comply with Google Ads policies. Understanding the nuances can save you headaches down the road.

In this post, we'll explore:

• Why I recommend separate Google Ads accounts for separate businesses
• The benefits of using an MCC to link your accounts
• Potential policy considerations for businesses in related fields
• How to determine the best approach for your specific needs

 See also: how to structure a Google Ads account when your business has multiple locations

Separate Businesses, Separate Google Ads Accounts: Why It Matters

The most compelling reason to use separate Google Ads accounts for each business is billing. Each business likely has its own profit and loss statement (P&L), and maintaining clear financial separation is crucial. Individual accounts make it easy to track ad spend and allocate budgets (and billing) appropriately.

The Power of MCC: Linking Your Accounts

If you opt for separate accounts, consider using a Manager account, also called an MCC, to link them together. This provides a centralized dashboard to manage multiple accounts, offering several benefits:

• Streamlined Management: Access all your accounts from one central view, simplifying tasks like reporting and user access control.
• Performance Comparisons: Easily compare performance across different accounts to identify trends and optimize your overall strategy.
• Policy Compliance: For businesses in related fields, an MCC can help prevent unintentional policy violations; for example, avoiding double serving.

Navigating Related Businesses and Policy Considerations

If your businesses operate in similar industries, you might encounter situations where your ads compete against each other or appear simultaneously in search results. An MCC can help you manage this by allowing you to:

• Monitor Competition: Identify potential conflicts and adjust your bidding or targeting to avoid unnecessary competition.
• Control Messaging: Ensure your ads are distinct and offer unique value propositions to avoid confusing potential customers.

However, if your goal is to dominate the search results page with multiple ad results, you might choose not to link your accounts. In this case, it's crucial to adhere to Google Ads policies to avoid account suspension or other penalties.

Finding the Right Solution for You

The best approach depends on your unique circumstances. Consider these factors:

• Business Structure: Are your businesses legally separate entities with distinct financial reporting?
• Industry and Competition: Do your businesses operate in related fields?
• Advertising Goals: Do you want to maximize visibility across multiple brands or maintain clear separation?

By carefully evaluating these factors, you can determine the optimal Google Ads account structure to support your business goals.

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