Managing multiple Google Ads accounts for B2B clients can be both rewarding and challenging. B2B advertising involves long sales cycles, niche targeting, and campaigns tailored for specific industries or decision-makers. When managing several accounts simultaneously, efficiency and precision become critical to ensuring high performance across the board.
Whether you’re an agency handling multiple B2B clients or an in-house marketer overseeing various campaigns for different divisions, having a robust system in place can save time, reduce errors, and improve results. In this article, we’ll explore best practices for managing multiple B2B Google Ads accounts, from setting up account structures to optimizing workflows and tracking performance.
1. Use Google Ads Manager Accounts
The first step in managing multiple Google Ads accounts efficiently is to consolidate them under a Google Ads Manager Account (formerly known as MCC, My Client Center).
Benefits of a Manager Account:
- Centralized Access: View and manage all accounts from a single dashboard.
- Seamless Switching: Navigate between accounts without logging in and out.
- Streamlined Billing: Consolidate invoices for all managed accounts.
- User Permissions: Assign specific roles to team members based on their responsibilities.
- Cross-Account Performance Reports: Analyze performance metrics across multiple accounts in one place.
Pro Tip: If you’re managing B2B accounts for different industries, organize them by vertical or priority to streamline navigation.
2. Standardize Account Structures
Consistency is key when managing multiple accounts. A standardized account structure helps you replicate successful strategies and quickly identify areas for improvement.
Elements to Standardize:
- Campaign Naming Conventions:
- Use descriptive names like “[Client Name] – [Product/Service] – [Campaign Type].”
- Example: “ClientABC – SaaS Lead Gen – Search.”
- Ad Group Structure:
- Group keywords by themes or buyer intent for clarity.
- Example: For a B2B software client, have separate ad groups for “Project Management Software” and “Collaboration Tools.”
- Ad Copy and CTAs:
- Use templates for similar campaigns across accounts, tailored to each client’s tone and goals.
- Conversion Tracking:
- Ensure uniform tracking setups for lead forms, phone calls, and other key actions.
Pro Tip: Create a playbook or checklist that outlines your standardized structures, ensuring consistency across all accounts.
3. Prioritize Keyword Research and Segmentation
Effective keyword management is crucial in B2B campaigns, where targeting niche terms is often more effective than chasing high-volume keywords.
Tips for Managing Keywords Across Accounts:
- Conduct Industry-Specific Research: Use tools like Google Keyword Planner and SEMrush to identify terms relevant to each industry.
- Group by Intent: Separate keywords into categories like informational (e.g., “What is ERP software?”) and transactional (e.g., “Buy ERP software”).
- Monitor Overlap: Avoid keyword duplication across accounts, especially if they target similar industries or regions.
- Regularly Audit Keywords: Identify underperforming terms and reallocate budgets to high-performing ones.
Pro Tip: Use shared keyword lists in your manager account to streamline the process for similar campaigns.
4. Optimize Ad Copy for B2B Audiences
Ad copy for B2B campaigns should be highly targeted, emphasizing value, professionalism, and trust. Managing multiple accounts means you’ll need a system to keep track of performance and replicate successful messaging.
Ad Copy Best Practices:
- Highlight Benefits: Focus on ROI, efficiency, or other key benefits that matter to decision-makers.
- Tailor CTAs: Use action-oriented phrases like “Request a Demo” or “Download the Guide” that align with the B2B buying process.
- Test Variations: A/B test headlines, descriptions, and CTAs to determine what resonates with your audience.
- Personalization: Customize ads to specific industries or job titles, e.g., “Project Management Solutions for IT Directors.”
Pro Tip: Use Google Ads’ responsive search ads to automatically test and optimize ad combinations.
5. Leverage Automation and Scripts
Automation is essential for managing multiple accounts efficiently. Google Ads offers several tools and features to save time and improve campaign performance.
Tools and Features to Use:
- Automated Rules: Set rules to pause underperforming ads, adjust budgets, or enable campaigns during specific times.
- Google Ads Scripts: Use scripts to automate repetitive tasks like bid adjustments, keyword audits, or performance alerts.
- Recommendations Tab: Leverage Google’s AI-driven suggestions to optimize bidding, targeting, and ad copy.
- Bulk Actions: Make changes to multiple campaigns or accounts simultaneously through bulk editing.
Pro Tip: Use third-party tools like Optmyzr or Supermetrics to enhance automation and reporting capabilities.
6. Implement Effective Budget Management
Managing budgets across multiple accounts can quickly become overwhelming without a clear system. For B2B campaigns, where budgets often vary based on client priorities, it’s crucial to allocate funds wisely.
Budget Management Tips:
- Set Clear Priorities: Focus on high-performing campaigns or those with the greatest ROI potential.
- Monitor Pacing: Use the “Shared Budgets” feature to distribute funds across similar campaigns or accounts.
- Use Spend Alerts: Set up notifications for overspending or under-utilized budgets.
- Adjust Seasonally: Reallocate budgets during peak buying seasons or events like trade shows.
Pro Tip: Regularly review performance metrics to ensure budgets are driving desired outcomes, such as leads or conversions.
7. Align Campaigns with the B2B Sales Funnel
B2B campaigns must address different stages of the sales funnel, from awareness to decision-making. Managing multiple accounts requires careful alignment of messaging and targeting for each stage.
Funnel-Based Campaign Strategies:
- Top of Funnel (Awareness):
- Use display or video ads to introduce your client’s brand.
- Promote thought leadership content, such as whitepapers or blog posts.
- Middle of Funnel (Consideration):
- Run search ads targeting comparison keywords like “Best CRM for SMBs.”
- Use remarketing ads to re-engage site visitors.
- Bottom of Funnel (Decision):
- Focus on high-intent keywords and CTAs like “Request a Quote” or “Schedule a Demo.”
- Highlight case studies or testimonials in ad copy.
Pro Tip: Use custom audiences to retarget users as they move through the sales funnel.
8. Monitor and Report Performance Across Accounts
Regular reporting is critical for managing multiple accounts, especially when dealing with different clients or internal stakeholders.
Tips for Effective Reporting:
- Consolidate Data: Use the Google Ads Manager Account to generate cross-account reports.
- Focus on KPIs: Highlight metrics like CTR, conversion rate, cost per lead (CPL), and return on ad spend (ROAS).
- Automate Reports: Schedule regular reports through Google Ads or integrate with tools like Data Studio for custom dashboards.
- Share Insights: Provide actionable recommendations based on performance trends.
Pro Tip: Customize reports for each client or division to ensure relevance and clarity.
9. Stay Updated on Trends and Best Practices
The digital advertising landscape is constantly evolving. Staying informed about the latest Google Ads features, policies, and industry trends ensures your campaigns remain competitive.
How to Stay Updated:
- Google Ads Blog: Follow updates on new features and strategies.
- Webinars and Training: Attend Google Skillshop courses or industry webinars.
- Experiment with Features: Test new ad formats or targeting options across accounts.
Pro Tip: Schedule quarterly account audits to incorporate new strategies and optimize existing campaigns.
10. Foster Collaboration Among Teams
Managing multiple accounts often involves coordination between account managers, creative teams, and clients. Clear communication and collaboration are essential for success.
Collaboration Tips:
- Centralized Documentation: Maintain a shared database with account details, campaign objectives, and performance metrics.
- Regular Check-Ins: Schedule weekly or bi-weekly meetings to discuss progress and challenges.
- Feedback Loops: Encourage open communication to refine strategies and address client concerns.
Conclusion
Managing multiple B2B Google Ads accounts can be complex, but with the right tools and strategies, it becomes a streamlined and rewarding process. By leveraging Google Ads Manager Accounts, standardizing workflows, and focusing on automation and analytics, you can ensure consistent performance across all accounts.
The key to success lies in staying organized, proactive, and adaptable. Whether you’re scaling campaigns for an agency or juggling internal projects, these best practices will help you deliver exceptional results for every B2B account you manage. Start implementing them today to drive better performance and maximize ROI across the board.