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About AdWords manager accounts

Upcoming changes to maximum account limits for manager accounts

On October 15, 2017, new maximum account limits -- the maximum number of active, non-manager accounts your manager account can be linked to at any given time -- will be introduced for manager accounts. 

How maximum account limits will be determined

There will be a regular review of your managed accounts’ total monthly spend from over the last 12 months -- in other words, how much all your accounts together spent each month over the last 12 months. The highest total monthly spend from those 12 months will determine the maximum account limit for your manager account, as shown in the table below:

Highest total monthly spend from the last 12 months Maximum account limit  
Less than $10,000 50
$10,000 to less than $500,000 2,500
Greater than $500,000


Reviews will happen regularly to help ensure that the latest spend totals is taken into account. Keep in mind:

  • Only top manager accounts (manager accounts that don’t have a direct manager above it) have this maximum account limit. 
  • All active accounts directly linked to the top manager, as well as those indirectly linked to the top manager via sub-manager accounts, count toward the maximum account limit. Canceled accounts and sub-manager accounts linked to the top manager do not count toward the maximum account limit.

How existing manager accounts will be impacted

After the first review, if your current number of accounts exceeds your maximum account limit, you’ll be able to keep those accounts. However, you won’t be able to link additional accounts, or create new accounts, until you unlink or cancel the number of accounts required to bring your total number of accounts under the maximum account limit. For example, if you’re currently over your maximum account limit by 4 accounts, you won’t be able to link or create additional managed accounts until you unlink or cancel at least 4 accounts.

If you’re an agency or someone who manages multiple AdWords accounts, a manager account is a powerful tool that could save you time. A manager account is an AdWords account that lets you easily view and manage multiple AdWords accounts -- including other manager accounts -- from a single location.

This article explains the benefits of manager accounts and how they work.

Why use a manager account

With a manager account you can:

  • Use a single sign in to access all managed AdWords accounts, including other manager accounts.
  • Search, navigate, and manage all of your accounts from a single, easy-to-read dashboard.
  • Create and manage campaigns for your managed accounts from within your manager account.
  • Easily compare performance across all accounts and run reports for multiple accounts at once.
  • Use consolidated billing to get just one, simple monthly invoice for all of your managed accounts.
  • Use alerts to efficiently monitor all of your linked accounts.
  • Quickly create and link AdWords accounts from within your manager account.


This video references the previous AdWords experience. Determine which AdWords experience you’re using

Who should use a manager account:

A manager account may be a good option for large advertisers with more than one AdWords account. It also may work well for third parties such as agencies and other online marketing professionals who manage multiple client accounts or a large number of campaigns.

Keep in mind that up to 5 AdWords accounts (including manager accounts) can be associated with a single email address. But if you’re managing more than 5 accounts, or want to easily monitor performance or track conversions across accounts from one place, a manager account is probably the best option for you. 

How it works

A manager account isn't an "upgrade" of your AdWords account. Instead, it's an entirely new AdWords account you create. Think of a manager account as an umbrella AdWords account with several individual AdWords accounts linked to it. You can link new and existing AdWords accounts, as well as other manager accounts.

You can then monitor ad performance, update campaigns, and manage other account tasks for those managed accounts. Your manager account can also be given administrative ownership of a managed account. This allows you to manage user access for the managed account.

Keep in mind, however, that with a manager account, you won’t be able to change proprietary information for a managed account, such as the account’s sign-in information.

Individual account owner experience

After accounts are linked to a manager account, individual users of those managed accounts can sign in and use their accounts as usual. Managed accounts’ users won’t have access to the manager accounts they’re linked to, or any other accounts that are linked to the same manager account. But users with administrative access to those accounts can terminate the relationship with the manager account at any time by unlinking their account from the manager account.

Inviting other users to the manager account

After setting up your manager account, you can also invite other users to your manager account and give them different levels of access. Learn more about inviting users to your manager account.

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