What Is an Agency Ad Account?

An agency ad account refers to advertising accounts managed by an advertising agency or a business partner to run paid campaigns on various platforms including Google Ads, Facebook, Instagram and TikTok. An agency can manage a client’s account in different ways, for example, an agency can manage a client’s Facebook account by gaining access to a client’s ad account and manage it within the client’s account. Alternatively, an agency can create a separate ad account for a client, manage the account and provide access to the client.

Paid advertising comes at a cost. For businesses looking to streamline its advertising process, it is essential to know how agency ad accounts work. The right account management structure can help centralize and integrate its billing and advertisement processes, simplify campaign management and improve overall performance.

An example of this is a business running Google and Meta advertisements. It can set up agency ad accounts and management for both platforms to control and optimize its advertising spend and performance. The terms of the agreements between the business and the respective advertising service providers will determine who owns the account and how the advertising service providers are compensated.

How Does an Agency Ad Account Work?

In simple terms, an agency ad account facilitates an arrangement between an advertising agency, an advertising platform and an advertiser. An agency can manage the campaign process from end-to-end including audience definition and targeting, setting up conversions and reporting. The agency can also manage the budget.

The process usually involves the following:

Account configuration

The advertising agency and the client’s business agree on the appropriate account structure.

Access and permissions

The advertising platform provides the agency with access and the required permissions to the account to manage campaigns.

Campaign development

The agency develops campaigns to help the business achieve its goal.

Budget and expenditure management

The agency manages the budget and expenditure to ensure campaigns are running as per the agreed terms.

Performance optimization

The agency reviews performance and campaign data to optimize targeting and conversions.

For example, Google allows agency accounts to manage numerous Google Ads accounts through a single interface via their Google Ads Manager Accounts. Other platforms don’t necessarily use the same terminology, but usually utilize their own business assets and partner access systems, so setups do differ by platform.

The Benefits of Using an Agency Ad Account

When a business’s campaign needs become more complex, that business often considers agency advertising arrangements. Let’s look at some of those potential benefits.

Centralized Campaign Management

Campaigns are frequently managed in a disjointed manner across multiple teams, platforms and objectives. An agency can put in place an organized process for managing campaigns and reporting.

Professional Advertising Support

Advertising support may include helping a business evaluate its audience, test advertising creatives, setup and manage advertising campaigns and evaluate the efficiency of advertising spend.

Organized Billing and Reporting

Billing and advertising expenditures may be consolidated through a structured arrangement. Business should ensure that they fully understand who pays the advertising platform and how spending and service fees are reported.

Support for Business Growth

As a business's operations expand, so do the account management needs. The right agency partner can help manage advertising campaigns for the expansion, provided the account structure is adequate for the platform.

Team Collaboration and Account Access

Advertising often involves several teams within a business, such as owners, marketers, designers and analysts. Account permissions can be configured to help those teams work together without unnecessarily requiring them to share personal login credentials.

Agency Ad Account vs Regular Ad Account

An agency ad account is managed differently than a regular ad account and usually comes with additional benefits.

Regular ad accounts are used by businesses to manage their own campaigns. Agencies manage their client accounts in one of two ways. They may manage the accounts themselves and use their own ad account structure to manage the client’s accounts. Or they may manage the accounts through the client’s own ad account.

Prior to selecting an option, it’s important to understand who owns the accounts, who controls the data, how billing works, and if the relationships and access can be terminated.

Using an agency ad account does not guarantee lower costs or unlimited spend. It also doesn't guarantee faster approvals or eliminates restrictions on the account. The true capabilities of the account would depend on the platform and the terms of the agreement.

How to Choose the Right Agency Ad Account Provider

It’s important to look beyond the posted spending limits and rates when making a provider selection. A quality agency ad account provider should be able to clearly articulate and discuss the account terms.

Businesses should think about:

Who owns the account?

Understand if the business or the provider owns the advertising account.

What can you access?

Determine if you have access to features, campaigns, or reports you need to manage your business.

What are the billing terms?

Find out what you’ll be charged for, when you’ll be billed, and if you’ll get a refund for unspent advertising dollars.

What is the provider’s policy on compliance?

Make sure your campaigns and advertising adhere to the policies of the advertising platform.

What is the customer support policy?

Understand how the agency supports you in the event your ads are rejected, how they handle support requests, and how they assist you with account related concerns.

What is the termination policy?

Find out what happens to audience targeting and tracking data, and how access to the account is managed when the agreement ends.

These terms and conditions will help to create more stable and dependable relationships between the business and the agency.

Are Agency Ad Accounts Safe to Use?

Agency ad accounts can be used for legitimate advertising, but their safety depends on a number of factors, including the account structure, the ad account provider, permissions, billing, and compliance to the platform’s terms and conditions.

Prior to engaging an ad account provider, check the provider’s identity, and obtain clear and logical written terms. Avoid providers that promise your account will never be suspended or that they can remove advertising restrictions.

It is important that you retain control of critical business assets, and provide up-to-date payment information. It is important that you become familiar with the platform’s policies to understand the types of campaigns that will be allowed.

Why Zenz Media for Agency Ad Account Services?

When businesses are looking for an agency ad account provider, they should choose a provider that has a clear and logical description of their services.

Zenz Media provides agency ad account services. Prior to engaging their services, understand your advertising platform preferences, desired campaign outcomes, estimated campaign spending, desired billing arrangements, and required account access, and express them to the Zenz Media team.

Visit Zenz Media’s Agency Ad Account Service page to learn more and to contact them to discuss your needs.

The goal should be to find an arrangement that supports your advertising operations while expressing your responsibilities and costs and retaining account access.

Frequently Asked Questions

What is an agency ad account?

An agency ad account is used to manage and run paid advertising campaigns through an agency or business partner. This account is used to manage and run campaigns, generate reports, manage billing and advertising operations.

Is an agency ad account better than a regular ad account?

An agency ad account offers convenience in managing billing and payment. Operational ease may outweigh results. Agency ad accounts allow greater focus on strategy and optimization.

Can an agency ad account be used for both Facebook and Instagram ads?

Yes. Agency-managed arrangements allow for advertising on Facebook and Instagram through Meta's business and advertising systems. Available accesses and account structures depend on the terms of the arrangements and the platforms.

Does an agency ad account mean greater spending limits?

No. Spending limits depend on numerous factors including the platform, account status, payment and billing arrangements, and account and spending history. A provider cannot guarantee unlimited spending.

Are there things I should check before using an agency ad account?

Check account ownership, access permissions, billing terms, platform compliance, customer support, and the consequences on your advertising assets should the service cease.

How can I learn more about agency ad account services?

To learn more about Zenz Media's agency ad account services, please visit our dedicated service page. You'll have the opportunity to share more details about your business and advertising goals.

Final Thoughts

Whether an agency ad account is a good option for your business depends on your advertising platform and objectives, account ownership, and budget.

When considering providers, prioritize a clear understanding of your billing, access, and terms, as well as platform compliance. A well-thought-out advertising account can help you effectively manage your campaigns. However, the biggest drivers of long-term campaign outcomes remain strategy and creativity.