Google Ads: account structure so you don’t lose everything in a suspension

Bruno Costa · 2026-10-07

Your own mcc and sub-accounts

Having your own MCC (My Client Center) is essential. It lets you manage multiple accounts centrally and makes organization and oversight easier. Create sub-accounts for different niches or products. This helps isolate issues and prevents a negative account from affecting the others. Keep a clear structure, such as:

Main MCC
Sub-account 1 (Niche A)
Sub-account 2 (Niche B)
Sub-account 3 (Niche C)

Identity for each account

Each account should have a unique identity. This includes information like the advertiser’s name, address, and payment details. Don’t use fake or third-party information, as this increases the risk of suspension. Establish a clear brand persona that’s consistent across all your accounts to maintain Google’s credibility and trust.

Early advertiser verification

Complete advertiser verification as soon as possible. You can do this through Google Ads, and it helps ensure your account complies with the policies. Verification can take time, so start the process as soon as you create your account. Verified accounts are less likely to get suspended and show transparency.

What links accounts to each other on Google

Google looks at several factors that can link accounts, such as:

Shared IP address
Browser cookies
Identical payment details
Similar billing information
Similar ad and campaign structures

Avoid using the same IP address for different accounts and prefer variations in payment details. This helps minimize the risk of mass suspension.

When to open a new account

Open a new account in specific situations, such as:

When an existing account has had multiple unresolved suspensions
To test a new product or service that isn’t related to your current account
When you need to separate marketing strategies that don’t share the same target audience

Before opening a new account, assess whether your current structure is set up correctly and determine whether the suspension was due to a one-off issue or if there are recurring problems that need to be resolved.

Structuring your Google Ads accounts properly is crucial to minimizing risks and ensuring a healthy operation. What are your strategies for managing multiple accounts? Share numbers!