Multiple Google Ads Accounts - When Is It Okay (And When Is It Not?)
As a digital marketing consultant, one of the questions that comes up frequently is whether it’s permissible to have more than one Google Ads account. Business owners often ask this for various reasons, wondering if they’re breaking the rules by setting up a second account.
The short answer is that in most cases, yes, you can have more than one Google Ads account. However, the viability of doing so depends entirely on your purpose.
The Major Exception: Don’t Try to Circumvent a Ban
Let’s get the most critical point out of the way first. The primary situation where you will absolutely run into trouble is if you’re trying to get around a previous suspension.
If your account has been banned and you simply create a new one to get back online, there’s a strong chance Google’s systems will catch you. Much like Meta Ads (Facebook), if you’re caught trying to circumvent a ban—especially if you use the same payment details, domain, or business information—you risk further, more permanent restrictions.
Legitimate Reasons for Multiple Accounts
With that crucial exception covered, let’s explore the common and perfectly legitimate scenarios where businesses operate multiple Google Ads accounts.
1. Operating in Multiple Countries
This is the most common reason I see. A business might be based here in New Zealand and have a corresponding Google Ads account, but also have a subsidiary in Australia. It makes perfect sense to have a separate Australian account that bills in Australian dollars to the correct Australian legal entity. The same goes for businesses expanding into the UK, US, or Europe—separate accounts allow you to manage currencies, billing, and compliance correctly for each jurisdiction.
2. Separating Different Business Arms
While less common, some companies choose to separate their advertising for different parts of the business. For example, you might have a consumer-facing retail arm with one brand name, and a separate B2B or wholesale channel operating under another. In cases like this, separate accounts can help maintain distinct brand voices, budgets, and reporting.
3. Regaining Access After It’s Lost
It happens more often than you’d think: a business loses access to its original Google Ads account. Perhaps it was set up years ago by an employee or freelancer who has since left, and the login details have been lost. If the old account is dormant, likely with an expired payment method, creating a new, clean account is often the most practical and legitimate solution.
4. Moving on From an Agency
Sometimes, a business parts ways with a marketing agency, only to find out the agency created the Google Ads account under its own ownership. If the agency is unwilling to transfer ownership, the business has no choice but to start fresh with a new account that they fully own and control.
Ultimately, it all comes down to intent. If you have a legitimate, structural, or logistical business need for a second Google Ads account, you are generally on safe ground. The system is designed to catch those trying to break the rules, not to penalize businesses with complex but valid operational needs.