Google has introduced a critical update that could impact your advertising efforts — even if you’ve followed all the rules.
According to Google’s latest Help Center guidance, individual Google Ads accounts can now be paused if they are linked to a Manager account (MCC) that violates Google’s third-party policy. This policy change highlights the importance of who you trust to manage your campaigns.
What’s Changed?
If a Manager account is found in violation of Google’s third-party policies, any individual account linked to it may be paused — even if that individual account has not committed any policy violations itself.
To resume serving ads, advertisers will need to unlink their account from the violating Manager account. Google will notify affected users through in-account alerts and emails, outlining steps to resolve the issue.
Why This Matters
This update makes it clear: your account can be penalized by association. Whether you’re a brand, advertiser, or agency, the implications are serious:
- Brands: You must carefully vet any agency or partner that manages your ads through a Manager account.
- Agencies: If one client triggers a violation, other client accounts may be affected, risking widespread campaign interruptions.
- Advertisers: It’s no longer enough to ensure your own compliance—you must now monitor all account relationships to protect your visibility and investment.
Take Action
- Audit your account structure – Review which Manager accounts have access to your campaigns.
- Vet your agency or consultant – Ensure they adhere to Google’s third-party policies and have a strong reputation.
- Monitor alerts – Keep an eye on email and in-account notifications from Google Ads.
At SEO Guru NYC, we understand how critical it is to keep your Google Ads account safe and performing. As experienced PPC consultants in New York, we stay ahead of Google’s evolving policies to protect your campaigns from unnecessary disruptions. Whether you’re running ads in-house or through a third party, our team can help ensure full compliance and optimal results. Contact us today for a free PPC audit and policy review — let’s keep your ads running smoothly.
