Change Who Pays: New Google Ads process for client account transfers

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Google is introducing a new process – Change Who Pays – for transferring your client accounts to a new agency’s manager account.

Details. Google Ads sent an email sent to users about the change:

• “We’re happy to introduce a new process for transferring client accounts to a different paying manager. You may now initiate this change directly within your Ads manager account yourself, without needing to reach out to our support team. This process is called ‘Change Who Pays.”

What to do. You will need two details to complete a transfer:

• The Ads manager account ID of the new payer.
• The transfer date.

Google Ads support page. Transfer your client account to another agency

Why we care. As Georgi Zayakov put it on LinkedIn: “Finally, advertisers may now initiate this change directly within the Google Ads manager account themselves, without needing to reach out to the support team.”

The email. Here’s a screenshot of the email, shared by Zayakov: