Moving a Google Ads client account to a new agency or manager account? In this tutorial, we break down exactly how to perform an External Billing Transfer ("Change Who Pays") step-by-step for accounts using Monthly Invoicing.
Learn the exact requirements for both the current agency initiating the transfer and the new agency accepting it, including how to handle the Master Service Agreement (MSA), set budget limits, and update your account hierarchy without interrupting ad delivery.
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? Timestamps
0:00 - Introduction to Google Ads Billing Transfers
0:33 - Steps for the Current Agency (Initiating the Transfer)
0:55 - Finding the 10-Digit Manager ID & Setting Effective Dates
1:42 - Steps for the New Agency (Accepting the Request)
1:57 - Choosing or Creating a New Billing Setup (Invoicing Options)
2:29 - Setting Account Budgets & Understanding MSA vs. BSA
2:57 - Finalizing Account Hierarchy (Unlinking & Linking Child Accounts)
3:27 - Troubleshooting Declined Requests & Next Steps
? What You'll Learn in This Video:
• How to successfully initiate an external billing transfer as a Google Ads Admin.
• The 7-day expiration window for new agencies to accept transfer requests.
• The difference between consolidating invoices vs. creating a separate billing setup.
• How budget limits interact with your campaign-level daily budgets.
• The critical final step: Unlinking from the old MCC and linking to the new manager account within 7 days.
⚠️ Important Note: This process does NOT automatically change your Google Ads account hierarchy. You must manually unlink the child account from the old manager and link it to the new manager account within 7 days of the billing transfer execution.
? Resources & Links
• “Transfer your client account to another agency” Google Help article: https://support.google.com/google-ads/answer/13812597
• “Transfer an existing client account to your agency” Google Help article: https://support.google.com/google-ads/answer/14200924
• Need support with a Budget Service Agreement (BSA)? Contact Google Support here: https://support.google.com/google-ads/gethelp
• ? Subscribe for more Google Ads tutorials and agency workflows: https://www.youtube.com/@GoogleAds?sub_confirmation=1
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