Our Recommendation:
When setting up a Google Ads program, it’s best to use your own credit card to pay Google directly. This way, you retain full control over the ad spend while allowing others—such as marketing partners or agencies—to manage the account on your behalf. This setup ensures that you’re only charged for the clicks you receive, and you’ll always know exactly where your budget is going.
Alternative Option:
Another common approach is to let your marketing partner use their credit card to pay Google on your behalf, then invoice you monthly for reimbursement, along with their management fees. While this method is easier for your partner, it can be less transparent for you. Google often spends less than the budget you set, and in such cases, your marketing partner might keep the unspent amount as profit. Be cautious of this arrangement—some partners could be “double-dipping,” taking both their management fees and any leftover budget from Google.
Our Policy at B2B Digital Solutions:
We believe in transparency and control. That’s why we help clients set up their Google Ads accounts using their own credit card and then invite us to manage the account. This ensures you always have full access and control, even if you never need to intervene directly. We work with you to establish a daily budget that aligns with your goals, and if Google isn’t spending the full amount, we’ll suggest strategies to optimize the budget without overspending.
As a full-service digital marketing provider, we encourage our clients to maximize their budget through a diverse digital strategy. “Double-dipping” into the Google Ads budget dilutes its effectiveness, making it harder to improve your campaigns in the long run, and results in a lose-lose situation for both the client and the partner.
Transparency Is Key:
It’s crucial that your marketing partner provides clear, detailed reports. You should always have access to account-level reporting, whether directly from Google Ads or through a tool like Looker Studio. Pay close attention to the metrics and compare them with industry benchmarks, which are readily available online. If your partner restricts access to your Google Ads account, they may be hiding poor performance—or worse, double-dipping into your budget.