As agencies scale, multiple Media Buyers often share the same Ad Account to manage campaigns and budgets. Without clear roles, permissions, and workflows, this can increase operational risks.
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1. SHARING AN AD ACCOUNT CAN LEAD TO OPERATIONAL CONFLICTS
Each Media Buyer has a different optimization strategy. When multiple people make changes to the same campaign without a clear workflow, campaign performance can become inconsistent.
Poor campaign naming can also result in editing the wrong campaign, duplicating the wrong structure, or accidentally pausing an active campaign.
To reduce these risks, businesses should assign one primary owner for each campaign and follow a standardized naming convention for ad accounts, campaigns, and ad sets.
2. UNCLEAR AD ACCOUNT PERMISSIONS INCREASE SECURITY RISKS
Not every Media Buyer needs full administrative access to an Ad Account. Granting excessive permissions may allow users to modify payment methods, access settings, or advertising assets beyond their responsibilities.
Businesses should follow the principle of role-based access. Administrative, payment, and asset management permissions should remain with managers, while Media Buyers only need the access required to manage campaigns.
Access permissions should also be reviewed and removed whenever employees change roles or leave the company.
3. SHARING AN AD ACCOUNT MAKES BUDGET MANAGEMENT HARDER
When multiple Media Buyers adjust budgets independently, overspending and budget allocation issues become more likely.
Common issues include:
- Multiple users increasing budgets on the same day.
- Test campaigns using the budget allocated for scaling campaigns.
- Duplicate campaigns remaining active.
- Top-ups made without approval.
To maintain control, businesses should allocate budgets by campaign or client and monitor spending through a centralized management system.
4. MISSING ACTIVITY LOGS MAKE AD ACCOUNT ISSUES DIFFICULT TO TRACE
When campaign performance suddenly drops, it’s important to know who changed what and when. Without an activity log, identifying the root cause becomes much more difficult.
Key changes – such as budget adjustments, creative updates, scheduling, or optimization events—should always be documented along with the person responsible and the time of the change.
This helps teams troubleshoot faster and reduces unnecessary downtime.
5. BEST PRACTICES FOR MANAGING AN AD ACCOUNT WITH MULTIPLE MEDIA BUYERS
Multiple Media Buyers can work efficiently on the same Ad Account if a clear management process is in place.
A recommended workflow includes:
- Assigning one owner for each campaign.
- Granting permissions based on user roles.
- Standardizing account and campaign naming.
- Requiring approval for major budget changes.
- Keeping an activity log for important updates.
- Monitoring budgets, top-ups, and user access from a centralized system.
- Revoking access when a team member is no longer responsible.
As the number of projects grows, businesses should also separate Ad Accounts by client or by purpose, such as Test, Scale, and Backup, to improve management and reduce operational risks.
CONCLUSION
Sharing an Ad Account without clear permissions and workflows increases operational risks. A structured management process helps teams collaborate while maintaining control.
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