This article is about the maximum account limits for manager accounts (MCC). For more information about the maximum limits on areas like the maximum number of keywords that you can have, review About your Google Ads account limits.
How it works
All manager accounts can be linked to a maximum of 85,000 non-manager accounts including both active and inactive/cancelled accounts. Your manager account limit for active accounts is determined by the following factors:
- The combined monthly spend of all your client accounts over the last 12 months.
- The highest total monthly spend from those 12 months determines the maximum number of active accounts that your manager account can be linked to.
- Cancelled accounts don't count towards the active account limit.
- The maximum limit of 85,000 accounts (including inactive accounts) still applies.
| Highest amount accounts total spent in a month, from the last 12 months | Maximum account limit (active non-manager accounts) | Maximum account limit (all non-manager accounts) |
| Less than $10,000 USD | 50 | 85,000 |
|
$10,000 USD to less than $500,000 USD |
2,500 | 85,000 |
| Greater than $500,000 USD | N/A | 85,000 |
Reviews will happen regularly to help ensure that the latest spend totals for your accounts are taken into account.
Bear in mind:
- The limit is calculated and applied at the top manager account level (manager accounts that don’t have a direct manager above it).
- All accounts (active and inactive) under the highest manager account count towards the account limit.
- Note, if at any point your maximum account limit decreases, but the number of accounts that you currently have exceeds that new account limit, you will be able to keep those extra accounts. You just won’t be able to link or create new accounts until you unlink or cancel enough accounts to bring you under your limit.
Example
Let’s say that as of early May, your highest monthly spend total from the last 12 months was £9,000. But during the month of May, your accounts’ total spend jumped to £10,500.
This means that the next time your accounts’ monthly spend totals is reviewed, that most recent spend from May will be taken into account, and your maximum account limit will jump from 50 to 2,500.
You could also expect the following:
- Even if your monthly spend dips below £10,000 in the coming weeks, your manager account’s maximum account limit won’t decrease for at least the next 12 months, because that high spend from May will continue to be taken into account for the next 12 months.
- If your accounts’ total monthly spend reaches at least £10,000 by the time your account is reviewed again, your maximum account limit will continue to be the same for another 12 months from that point.
- If after 12 months, your accounts’ total monthly spend never equals or exceeds £10,000, the maximum account limit for your manager account will decrease again to 50. However, if you’ve added accounts during the previous 12 months so that you currently exceed that limit, you’ll be allowed to keep those accounts. You just won’t be able to link or create new accounts until you unlink or cancel enough accounts to bring you under your limit again.
Account limits for new manager accounts
If you’ve just recently begun using your manager account and don't have 12 months of spend yet, the spend data that's currently available for your account will be used to determine your maximum account limit. If you have no spend at all, your account limit will automatically be set at 50.
Related links
Topic Page Manager Accounts (MCC)
An Introduction to manager accounts
- About Google Ads manager accounts
- Create a Google Ads manager account
- Manager accounts (MCC): Navigate your manager account
- Budgets, currency conversion and billing with manager accounts
- About your Google Ads account limits
