Why this matters
Smart Mode accounts cannot be managed by an agency, lack keyword control and distort reporting. Expert Mode gives full control over bidding, audiences and conversions.
Step-by-step instructions
Go to ads.google.com
Sign in with the Google account that will own the advertiser. Prefer a workspace email, not a personal Gmail where possible.
Click "Start Now"
If prompted to set a campaign goal, scroll down and choose "Switch to Expert Mode".
Choose "Create an account without a campaign"
This is the critical step. Skip the forced first campaign setup.
Confirm business information
Select country, time zone (Europe/London for UK) and currency (GBP). These cannot be changed later.
Submit to create the account
You will be given a 10-digit Customer ID (e.g. 123-456-7890). Save it.
Pro tips
- Always use Expert Mode - never Smart Mode.
- Pick GBP at creation; currency is locked after.
- Store the Customer ID in your onboarding document.
Common mistakes
- Selecting a campaign goal which forces you into Smart Mode.
- Using the wrong time zone and skewing all reporting.
- Creating the account under a personal Gmail with no recovery email.
What happens next
Share the 10-digit Customer ID with your account manager so they can send a link request for agency access.