What is a Facebook Agency ad account?

High-Level Summary

A Facebook Agency Ad Account is not a special type of account created by Facebook. Instead, it’s a strategic setup where a business uses its own Facebook Business Manager to securely manage and run ads for multiple clients.

Think of it as a “master command center” that allows an agency to access and control their clients’ advertising assets without needing their personal login details.

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The Core Problem It Solves

Before Business Manager, agencies had to be added as a “friend” or given a client’s personal Facebook password to manage their Page and ads. This was insecure, messy, and unprofessional. The Agency Ad Account model via Business Manager solves this by providing:

1. Security: No need to share personal login credentials.

2. Centralized Control: Manage all clients, Pages, ad accounts, and team members from one place.

3. Clear Ownership & Permissions: You control what each employee and each client can see and do.

4. Separation of Assets: Client assets are kept separate from your personal profile and from each other.

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The Two Main “Agency Ad Account” Setups

In practice, there are two primary ways an agency operates, and the terminology changes slightly for each.

Setup 1: Using the Client’s Ad Account (Most Common)

This is the standard and recommended practice for most agencies.

• How it works: The client owns the Ad Account (and pays Facebook directly). The agency requests access to this existing ad account through their own Business Manager.

• The “Agency Ad Account” in this context refers to the access and permissions the agency has to manage the client’s account from their own dashboard.

• Billing: The client’s credit card is on file. Facebook charges the client directly. The agency typically charges the client a management fee or a percentage of ad spend.

Pros:

• Trust & Transparency: The client owns all their data and historical performance.

• No Billing Hassle: The agency doesn’t have to handle large client ad spend payments to Facebook.

• Seamless On/Off-boarding: Access can be granted or revoked easily.

Cons:

• The client must have a Business Manager and ad account set up (the agency often helps with this).

Setup 2: Using the Agency’s Own Ad Account (Less Common)

In this model, the agency uses one of its own ad accounts (created under its Business Manager) to run ads for a client.

• How it works: The agency uses its own pre-established ad account. They then assign the client’s Facebook Page as the advertiser for the campaigns.

• The “Agency Ad Account” in this context is a literal ad account that is owned and managed by the agency itself.

• Billing: The agency’s credit card is on file. Facebook charges the agency, and the agency must then invoice the client for the ad spend + fees.

Pros:

• Full Control: The agency has complete control over the ad account structure and settings.

• Useful for New Clients: Can be easier if a client has no existing infrastructure.

Cons:

• Major Financial Risk: The agency is liable for all ad spend to Facebook, even if the client doesn’t pay.

• Ownership Issues: The client does not own the campaign data or the ad account. If they leave, they lose their advertising history.

• Generally not recommended for established client relationships due to these risks.

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Key Features and Benefits of the Agency Model

• People Access: You can add your employees to your Business Manager and assign them specific roles (Admin, Employee, Finance Analyst) without giving them access to every client.

• Partner Access: You can securely connect with other partners (e.g., a SEO firm, a software platform) and grant them limited access to only the assets they need.

• Asset Organization: You can organize clients into separate “Projects” within Business Manager, keeping Pages, ad accounts, and pixels neatly grouped.

• Security: You can enforce two-factor authentication for your entire team and see an activity log for all actions taken.

How to Get Started as an Agency

1. Create a Facebook Business Manager: This is your foundational “command center.”

2. Add Your Team: Invite employees and assign them roles.

3. For a New Client:

   • Have the client create their own Business Manager (if they don’t have one).

   • They create an Ad Account and add their billing info.

   • They grant your Business Manager access to their Ad Account and Page with the appropriate permissions (e.g., “Admin Access” or “Advertiser Access”).

4. Start Advertising: You can now create campaigns, analyze results, and manage everything from your own Business Manager interface.

Summary Table: Client Ad Account vs. Agency Ad Account

In short, a Facebook Agency Ad Account is best understood as the professional framework and methodology an agency uses to manage client advertising securely and at scale through Facebook Business Manager.