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LSA & The Power of an MCC Account

Cover image for LSA & The Power of an MCC Account
Alex Sparks Co-Founder of OmniLocal
Alex Sparks
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If you have or manage more than one Google Local Services Ads (LSA) account, you understand the frustration of bouncing around from account to account. While the typical LSA portal provides important information, such as Lead summary and Charge status, a more powerful approach to acquiring deeper insights and managing all your accounts in one place is a Google My Client Center (MCC) account.

What is a Google MCC Account?

Consider an MCC account to be a master account that you may use to integrate and manage various Google Ads accounts, including your LSA accounts. It's intended for agencies, large organizations, or anyone who manages multiple Google Ads accounts. What's the biggest advantage? Centralized reporting and advanced metrics.

Why Connect Your LSA Accounts to an MCC?

Google My Client Center (MCC) - Data
Google My Client Center (MCC) - Data

The LSA portal is ideal for lead management and basic performance tracking. However, an MCC opens up a new level of data and efficiency:

  • Unified Dashboard: View all of your LSA accounts in one place.
  • Deeper Performance Metrics: Gain access to metrics such as clicks, click-through rate (CTR), conversion rate, and cost-per-conversion.
  • Easier Optimization: With a better understanding of your performance across all accounts, you can detect trends, find areas for improvement, and make data-driven decisions to optimize your LSA efforts.

How to Set Up Your Google MCC and Link LSA Accounts

The method consists of two steps: first, create an MCC account, and then link your existing LSA accounts.

Step 1: Create Your Google MCC Account

  1. Go to the Google Ads Manager Website: Navigate to the Google Ads Manager homepage.
  2. Initiate Account Creation: On the manager accounts page, click the button "Start now".
  3. Enter the account details: Create your new manager account by entering a display name, selecting your country, and time zone for proper billing and reporting.

Step 2: Link Your LSA Accounts to Your MCC

LSA Link existing accounts
LSA Link existing accounts

Once your MCC is set up, you can begin linking your LSA accounts.

  1. Log in to your MCC account. Go to ads.google.com and log in using your MCC credentials.
  2. In your MCC dashboard, look for "Accounts" in the left-hand navigation panel.
  3. Click the plus (+) button: To create a new account, select the blue + button.
  4. Choose the "Link existing account" option.
  5. Enter your client account ID: Each LSA account you want to link will require a 10-digit Google Ads Customer ID. This ID may be found in the top right corner of each LSA account when you log in.
  6. Send a request by entering the ID and sending a link request.
  7. Accept the request via email to the admin attached to the LSA account.

Bottom Line: Always More Data

While the standard Google Local Services Ads (LSA) portal provides essential operational data, integrating your accounts into a Google My Client Center (MCC) account is the key to unlocking a new level of data-driven decision-making.