Working with outside marketing partners is essential for growth, but it requires granting access to sensitive tools—Google Ads, Meta Business Manager, Google Business Profiles, domains, and email systems. These permissions help agencies execute campaigns efficiently, but they also create accountability and ownership questions.
Defining Control and Responsibility
Before sharing logins or admin rights, clarify who owns each account, who controls billing, and what happens when the partnership ends. The goal isn’t to limit access but to ensure that shared credentials and data are documented and retrievable.
Google Ads Considerations
When an agency creates your Google Ads account, ownership remains tied to their Google Manager account. This setup offers quick deployment and reduces your workload but limits transparency and control. Conversely, owning your own Ads account keeps all historical data and ensures long-term access but requires you to manage billing, compliance, and technical oversight. The key is to decide ownership terms up front and stick to them.
Meta (Facebook & Instagram) Access
Facebook’s Business Manager structure gives strict account ownership to one entity but allows others to work through assigned roles. Because Meta enforces ad policy compliance tightly, every user should have two-factor authentication enabled. If your agency builds the account, ensure it’s later transferred to your Business Manager for continuity.
Email, Domain, and Web Hosting Logins
Your website’s domain, email system, and hosting environment hold critical business data. Always keep registrar and hosting credentials in your practice’s name, even if your agency manages renewals. If a vendor leaves, you should be able to change passwords or revoke access immediately without disrupting service.
Secure Collaboration in Healthcare Marketing
Healthcare marketing relies on coordinated access—locking down every system only slows execution. The smarter approach is to share access intentionally, maintain clear documentation, use security tools like 2FA, and regularly review who has permission.
Takeaway
Outsourcing digital marketing doesn’t mean giving up control. The best partnerships balance accessibility and protection—sharing what’s needed while ensuring the practice always retains ultimate ownership and security.