Sharing access to digital platforms with outside vendors has become standard across industries such as finance, logistics, and healthcare. In dental and medical practices, working with a healthcare marketing company often requires granting access to critical systems like Google Ads, Facebook and Instagram advertising accounts, Google Business Profiles, domain registrars, hosting environments, and email platforms.
These arrangements allow practices to benefit from specialized expertise, but they also raise important questions around ownership, accountability, cybersecurity, and long term control.
Why Access Management Matters in Healthcare Marketing
In dental and healthcare marketing, outside partnerships can accelerate growth, improve advertising performance, and strengthen online reputation. At the same time, these relationships require trust. Granting access to sensitive digital assets means practices must balance execution speed with oversight, compliance, and security.
The decision to share access is not just about convenience. It directly affects who controls historical data, billing authority, compliance responsibility, and the ability to transition vendors without disruption.
Understanding Third Party Access Across Key Platforms
Most healthcare marketing partnerships involve access to multiple systems, each with different ownership rules and security implications. Understanding how these platforms work helps practices avoid misunderstandings and reduce risk.
Google Ads Account Access and Ownership
Google Ads accounts are tied to the Google login that originally created them. Agencies frequently manage campaigns through a Google Manager account, while many practices operate standalone accounts created under their own credentials.
When an agency creates a Google Ads account on behalf of a practice, ownership remains tied to the agency’s Google profile. This allows for fast deployment and centralized management, but it also means the agency controls historical data and long term access unless agreements state otherwise.
If a practice already has a Google Ads account, some agencies may recommend creating a new one. This is often done to avoid legacy issues such as poor performance history, outdated structures, or policy violations. It can also reduce interference from automated platform recommendations or well intentioned client changes that disrupt strategy.
Billing and Financial Control in Google Ads
Billing responsibility is one of the most sensitive aspects of account ownership. When agencies manage billing directly, they often pay ad costs upfront and invoice the practice. This prevents campaign interruptions caused by expired cards, but it exposes the agency to financial risk if budgets fluctuate.
When practices manage billing themselves, they retain transparency and control but must actively monitor spend and maintain payment methods. Without clear oversight, unexpected overages can occur.
Because billing, ownership, and access are tightly linked, these expectations should be defined before campaigns launch.
The Ongoing Debate Around Google Ads Ownership
Many healthcare professionals believe that because they fund advertising, they should own the account and its data. Agencies often agree philosophically, but ownership cannot be transferred once an account is created.
When agencies own the account, they assume responsibility for compliance, billing accuracy, and policy enforcement. Providing client access increases the risk of accidental violations or campaign changes. When practices own the account, they retain long term control but must take a more active role in oversight.
Neither model is inherently right or wrong. What matters is that ownership, access, and responsibility are clearly agreed upon in advance.
Facebook and Instagram Advertising Access
Meta advertising operates through a Business Manager structure. A Business Manager owns Pages, ad accounts, audiences, and permissions. Ownership within this system is more rigid than Google’s and cannot be transferred once established.
Agencies often create ad accounts within their own Business Manager and request access to a client’s existing Facebook Business Page. While this simplifies deployment, it places long term control with the agency unless assets are reassigned later.
Creating a new Facebook Page instead of using an existing one is strongly discouraged, as it can fragment brand identity and undermine patient trust.
Security and Compliance in Meta Advertising
Meta enforces advertising policies aggressively, and account suspensions can occur quickly if violations arise. For this reason, strong security practices are essential.
- Two factor authentication should be enabled for all users
- Role based permissions should limit access to only what is necessary
- Clear ownership documentation should outline who controls Pages and ad accounts
Billing Structures in Facebook Ads
As with Google, billing can be handled by either the agency or the practice. Agency managed billing simplifies administration but limits client visibility. Practice managed billing offers transparency and historical continuity but requires active oversight.
Because Business Manager ownership cannot be transferred, practices should clarify upfront whether the agency or the practice will retain long term control.
Domains, Email, and Hosting Are Non Negotiable Assets
Domains, hosting environments, and email systems are foundational business assets. These should always remain registered under the practice’s ownership, even if an agency manages renewals or technical maintenance.
If a vendor controls these credentials, transitioning providers becomes risky and disruptive. Retaining ownership ensures passwords can be changed, access revoked, and services maintained without interruption.
Balancing Access With Security
Dental marketing requires coordinated access across platforms. Locking down every system can slow execution and reduce effectiveness.
The smarter approach is intentional access sharing supported by documentation, role based permissions, two factor authentication, and regular access reviews. This protects the practice while allowing agencies to work efficiently.
Choosing the Right Marketing Partner
Trust is central to any successful healthcare marketing relationship. Practices should vet agencies carefully, request referrals, and understand policies around ownership, billing, and security.
The strongest partnerships are built on transparency. When expectations are documented and access is structured correctly, both the practice and the agency can focus on growth rather than control disputes.
Final Takeaway for Dental and Medical Practices
Outsourcing marketing does not mean giving up control. With clear ownership definitions, strong security practices, and documented access rules, practices can collaborate confidently while safeguarding their most important digital assets.
When handled correctly, shared access becomes a strategic advantage rather than a liability.
Image Credit:File ID 188227662 | © Natanael Alfredo Nemanita Ginting | Dreamstime.com