Google Ads has announced a new self-service process for transferring client accounts to a different paying manager. This update, called "Change Who Pays," allows agencies to initiate account transfers directly within their Ads manager account without contacting Google's support team.

Key Features of the New Process:

1. Self-Service: Agencies can now initiate transfers themselves through their Ads manager account.

2. Billing Setup Change: The advertiser must change their Ads accounts' billing setup to one owned by the new agency.

3. Required Information: To initiate a transfer, agencies need:

   • The Ads manager account ID of the new payer
   • Contact information for the new agency
   • The agreed transfer date

4. Optional Information: Agencies can provide the email address of the person responsible for setting up the new account.

Preparation Steps:

Before initiating a transfer, agencies should:

1. Align with the new agency on all necessary details.
2. Ensure agreement on the exact date of the transfer.
3. Obtain the required information from the new agency.

This update aims to streamline the client transfer process, reducing the need for direct involvement from Google's support team and potentially speeding up the transfer procedure for agencies and advertisers.