How to Onboard a Client's Google Channel

Onboarding a client's Google channel connects their Google accounts, brings in inventory, sets up tracking, and builds the account-level assets Google needs. When it is done, the account is ready to deploy Search, PMax, and Vehicle Listing Ads. For the shared steps that apply to every channel, see How to Onboard Client Accounts to Any Channel. For the big picture on Google, start with the Google Tools 101 hub.

💡 Note: This is the setup for a client's Google channel. It's separate from creating your own agency account in BuyerBridge.

Quick Links

Before You Get Started
Step 1: Start Setup and Authenticate with Google
Step 2: Agree to AdvertisingPLUS
Step 3: Choose the Inventory Type
Step 4: Configure the Feed Provider
Step 5: Confirm Inventory Processed
Step 6: Install EventFlow
Step 7: Select the Business Profile
Step 8: Connect the Business Manager (MCC)
Step 9: Create or Connect the Ad Account
Step 10: Confirm the Dealer Links
Step 11: Connect Assets (Store Code and Merchant Center)
Step 12: Connect Google Analytics (GA4)
Step 13: Set Conversion Tracking
Step 14: Set Account Branding
Step 15: Add Asset Extensions
Step 16: Review and Complete
Step 17: What's Next

🚧 Before You Get Started

➡️ Before you connect Google to BuyerBridge, make sure you have one master Google login that has access to the client’s:

Google Business Profile
Google Ads account
Google Analytics (GA4)
Google Merchant Center
A square business logo. Google requires a logo to run ads, so a campaign will not deploy without one.

‼️ Tip: Know where to find the client's Merchant Center ID and Google Ads account ID ahead of time. Both live in the account settings of each tool, and having them on hand keeps onboarding moving.

Step 1: Start Setup and Authenticate with Google

On the client's Google channel card, click Authenticate & Setup.

If your agency has not connected a Google Connection User yet, you will set that up once. This is the Google login BuyerBridge uses to make changes on your behalf, and you only do it one time for your whole organization.

Step 2: Agree to AdvertisingPLUS

Google onboarding runs under the AdvertisingPLUS product. Check the box to agree to the billing terms, then click Continue.

Step 3: Choose the Inventory Type

Choose how BuyerBridge pulls the client's inventory. Feed inventory is the most reliable. If the client's website cannot be scraped, you will be prompted to use a feed.

Step 4: Configure the Feed Provider

Select the client's feed provider. If you do not have the provider's ID yet, BuyerBridge gives you the steps and an email template to request the export from the provider.

Step 5: Confirm Inventory Processed

Inventory can take time to process. You can keep onboarding, but processing must finish before you complete it. A green Processed status means the feed is in.

Step 6: Install EventFlow

EventFlow is the BuyerBridge tracking code. It powers call tracking and retargeting audiences. Select the client's site provider, then copy, download, or email the code for their web team to install.

💡 Note: EventFlow is not required for Google conversion tracking, GA4 handles that (Step 13). Install it to enable retargeting and call tracking.

Step 7: Select the Business Profile

Choose the client's Google Business Profile. Google uses this for local targeting and to associate vehicle listings.

Step 8: Connect the Business Manager (MCC)

Your agency needs a Google Ads manager account (MCC) to create ad accounts for the client. Pick from the MCCs you have access to, or enter an MCC ID manually.

Step 9: Create or Connect the Ad Account

Create a new Google Ads account for the client, or connect an existing one.

💡 Note: If the account has no payment method, onboarding can continue, but someone needs to add one in Google before the campaigns can run. Recheck the status after adding it.

Step 10: Confirm the Dealer Links

BuyerBridge pulls the client's key page URLs (new and used SRPs, finance, service, contact, and more). Review them, fix any that are wrong, and confirm.

Step 11: Connect Assets (Store Code and Merchant Center)

BuyerBridge sets the Business Profile store code and links the Merchant Center account, then creates and uploads the vehicle feed to Merchant Center.

Step 12: Connect Google Analytics (GA4)

Select the client's existing GA4 account and property. BuyerBridge connects it, it does not create a new one.

Step 13: Set Conversion Tracking

BuyerBridge configures the GA4 property with the standard conversion events and links it to Google Ads so conversions import automatically. If duplicate events exist, you choose one primary source so leads are not double-counted. If the client runs their own tracking, choose Skip this, I'll manage my own GA4 events.

For the full detail, see How Google Conversion Tracking Works in BuyerBridge.

Step 14: Set Account Branding

Add the client's logo and brand colors. A square logo is required, since Google will not deploy a campaign without one.

Step 15: Add Asset Extensions

BuyerBridge generates the account-level assets Google needs: call, sitelinks, callouts, structured snippets, and the business name and logo. Review them and click Add Extensions.

Step 16: Review and Complete

Confirm every step shows complete, then click Complete Onboarding.

Step 17: What's Next

Google setup is done. From here you can deploy the client's first campaigns from a Playbook, or set up another channel.

What Happens Next

Continue Learning

- Back to Hub: Google Tools 101: Starting Guide