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Accounts vs products

Hero Marketer uses two terms with specific meanings: account and product. They sound similar but mean different things.

Account​

An account is a Google Ads account that Hero Marketer is connected to. It's identified by a 10 digit Google Ads customer ID (like 123-456-7890).

An account has:

  • Billing. Google charges your card or invoice for ad spend.
  • Time zone and currency. Set in Google Ads; Hero Marketer inherits these for reporting.
  • Permissions. A list of Google identities allowed to manage it.
  • Campaigns. All campaigns built through Hero Marketer or directly in Google Ads.
  • Assets. Sitelinks, callouts, and other extensions stored at the account level.

Accounts in Hero Marketer correspond one to one with accounts in Google Ads. Hero Marketer doesn't create accounts; Google does. We just connect to existing ones.

Product​

A product is something you market within an account. It's a Hero Marketer concept, not a Google Ads concept.

A product has:

  • A name. What customers know it as.
  • A website URL. The default landing page for ads.
  • A description. What it does, who it's for, what problem it solves.
  • An analysis. The customer profile, jobs to be done, category, and objections, derived from the description.
  • Campaigns. All campaigns built for this specific product.

A product is the thing your customer buys, conceptually. Linear is a product. Salesforce is a product. Each Acme product subscription tier could be a separate product, or one product if positioning is unified.

Why the distinction​

Google Ads doesn't have a "product" concept. A Google Ads account contains campaigns, and each campaign points at some destination (a landing page). Google doesn't know that two campaigns are for the same product or different products.

Hero Marketer needs to know. Different products have different customers, different jobs, different keywords, different copy. By treating products as a separate concept, Hero Marketer can:

  • Run analysis on each product independently.
  • Group campaigns under the right product on the dashboard.
  • Generate ad copy that fits the specific product's positioning, not generic copy for the account.

How they nest​

A workspace contains accounts. An account contains products. A product has campaigns.

Workspace (your Hero Marketer subscription)
└── Account (a Google Ads account)
    ├── Product A
    │   ├── Campaign 1
    │   └── Campaign 2
    └── Product B
        └── Campaign 3

Account limits and product limits work at this nesting:

  • Account limit = how many accounts you can connect to your workspace.
  • Product limit = how many products you can have per account.

See Compare plans for the limits per plan.

When to use multiple products versus multiple accounts​

A common point of confusion. The right answer depends on how your business is structured.

One account, multiple products. Use this when one Google Ads account holds the billing and campaigns for multiple distinct products. A typical pattern for product led companies that sell adjacent SaaS tools under one corporate entity.

Multiple accounts, one product each. Use this when you manage paid search for separate companies (an agency model) or for separate legal entities (a holding company with multiple brands).

Multiple accounts, multiple products each. The Agency tier. Some users mix both: they have a primary account with several products and additional accounts for client work.

Switching contexts​

You can have many accounts and many products, but you work with one of each at a time. The active account is set in the account switcher (top of sidebar). The active product is picked when you build a campaign or by selecting a product on the relevant settings page.

For switching mechanics, see Switch between accounts.