The importance of creating a Google Account with your work email address
Law firms should ensure they have access to their own Google marketing tools.
This includes platforms such as Google Business Profile, Google Analytics 4, Google Search Console, Google Tag Manager and Google Ads.
There is nothing wrong with a web developer, marketing consultant or PPC specialist setting up these accounts on behalf of a firm. In many cases, that is the most practical option. However, the law firm should also be added as an admin or owner of the account.
This matters because these tools often contain valuable historical data about website traffic, search visibility, enquiries, advertising performance and conversion tracking. If a firm later changes supplier, admin access makes the handover much smoother. It also reduces the risk of losing access to important marketing data.
To be added as an admin, you need a Google Account.
Many people assume this means creating a Gmail address. It does not. You can create a Google Account using your existing work email address. This is usually better than creating a separate Gmail address for the firm, which may be forgotten about, shared between people or linked to a former employee.
A sensible approach is for several key people in the firm to create Google Accounts using their own work email addresses. They can then be added to the firm’s Google marketing tools as admins.
Before you start
First, sign out of any personal Gmail or Google account.
Using a private browser window is often the easiest way to do this. In Google Chrome, this is called an Incognito window. In Microsoft Edge, it is called an InPrivate window. In Safari, it is called a Private window.
Step 1: Visit Google’s account creation page
Go to Google: Create an Account
Select the blue button labelled “Create an Account.”.
Step 2: Choose “for personal use”
From there, click “Create Account” and choose “For my personal use.”
This may feel odd because you are using a work email address. However, for this purpose, you are simply creating a Google Account login using your existing email address.
You are not creating a new Gmail inbox.
Step 3: Enter your details and choose an email
Google will then ask for your name and date of birth. Enter these and continue.
It will then recommend some email addresses. Ignore these.
Click “Use your existing email” under the recommendations.
Then enter your work email address.
Step 4: Verify your email address
Google will send a verification code to the work email address you entered.
Open your work email inbox, find the verification email and enter the code when prompted.
This confirms that you have access to the email address.
Step 5: Complete the account set-up
Follow the remaining instructions on screen.
Use a strong password and avoid reusing a password from another system. Where possible, enable two-step verification to help protect the account.
Once complete, your work email address will function as a Google Account login.
Step 6: Ask to be added to your firm’s Google tools
Once your Google Account has been created, you can be added to the firm’s existing Google marketing tools or set up your own if required.
This may include:
- Google Business Profile
- Google Analytics 4
- Google Search Console
- Google Tag Manager
- Google Ads
If your supplier already manages these tools, ask them to add the relevant people in the firm with admin or owner access where appropriate.
The supplier can still keep the access they need to do their job. The important point is that the firm also retains proper control of its own accounts.
Who should be added?
In most firms, more than one person should have access. This avoids the firm becoming dependent on a single individual.
Suitable people may include a managing partner, practice manager, operations manager, marketing manager or another senior person with responsibility for the firm’s systems.
The firm should also periodically review who has access, particularly when employees leave or supplier relationships change.
Why does this matter?
Third-party suppliers can and should be given access where they need it. A PPC consultant may need Google Ads access. A web developer may need Google Tag Manager access. An SEO consultant may need Search Console access.
However, access is not the same as ownership.
The law firm should retain admin-level control wherever possible. This makes it easier to:
- switch providers without disruption
- remove access when a supplier relationship ends
- protect historical marketing data
- maintain continuity if an individual leaves a supplier
- avoid losing access to tracking, advertising or reporting systems
- control who can add, edit or remove users
This is not about mistrusting suppliers. It is about good governance.
Marketing data is a business asset. Law firms would not usually allow a third party to own their domain name, client database or office phone number. The same logic should apply to Google marketing accounts.
