Your Google Cloud project is assigned an access level and "permissible use." The **access level** determines whether you can affect production accounts and the number of operations and requests that you can execute daily. **Permissible use** determines the specific Google Ads API features that the project is allowed to use. > [!IMPORTANT] > **Key Point:** **Getting started with the Google Ads API?** Developer tokens were [sunset on September 9, 2026](https://developers.google.com/google-ads/api/docs/api-policy/developer-token), and API access levels are now managed per Google Cloud project. After you [enable the Google Ads API](https://developers.google.com/google-ads/api/docs/oauth/cloud-project#enable-api) (which grants **Test** access), you can immediately [apply](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#how-to-apply-for-explorer-access) on the [Google Ads API Overview page](https://console.cloud.google.com/google/ads-apis/overview) in the Google Cloud Console for [Explorer access](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#explorer-access) (automated review and approval in most cases, for up to 2,880 operations per day against production accounts). For end-to-end setup, see the [Make your first call quickstart](https://developers.google.com/google-ads/api/docs/get-started/make-first-call#console-project) or the [Google Ads MCP server guide](https://developers.google.com/google-ads/api/docs/developer-toolkit/mcp-server). [Go to Google Ads API Overview in Cloud Console](https://console.cloud.google.com/google/ads-apis/overview) ## Access levels There are four different API access levels listed in order in the table. If you don't already have Google Ads API access, you can start by [enabling the API](https://developers.google.com/google-ads/api/docs/oauth/cloud-project#enable-api) to obtain Test access level for your Google Cloud project, and then [apply for Explorer access](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#how-to-apply-for-explorer-access) on the [Google Ads API Overview page](https://console.cloud.google.com/google/ads-apis/overview) to access production accounts. | Access level | Can access... | Daily operation limit ^[1](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#superscript-1)^ | How to apply | How long do reviews typically take? | |---|---|---|---|---| | Test | Test accounts | 15,000 operations / day | [Apply for Test access](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#how-to-apply-for-test-account-access) | | | Explorer | Test and production accounts | 2,880 operations / day for production accounts 15,000 operations / day for test accounts | [Apply for Explorer access](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#how-to-apply-for-explorer-access) | | | Basic | Test and production accounts | 15,000 operations / day for both test and production accounts | [Apply for Basic access](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#how-to-apply-for-basic-access) | | | Standard | Test and production accounts | Unlimited operations / day for both test and production accounts | [Apply for Standard access](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#how-to-apply-for-standard-access) | 10 business days | ^1^ "Per day" is based on a sliding 24 hour time period in which API requests were made with your Google Cloud project. Your application will receive an error if it exceeds the request limit for your access level within the last 24 hours. ## Test access After you've enabled Google Ads API, your Google Cloud project is granted Test access. This means that the project can only make Google Ads API requests against test accounts. > [!IMPORTANT] > **Important:** Refer to the [test account guide](https://developers.google.com/google-ads/api/docs/best-practices/test-accounts) to learn more about how to create a test account. ### Apply for Test access [Enable Google Ads API](https://console.cloud.google.com/flows/enableapi?apiid=googleads.googleapis.com) in your Google Cloud project to automatically be granted Test access for your project. ## Explorer access level After you've completed the initial sign-up for the Google Ads API, Google may let you apply for Explorer access level. The Explorer access level allows your Google Cloud project to make Google Ads API requests against both test accounts and production accounts. **Production accounts** are any accounts that serve real, live Google ads---test accounts don't serve ads. The Explorer access level allows your Google Cloud project to execute up to 2,880 operations per day against production accounts. This is sufficient for most developers to get started with the API and build basic automation. The Explorer access level restricts access to the following features. If you need to use these features, you need to apply for [Basic access level](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#basic-access) or [Standard access level](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#standard-access). | Restricted Functionality | Restricted Services and Methods | |---|---| | Account creation | [`CustomerService.CreateCustomerClient`](https://developers.google.com/google-ads/api/reference/rpc/v26/CustomerService/CreateCustomerClient) | | User management | [`CustomerUserAccessInvitationService`](https://developers.google.com/google-ads/api/reference/rpc/v26/CustomerUserAccessInvitationService) [`CustomerUserAccessService`](https://developers.google.com/google-ads/api/reference/rpc/v26/CustomerUserAccessService) | | Planning | [`KeywordPlanService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanService) [`KeywordPlanIdeaService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanIdeaService) [`KeywordPlanCampaignService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanCampaignService) [`KeywordPlanCampaignKeywordService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanCampaignKeywordService) [`KeywordPlanAdGroupService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanAdGroupService) [`KeywordPlanAdGroupKeywordService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanAdGroupKeywordService) [`AudienceInsightsService`](https://developers.google.com/google-ads/api/reference/rpc/v26/AudienceInsightsService) [`ReachPlanService`](https://developers.google.com/google-ads/api/reference/rpc/v26/ReachPlanService) | | Account Billing and Payment | [`PaymentsAccountService`](https://developers.google.com/google-ads/api/reference/rpc/v26/PaymentsAccountService) [`BillingSetupService`](https://developers.google.com/google-ads/api/reference/rpc/v26/BillingSetupService) [`AccountBudgetProposalService`](https://developers.google.com/google-ads/api/reference/rpc/v26/AccountBudgetProposalService) [`InvoiceService`](https://developers.google.com/google-ads/api/reference/rpc/v26/InvoiceService) | ### Apply for Explorer access level 1. Navigate to the [Google Ads API Overview page](https://console.cloud.google.com/google/ads-apis/overview) in your Google Cloud project. 2. Verify that the page displays your current access level as **Test**. 3. Click to expand the **Upgrade access level** section. 4. Confirm that the **Next access level** is displayed as **Explorer**. 5. Click the **Apply for access** button to apply for Explorer access level. Google may automatically upgrade your project's API access level to Explorer after you submit your application. ## Basic access level The Basic access level allows your Google Cloud project to make Google Ads API requests against both test accounts and production accounts. **Production accounts** are any accounts that serve real, live Google ads---test accounts don't serve ads. The Basic access level allows your Google Cloud project to execute up to 15,000 operations per day. This is sufficient for most developers. ### Apply for Basic access level > [!NOTE] > **Note:** Completing brand verification for your Google Cloud project is a prerequisite to apply for Basic access level. Refer to the [brand verification > guide](https://developers.google.com/google-ads/api/docs/api-policy/brand-verification) to learn more. 1. Navigate to the [Google Ads API Overview page](https://console.cloud.google.com/google/ads-apis/overview) in your Google Cloud project. 2. Verify that the page displays your current access level as **Explorer**. 3. Click to expand the **Upgrade access level** section. 4. Confirm that the **Next access level** is displayed as **Basic**. 5. Confirm that there are no warnings indicating that you haven't completed brand verification for your project. If there are, [follow the instructions](https://developers.google.com/google-ads/api/docs/api-policy/brand-verification) to complete brand verification before continuing. 6. Click the **Apply for access** button to apply for Basic access level. Google may automatically upgrade your project's API access level to Basic once you submit your application. ## Standard access level Standard access level allows your Google Cloud project to execute an unlimited number of operations per day for all services. Individual services and features may still have [rate limits and restrictions](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#rate-limits) that are specific to those features, which will continue to apply even if your project has Standard access level. The Standard access level is only granted to developers who require unlimited Google Ads API operations, such as large companies or tools that serve many users. ### Apply for Standard access level 1. Navigate to the [Google Ads API Overview page](https://console.cloud.google.com/google/ads-apis/overview) in your Google Cloud project. 2. Verify that the page displays your current access level as **Basic**. 3. Click to expand the **Upgrade access level** section. 4. Confirm that the **Next access level** is displayed as **Standard**. 5. Click the **Start application** button to start the Standard access level application. The Standard access application involves a detailed manual audit of your application. Be prepared to answer questions about your tool's functionality and its target audience. If your tool is used by external users, be prepared to provide demo sign-in access to your tool. Note that your tool must comply with the [Required Minimum Functionality](https://developers.google.com/google-ads/api/docs/rmf). Throughout the review process, the Google Compliance team will communicate with you using your email address. Make sure you respond promptly to the queries from the Compliance team to make progress with your Standard access application. When the review is complete, Google will email you with the final outcome of the review process. ## API quotas and system rate limits Regardless of the access level, all API operations are subject to system rate limits, which restricts how many operations you may perform in a period of time, that is the number of operations per hour. To learn more about how to handle rate limit errors, see [error types](https://developers.google.com/google-ads/api/docs/best-practices/error-types#retryable_errors). Individual services may enforce additional limits and quota restrictions due to reasons such as product design limitations, product policy restrictions, API performance and latency considerations. See the documentation about [API quotas](https://developers.google.com/google-ads/api/docs/best-practices/quotas) to learn more about these restrictions. ## Permissible use Permissible use only applies to Google Cloud projects with Standard access level. Permissible use is allocated based on intended use of the Google Ads API. These permissions determine which features of the API your tool can use, as elaborated in the following table: | Permissible Use | Description | |---|---| | Ad creation / management | Provide access to all services of the API for creating and managing Google Ads campaigns, ad groups, ads, and keywords. | | Reporting | Only make [`GoogleAdsService.Search`](https://developers.google.com/google-ads/api/reference/rpc/v26/GoogleAdsService/Search) or [`GoogleAdsService.SearchStream`](https://developers.google.com/google-ads/api/reference/rpc/v26/GoogleAdsService/SearchStream) requests, or read-only calls. This is for developers who only use the API to request stats. | | Researching keywords and recommendations | Allow the Google Cloud project to access [`RecommendationService`](https://developers.google.com/google-ads/api/reference/rpc/v26/RecommendationService), [`KeywordPlanIdeaService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanIdeaService), and [`KeywordPlanService`](https://developers.google.com/google-ads/api/reference/rpc/v26/KeywordPlanService). This is only used by tools requiring suggestions to help facilitate the creation and management of Google Ads campaigns. | ### Change permissible use If your Google Cloud project has been approved for Standard access level, you can fill out the [application to update permissible use](https://support.google.com/adspolicy/contact/tool_change). Fill out the application if you would like to update your permissible use or grant your clients access to your tool.