The Google Ads API is used for managing large or complex Google Ads accounts and campaigns. You can build software that manages accounts from the customer level down to the keyword level. Some typical use cases include:

  • Automated account management
  • Custom reporting
  • Ad management based on inventory
  • Manage smart bidding strategies

Is the Google Ads API the right product for me?

Google provides multiple products to help automate Google Ads accounts. Here are some common scenarios and the list of Google products that might best fit your needs.

Scenario Recommendation
I am a developer who wishes to build my own software product, or integrate with Google Ads API. I am comfortable writing code, managing software infrastructure including servers and database. Use the Google Ads API.
I am a developer who is comfortable writing code, but prefer not to manage my own software infrastructure. Use Google Ads scripts.
I am not a developer, but am willing to invest some time learning programming to automate Google Ads. Use Google Ads scripts.
I am a data analyst (or similar role) who wants to download Google Ads reports for further analysis. Use BigQuery Data Transfer service. Support is available for Google Ads transfers.
I want to manage Google Ads in bulk, but don't want to write any code. Use automated rules, bulk uploads, or Google Ads Editor.


To make a Google Ads API call, you should have the following details. The rest of this tutorial teaches you how to obtain each of these items.

  • Google Ads manager account: You need a Google Ads manager account to apply for the Google Ads API.
  • Developer token: This token lets your app connect to the Google Ads API. Each developer token is assigned an API access level which controls the number of API calls you can make per day with as well as the environment to which you can make calls.

  • Google API Console project: The project is used for generating an OAuth 2.0 client ID and secret for your app. The ID and secret can then be used to generate the OAuth 2.0 credentials needed in API calls to the Google Ads account. The project also enables the API to accept calls.

  • Google Ads client account: This is the account you're making API calls against. You need necessary permissions to operate on this account, such as fetching reports or making changes to campaigns.

    You also need the 10-digit account number of the account you're making API calls to. This is displayed in the Google Ads web interface in the form 123-456-7890. This account number is passed as a parameter to the Google Ads API call without the hyphens: 1234567890.

  • Support tools and client libraries: This set of tools can help you integrate with the API more quickly.