The Google Ads API has [access levels](https://developers.google.com/google-ads/api/docs/api-policy/access-levels) associated with the Google Cloud
project, and uses an application review process to grant various access levels.
It's important to plan and obtain the correct access levels before
productionizing your application.

A common scenario is that your application development starts with [Explorer
access level](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#explorer-access), but then outgrows its quota limits over time. At
that point, you should apply for [Basic access level](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#how-to-apply-for-basic-access) or [Standard
access level](https://developers.google.com/google-ads/api/docs/api-policy/access-levels#standard-access). While Basic access applications are reviewed
automatically, the Standard access review process can take several business days
or sometimes weeks to complete, so request your Standard access level upgrade
well before you need the increased quota limits.

Google may require that your app provide certain capabilities or features as
listed in the [Required Minimum Functionality (RMF)](https://developers.google.com/google-ads/api/docs/api-policy/rmf). When using the
Google Ads API, the RMF only applies to Google Cloud projects with Standard access
level. Make sure you review these requirements in advance to avoid additional
delays around building the necessary features in your app.

## Pricing

The Google Ads API is free to use; there are no charges for using the Google Ads API at
Explorer access, Basic access, or Standard access levels. However, if you are
subject to [Required Minimum Functionality (RMF)](https://developers.google.com/google-ads/api/docs/api-policy/rmf), the API Review Team
audits your tool for compliance. If the audit results in a finding of
non-compliance, you may be required to pay
[non-compliance fees](https://developers.google.com/google-ads/api/docs/api-policy/non-compliance-fee).