How to Get Started with Google Ads API: A Comprehensive Guide

The Google Ads API provides programmatic access to your Google Ads data, allowing developers to build custom solutions that interact directly with the Google Ads platform. Whether you’re looking to automate campaign management, create custom reporting tools, or integrate Google Ads functionality into your existing systems, the Google Ads API offers powerful capabilities to streamline your advertising operations and enhance performance.

What is the Google Ads API?

The Google Ads API serves as a programmatic interface to the Google Ads platform. It enables developers to create software that directly interacts with Google Ads accounts, allowing for automated management of campaigns, ad groups, ads, keywords, and other elements of your advertising strategy.

Key benefits of using the Google Ads API include:

• Automation of repetitive tasks – Save time by programmatically updating campaigns
• Custom reporting solutions – Build bespoke analytics tailored to your business needs
• Integration with existing systems – Connect your CRM, inventory management, or other business tools
• Scalability – Manage thousands of campaigns or accounts efficiently

Prerequisites for Using the Google Ads API

Before diving into implementation, ensure you have the following:

1. Google Ads Account – An active account with administrative access
2. Google Developer Account – Required for creating API credentials
3. Basic Programming Knowledge – Familiarity with at least one supported programming language
4. Google Ads Developer Token – Necessary for making API calls to production accounts
5. OAuth 2.0 Credentials – Required for authentication and user authorization

Step 1: Set Up Your Google Ads Manager Account

If you’re managing multiple accounts, start by setting up a Google Ads Manager Account (formerly MCC):

1. Go to Google Ads Manager Accounts
2. Follow the setup instructions to create your manager account
3. Link your existing Google Ads accounts or create new ones

Step 2: Request a Developer Token

A developer token is required to access the Google Ads API:

1. Sign in to your Google Ads account
2. Navigate to Tools & Settings > Setup > API Center
3. Click “Apply for a developer token”
4. Complete the application form with details about your intended API usage
5. Submit your application and wait for approval

Note: Google reviews applications based on your account history and intended API usage. New accounts may need to establish a history before being approved.

Step 3: Create OAuth 2.0 Credentials

Authentication for the Google Ads API uses OAuth 2.0:

1. Go to the Google Cloud Console
2. Create a new project or select an existing one
3. Navigate to APIs & Services > Credentials
4. Click “Create credentials” and select “OAuth client ID”
5. Configure the OAuth consent screen
6. Create OAuth client credentials for your application type (web, desktop, etc.)
7. Save your client ID and client secret for later use

Step 4: Choose Your Client Library

Google provides official client libraries for several programming languages:

• Java
• Python
• PHP
• Ruby
• .NET
• Node.js

Select the library that aligns with your technical stack. For example, to install the Python client library:

pip install google-ads

Step 5: Configure Your Development Environment

Set up your development environment with the necessary configuration:

1. Install your chosen client library
2. Configure authentication credentials
3. Set up access to required Google Ads accounts
4. Create a basic configuration file with your:
   • Developer token
   • OAuth client ID and secret
   • Refresh token (once obtained)
   • Login customer ID

Step 6: Write Your First API Request

Here’s a simple example of a basic API request using Python:

from google.ads.googleads.client import GoogleAdsClient
from google.ads.googleads.errors import GoogleAdsException


# Configure the client
client = GoogleAdsClient.load_from_storage("google-ads.yaml")


# Create a Google Ads service client
googleads_service = client.get_service("GoogleAdsService")


# Create a search request
query = """
    SELECT
        campaign.id,
        campaign.name,
        metrics.impressions,
        metrics.clicks,
        metrics.cost_micros
    FROM campaign
    WHERE segments.date DURING LAST_30_DAYS
    ORDER BY metrics.impressions DESC
    LIMIT 10
"""


# Issue a search request
try:
    response = googleads_service.search(
        customer_id="1234567890",
        query=query
    )


    # Process the response
    for row in response:
        campaign = row.campaign
        metrics = row.metrics
        print(f"Campaign: {campaign.name}")
        print(f"ID: {campaign.id}")
        print(f"Impressions: {metrics.impressions}")
        print(f"Clicks: {metrics.clicks}")
        print(f"Cost: {metrics.cost_micros / 1000000:.2f}")
        print("")


except GoogleAdsException as ex:
    print(f"Request with ID '{ex.request_id}' failed with status "
          f"'{ex.error.code().name}' and includes the following errors:")
    for error in ex.failure.errors:
        print(f"\tError with message '{error.message}'.")
        if error.location:
            for field_path_element in error.location.field_path_elements:
                print(f"\t\tOn field: {field_path_element.field_name}")

Understanding the API Structure

The Google Ads API follows a structured organization:

1. Services – Logical groupings of methods (e.g., CampaignService, AdGroupService)
2. Resources – Entities in the Google Ads system (campaigns, ad groups, ads)
3. Methods – Operations you can perform (get, create, update, delete)
4. Fields – Properties of resources (name, status, budget)

The API uses Google’s Protocol Buffers for efficient data serialization, providing a language-neutral, platform-neutral mechanism for structuring data.

Best Practices for Google Ads API Usage

To make the most of the Google Ads API:

• Monitor your quota – The API has usage limits based on your account spend
• Implement error handling – Build robust error handling to manage API exceptions
• Use batch processing – Group operations where possible to reduce API calls
• Follow rate limits – Respect the API’s rate limits to avoid throttling
• Keep dependencies updated – Regularly update client libraries for new features
• Use GAQL effectively – Master Google Ads Query Language for efficient data retrieval
• Implement logging – Track API requests and responses for troubleshooting

Common API Use Cases

The Google Ads API enables numerous advertising automation scenarios:

• Campaign management – Create, update, and optimize campaigns at scale
• Budget management – Adjust budgets based on performance metrics
• Keyword optimization – Identify and add high-performing keywords
• Custom reporting – Generate tailored reports beyond standard Google Ads reporting
• Bid adjustments – Implement sophisticated bidding strategies
• Feed-based advertising – Dynamically update ads based on inventory or pricing changes

Conclusion

Getting started with the Google Ads API opens up powerful possibilities for automating and enhancing your Google Ads management. While the initial setup requires several configuration steps, the long-term benefits in efficiency, scalability, and customization make it worthwhile for businesses looking to take their Google Ads management to the next level.

As you begin working with the Google Ads API, remember to continuously refer to the official documentation for the most up-to-date information and best practices. The API evolves over time with new features and improvements, so staying current with documentation is essential for success.

Start small with a specific use case, master the fundamentals, and gradually expand your API implementation as you become more comfortable with its capabilities and structure.

FAQs

Additional Resources

• Google Ads API Documentation
• API Structure Overview
• Video Tutorial: Getting Started with Google Ads API
• Google Ads API Tools