Introduction

  • The Google Ads API is a programmatic interface for managing Google Ads accounts and campaigns, suitable for large or complex setups.

  • Typical uses of the Google Ads API include automated account management, custom reporting, ad management based on inventory, and Smart Bidding strategy management.

  • The Google Ads API is recommended for developers comfortable with writing code and managing their own software infrastructure.

  • Google Ads scripts, BigQuery Data Transfer service, automated rules, bulk uploads, and Google Ads Editor are alternative tools for automating Google Ads for different needs and technical skill levels.

The Google Ads API is the programmatic interface to Google Ads, 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
  • Smart Bidding strategy management

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 the 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 am an MMM developer who wants to download Google Ads data for MMM development. Use the MMM Data Platform. While many advertisers rely on the Google Ads API for data pulls, this is not ideal for MMM development.
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.
Next
Quickstart