Mastering the Google Ads API with Python: A Comprehensive Guide

Mastering the Google Ads API with Python A Comprehensive Guide

Entering the world of Google Ads API can often seem daunting, particularly when integrating it with a powerful language like Python. This complexity is often a result of feeling overwhelmed by various technical jargons, and the seeming difficulty of manipulating APIs.

In this comprehensive guide, we simplify these complex topics and walk you through each step to mastering the integration of Google Ads API using Python – from setting up your environment to executing sophisticated scripts, making it all feel effortless.

Ready to decode this enigma? Let’s dive in!

Key Takeaways

  • Mastering the integration of Google Ads API with Python can be made effortless by following a comprehensive guide that simplifies complex technical jargon and provides step-by-step instructions.
  • Preparing for Google Ads API and Python requires obtaining a Google Ads Manager Account, a developer token, setting up test manager and regular accounts, creating test campaigns, and configuring your Google Cloud project.
  • Understanding the structure of Google Ads accounts is essential for effectively utilizing the Google Ads API with Python. It involves grasping concepts like campaigns, ad groups, keywords, strategies, and segments.
  • By mastering the Google Ads API with Python, digital advertisers can seamlessly integrate their campaigns and access detailed reports to optimize performance and elevate their advertising strategies.

Preparing for Google Ads API and Python

To prepare for using the Google Ads API with Python, you will need to obtain a Google Ads Manager Account and a developer token. Additionally, set up both a test manager account and test regular accounts, create a test campaign, and configure your Google Cloud project.

Get a Google Ads Manager Account

Setting up a Google Ads Manager Account is the first step towards mastering Google Ads API with Python. Here are the steps you need to follow:

  1. Navigate to the Google Ads homepage and click on “Start now“.
  2. Provide your email address, website URL, and other required details.
  3. Follow prompts to complete the setup of your business and billing information.
  4. Choose the appropriate time zone and currency for your account.
  5. Set a budget cap for your campaigns which can be adjusted at any time.
  6. After completing these steps, wait for verification from Google before proceeding with further actions.

Get a developer token

To integrate Python with the Google Ads API, the first step is to obtain a developer token. This token acts as an authentication code that allows you to access and interact with the API. Obtaining a developer token involves the following steps:

  1. Visit the Google Ads API Center in your AdWords account.
  2. Click on “API Access” in the left – hand navigation menu.
  3. Under “Developer Token,” click on “Get Started.”
  4. Follow the instructions provided to create and retrieve your developer token.

Set up a Google Ads TEST Manager account

To begin mastering the Google Ads API with Python, you need to set up a Google Ads TEST Manager account. This will allow you to experiment and test your scripts without affecting your live campaigns. Here’s what you need to do:

  1. Visit the Google Ads website and navigate to the sign – up page.
  2. Click on “Start Now” and follow the instructions to create a new account.
  3. Fill in the required information, including your business details and billing information.
  4. Choose the “Test Account” option during the setup process to ensure that it is designated as a test account.
  5. Complete any additional steps required for verification or confirmation of your account.

Set up a Google Ads TEST regular accounts

To set up a Google Ads TEST regular account, follow these steps:

  1. Log in to your Google Ads Manager Account.
  2. Click on the “Tools & Settings” option in the top right corner of the page.
  3. Under the “Setup” section, select “Account access” and then choose “Google Ads API Center”.
  4. In the API Center, click on the “API Access” tab.
  5. Click on the blue “Create AdWords Account” button.
  6. Fill in all the necessary information for your new test regular account, such as account name and time zone.
  7. Review and accept the terms and conditions for using a test regular account.
  8. Click on the “Create Account” button to finish setting up your Google Ads TEST regular account.

Create a test campaign in your test account

To get started with testing the Google Ads API, you need to create a test campaign in your test account. This will allow you to experiment and familiarize yourself with the API’s capabilities. Here are the steps to create a test campaign:

  1. Log in to your Google Ads TEST Manager account.
  2. Navigate to the Campaigns section.
  3. Click on the “+ New Campaign” button.
  4. Select the type of campaign you want to create, such as “Search,” “Display,” or “Video.”
  5. Choose your campaign settings, including budget, location targeting, and ad schedule.
  6. Set up your ad group within the campaign by clicking on “+ New Ad Group.”
  7. Create one or more ads for your ad group, following the specifications provided by Google.
  8. Define relevant keywords for your ads by selecting “Keywords” under the ad group settings.
  9. Save and activate your test campaign.

Set up your Google Cloud project

To set up your Google Cloud project for integration with the Google Ads API, follow these steps:

  1. Visit the Google Cloud Console website and sign in to your Google account.
  2. Click on “Go to project” or “Create Project” to create a new project specifically for your Google Ads API needs.
  3. Enter a name for your project and select the desired organization if applicable.
  4. Choose the appropriate billing account for your project.
  5. Select a location for your project, keeping in mind factors like data residency requirements and latency considerations.
  6. Enable the necessary APIs by clicking on “Enable APIs and Services” in the Cloud Console dashboard.
  7. Search for “Google Ads API” and click on the result to enable it for your project.
  8. Set up authentication by navigating to APIs & Services > Credentials in the Cloud Console dashboard.
  9. Click on “+ Create Credentials” and select “Service Account” as the credential type.
  10. Provide a name and optional description for your service account, then click on “Create”.
  11. Choose the appropriate role(s) for your service account based on the level of access you require.
  12. Generate a new private key for your service account by clicking on “+ Create Key”.
  13. Select “JSON” as the key type and click on “Create”.
  14. Save the generated JSON file securely, as it contains sensitive information required for authenticating requests to the Google Ads API.
  • [KEYWORDS]: Python script for Google Ads API, Python code for Google Ads API

Understanding Google Ads Account Structure

The Google Ads Account Structure consists of multiple components, including campaigns and ad groups, that play a crucial role in organizing and managing your advertising efforts.

Overview of Google Ads Accounts

Google Ads accounts play a crucial role in managing and organizing your advertising campaigns. With the Google Ads API, it’s important to understand their structure and functionality.

A Google Ads account is where you create and manage your campaigns, ad groups, keywords, and ads. Within an account, you can have multiple campaigns that target different audiences or objectives.

Campaigns are the main units within an account and allow you to set specific budgets, targeting options, ad schedules, and other parameters. Each campaign can have one or more ad groups that contain related ads and keywords.

Keywords are essential for targeting your ads to relevant search queries. They help determine when your ads will appear in search results based on user intent. Segments provide additional criteria for categorizing data within an account.

Understanding Campaigns and Ad Groups

Campaigns and ad groups are essential components of the Google Ads account structure. A campaign is a collection of ad groups that share a common theme, budget, and targeting settings.

Ad groups, on the other hand, contain your ads and keywords. By organizing your ads into campaigns and ad groups, you can effectively manage and optimize your advertising efforts.

In a Google Ads account, you can create multiple campaigns to target different products or services you offer. Each campaign can have its own budget allocation and targeting options.

Within each campaign, you can further segment your ads by creating ad groups. Ad groups allow you to group related keywords together with their corresponding ads.

Keywords, Segments and Strategies

Understanding keywords, segments, and strategies is crucial when working with the Google Ads API. Keywords are specific words or phrases that advertisers use to target their ads to relevant audiences.

They play a vital role in determining when and where your ads appear on search engine results pages.

Segments allow you to break down data into more granular categories, such as by time, device, or location. By analyzing segmented data, you can gain valuable insights into how different factors impact the performance of your campaigns.

Strategies refer to the approach you take in managing your ad campaigns. This includes setting goals, determining budget allocation, and optimizing bidding strategies to maximize return on investment (ROI).

Developing and Executing a Python Script for Google Ads

Learn how to set up your Python environment, configure the Google Ads client, make API requests, and access detailed reports for seamless integration of Python with the Google Ads API.

Maximize your advertising efforts with this comprehensive guide.

Setting Up the Python Environment

Setting up the Python environment for Google Ads API integration is a crucial step in mastering this powerful tool. Here is a step-by-step guide on how to get started:

  1. Install Python: Start by downloading and installing the latest version of Python from the official website. Choose the appropriate version for your operating system.
  2. Install Pip: Pip is a package management system used to install and manage software packages written in Python. Check if it’s already installed by running the command `pip –version` in your command prompt or terminal. If not, follow the instructions on the official website to install it.
  3. Create and Activate a Virtual Environment: It’s recommended to create a virtual environment to isolate your project dependencies. Open your command prompt or terminal, navigate to your project directory, and run the following command:
  • Windows:
  • Mac/Linux:
  1. Install Required Packages: With your virtual environment activated, you can now install the necessary Python packages for Google Ads API integration. Run the following command to install the `google-ads` library:
  1. Set Up Authentication Credentials: To access the Google Ads API, you need authentication credentials in the form of a JSON file containing your client ID, client secret, refresh token, and developer token. Follow Google’s documentation on how to obtain these credentials for your specific use case.
  2. Configure Your Project: Once you have obtained your authentication credentials, you need to configure your project with them. Place the JSON file containing your credentials in your project directory and provide the necessary details to establish a connection with the Google Ads API.

Setting Up the Google Ads Client

To begin working with the Google Ads API in Python, you need to set up the Google Ads Client. Here are the steps to get started:

  1. Install the google-ads library: Use pip (Python package installer) to install the google-ads library. This can be done by running the command “pip install google-ads” in your command prompt or terminal.
  2. Import necessary modules: In your Python script, import the necessary modules from the package. These include “GoogleAdsClient” for creating an instance of the client, and other modules for making requests and managing resources.
  3. Set up authentication: To authenticate and authorize access to your Google Ads account, you need to set up authentication credentials. Generate a JSON key file from your Google Cloud Console project and save it securely on your local machine.
  4. Create a client object: Create an instance of the GoogleAdsClient class by passing in your authentication credentials as parameters. This client object will be used to make requests to the Google Ads API.
  5. Specify customer ID: Set the customer ID for which you want to make API calls by using the ‘set_client_customer_id()’ method of the client object. The customer ID represents the specific Google Ads account you want to work with.
  6. Make API calls: Once your client is set up, you can start making API calls using various methods provided by the package. These methods allow you to perform operations such as creating campaigns, retrieving ad groups, updating keywords, and more.

Making a Basic Request to the API

To make a basic request to the Google Ads API using Python, follow these steps:

  1. Set up your Python environment and ensure that you have the necessary libraries installed, including google-ads.
  2. Import the required modules in your Python script, such as google.auth and google.auth.exceptions.
  3. Set up the Google Ads client by creating an instance of the GoogleAdsClient class. Provide the necessary authentication credentials, including your developer token and client ID.
  4. Create a service object for the specific API service you want to interact with, such as CampaignService or AdGroupService.
  5. Define any necessary parameters for your request, such as specifying which attributes or metrics you want to retrieve.
  6. Build the request by calling the appropriate method on your service object and passing in the required parameters.
  7. Execute the request by calling the execute() method on your built request object. This will send the request to the Google Ads API and retrieve the requested data.
  8. Process and analyze the returned data in your Python script as needed, using built-in functions or third-party libraries if necessary.
  9. Handle any errors or exceptions that may occur during the execution of your request, using try-catch blocks or error handling mechanisms provided by the google-ads library.
  10. Repeat these steps as necessary to make additional requests or perform other operations with different API services.

Accessing More Detailed Reports

To access more detailed reports through the Google Ads API, you can use Python to make specific requests and retrieve the data you need. Here’s how you can do it:

  1. Define the report type: Determine the specific type of report you want to generate, such as keyword performance, campaign performance, or ad group performance.
  2. Specify the report attributes and metrics: Choose the specific attributes and metrics you want to include in your report. For example, if you’re generating a keyword performance report, you might include attributes like keyword ID, match type, and impressions, and metrics like clicks, cost, and conversion rate.
  3. Set date range and filters: Specify the date range for your report by setting a start date and end date. You can also apply filters to narrow down the data based on certain criteria like campaign ID or ad group ID.
  4. Make a request to the API: Use the Google Ads client library in Python to send a request to the Google Ads API with your specified report parameters. This will trigger the generation of the requested report.
  5. Retrieve and process the report data: Once the report is generated, you can retrieve it using Python code. The returned data will be in a structured format such as JSON or CSV. You can then process this data further according to your needs.
  6. Analyze and visualize the data: With the detailed report data in hand, you can analyze it using various statistical techniques or create visualizations like charts or graphs to gain insights into your advertising performance.
  • Python can be used to pull Google Ads data using a script.
  • The google – ads library is the Python client library for the Google Ads API.
  • The library is distributed via PyPI and offers easy management of credentials and creation of Google Ads projects.

Common Challenges and Best Practices

Common challenges when using the Google Ads API with Python include understanding the limitations of the API and optimizing script performance, while best practices involve efficient code writing and utilizing advanced features for better campaign management.

Understanding the Limitations of the API

The Google Ads API, like any other tool, has its limitations that users need to be aware of. One important limitation is the maximum number of requests that can be made within a specific timeframe.

This restriction is in place to ensure fair usage and prevent abuse of the API. Another limitation to consider is the types of data that can be accessed through the API. While it provides a wealth of information for advertisers, there may be certain data points or metrics that are not available through this interface.

Additionally, there might be restrictions on manipulating certain aspects of campaigns or bids through the API. It’s crucial to thoroughly understand these limitations before building scripts or automating processes with Python and the Google Ads API to avoid potential roadblocks and ensure your campaigns run smoothly.

Optimizing the Performance of Your Scripts

To ensure optimal performance of your scripts when using the Google Ads API with Python, consider the following best practices:

  1. Minimize API Calls: Reduce the number of unnecessary API calls by consolidating requests whenever possible. Batch multiple operations into a single request to minimize latency and maximize efficiency.
  2. Use Page Streaming: When retrieving large amounts of data from the API, utilize page streaming to efficiently handle pagination. This allows you to process data in chunks instead of loading everything at once, resulting in improved script performance.
  3. Implement Caching: If your script requires repeated access to the same data, consider implementing caching mechanisms. Caching can help reduce network latency and improve overall script execution time by storing previously retrieved data locally for faster retrieval.
  4. Leverage Incremental Updating: Instead of pulling all data every time your script runs, take advantage of incremental updating. This feature allows you to retrieve only the recently updated or modified data since a specified point in time, minimizing unnecessary processing and reducing response times.
  5. Optimize Queries and Filters: Refine your queries and filters to retrieve only the necessary data from the API. Avoid fetching excessive information that is not needed for your specific use case. Fine-tuning your queries can significantly improve script execution speed.
  6. Handle Errors Gracefully: Implement error handling mechanisms within your scripts to gracefully recover from any potential errors or exceptions thrown by the API. Properly handling errors prevents interruptions in script execution, improving reliability and efficiency.
  7. Monitor Performance Metrics: Continuously monitor performance metrics such as response times and resource utilization while running your scripts. Identify any bottlenecks or areas for improvement and make adjustments accordingly to optimize performance.


In conclusion, mastering the Google Ads API with Python opens up a world of possibilities for digital advertisers. With the power of Python and the comprehensive guide provided, users can seamlessly integrate their campaigns and access detailed reports with ease.

By leveraging this powerful combination, advertisers can optimize their performance and elevate their advertising strategies to new heights. Take control of your Google Ads account today by diving into this comprehensive guide on using Python with the Google Ads API.


1. What is the Google Ads API?

The Google Ads API is a powerful tool that allows developers to programmatically interact with and manage their Google Ads campaigns. It provides access to a wide range of features, including creating and managing ads, adjusting bids, retrieving performance data, and more.

2. Why should I use Python for the Google Ads API?

Python is a popular programming language known for its simplicity and readability. It has a rich ecosystem of libraries and frameworks that make it easy to work with APIs like the Google Ads API. Using Python can streamline your development process and allow you to build robust applications that leverage the full power of the API.

3. What are some key benefits of mastering the Google Ads API?

Mastering the Google Ads API can provide numerous benefits for businesses and advertisers. Some key advantages include better campaign management efficiency, improved data analysis capabilities, enhanced automation possibilities, increased scalability potential, and greater control over ad performance optimization.

4. How can I get started with mastering the Google Ads API using Python?

To get started with mastering the Google Ads API using Python, you will need to have basic knowledge of both Python programming language concepts as well as an understanding of how online advertising works in general. Once you have these foundations in place, you can explore official documentation from Google on how to integrate their APIs into your Python projects and start experimenting with sample code provided by them.

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