Authorizing Your Assets for Google Ads

This article explains the essential step of authorizing your Google advertising assets before launching campaigns in Google Ads. Authorization ensures you have the necessary permissions and account links in place so your campaigns can run smoothly.

Asset and Account Authorization Checklist

Before you launch ads, make sure the following are completed:

• You have Admin (or sufficient) access to your Google Ads account.
• Conversion tracking is configured and working.
• A Google Merchant Center (GMC) account is created (if you’re using Shopping/Product ads).
• Your Google Ads account is linked with your Merchant Center account.
• User permissions are correct across all accounts (Google Ads, GMC, Analytics as needed).

Refer to the next section for guidance on completing these requirements.

Completing Your Google Ads Asset Authorization

Before launching campaigns, we recommend completing your asset authorization tasks. This helps ensure a smooth setup experience and prevents issues such as missing access permissions, unverified tracking, or failed account linking.

Confirm Your Google Ads Account Access

Check that you (or your team) have the required access level—ideally Admin—in the Google Ads account. This access ensures you can create conversion actions, approve linking requests, and manage billing and settings.

Set Up Conversion Tracking

Configure conversion tracking so Google Ads can measure key actions such as purchases or sign-ups.

For detailed instructions, refer to "Setting Up Google Ads Conversion Tracking."

Create and Verify Your Google Merchant Center Account (If Applicable)

If you plan to run Shopping campaigns or Performance Max campaigns using product feeds, set up your Google Merchant Center (GMC) account next.

For detailed instructions, refer to "Creating a Google Merchant Center Account."

Link Google Ads and Merchant Center

Once both accounts are ready and you have the required permissions, link Google Ads to GMC. This connection is required for Shopping ads and Performance Max (Retail) campaigns.

For detailed instructions, refer to "Connecting Google Merchant Center to Google Ads."

Best Practices for Campaign Readiness

• Stay up-to-date on Google’s advertising policies. Some industries, events, or terms may be restricted or require extra review.
• Avoid prohibited or restricted content. This includes, but is not limited to, counterfeit goods, deceptive practices, hazardous products, and inappropriate content.
• Use inclusive, culturally aware creatives. If you advertise internationally, tailor your language, images, and tone accordingly.
• Do not click your own ads. This can distort metrics like click-through rate (CTR) and might negatively impact campaign delivery.
• Use a mix of keyword match types. For search campaigns, combine Broad, Phrase, and Exact match to balance reach and precision.
• Add and review negative keywords regularly. This helps filter out irrelevant traffic and improves targeting efficiency.
• Ensure landing page conversion readiness. Make sure your product/service pages are relevant, persuasive, and optimized for conversions (clear description, testimonials, trust signals).
• Refine geographic and language targeting. Avoid default "all countries/all languages" settings unless intended; narrow to your true market to avoid wasted spend.

Important Notes and Additional Remarks

• Linking Merchant Center and Google Ads is required for Shopping and Performance Max (Retail) campaigns.

• Access permission levels:

  • Admin: Full control
  • Standard: Edit campaigns, no billing/settings
  • Read-only: View access

  Important: Please only grant Admin access to trusted users.

• It’s a best practice to enable 2-Step Verification on any Google account used for ad management for account security. 
• If you are not using product ads (i.e., only Search/text campaigns), the Merchant Center link is not strictly required—but conversion tracking and account access are still foundational.
• Google UI labels may vary slightly depending on your region or interface updates. Always confirm with your account view.