Which role to ask for, by task
One row per job. Ask for the role in the second column and nothing broader: the smallest role that does the job is easier for the client to approve, easier to audit, and simpler to remove when the work ends.
| Task | Ask for | Access type |
|---|---|---|
| Manage the product feed | Standard | User access |
| Link Merchant Center to Google Ads | Admin (Merchant Center) — or have the client do the link | User access |
What the client needs before starting
Only someone with these rights can add the agency. If your contact doesn't have them, ask who does first.
- Google Merchant CenterAdmin access on Merchant Center (only admins add people).
- Google Merchant CenterAdmin on Merchant Center and Admin on the Google Ads account.
Step-by-step pages for Google Merchant Center
Manage the product feed
- What Merchant Center access do I need to manage a client's product feed?→ Standard · Standard on the one Merchant Center account.
Link Merchant Center to Google Ads
- What access do I need to link a client's Merchant Center to Google Ads?→ Admin (Merchant Center) — or have the client do the link · Keep Standard and have the client's admin approve the link once, instead of asking for permanent Admin.
What the client clicks
The top-level clicks in Google Merchant Center. Each task page above has the exact role to pick at the last step.
- In Merchant Center, open Settings → Access and services.
- On the People and access tab, under People, select Add person.
- Enter the agency's email and choose Standard.
- Select Add user; the agency accepts the invite.
What breaks if the role is wrong
- Too low · Manage the product feedWithout access you can't fix disapprovals or feed errors.
- Gotcha · Manage the product feedStandard can't link Google Ads; see /access/merchant-center/link-google-ads.
- Too low · Link Merchant Center to Google AdsStandard in Merchant Center or in Google Ads: the link option is missing or the request can't be approved.
- Too high · Link Merchant Center to Google AdsPermanent Admin in both accounts is more than a feed retainer needs.
Copy this access request
One message for every Google Merchant Center role above. Fill in the blanks and paste it into your email to the client. Nothing you type leaves this page.
Sources
- https://support.google.com/merchants/answer/12160472 · checked Oct 14, 2026
- https://support.google.com/merchants/answer/12499498 · checked Oct 14, 2026
- https://support.google.com/google-ads/answer/9978556 · checked Oct 14, 2026
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All platform access guides
The long-form walkthrough, beyond the role table.
Not sure? Use the access level picker
Answer two questions and get the level to request.