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What access do I need to link a client's Merchant Center to Google Ads?

Last updated · roles checked against Google Merchant Center help

The short answer

It takes Admin on both sides. A Merchant Center Admin sends the link (Access and services → Apps and services → Add service → Google Ads), and a Google Ads Admin approves it in Tools → Data manager. If one person is Admin on both, it's approved automatically.

What to ask for

Ask for
Admin (Merchant Center) — or have the client do the link User access
Minimum safe access
Keep Standard and have the client's admin approve the link once, instead of asking for permanent Admin.
Client needs
Admin on Merchant Center and Admin on the Google Ads account.

Ask for Admin (Merchant Center) — or have the client do the link and nothing broader. The smallest role that does the job is easier for the client to approve, easier to audit later, and simpler to remove when the work ends. If the scope of work grows, ask again for the larger role rather than requesting it up front.

What the client clicks

Send these steps to the person who holds admin on merchant center and admin on the google ads account. Tick them off as you go.

Google Merchant Center: Link Merchant Center to Google Ads0 / 4

What breaks if the role is wrong

  • Too lowStandard in Merchant Center or in Google Ads: the link option is missing or the request can't be approved.
  • Too highPermanent Admin in both accounts is more than a feed retainer needs.
  • GotchaFix any account-level policy violations on either account before linking.
  • GotchaLinking also connects Google Ads to Business Manager by default; choose 'Link to Merchant Center only' if you don't want that.
  • GotchaIf 2-Step Verification is required in Google Ads, turn it on before linking.

Copy this access request

Fill in the blanks and paste it into your email to the client. Nothing you type leaves this page.

Sources

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Related

Part of Google Merchant Center access

Every role on Google Merchant Center, one page.

Hub

What Merchant Center access do I need to manage a client's product feed?

Ask forStandard

Google Merchant Center

How to link a client's Google Ads account to your MCC

Ask forManager account link (accepted by a client Admin)

Google Ads manager account (MCC) link

All platform access guides

The full platform walkthrough, beyond this one task.

Guide

Not sure? Use the access level picker

Answer two questions and get the level to request.

Tool