Google Ads access level is the degree of authorization that a Google Ads account has to operate on a specific advertising resource, such as a campaign, an ad group, or a client account managed through a manager account. This concept governs who can view, edit, create, or delete elements within the platform, effectively defining the operational boundaries of each user involved in managing advertising activities.
Understanding how access levels work is essential for agencies, freelancers, and companies collaborating on Google Ads, because incorrect permission settings can cause operational blocks, unwanted changes, or difficulties in monitoring performance. The platform distinguishes between different roles, each with a specific set of privileges, and correctly assigning these roles is a best practice for security and account governance.
What the access level includes in the Google Ads hierarchy
The access level indicates the set of permissions granted to a user or account within the Google Ads hierarchy. The hierarchy typically includes a manager account, which can contain multiple client accounts, and within each client account, campaigns, ad groups, and ads. The access level determines which of these elements the user can act on and to what extent.
Permissions are not uniform: there are roles with full administrative capabilities, roles limited to read-only, and intermediate roles that allow campaign management without the ability to change billing settings or grant access to others. The distinction between these levels is what allows different collaborators to be assigned different tasks without exposing the entire account to risk.
Default roles and the permissions they entail
Google Ads provides a set of default roles, each associated with a specific access level. Knowing these roles helps choose the configuration best suited to a team’s or agency’s operational needs.
Admin
The admin has the highest access level. They can manage all aspects of the account, including users, billing, sharing settings, and advanced configurations. This role is generally reserved for the account owner or trusted figures with direct responsibility for financial and strategic management.
Standard user
The standard user can create and edit campaigns, ads, keywords, and operational settings, but cannot manage other users’ access or intervene on certain administrative functions. This is the typical role for professionals who handle daily campaign optimization.
Read-only
The read-only level allows viewing data, reports, and settings without the ability to make changes. It is useful for figures who need to monitor performance, such as analysts, external consultants, or business stakeholders, without the risk of altering active campaigns.
Limited access for billing or reporting
Some access profiles are restricted to specific functions, such as billing management or report viewing only. These levels further reduce the scope of intervention, ensuring that the user can perform their task without having visibility or control over other areas of the account.
Manager account and client account: how permissions are transmitted
A central aspect of access levels concerns the relationship between manager account and client account. The manager account is a container that allows managing multiple client accounts from a single interface. Permissions assigned at the manager account level can propagate to linked accounts, but not automatically to all: the manager account admin can decide which users have access to which client accounts and with which role.
This hierarchical structure allows agencies to work on multiple clients with a single login, while keeping each account’s data and permissions separate. It is important to note that the access level to a client account can be different from that on the manager account: a user can have an admin role on the manager account but only read-only access on a single client account, or vice versa.
Access levels compared
| Access level | View data | Edit campaigns | Manage users | Access billing |
|---|---|---|---|---|
| Admin | Yes | Yes | Yes | Yes |
| Standard user | Yes | Yes | No | No |
| Read-only | Yes | No | No | No |
| Limited access | Partial | No | No | Only if provided |
| Manager account | Yes | Yes on linked accounts | Yes on linked accounts | No |
Where to assign or change permissions
Access levels are managed through the section dedicated to users and authorizations within Google Ads. Below are the general steps to configure or change an access level.
- Sign in to your Google Ads account with a profile that has admin permissions.
- Open the settings menu and locate the section for users and access.
- Select the account or manager account you want to work on.
- Find the user whose access level you want to change, or add a new user by entering their email address.
- Assign the desired role by choosing from the available options, such as admin, standard user, or read-only.
- If necessary, limit access to specific client accounts or certain functions.
- Save the changes and verify that the user has received the invitation or role update notification.
- Periodically check the user list to remove unnecessary access and keep the account secure.
Frequently asked questions about Google Ads access levels
What does access level mean in Google Ads?
The access level is the set of permissions that determine which actions a user can perform on an account or advertising resource, from simple viewing to full management.
What is the difference between admin and standard user?
The admin can manage users, billing, and advanced settings, while the standard user can work on campaigns and ads without intervening on administrative functions.
Can I assign different access levels on linked accounts?
Yes, a user can have one role on a client account and a different role on another, or a different level between manager account and client account.
How do I revoke a collaborator’s access?
From the users and access section, you can remove the user or change their role, thereby revoking previously granted permissions.
Does the read-only level allow downloading reports?
Yes, the read-only level allows viewing and downloading reports without being able to edit campaigns, settings, or users.
Can a manager account automatically access all client accounts?
No, access to linked client accounts must be explicitly granted by the admin, who decides which users and roles to assign to each account.
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