Google has retired developer tokens for the Google Ads API, moving API access control to Google Cloud projects from 9 September 2026. For most UK businesses that manage campaigns through the normal Google Ads interface, the change requires no action.
The change matters mainly to advertisers, agencies and software providers using custom integrations, reporting dashboards, CRM connections or automation built on the Google Ads API. Google says existing active access levels were automatically transferred from developer tokens to the Google Cloud projects that had used them during the previous 90 days.
Existing integrations should therefore continue working in most cases. Google says applications can still send a developer token in API request headers for now, but the token is optional and ignored by its servers. Developers are being encouraged to update client libraries and remove the dependency because a future major API version will reject developer tokens entirely.
There are a few situations worth checking. A recently approved token that was never used, a project that has been inactive for more than 90 days, or a pending Basic Access application may not have inherited production access. Google says affected projects should apply for the appropriate access level through Google Cloud Console instead of the old Google Ads API Center.
What happened to the Google Ads developer token?
If you are looking for a Google Ads developer token, Google Ads API token or the old Google Ads API Center developer token, the important change is that production API access is now tied to the Google Cloud project rather than controlled by the legacy developer-token field. Existing integrations may still send a token for now, but access is determined by the Cloud project and its assigned level.
Google’s developer-token guidance confirms that API access is now determined by the Cloud project that owns the OAuth credentials or service account. Its access-level documentation also sets out the new Test, Explorer, Basic and Standard tiers.
For a small business, the practical question is simple: do you have anything custom connecting directly to Google Ads? If the answer is no, there is little to worry about. If a developer, agency or third-party platform handles automated campaign changes, reporting or conversion data, ask them to confirm which Google Cloud project owns the credentials and whether the correct production access level is showing.
The shift does not change the wider decision between paid and organic acquisition. Businesses reviewing that mix can see our guide to SEO vs Google Ads for local businesses, while our digital marketing guide for small businesses covers how paid search fits alongside other channels.
What should developers check after Google Ads API token changes?
Businesses using custom Ads integrations should confirm that reporting, campaign tools and automated workflows still connect correctly. An incorrect Cloud-project access level or an authentication problem can interrupt an integration even while campaigns remain accessible in the normal Google Ads interface. Token retirement alone does not mean every existing connection has stopped working.
Review any software that relies on the Ads API.
- Check API authentication.
- Test reporting and automation tools.
- Update old integrations.
- Monitor for failed requests or missing data.
What should you do instead of requesting an old developer token?
For the Google Ads API, start with the Google Cloud project that owns your integration’s credentials. A token copied from another account does not transfer production access to a new project. The API access level and the user’s permission to access an Ads account are separate checks.
- Identify the integration. Ask its developer which project owns the OAuth client or service account. Do not paste client secrets, refresh tokens or account credentials into a support forum.
- Check that project’s Google Ads API Overview. Confirm its actual access level. Test access applies to test accounts; it is not production approval.
- Use the current Cloud application route. Apply for the appropriate production access level there if needed. New Basic and Standard applications require brand verification under Google’s current guidance.
- Check the exact error. Google documents
CLOUD_PROJECT_NOT_APPROVED_FOR_PRODUCTIONfor an unapproved production project in v25 and later, while older versions may reportACTION_NOT_PERMITTED. Record the version, request ID and error for the developer rather than guessing from a disconnected dashboard. - Update and verify carefully. Check whether your client-library version supports requests without a developer token, test the intended reporting or automation workflow, then monitor errors. Do not run bulk campaign changes simply to test access.
An important exception and a changing support situation
Google’s retirement guidance specifically excludes sign-up for the App Conversion Tracking API: developers needing that API should follow its developer-token route. Do not assume all Google advertising APIs have identical onboarding.
Google’s migration page also lists known approval and authorisation issues. If Cloud shows approved access but production requests fail, compare the exact conditions with that current page before rebuilding the integration. Billing changes can affect other Cloud services, so avoid treating account upgrades or removing billing as a routine first fix.
Questions to ask your software supplier
Which project owns the credentials? What access level is active? Which workflow was tested, when did it last succeed, and who will handle API-version or client-library updates? A clear answer is more useful than a reassurance that an old token has been entered.
Checked on 23 October 2026 against Google’s developer-token retirement and migration guidance and Google Ads Help’s current API setup explanation. Requirements and known issues can change; use those sources for the current process.
