Google publishes its own Google Ads MCP server, free and open source. So why would anyone use a hosted one? It comes down to who does the setup, what the server can change and who carries the risk. This guide compares the two types of server. If you are new to MCP, start with What is a Google Ads MCP server?.
The facts about Google's server were checked on the date above against its repository and developer docs. It changes often, so check both.
The short comparison
| Google's server | A hosted server | |
|---|---|---|
| Who runs it | You, on your computer or your own cloud | The company behind it |
| Setup | Google Cloud project, API access, OAuth, config | Add an address and sign in |
| Mainly for | Reporting and analysis | Depends on the product. Many add changes |
| Cost | Free software, plus your own hosting if any | Usually a subscription |
| Who you trust | Google's code and your own setup | That company too |
| Updates | You choose when to update | The company updates it for you |
What Google's server does
Its core tools list the accounts you can reach, read how the API's fields are structured, and run reports with GAQL, Google's query language.
The two sources differ on writing. The developer docs describe it as read-only: it can't change bids, pause campaigns or create new assets. The repository's README lists extra tools for creating assets and managing labels, behind a propose-and-confirm step, and says to switch them off for a strictly read-only setup. Check which applies to the version you install, and turn off what you don't need.
Neither source lists tools for budgets, pausing or new campaigns, so if you want an assistant to do those, you'll need something else.
What setup involves
To run Google's server, you need:
- A Google Cloud project with the Google Ads API enabled.
- An OAuth client or Application Default Credentials, with the
adwordsscope. - The server itself, usually run with
pipx, or deployed over HTTP to a service such as Cloud Run. - A configuration entry in your AI client.
- The right API access level for your project.
If you read older tutorials, note that developer tokens were sunset on September 9, 2026. Access levels now belong to the Google Cloud project, and Google's developer docs say the latest version of the server doesn't require a token, although its README still mentions one for some setups.
Access levels matter more than people expect
Enabling the API gives you Test access, which only works on test accounts. For a real account you need more:
| Level | Real accounts | Operations a day | How you get it |
|---|---|---|---|
| Test | No | 15,000 on test accounts | Given when you enable the API |
| Explorer | Yes | 2,880 | Apply; usually an automated review |
| Basic | Yes | 15,000 | Brand verification, then apply |
| Standard | Yes | Unlimited | A detailed manual audit |
For one person reporting on one account, Explorer is often enough. A team, an agency with many accounts or frequent scheduled reports can reach its limit, and moving up takes verification or an audit. A hosted server uses its own Google access, so you don't apply for any of this.
When Google's server is the better fit
- You are comfortable with Google Cloud, OAuth and a terminal.
- You want reporting and analysis, not changes to campaigns.
- You want the code on your own machine, with no extra company between you and Google.
- You want to build your own tools on top, or you already have a Cloud project.
When a hosted server is the better fit
- You want to be working in minutes, on the web or a phone as well as in an editor.
- People who don't use a terminal need access, such as a client or a marketing teammate.
- You want your assistant to pause, change budgets or add negative keywords, inside limits you set.
- You want more than Google Ads in one conversation, or a shared log of who changed what.
What to check on a hosted server
A hosted server adds a company to your chain of trust, so ask more of it. How does it store your access? Can its limits be changed by the assistant, or only by a person? Is there a log of changes? What happens to your data when you leave? The checklist in our MCP guide covers this in full, and Is it safe to give AI access to Google Ads? helps you decide how much access to give.
Where Roasby fits
Roasby is a hosted server for Google Ads, Microsoft Ads and ChatGPT Ads. If you only want Google Ads reports and enjoy the setup, Google's server may be all you need. Roasby is for people who want their assistant to make changes, with a preview step, limits set by people and a change log. It works with Claude, ChatGPT, Cursor and Codex.