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How to Resolve Pending Google Ads Account Link Requests?

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Establishing a bridge between Google Ads and Google Merchant Center is key to running Shopping campaigns and free product listings. However, some merchants stumble upon a pending Google Ads Account link request while linking the two.

Since Merchant Center sends your whole product data, such as product titles, descriptions, etc., to Google Ads, a pending request can halt the data exchange process and the creation of your Shopping campaigns. 

But why does that happen? And how to troubleshoot Google Ads linking? 

In this blog, we’ll uncover the common causes behind pending Google ads account link requests and walk you through how to resolve it, ensuring a smoother setup and uninterrupted campaigns.

Let’s dive into it. 

Note: Depending on your account history or violations, this error can be displayed as an error, a warning, or an informational notification. Each has a different outcome.

The issues are differentiated by colors:

1. Red errors are critical errors or account suspensions
2. Yellow errors are warnings
3. Blue errors are informational

Regardless of the level of severity, they should all be treated with equal importance, as overtime it can result in an account suspension or product disapproval(s). Ultimately, all decisions are made by Google’s policy team and are subject to change based on their evolving policies.

Linking your Google Ads account and your Merchant Center is crucial for setting up any Shopping campaign (including Search, Performance Max, etc.). You are enabling Google to send your product feed and its information to Google Ads, which uses that information to create effective ad campaigns. 

To establish the connection, one party with admin access initiates the link request from Merchant Center to Google Ads. 

In essence, “pending” means it’s waiting for your approval to establish a connection between your Google Ads account and Google Merchant Center. 
When not approved, ad campaign creation comes to a pause. 

Also Read: Understanding the ‘Missing Business Address’ Error in GMC.

There are two ways to approve the link requests–

  1. Accepting pending link requests directly on the Google Ads account: There are two methods, one with admin access and one without it.
  2. Using Google Ads API: This one also includes two methods to implement it; one with an invite and one without it. 
What is Google Ads API?

Google Ads API is an Application Programming Interface (API) that gives developers access to interact with Google Ads servers. It’s a programmatic approach that enables advertisers to handle complex Google Ads accounts and campaigns.

It is mainly a tool for developers to use via a coding platform, without clicking through the Google Ads interface.

The first two methods explained are implemented on Google Merchant Center, and the third method uses the Content API. 

Below are the steps for approving links in Google Ads: 

Method 1: Approve & Connect the Merchant Center account you own within Google Ads

You can manage Merchant Center link requests in your Google Ads account by approving or rejecting them through the Google Ads interface. Here’s how: 

  1. In your Google Ads account, click Tools > Data Manager.
  2. In that, locate the Connected products tab, then find Google Merchant Center under the Featured products section. Choose your preferred linking option.
  3. Choose Link Google Merchant Center to Google Ads.
  4. Locate and select the Merchant Center account you want to connect. This will link the two platforms. 
  1. In your Google Ads account, click the Tools icon.
  2. Choose Data Manager from the menu.
  3. Under Connected products, look for Google Merchant Center, then click Manage and link.
  4. Go to the Received tab to see incoming link requests. Find the right account. The Status will show ‘Needs your approval.’
  5. Click Review under the Actions column, check the request details, and if everything looks good, click Approve.

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This method uses the Google Ads API to connect the Google Merchant Center and the Google Ads account. 

By applying the API, you can: 

  • Check pending link invitations
  • Accept invitations 
  • Link accounts directly if you have admin access
  • View all the existing links 
  • Unlink any existing links
  • Reject invitations

When a request is sent from Merchant Center, anyone with admin access has to approve the request (accepting the invitation) in Google Ads. 

So, to facilitate the approval process, one needs to first list out all the pending Merchant Center invites and then accept them. Here’s how it can be done: 

Invitations and link requests may be used interchangeably in the sections below. Both hold the same meaning in this context. 

Step 1: List All Pending Merchant Center Invitations

This method involves running a GAQL query (Google Ads Query Language) to receive the list of all the pending invitations to link Google Ads customer ID to Merchant Center. 

Here’s the GAQL query: 

SELECT
    product_link_invitation.merchant_center.merchant_center_id,
    product_link_invitation.type
FROM product_link_invitation
WHERE product_link_invitation.status = 'PENDING_APPROVAL'
    AND product_link_invitation.type = 'MERCHANT_CENTER'
Note: Google recommends that in order to retrieve all invitations, you must remove the filtering condition for the product_link_invitation.status field (see the query above).

Also, only one active invitation in either REQUESTED or PENDING_APPROVAL status can exist between a Google Ads account and a Merchant Center account at a time.

Step 2: Accepting the Linking Invitation

After you list them, you can accept all of them by creating an UpdateProductLinkInvitationRequest object and updating the product_link_invitation’s status to accepted. Here is how you can do it:

  1. Create UpdateProductLinkInvitationRequest object and set the customer_id field as the Google Ads customer ID.
  2. Assign the resource_name field with the identifier (resource name) of the product_link_invitation. This informs the API which specific invitation you’re acting on.

    Every link invitation has a unique resource_name (like an ID), and you need to provide it to update that invitation.
  3. Update the product_link_invitation_status to ACCEPTED. In case you want to reject the invitation, just add REJECTED instead.
  4. Then, make an UpdateProductLinkInvitation API call.

    This is an important API request as it submits your approval. When the API call successfully happens, the Merchant Center intes are accepted. This means that the two platforms are now connected. 

Method 4: Direct Linking with No Invitations 

This method is for those who have admin access on both platforms. Being the admin on both removes the hassle of processing link requests and enables direct linking via Google Ads API. 

Here is how you can implement it using GAQL queries: 

  1. Create a new CreateProductLinkRequest object. Then, assign your Google Ads customer ID to the customer_id field.

    This initiates direct linking. The customer_id informs the system which Ads account you are linking.
  2.  Next, create a ProductLink object and specify the Merchant Center account ID you want to connect. Fill merchant_center_id with the specific id.

    This specifies which Merchant Center account you are linking.
  3. Assign the ProductLink you just created to the product_link field inside your request.

    To explain this better, you’ve created:
  • A CreateProductLinkRequest object
  • A ProductLink object with the merchant_center_id set

You need to set the ProductLink to the product_link field of the request object.

4. Finally, run a CreateProductLink API call.

Note: If the user trying to create the direct link doesn’t have the right permissions on both accounts, the system will return a CREATION_NOT_PERMITTED error. When that happens, switch to the invitation method instead to complete the linking process.

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Let’s brush upon the basics and send a link request to Google Ads. Here’s how you can do it: 

Method 1: Linking an Existing Google Ads account you own in Merchant Center

Here’s a quick step-by-step process of linking the two platforms:

  1. On Google Merchant Center, click the gear icon and go to Settings & Tools > Apps and services > Add service.
  1. Select Google Ads from the options. After selecting that, click Next. 
  1. Send the request by choosing any Google Ads account. Wait for the approval.

The process is similar to the previous one, with a few changes towards the end: 

  1. On Merchant Center, go to Settings & tools > Apps and services > Add service > Select Google Ads as the service.
  2. In the pop-up window, choose New account.
  3. Edit any pre-filled details if needed, then click Next.
  4. To link only to Merchant Center, select Link to Merchant Center only, then click Link.

Method 3: Connect to a Google Ads account you don’t manage directly in Merchant Center

  1. In Merchant Center, click the Settings & tools icon (gear symbol). Then, go to the Apps and services section.
  2.  Under Google services, click Add service. Choose Google Ads, then click Next.
  3. In the pop-up, select Account you don’t manage.
  4. Enter the Google Ads customer ID, click Next, then click Link to finish connecting your Google Ads account to Merchant Center.
  5. Wait for the approval from Merchant Center’s handler.

A pending request is not a cause for concern. It can usually be resolved in just a few simple steps. However, there may be instances where the pending requests are either not getting approved or even after approving, you are unable to link them.

This could be due to certain reasons. Let’s understand them along with solutions: 

  1. No Admin Access

Reason: Only someone with admin access can approve your Merchant Center to be linked. If the request is pending, it may be because no admin has approved it.

Solution: Inform the admin about the request. Wait for their approval. You may also seek admin access in order to approve it. 

  1. Delay in System Syncing

Reason: Usually, the linking happens quickly. On some occasions, even after approving access, the system may still display the status “Request sent” on Google Merchant Center or “Needs your approval” on Google Ads. And in extremely rare occasions, very large data may take up more time to sync.

Solution: Wait for at least 2-3 hours for the status to change. Also, try refreshing the Google Ads account page.

Other options include clearing your browser’s cache, and opening Google Ads in incognito mode.

  1. Incorrect Google Ads Customer ID

Reason: Request still pending due to incorrect Google Ads customer ID. This signals that the request was sent to the wrong Ads account or to a non-existent one.

Solution: Find the 10-digit Google Ads ID in the top-right corner of your account (format: XXX-XXX-XXXX). Then, log in to Merchant Center and go to Settings & tools > Linked accounts > Google Ads.

Make sure the ID shown there matches your actual Google Ads ID. If it doesn’t, remove the old request and send a new one using the correct ID.

  1. Policy Violation

Reason: A persistent pending request that is not resolving could indicate a policy violation, such as a misrepresentation, missing website attributes, selling adult products, etc. A pending status on its own isn’t something to worry about.

However, if there are serious, unresolved policy issues with the requesting account, like in Google Merchant Center, or with the connected website, those can stop the link from activating. In rare cases, the link might even get disapproved right after being ‘approved.’

Solution: Log in to Merchant Center and head to Products > Diagnostics. Fix any critical account or item issues listed there.
Ensure your site should have clear contact info, return/refund policies, secure checkout, and accurate pricing and stock details.
If your account is suspended, fix the issues and submit an appeal. The link to Google Ads won’t work until the suspension is lifted.

It is important to comply with Google policies to avoid Merchant Center suspension. This can hinder with your advertising efforts and may affect linking with Google Ads. 
  1. Request Invitation Expired

Reason: If invitations are not approved within 7 days, they expire. This makes the link request invalid.

Solution: The expired link cannot be reactivated. Sending a new link from Merchant Center and approving it within 7 days will help.

Conclusion 

To summarize, linking your Google Merchant Center to Google Ads might seem simple, but a pending request can unexpectedly hold things up. The good news? It’s usually easy to fix. Whether it’s a missing approval, a wrong ID, or a quick API tweak, knowing what to look for can save you time and keep your campaigns running smoothly.  

Here are the key takeaways that encapsulate everything we have discussed: 

  • A request stuck in “pending” means someone with admin access hasn’t approved it yet. Make sure the right user logs in and accepts it in Google Ads.
  • Only users with admin rights can send or approve linking requests. If you don’t have it, you’ll need help from someone who does.
  • If you manage multiple accounts or want to automate the process, using the Google Ads API is a suitable option. It works well when you have admin access on both platforms.
  • One of the most common issues is linking to the wrong Google Ads account due to an incorrect customer ID. Always confirm the 10-digit ID before sending the request.
  • On rare occasions, even after approval, it can take a couple of hours for changes to reflect. Be patient, refresh your dashboard, or try clearing your browser cache.
  • If your Merchant Center account has policy violations or is suspended, linking won’t work. Always check diagnostics and resolve any issues before retrying.

FAQs

Why is my Google ad still pending?
Your Google Ads link request is still pending because it hasn’t been approved yet. It is usually done by someone with admin access in the linked account. Other reasons also include wrong customer ID, system delays, expired invitation (after 7 days), or account issues like policy violations. 

How do I know if my Google ad is approved & linked?
To view linked accounts, go to Settings > Linked accounts > Google Ads in your Google Merchant Center. You will find a list of connected Google Ads accounts there.

On the other hand, in your Google Ads account, head to Tools & settings > Linked accounts, select Google Merchant Center, then click Details to check the link status.

How many Google Ads accounts can I link to the Merchant Center?
You can link a single Merchant Center account to as many as 500 Google Ads accounts.

Can my campaign be linked to multiple Merchant Center accounts?
No, only one link is connected to one Merchant Center. If you need to use a different Merchant Center account, you’ll have to set up a new campaign.

Can I automate link request approvals?
Yes, by using Google Ads API. Add GAQL query that helps listing out pending Merchant Center requests and accepts them using the APIs.

How do I unlink a Merchant Center account from my Google Ads account using Google Ads API?
To unlink a Merchant Center account using the Google Ads API, you first create a RemoveProductLinkRequest object and set the customer_id to your Google Ads account ID.

Next, specify the resource_name of the particular product link you want to remove. Finally, make a RemoveProductLink API call to complete the unlinking process.

What if I accidentally unlink an account?
In that case, you need to ask or create a new link request in the Merchant Center. If you’re using Google Ads API, the problem shouldn’t arise but if it does, you need to check if the correct APIs are being called. 

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Hey there! I'm a SaaS-based content writer & specialize in writing technical & eCommerce blogs. I know the nitty-gritty of Shopify & selling on marketplaces like Instagram, Snapchat, Facebook & more. When I am not writing, I indulge in cooking & traveling!

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