Question

Why do I get a “RATE_EXCEEDED” error when calling the Google Ads API?

Answer 1

The “RATE_EXCEEDED” error occurs when you surpass Google Ads API rate limits, either for requests per second or total requests per day.

Possible Causes & Fixes:

1. Exceeding API Quotas

Fix: Check usage in Google Cloud Console → Quotas and request an increase if needed.

2. Sending Too Many Requests Too Quickly

Fix: Implement exponential backoff (retry with increasing wait times).

3. Lack of Request Batching

Fix: Use batch processing to reduce API calls.

4. Unoptimized Queries

Fix: Use paging when retrieving large datasets to avoid excessive calls.