The AdWords API allows apps to interact directly with the Google Ads platform, vastly increasing the efficiency of managing large or complex Google Ads accounts and campaigns. Some typical use cases include:

• Automated account management
• Custom reporting
• Ad management based on inventory
• Manage Smart Bidding strategies

With the AdWords API you can build software that manages accounts from the customer level down to the keyword level. The API can do almost everything the Google Ads UI does, but programmatically.