Google Ads API to Sunset Ad Sharing This October

Google is making a big change in how ads work. It’s phasing out ad sharing and moving toward asset-based ads. This means you’ll need to create a separate ad for each ad group, even if the message is the same.

Why This Matters

If you manage many ad campaigns using the Google Ads API, this update changes how things work. You’ll no longer be able to reuse a single ad across different ad groups. This could affect how you work, track performance, and report results.

You’ll now need to use Google’s newer asset-based formats like Responsive Search Ads (RSAs). These are designed to show the best ad to the right user by mixing and matching headlines and descriptions.

Quick Recap:

What is ad sharing?

It lets you use the same ad in many ad groups to save time.

What’s changing?

Google is replacing that with more flexible ad formats that work per group. This makes shared ads outdated.

What Should You Do Now?

Here’s how you can stay ahead:

Check your code:

If you use the API, look for any setup that reuses one ad in multiple ad groups.

Update your process:

Make a new ad for every ad group, even if the text is the same. Focus on using Responsive Search Ads, as older formats like Expanded Text Ads are being phased out.

Prepare for reporting changes:

New ads will have new IDs and won’t carry over past performance data. Save your old data now if you want to keep it for future analysis.

Final Thoughts

If you don’t make changes, here’s what Google will do in early 2026:

• Keep the ad in the ad group with the lowest ID.
• Copy the ad to the other groups.
• Recreate any auto-generated assets, which might change how the ad performs.

Final Thoughts

Google is shifting toward an asset-first ad model that uses smart combinations of content to improve results. Making the switch now gives you more control and time to test what works. If you’re still using shared ads, it’s a good idea to update your system and avoid last-minute problems.