Google Ads API to sunset ad sharing this October

/dans

Google Ads’ ad sharing, which lets a single ad be reused across multiple ad groups, will be deprecated with v22 of the API. Starting mid-October, shared ads will be blocked from creation, then phased out entirely next year.

Key dates:

  • Oct. 15, 2025 – New shared ads can no longer be created in the Google Ads API.
  • Q1 2026 – Existing shared ads stop serving; auto-migration kicks in.

Why we care. This is a major shift for developers and advertisers managing campaigns at scale through the API. The removal of ad sharing means advertisers can no longer reuse a single ad across multiple ad groups, which impacts workflow efficiency and reporting continuity.

It also requires updating systems to support Google’s asset-based ad formats, like Responsive Search Ads – critical for maintaining performance and avoiding disruption as the platform evolves.

Catch up quick:

  • Ad sharing allowed reusing a single ad across multiple ad groups, improving efficiency.
  • The shift to asset-based formats (like Responsive Search Ads and Performance Max) emphasizes dynamic, per-group ad assembly, making shared static ads obsolete.

What to do now:

  • Audit your codebase
    • Look for logic that reuses ad objects across ad groups.
    • Check for usage of AdGroupAdService pointing to already-used ad resource names.
  • Refactor your workflow
    • Create new, unique ads for each ad group, even if the copy is the same.
    • Use asset-rich Responsive Search Ads, not deprecated formats like Expanded Text Ads.
  • Mind the reporting impact
    • New ads = new IDs = zero performance history.
    • Archive and export historical data for long-term insights.

What if you do nothing? In Q1 2026, Google will:

  • Retain the original ad in the ad group with the lowest ID.
  • Copy the ad to other associated groups.
  • Regenerate any auto-created assets, potentially affecting performance.

Bottom line. Google Ads is moving toward an asset-first future. Manual migration gives you the most control and better results. Start updating your systems now to avoid a last-minute scramble.