Google is deprecating the ad sharing functionality in the Google Ads API, with the removal of the ability to create shared ads set for October 15, 2025, coinciding with the release of v22. By Q1 2026, shared ads will stop serving, although the exact date will be communicated later. This change will significantly impact the creation and management of ads at scale.
Ad sharing allows the creation of one ad that can be used across multiple Ad Groups, eliminating the need to build identical ads repeatedly.
Reasons for Change
The shift aligns with the transition to Asset-Based Ads, focusing on formats like Responsive Search Ads (RSAs) and Performance Max campaigns. These formats dynamically assemble ads from a pool of assets, making static, shareable ads less efficient.
Preparation Steps
To adapt to these changes, follow these steps:
Audit Your Application: Check if your application uses the ad sharing model by reviewing the codebase, particularly interactions with the AdGroupAdService.
Update Ad Creation Logic: Refactor your code to create unique ads for each Ad Group. The new workflow should involve creating distinct ads instead of sharing them.
Understand Reporting Impact: Transitioning from shared to unique ads will affect performance history. New ads will start with zero performance data, so it's essential to archive historical performance data before the switch.
Migration of Existing Shared Ads
Identify Shared Ads: Use SQL queries to list all ads shared across multiple ad groups.
Gather Ad Content: Retrieve the content and associated ad groups for each shared ad.
Create Unique Responsive Search Ads: For each identified ad group, create new ResponsiveSearchAds. Best practices suggest enhancing ad content beyond simply copying existing headlines and descriptions.
Remove Old Shared Ads: After creating new ads, retire the old shared ads using the AdGroupAdService.
Timeline for Phasing Out Shared Ads
Phase 1 (Starting October 15, 2025): Creation of new shared ads will be blocked.
Phase 2 (October 15, 2025 - Q1 2026): Existing shared ads will continue to serve without immediate action required.
Phase 3 (Q1 2026): Google will automatically convert remaining shared ads into individual copies for each Ad Group.
Automatic Process in Q1 2026
If no action is taken, Google will automatically separate shared ads. The original ad will remain in one Ad Group, while copies will be created for others. Note that machine-generated assets will not be transferred, which may impact initial performance.
For further details, consult the official Google Ads API documentation and the Google Ads Developer Blog.
