Google to Retire Shared Ads in API by Early 2026

Google is set to make a major change to its advertising platform by phasing out shared ads in the Google Ads API, starting October 15, 2025, and completing the transition in the first quarter of 2026. This move marks a significant shift for digital marketers, developers, and agencies who manage large-scale ad campaigns, as Google pivots toward more dynamic, asset-based ad formats like Responsive Search Ads (RSAs) and Performance Max.

What Are Shared Ads and Why Are They Going Away?

Shared ads have long been a favorite tool for advertisers, allowing a single ad to be reused across multiple ad groups within a campaign. This approach saved time, ensured message consistency, and simplified campaign management, especially for brands running large accounts with similar messaging across different segments.

However, Google is now moving away from this model in favor of asset-based advertising. In formats like RSAs, Google dynamically assembles ads in real time using a pool of headlines, descriptions, and images. This flexibility makes static, shareable ads less efficient and relevant in today’s fast-evolving digital landscape.

Key Dates for the Phase-Out

• October 15, 2025: With the release of API version 22, advertisers will no longer be able to create new shared ads. Any attempt to do so will be blocked by the API.
• Q1 2026: Existing shared ads will stop serving altogether. Google will begin automatically converting any remaining shared ads into unique ads for each ad group. The original ad will remain in one group, and copies will be created for others.

What Advertisers Need to Know

• Unique Ads Required: Advertisers must now create a separate ad object for every ad group, even if the content is identical. This will require changes in both creative strategy and technical implementation.
• Performance Data Reset: When shared ads are replaced with unique ads, performance data (clicks, impressions, conversions) will not carry over. Each new ad starts with zero history, although historical data for old shared ads will still be accessible.
• Asset-Based Formats Encouraged: Google recommends advertisers migrate to Responsive Search Ads or other asset-rich formats, which are better suited to the platform’s evolving capabilities.

Why Is Google Making This Change?

The update is part of Google’s broader effort to modernize its advertising ecosystem and improve ad relevance for users. Asset-based formats allow the system to optimize ad delivery in real time, potentially improving campaign performance and user experience. By eliminating shared ads, Google is pushing advertisers to embrace these newer, more flexible formats.

What Should Marketers Do Now?

• Audit Current Campaigns: Identify any use of shared ads in your accounts and plan for the transition.
• Update Systems: Refactor workflows and codebases to create unique ads for each ad group. Check for any logic that reuses ad objects and replace it with asset-based ad creation.
• Export Historical Data: Archive performance data from shared ads for future analysis, as new ads will start fresh.
• Adopt Asset-Based Ads: Begin using Responsive Search Ads and Performance Max to stay ahead of the change and maintain campaign efficiency.

What Happens If You Don’t Migrate?

If advertisers do not manually migrate their shared ads, Google will automatically convert them in early 2026. However, auto-generated assets like AI-created headlines will not carry over—new versions will be generated, which could impact initial ad performance.