Introduction
June 2025 marked the arrival of Google Ads API v20—a major version update that goes far beyond a typical release. This isn’t just a change in numbering; it reflects how Google Ads is reshaping campaign types, privacy handling, and planning tools to support more data-informed, automated media buying. With campaign-level negative keywords, new client libraries, deeper insights for YouTube campaigns, and increased integration of first-party user lists, v20 is a decisive shift for marketers and developers alike.
This article provides an in-depth look at v20’s key features, supported use cases, API messages, and what advertisers should prioritise moving forward. Whether you’re maintaining client code, building new campaign functionality, or preparing migration away from a legacy app, understanding this major release will help you stay aligned with the evolving release schedule.
A Brief History: The Evolution of Google Ads API
Google Ads API updates have accelerated rapidly since late 2023, largely driven by changing privacy laws, increasing demand for automation, and the need for improved reporting flexibility. Here’s a look at recent major and minor release milestones:
- v15: October 2023
- v16.0 and v16.1: Early 2024
- v17.0: June 2024
- v17.1: August 2024
- v18: October 2024
- v19 / v19.1: February and April 2025
- v20: June 2025
Google also confirmed that the legacy AdWords API will be retired completely by July 2025. For advertisers and agencies still using legacy systems or Smart Shopping/Dynamic Search Ads structures, this is the final call to switch to updated API formats and campaign types.
What’s New in Google Ads API v20?
1. Campaign-Level Negative Keywords for Performance Max
Performance Max campaigns have historically lacked fine-grained exclusion options. Google Ads API v20 introduces support for campaign-level negative keywords—allowing advertisers to remove irrelevant queries before they waste budget or damage brand perception.
Example: A luxury travel company can now block phrases like “cheap flights” or “budget holidays” across their Performance Max campaigns using campaign-level settings, without disrupting bid strategies or asset groups.
Key benefits:
- Streamlined management of campaign negative terms
- Better brand safety, especially in regulated verticals like finance or healthcare
- Greater keyword precision for campaign performance targeting
“This long-requested change finally puts PMax on par with traditional campaign types in terms of control.” — Jackie Chen, BrightClick
2. Demand Gen Campaign Enhancements
Demand Gen has become a core top-of-funnel strategy across channels such as YouTube, Discover, and Gmail. Google Ads API v20 improves how advertisers can segment performance and compare results.
Notable updates:
- Ad Network Segmentation: Performance data can now be split by GOOGLE_OWNED_NETWORKS, YouTube, Maps, Gmail, and Discover.
- Platform-Comparable Conversions: Conversion values are normalised for better attribution analysis.
Implication: Brands can now make more informed choices about where to place action assets, call-only ads, and creatives based on clear channel-level reporting.
3. Deeper YouTube and Audience Insights
YouTube insights have been upgraded across the board in v20, offering campaign managers more control over placements, audiences, and content types.
Changes include:
- Replacement of YOUTUBE_DYNAMIC_LINEUP with YOUTUBE_LINEUP
- Creator-level metrics, Shorts-specific performance, and Brand Connect participation data
- Device segmentation and sub-country locations reporting for detailed demographic targeting
- Audience composition insights for affinity and in-market segments
“Access to creator-level metrics will redefine how brands approach influencer collaborations and content sponsorships.” — Aarti Shah, AdLoom
⚠️ Most features are currently limited to allowlisted accounts.
4. Privacy-Centric Conversion Tracking
To comply with regulations including the UK Data Protection Act and GDPR, v20 refines conversion tracking and IP logic:
- New field: user_ip_address under ClickConversion must be used cautiously. Do not collect IPs from users in the UK, Switzerland, or the EEA without explicit consent.
- Cross-account conversion tracking: A google_ads_conversion_customer field lets you declare which parent account (MCC) manages conversion data.
“Brands need to adopt a privacy-first design mindset. This isn’t a nice-to-have anymore.” — Daniel Kovach, EUAdCom
5. First-Party Data for Reach Planning
With third-party cookies nearing the end of their life, v20 introduces a powerful tool to support campaign planning using CRM and Customer Match lists.
- New API method: ReachPlanService.ListPlannableUserLists
- Helps brands estimate media cost and impressions using first-party user lists
- Shifts strategy from probabilistic models to known audience insights
Use Case: A streaming platform could forecast reach for inactive premium members with known email addresses, adjusting ad spend accordingly.
6. Reporting and Technical Enhancements
V20 includes changes that improve how marketers can track assets and measure outcomes.
- Expanded asset_group reporting: Includes more segment columns and additional video metrics
- Merchant ID support in recommendations: Allows differentiation between general and Google Merchant Center-related suggestions
- New AdFormatType.PAUSE: Tracks YouTube pause ads viewed on Smart TVs and large screens
“Smart TV ad formats are underutilised. With proper tracking now in place, we’ll see more experimentation in this space.” — Erica Liao, MagnetiQ Media
API Messages and Field Descriptions
Several technical updates improve field documentation, validation, and cross-campaign compatibility:
- Field description Prefix, Field description URL, and Field description Additional text enhance metadata
- Messages added for AudienceInsightsService, OfflineUserDataJobService, CampaignDraftService, AccountLinkService, and ProductLinkService
- Expanded support for form asset recommendation, bundle asset, deep link asset, and preview size image
- Improvements to Campaign search term view, Display campaigns, campaign bid modifiers, and Smart campaign settings
Addressing Common Misconceptions
“PMax is fully automated—negative keywords are irrelevant.”
Correction: PMax automation still benefits from manual exclusions. Campaign-level negative keywords now allow for strategic exclusions without compromising automation.
“YouTube data is too vague.”
Correction: v20 introduces asset group primary status, creator-level insights, and channel combinations of advertising channel types for better targeting and measurement.
“IP tracking is standard globally.”
Correction: Data protection laws differ. IP collection without consent in certain territories is now explicitly flagged in the Google Ads API client libraries and field documentation.
Industry Perspectives
“Using CRM lists for planning is a game-changer. It’s a step toward true audience forecasting, not just impressions forecasting.” — Jay Kapoor, DigitalAdverse
“Google Ads API v20 pushes us closer to campaign planning that’s both privacy-respectful and data-rich.” — Tania Leclerc, Horizon Digital
“The end of cookies doesn’t mean the end of insight. v20 proves that first-party strategies are here to stay.” — Fiona Chambers, ConversionLab
What the Data Shows
- CTV viewership grew 32% year-over-year, highlighting the importance of pause ad tracking and Smart TV metrics (Statista, Q2 2025)
- 73% of advertisers now say Customer Match is central to their audience strategies (Digiday Research)
- Over 90 regional privacy laws have been enacted globally in the past 24 months (IAPP, April 2025)
Practical Implications for Marketers and Developers
For Developers:
- Update all client libraries to reflect the major release
- Implement new Request message and Response message formats
- Review regional compliance with IP tracking and offline user data job handling
For Marketers:
- Reassess your campaign keywords strategy using campaign-level broad match
- Audit asset combinations to enhance Performance Max results
- Use device type and time periods segmentation to refine performance reports
- Build smarter App campaigns using additional details from device preference and operating system version
- Check campaign recommendation logic against goals such as conversion goal campaign config
Looking Ahead: v21 and Beyond
Two more versions are expected in 2025. Here’s what might be next:
- Greater AI integration: Smart bidding, asset generation, and contextual insights embedded in client code
- Better privacy tooling: Integration of PAIR and granular consent APIs
- Unified campaign orchestration: Tools to sync PMax, Standard Shopping, and Demand Gen
- Support for affiliate abuse prevention, campaign primary controls, and alcohol policy enforcement
Conclusion
Google Ads API v20 brings a blend of automation, control, and compliance. With enhancements to campaign-level negative keywords, first-party user list planning, additional video metrics, and region-aware tracking, this release is designed to support modern campaign performance standards.
If you’re managing Google Ads campaigns through API, now is the time to migrate, test updates, and clean up legacy app dependencies. From segment columns to smart campaign settings, every new feature in v20 moves advertisers closer to measurable, privacy-compliant outcomes.
Checklist:
- ✅ Update client libraries and review release notes
- ✅ Adjust campaign-level settings and keywords
- ✅ Apply user data job updates where needed
- ✅ Use message for ReachPlanService to test first-party forecasts
About Search Engine Ascend
Search Engine Ascend provides industry-leading analysis of advertising technology, campaign strategy, and SEO developments. Our reporting helps brands, developers, and agencies keep pace with major Google Ads changes and align with the evolving release schedule and policy requirements.
