Google has released Google Ads API Version 20, featuring an array of robust new features and improvements designed to turbocharge the way advertisers manage, analyze, and optimize their Google Ads campaigns as digital marketers are continually trying to be proactive against evolving ad technologies. This new release represents a great shift, especially for marketers working with large-scale or extremely complicated campaigns.
Whether you are a seasoned PPC expert or an agency managing various ad accounts, being aware of the latest improvements in the Google Ads API is important. What this version brings and how it could revolutionize your ad strategies for improved performance and management, let’s discuss.
In 2025 alone, Google is rolling out three major API versions – underscoring how quickly the advertising landscape is evolving. Version 20 follows version 19.1 (April 2025) and version 19 (February 2025), reinforcing Google’s commitment to fast innovation and frequent updates.
This version brings deeper reporting options, conversion tracking improvements, and campaign management capabilities that offer far more granular control over your Google Ads campaigns. If you haven’t updated your client libraries and code, now’s the time – new features require compatible infrastructure.
One of the standout updates in Version 20 is the ability to segment Demand Gen campaigns by new values under the ad_network_type category – namely, MAPS, GMAIL, and DISCOVER. This enhancement allows marketers to evaluate performance per channel, offering a precise look at how content performs on each Google property.
If your Google Ads campaigns target diverse audience sets across different platforms, this will help you refine ad creative and bidding strategies more accurately.
Tracking conversions consistently across platforms has always been tricky. With platform-comparable conversion metrics, advertisers now have a reliable way to compare conversions across various ecosystems like apps, mobile web, and desktop.
For businesses that rely heavily on performance metrics, especially those using first-party data, this new metric supports more informed decision-making and precise ROI calculations for your Google Ads campaigns.
One of the most anticipated features in this release is campaign-level negative keyword support for performance max campaigns. This update gives advertisers greater control over keyword targeting – finally allowing them to block irrelevant or low-performing queries.
For marketers managing complex Google Ads campaigns, this brings a new level of precision that wasn’t previously possible in Performance Max.
Google now enables updates to the google_ads_conversion_customer field. This allows advertisers to opt into cross-account conversion tracking or change conversion tracking parent accounts easily.
Along with this, the new Click Conversion.user_ip_address field allows conditional inclusion of IP data – provided privacy laws are respected. For example, IP address matching is not permitted in EEA, UK, or Switzerland.
For enterprise-level Google Ads campaigns that span multiple regions or accounts, these updates simplify data attribution and user tracking while staying compliant with legal regulations.
Advertisers can now access new metrics and segmentation options within the asset_group report. These include:
These insights provide a more vivid picture of how visual and video content performs within your Google Ads campaigns, especially helpful for brands leveraging YouTube and video-based creatives.
Google has added more depth to its Audience Insights Service and Content Creator Insights Service, including:
These features are currently restricted to allow listed accounts, but they show the direction Google is heading – greater customization and control for insights and forecasting.
In addition, the Reach Plan Service now supports first-party user lists, helping advertisers forecast campaign reach more accurately by integrating owned audience data.
This is especially useful for agencies or businesses managing highly targeted Google Ads campaigns, where fine-grained audience planning is critical.
Google has expanded its video ad reporting by introducing Ad Format Type. PAUSE. These are ads that appear on paused organic YouTube videos when viewed on TV screens. This subtle yet powerful ad format brings new visibility opportunities and is now included in your ad reports.
If you’re optimizing Google Ads campaigns for smart TVs or home devices, this reporting feature adds another layer of data to measure ad impact.
Google’s frequent release cadence means businesses must stay updated to maintain compatibility and performance. Here’s a quick look at the recent version timeline:
This shows that maintaining and upgrading your infrastructure for Google Ads campaigns is no longer optional – it’s essential.
Each of these strategies can dramatically improve how your Google Ads campaigns perform – both in terms of visibility and return on ad spend.
Google Ads API Version 20 is not merely an update – it’s a significant leap ahead in digital advertising control, measurement, and strategy. With enhanced conversion tracking, campaign-level controls, enhanced insights, and strong new metrics, advertisers now have more tools than ever to optimize their campaigns smartly.
Whatever your size, whether you are an individual marketer or a full-service agency, keeping on top of these developments is imperative.If you want professional assistance in navigating these upgrades and maximizing your advertising returns, the specialists at MKR Techsoft Private Limited stand at your service to reveal the maximum capabilities of your Google Ads tactics.
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