Discover what's new in Google Ads API v20 

On 4 June 2025, Google released the latest version of its advertising interface API. From adding negative keywords to segmenting reports and Demand Gen campaigns, advertisers can now take advantage of a host of innovative features. Discover all the new features of Google Ads API v20. 

Adding negative keywords in Google Ads API v20 

Thanks to the update, you can add negative keywords to your Performance Max campaigns. The goal? To prevent your adverts from appearing on certain prohibited queries. This applies to both Search and Shopping. 

For example, your competitors’ products, the terms “free” or “comparison”. 

By doing so, you can target your audience more precisely to boost your conversions. And above all, you do not pay for irrelevant clicks. 

Optimised Demand Gen campaigns

Demand Gen campaigns are improving with Google Ads API v20. The ad_network_type report is now divided into YOUTUBE, MAPS, DISCOVER, and GMAIL. Before the update, all data was grouped under the GOOGLE_OWNED_NETWORKS segment. This new segmentation gives you more granularity for your campaigns. 

In addition to this feature, Demand Gen campaigns support new metrics for comparable conversions by platform. For example: 

• platform_comparable_conversions_from_interactions_rate
• platform_comparable_conversions
• platform_comparable_conversions_value_per_cost
• cost per comparable platform conversion
• value_per_comparable_platform_conversion
• value_per_comparable_platform_conversions_by_conversion_date
• cost_converted_currency_per_platform_comparable_conversion, 
• etc. 

More accurate conversion tracking 

With its new version, the API allows you to modify the google_ads_conversion_customer field for an existing customer. This is particularly useful in two situations:

• enable multi-account conversion tracking 
• replace its existing conversion tracking parent with another administrator account.

In addition to this change, the Google Ads API v20 adds a new field: ClickConversion.user_ip_address. This field allows you to pass a user’s IP address when sending an offline conversion to Google Ads. For example, when a purchase is completed by phone or in-store after clicking on an online ad. With this field, offline conversion attribution becomes more accurate. Google can better match the initial click to the conversion, especially if other identifiers are not available.

But be careful, because in Europe (European Economic Area, United Kingdom and Switzerland), Google is not allowed to send the IP addresses of users in these regions. If you work internationally, you will therefore need to incorporate conditional logic. 

Other features of the Google Ads API v20

The Google Ads API v20 update includes several other features, such as: 

• AudienceInsightsService provides you with more detailed information about YouTube selections. 
• New segmentations are available for devices, video indicators, etc. This allows for more refined audience data. 
• Planning is now possible based on your own proprietary user lists. The result? You can target your reach forecasts more effectively. 

Find out more in the Google release notes.

While most of these features are available automatically, you may occasionally need to update your client libraries and client code. 

Please do not hesitate to contact our Google Ads agency to optimise your advertising campaigns.