Google shipped API version 25 for Google Ads, and Search Engine Land reports the breaking-change list buries a real headache: the CustomerLifecycleGoal and CampaignLifecycleGoal resources are gone. Anyone with automated goal configuration built on those two resources now needs a code rewrite before the integration breaks. Acquisition goals have shifted into Google’s unified goals framework, which replaces the legacy resources rather than supplementing them.
Elsewhere the release adds capability instead of removing it. A new ad_sub_format_type segment lets developers split non-skippable YouTube in-stream ads by their duration. Shorts ads now report comments, likes, and shares alongside existing metrics. A loyalty retention goal gives advertisers dedicated settings, at both campaign and account level, for keeping loyalty program members rather than just acquiring new ones. Creator insights also grow deeper for channels that opted into sharing non-public data.
The loyalty goal is the detail worth watching. It shows Google building optimization targets around retention, not only acquisition. Agencies, enterprise advertisers, and the third-party platforms wrapping this API feel the impact directly; advertisers working only in the Ads interface will barely notice until their tools catch up.
Search Engine Land reported the Google Ads API v25 changelog on July 23, 2026.
