I recently discovered some exciting news that Google Ads has introduced a more robust Merchant API. This new API is crafted to offer advertisers scalable and feature-rich tools for handling product data, especially as we prepare for the shutdown of the Content API for Shopping.
Google is steering us toward a more modern, scalable infrastructure for Shopping integrations. This shift brings cutting-edge capabilities, including AI tools, directly into our scripting workflows.
What’s happening: Starting April 22nd, Google Ads scripts will support the Merchant API. This change comes as we approach the August 18th retirement of the Content API for Shopping. This new API will be available as an Advanced API within the scripts editor while we can still use the Content API until its official sunset.
What’s new: The Merchant API introduces a modular architecture, breaking down functionality into sub-APIs for quicker updates, easier maintenance, and fewer disruptions. This setup enhances capabilities with features like the Google Product Studio API for generative AI, APIs dedicated to product and store reviews, and a Notifications API for real-time updates.
Additionally, we now have more control over data management. This includes handling supplemental product data, managing local and regional inventories, and running promotions—all within an omnichannel system while still supporting our legacy setups.
Why it matters: The Merchant API provides a more flexible approach to managing product data at scale. It’s especially beneficial for complex or omnichannel setups and introduces new capabilities like AI-driven content tools that can boost feed quality and performance. With the imminent retirement of the Content API, transitioning to this new system is crucial to avoid disruptions and maintain competitiveness.
Yes, but: Switching to the new API requires adjustments, particularly for those of us with custom scripts or complex feed setups tied to the legacy API.
Bottom line: For those of us using scripts, this is our chance to upgrade to a more powerful and scalable integration, enabling new features while future-proofing our Shopping workflows before the cutoff date.
Dig deeper: Merchant API is coming to Google Ads scripts starting April 22, 2026
Inspired by this post on Search Engine Land.
