What Happened
Google has officially added Merchant API support to Google Ads/) Scripts, enabling advertisers to manage Shopping campaigns programmatically through the newer API. This comes just months before the Content API for Shopping is fully deprecated on September 29, 2025.
The integration is critical for any advertiser using Google Ads Scripts to automate Shopping campaign management. After the September deadline, all Content API calls will fail — meaning unmigrated scripts will break and campaign management workflows will be disrupted.
The Merchant API is now accessible through the Google Ads Scripts Advanced API service. Advertisers can access Merchant Center data directly, create and update product information, manage account issues and product status, and handle Merchant Center accounts programmatically.
Key migration considerations: resource names use a different format, some method names and parameters have changed, and the API structure is organized differently with separate services. Authentication and authorization remain consistent through the Google Ads Scripts framework.
Key Takeaways
- Google Ads Scripts now support the Merchant API — the designated replacement for the retiring Content API for Shopping
- The Content API for Shopping sunsets September 29, 2025 — all API calls will fail after this date
- Advertisers using scripts for Shopping campaign management must migrate before the deadline or face broken automation
- The Merchant API offers enhanced features including AI-driven content tools and a modular architecture for easier future updates
- Migration requires updating resource name formats, method names, and API structure, but authentication remains consistent
The ONmetrics Take
This isn't optional and it isn't far away.
If you're running Google Ads Scripts that touch the Content API for Shopping, you have a hard deadline. September 29 isn't a suggestion — it's the day your scripts die. No grace period, no fallback, no "we'll get to it next quarter."
For London, Ontario businesses running Shopping campaigns with any level of script automation — and that should be most of you, given how critical Shopping is for product-based businesses — here's what to do:
1. Audit your scripts now — Find every Google Ads Script that interacts with the Content API. If you don't know whether your scripts use it, check. Ignorance won't be an excuse when they stop working.
2. Don't wait for September — Migrate during Q2 while you have time to test. September is too late — that's when everyone else will be panicking, and Google support will be overwhelmed. Be early.
3. Test thoroughly before going live — Resource name formats are different. Method names have changed. The API structure is reorganized. Copy your scripts, update them for the Merchant API, and test in a sandbox environment before replacing production scripts.
4. Use the migration guide — Google has published a detailed mapping between old and new API methods. Use it. Don't try to wing this — the differences are subtle enough to cause silent failures that look like working code until the data doesn't match.
5. This is actually an upgrade opportunity — The Merchant API brings AI-driven content tools and a modular architecture that makes future updates easier. If you're going to rewrite your scripts anyway, use the chance to improve what they do — not just port what they did.