Google Ads API v22 sunsets on October 7, 2026. From that date, every request made against v22 begins to fail. If any tool that uploads offline conversions to your account — a CRM connector, an automation, or an in-house script — is still pinned to v22, it will stop sending data, and because the Google Ads interface keeps displaying the conversions it already has, the break is invisible until Smart Bidding has been optimising on stale signal for days or weeks.
This is the failure mode that hurts B2B SaaS the most, because long sales cycles make offline conversions — closed-won deals and SQLs sent back from the CRM — the signal that keeps bidding aimed at revenue rather than raw form fills. The deadline is days away as of this writing (October 1, 2026). Google’s own v22 sunset reminder went out in September. This guide covers what sunsets and when, why the offline-feed break is silent, how to tell which version your tools use, and the short migration checklist to run before October 7.
What sunsets on October 7, 2026
Google Ads API v22 reaches end of life on October 7, 2026, after which all v22 requests fail rather than degrade gracefully. The date is listed as tentative on Google’s published sunset schedule, meaning the actual shutoff can fall on any day that month — so October 7 is the deadline to plan against, not a floor. This is not a one-off: in January 2026 Google moved the Ads API to a monthly release cadence, and each major version now carries a sunset roughly a year after launch.
That cadence means version retirements arrive steadily rather than once a year, and a tool left unattended will eventually fall off a supported version. Here is the schedule around v22 so you can see where your integrations sit:
| API version | Sunset date | Status as of Oct 1 2026 |
|---|---|---|
| v20 | June 2026 | Already sunset |
| v21 | August 2026 | Already sunset |
| v22 | October 7, 2026 (tentative) | Sunsets in days — migrate now |
| v23 | February 2027 | Supported |
| v24 | May 2027 | Supported |
Why the offline-conversion break is silent
Offline conversion imports are the mechanism that sends events from your CRM — a deal marked closed-won, a lead qualified to SQL — back into Google Ads so the platform can attribute them to the clicks that started them. Those uploads travel over the Ads API. When the API version the upload targets is retired, the upload call fails at the integration layer, which is a place most marketers never look. The Google Ads interface, meanwhile, continues to show the offline conversions it recorded before the break, so the headline conversion count barely moves at first and nothing in the campaign view flashes red.
The result is a feed that has stopped feeding while every dashboard says it is healthy. We walk through the full plumbing in the offline conversion stack for B2B SaaS, and the version sunset is a reminder that this stack has a maintenance surface, not just a setup step. It is also worth separating this from the June 15, 2026 Data Manager API migration for offline imports: that was a change in where you send data, while the v22 sunset is a change in which version you send it through. A team can have completed the Data Manager move and still be running a connector pinned to v22.
What it does to Smart Bidding
Smart Bidding strategies optimise toward the conversions they are fed. When offline conversions stop arriving, Target CPA and Maximize Conversion Value keep bidding against whatever signal remains — usually top-of-funnel actions such as form fills or trial starts — and lose the line of sight to which clicks actually became qualified pipeline. For a B2B SaaS account, that collapses the distinction between bidding toward an SQL and bidding toward a raw lead, and the two have very different costs. Over days, the model drifts toward cheaper, lower-intent conversions, and cost-per-acquisition on real pipeline climbs even as the in-platform conversion number looks stable or rises.
The damage compounds because every day of missing offline data further dilutes the training signal the bidding model relies on. This is precisely why a broken feed outranks almost every other account issue in urgency: it is both high-impact and invisible, the worst combination. If you are not already watching the gap between in-platform conversions and real pipeline, the approach in measuring pipeline from Google Ads is the early-warning system that would have flagged a feed going quiet.
How to find which version your tools use
Start with the tools most likely to touch offline conversions: your CRM-sync connector, any no-code automation moving deal data into Google Ads, and external bid or reporting platforms. For vendor tools, ask the vendor directly which Google Ads API version their integration targets and whether they have shipped a build on v23 or later. A credible vendor answers this quickly and has already migrated; a vague or slow answer is itself a signal to scrutinise the integration. Google emails the technical contact on the Cloud project with sunset reminders, so check whether anyone on your team received v22 notices they may have filed away.
For in-house scripts and server-side integrations, the version is set explicitly — a v22 segment in the request endpoint or a pinned client-library release — so a developer can confirm and bump it in minutes. The harder problem is usually not any single tool but the inventory itself: knowing the complete list of integrations with API access and who owns each. That access map is the same governance discipline we covered when Google banned programmatic proxies from the Ads API, and the same question keeps returning because the API layer keeps changing. The pace of that change is visible in the v24 lead-gen conversion-stages update, which is why a standing review beats a one-time fix.
The pre-deadline checklist
The work is bounded and worth doing before October 7. First, inventory every integration that reads from or writes to your Google Ads account through the API, flagging anything that uploads offline conversions from your CRM. Second, confirm the API version each one targets and migrate anything on v22 to v23 or later now — v23 itself is supported until February 2027, so it buys the most runway. Third, after migrating, verify that offline conversions are still arriving: check the conversion diagnostics and the timestamp of the most recent imported offline conversion rather than trusting the aggregate count, which lags.
Fourth, set a recurring reminder tied to the monthly release cadence so the next sunset is a scheduled upgrade, not a fire drill. Offline-conversion accuracy is already a weak point in most accounts — Google’s interface tends to under-report conversions relative to the enquiries that actually arrive, and enhanced-conversion recovery through hashed identifiers typically lifts reported conversions by five to thirty percent within a fortnight — so losing the offline feed on top of that leaves Smart Bidding guessing. Treating version sunsets as routine maintenance is how you keep the signal intact.
If you can’t map it, get a read on it
If you cannot confidently say which version every tool in your stack uses, or whether your offline conversions are still flowing today, that uncertainty is the finding — and it is more dangerous than any single misconfiguration because you cannot fix what you cannot see. The accounts that sail through sunsets are the ones with a current access map and a conversion feed someone actually monitors; the accounts that get hurt are the ones where the connector was set up once and never looked at again.
A structured Google Ads audit covers conversion-tracking health and tooling alongside campaign structure, so you learn not just how the account is performing but whether its signal is intact and which integrations can break it — and the free 10-point audit checklist is a fast way to start that review yourself before the deadline. Either way, treat the v22 sunset as the prompt to give your conversion feed the maintenance it has quietly needed, the same principle behind what a SaaS Google Ads audit is.