Background
Google has told developers that, from August 3, 2026, the Google Ads API will no longer permit the creation of new Smart Campaigns. Existing Smart Campaigns will continue to run and can still be edited via the API, but any attempt to create a new Smart Campaign after that date will fail. The change was first reported by Anu Adegbola at Search Engine Land and is explained on Google’s developer blog. (Search Engine Land: https://searchengineland.com/google-ads-api-to-stop-supporting-new-smart-campaign-creation-480999; Google developers: https://ads-developers.googleblog.com/2026/06/changes-to-support-for-smart-campaigns.html?m=1)
What Google has changed
According to Google, the policy change is narrowly scoped to the creation operation. Developers trying to create campaigns where advertising_channel_type is set to SMART and advertising_channel_sub_type is set to SMART_CAMPAIGN will see the request rejected. In Google Ads API version 24, those calls will return SmartCampaignError.CREATION_FAILED. In version 23 and earlier, developers will receive OperationAccessDeniedError.CREATE_OPERATION_NOT_PERMITTED. Google is positioning Performance Max and other newer automated formats as the preferred path forward.
Why this matters for Irish advertisers and partners
For many small businesses, agencies and software vendors across Ireland and beyond, Smart Campaigns have been a simple, low-friction way to get ads live. The enforced shift away from API-based Smart Campaign creation raises three immediate concerns.
– Operational disruption. Any automated workflow, white label platform or reseller tool that creates Smart Campaigns through the API needs a migration plan well before August 3, 2026, or it will no longer be able to create new campaigns. That is a hard deadline and it is absolute.
– Cost and complexity. Performance Max is more powerful but also more opaque. Moving clients to Performance Max or to combinations of Search and Demand Gen may require technical work, training and possibly higher management fees. Smaller operators who built tooling around the Smart Campaign model face a real bill for retooling.
– Market power and transparency. The change highlights how Google can effectively retire product features for third parties with limited notice. That is not illegal, but it is a blunt reminder of the dependency many businesses have on platform owners.
Technical detail for developers
If your application creates campaigns programmatically, audit your campaign creation code now. Google has provided two clear signatures to identify affected calls: advertising_channel_type = SMART and advertising_channel_sub_type = SMART_CAMPAIGN. After August 3, 2026:
– In API version 24, creation attempts will throw SmartCampaignError.CREATION_FAILED.
– In API version 23 and earlier, the call will return OperationAccessDeniedError.CREATE_OPERATION_NOT_PERMITTED.
Developers should log and surface these errors during testing, and ensure new-campaign code paths either migrate to alternative campaign types or block creation and surface guidance to end users. For background on Performance Max and how it differs from Smart Campaigns see Google Ads help on Performance Max (https://support.google.com/google-ads/answer/10724845).
Recommended alternatives and strategy
Google points advertisers to Performance Max as the primary alternative, and also notes that Search campaigns or Demand Gen campaigns may suit specific objectives. Practical steps for agencies and platform vendors:
– Map objectives. For lead generation, local intent or simple storefront advertising, compare how Performance Max, Search and Demand Gen meet the same objectives and what reporting you lose or gain.
– Test and measure. Run controlled A B tests where possible before migrating entire client bases. Performance Max optimises across channels but reduces control over placement and keyword transparency.
– Communicate with clients. Prepare clear explanations for clients about why change is happening, the expected impact on control and reporting, and any fee changes for migration work.
– Budget for engineering. If you run or sell automation, budget time to update APIs and client interfaces and to support customers during the transition.
Wider implications and what to watch
This move is part of a longer trend: Google is consolidating around AI-driven, cross-channel campaign formats that automate bidding, targeting and creative. For many advertisers this is an efficiency gain. For those who prize granular control, it is a loss of transparency.
Regulators and policymakers will watch how platform shifts affect competition and market access. In the meantime, businesses should treat August 3, 2026 as the cut-off for API-based Smart Campaign creation and plan accordingly.
Existing Smart Campaigns will continue to serve and can still be managed, so there is no immediate ad-servicing blackout. But for any organisation that relies on automated campaign creation, the sensible course is to act now rather than later.
Source and further reading
This story is based on reporting by Anu Adegbola at Search Engine Land (https://searchengineland.com/google-ads-api-to-stop-supporting-new-smart-campaign-creation-480999) and Google’s announcement on the Google Ads developers blog (https://ads-developers.googleblog.com/2026/06/changes-to-support-for-smart-campaigns.html?m=1).
