Google Ads API v22 introduces AI-generated creative assets, enhanced tROAS time-segment insights, Demand Gen upgrades, and Performance Max image/reporting improvements. The guidance emphasizes using automation to accelerate testing and decision-making while enforcing strict brand and compliance guardrails. Success depends on feeding Smart Bidding qualified conversion signals like long calls, booked estimates, and imported offline jobs, rather than low-quality leads. Contractors should test deliberately, cap frequency in Demand Gen, prioritize peak hours with tROAS insights, and keep budgets aligned to booked jobs over clicks.

Google Ads API v22: New Toys, Same Goal — More Booked Jobs, Fewer Wasted Clicks

TL;DR: Google Ads API v22 adds AI asset generation, smarter bidding insights, Demand Gen updates, and Performance Max reporting/asset tools. Use them to speed creative and sharpen decisions, but set guardrails. Feed Smart Bidding real, qualified call data or it will optimize for junk leads. Test deliberately, protect your brand, and keep your budget tied to booked jobs—not just clicks.

What Actually Matters for Contractors

I don’t care how shiny the automation is—if it doesn’t turn into calls, schedules, and revenue, it’s noise. Here’s what in v22 can move the needle for HVAC, plumbing, and electrical shops, and how to use it without lighting money on fire.

1) Generative AI for Asset Creation (AssetGenerationService, beta)

Google can now generate text and images for you. It’ll draft RSA headlines/descriptions and PMax visuals in minutes.

• Use it to beat blank-page syndrome and quickly spin up variants for A/B testing.
• Do not auto-publish. Review every line. Strip anything that promises savings, timelines, or warranties you can’t prove.
• Lock in brand rules: service areas, emergency hours, license numbers, and compliance language. Make that non-negotiable.
• Keep your best-performing “control” assets live; test AI variants against them, not instead of them.

2) Smarter Bidding Exploration for Search (tROAS)

v22 adds time-segmented diversity metrics for Target ROAS. Translation: better visibility into how performance shifts by time windows and inventory mix.

• Use the new segments to find the hours/days where tROAS consistently tanks. Don’t “tweak bids”—exclude weak windows with ad schedules or shift budget to peak hours.
• If you’re feeding weak conversions (any form fill = win), Smart Bidding will chase them. Tighten your conversion definitions: qualified calls (60–90 seconds+), booked estimates, jobs closed via offline conversion import.
• Start with conservative tROAS targets; let it learn on quality signals before ratcheting up.

3) Demand Gen Campaigns: Top-of-Funnel Fuel (With Brakes)

Demand Gen gets expanded asset automation and new bidding options. It hits YouTube/Discover—great for brand and remarketing, dangerous for budgets if you don’t watch frequency and quality.

• Use for remarketing and homeowner lookalikes; cap frequency to avoid ad fatigue.
• Pair with strong offers (seasonal tune-up, $0 trip fee with repair) and tight geo targeting.
• Don’t cannibalize Search. Keep Demand Gen at 10–20% of prospecting spend until you see assisted conversions and call quality that justify more.

4) Performance Max Upgrades: Images and Reporting That Actually Help

PMax gets campaign-level image enhancement/extraction and better reporting, including a new feed_types field.

• Image enhancement/extraction can speed buildouts, but review weekly. Auto-cropped vans with half a logo scream “cheap.” Disable enhancements if they distort branding or compliance info.
• Use feed_types to understand which feeds PMax actually uses (service lists, promos, etc.). If the wrong feed is doing the heavy lifting, fix your inputs, not just your budget.
• Audit the Asset report: pause losers, keep winners, keep testing. PMax is only as good as the assets and signals you feed it.

5) App Campaigns for Installs (ACi

Google Ads API v22 adds generative AI, smarter bidding, and more