Google Ads shifts to Data Manager API as offline conversion imports end and CPC costs rise

Google announced that after June 15 2026 the Google Ads API will no longer accept new offline conversion imports or enhanced conversions for leads. Developers without a prior usage record between December 2025 and May 2026 will receive a CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE error, and only tokens on an allow‑list will continue to work. Existing users can keep using the older path temporarily while transitioning to the newer Data Manager API, which now handles all conversion data, audience uploads and device identifiers.

Separately, benchmark data from WordStream by LocaliQ shows that average Google Ads cost‑per‑click rose to about $5.4 in 2025, up from $4.7 the previous year, while average conversion rates improved to roughly 8 %. The higher click prices are widespread across 87 % of industries, but automation tools such as Smart Bidding and Performance Max are helping advertisers achieve better efficiency. Cost per lead averaged $70.11 and varied by sector, with legal services and automotive repair at opposite ends of the cost and conversion spectrum. The report also noted that nearly 29 % of accounts recorded no conversions over a 90‑day period, underscoring the importance of account hygiene and negative‑keyword use.