diff --git a/ci/gha/builds/windows-bazel.sh b/ci/gha/builds/windows-bazel.sh
index ad2636fa7ef45..07b93b6e78e32 100755
--- a/ci/gha/builds/windows-bazel.sh
+++ b/ci/gha/builds/windows-bazel.sh
@@ -55,9 +55,9 @@ io::log_h1 "Get target list for: " "$@"
 # on Windows. We need to clean things up before feeding them through bash.
 #
 # I (coryan@) do not understand why: `//examples` gets converted to `/examples`
-# somewhere in the `printf ... | xargs -n 64 bazelisk ...` call. Using `///`
-# seems to work.
-mapfile -t targets < <(bazelisk "${args[@]}" query -- "$@" | tr -d '\r' | sed 's;//examples;///examples;g' | sort)
+# somewhere in the `printf ... | xargs -n 64 bazelisk ...` call. Ditto for
+# `//protos`. Using `///` seems to work.
+mapfile -t targets < <(bazelisk "${args[@]}" query -- "$@" | tr -d '\r' | sed -e 's;//examples;///examples;g' -e 's;//protos;///protos;g' | sort)
 
 io::log_h1 "Starting Build"
 TIMEFORMAT="==> 🕑 bazel test done in %R seconds"
diff --git a/google/cloud/compute/BUILD.bazel b/google/cloud/compute/BUILD.bazel
index ecedc94507ed4..d812bca5a680e 100644
--- a/google/cloud/compute/BUILD.bazel
+++ b/google/cloud/compute/BUILD.bazel
@@ -56,7 +56,7 @@ load(":service_dirs.bzl", "operation_service_dirs", "service_dirs")
     hdrs = [":" + service.replace("/v1/", "_hdrs")],
     visibility = ["//:__pkg__"],
     deps = [
-        "//protos/google/cloud/compute:google_cloud_cpp_compute_" + service.replace("/v1/", "") + "_cc_proto",
+        "//protos/google/cloud/compute:" + service.replace("/v1/", "") + "_cc_proto",
         "//:common",
         "//:grpc_utils",
         "//google/cloud:google_cloud_cpp_rest_internal",
@@ -76,7 +76,7 @@ load(":service_dirs.bzl", "operation_service_dirs", "service_dirs")
         ":google_cloud_cpp_compute_global_organization_operations",
         ":google_cloud_cpp_compute_region_operations",
         ":google_cloud_cpp_compute_zone_operations",
-        "//protos/google/cloud/compute:google_cloud_cpp_compute_" + service.replace("/v1/", "") + "_cc_proto",
+        "//protos/google/cloud/compute:" + service.replace("/v1/", "") + "_cc_proto",
         "//:common",
         "//:grpc_utils",
         "//google/cloud:google_cloud_cpp_rest_internal",
diff --git a/protos/google/cloud/compute/BUILD.bazel b/protos/google/cloud/compute/BUILD.bazel
index be5c3de065126..0b650981b9798 100644
--- a/protos/google/cloud/compute/BUILD.bazel
+++ b/protos/google/cloud/compute/BUILD.bazel
@@ -30,7 +30,7 @@ filegroup(
 )
 
 proto_library(
-    name = "google_cloud_cpp_compute_internal_proto",
+    name = "internal_proto",
     srcs = [":internal_protos"],
     strip_import_prefix = "/protos",
     visibility = [
@@ -44,12 +44,12 @@ proto_library(
 )
 
 cc_proto_library(
-    name = "google_cloud_cpp_compute_internal_cc_proto",
+    name = "internal_cc_proto",
     visibility = [
         "//:__pkg__",
         "//google/cloud/compute:__pkg__",
     ],
-    deps = [":google_cloud_cpp_compute_internal_proto"],
+    deps = [":internal_proto"],
 )
 
 # Service proto targets
@@ -59,7 +59,7 @@ cc_proto_library(
         srcs = glob([service + "*.proto"]),
     ),
     proto_library(
-        name = "google_cloud_cpp_compute_" + service.replace("/v1/", "_proto"),
+        name = service.replace("/v1/", "_proto"),
         srcs = [":" + service.replace("/v1/", "_proto_srcs")],
         strip_import_prefix = "/protos",
         visibility = [
@@ -67,7 +67,7 @@ cc_proto_library(
             "//google/cloud/compute:__pkg__",
         ],
         deps = [
-            ":google_cloud_cpp_compute_internal_proto",
+            ":internal_proto",
             "@com_google_googleapis//google/api:annotations_proto",
             "@com_google_googleapis//google/api:client_proto",
             "@com_google_googleapis//google/api:field_behavior_proto",
@@ -79,11 +79,11 @@ cc_proto_library(
         ],
     ),
     cc_proto_library(
-        name = "google_cloud_cpp_compute_" + service.replace("/v1/", "_cc_proto"),
+        name = service.replace("/v1/", "_cc_proto"),
         visibility = [
             "//:__pkg__",
             "//google/cloud/compute:__pkg__",
         ],
-        deps = [":google_cloud_cpp_compute_" + service.replace("/v1/", "_proto")],
+        deps = [":" + service.replace("/v1/", "_proto")],
     ),
 ] for service in service_dirs + operation_service_dirs]