diff --git a/build/BUILD b/build/BUILD
index 20793e1f7b9..465e395594b 100644
--- a/build/BUILD
+++ b/build/BUILD
@@ -155,7 +155,7 @@ filegroup(
     srcs = select(for_platforms(
         for_server = [
             "//cmd/kubemark",
-            "//test/e2e_node:e2e_node.test_binary",
+            "//test/e2e_node:e2e_node.test",
         ],
         for_test = [
             "//cmd/gendocs",
@@ -164,7 +164,7 @@ filegroup(
             "//cmd/genswaggertypedocs",
             "//cmd/genyaml",
             "//cmd/linkcheck",
-            "//test/e2e:e2e.test_binary",
+            "//test/e2e:e2e.test",
             "//vendor/github.com/onsi/ginkgo/ginkgo",
             "//cluster/images/conformance/go-runner",
         ],
diff --git a/build/go.bzl b/build/go.bzl
index 58ce9c101b0..b7b6bbc798b 100644
--- a/build/go.bzl
+++ b/build/go.bzl
@@ -14,90 +14,36 @@
 
 load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_test")
 
-# Defines several go_binary rules to work around a Bazel issue which makes
-# the pure attribute on go_binary not configurable.
-# The name provided will have cgo enabled if targeting Linux, and will
-# be a pure go binary otherwise. Additionally, if targeting Windows, the
-# output filename will have a .exe suffix.
-def go_binary_conditional_pure(name, tags = None, **kwargs):
-    tags = tags or []
-    tags.append("manual")
+# Defines a go_binary rule that enables cgo on platform builds targeting Linux,
+# and otherwise builds a pure go binary.
+def go_binary_conditional_pure(name, tags = [], **kwargs):
     go_binary(
-        name = "_%s-cgo" % name,
-        out = name,
-        pure = "off",
-        tags = tags,
-        **kwargs
-    )
-
-    # Define a rule for both Unix and Windows exe suffixes.
-    [go_binary(
-        name = "_%s-pure" % out,
-        out = out,
-        pure = "on",
-        tags = tags,
-        **kwargs
-    ) for out in [name, name + ".exe"]]
-
-    # The real magic, where we work around the pure attribute not being
-    # configurable: select the appropriate go_binary rule above based on the
-    # configured platform.
-    native.alias(
         name = name,
-        actual = select({
-            "@io_bazel_rules_go//go/platform:linux": ":_%s-cgo" % name,
-            "@io_bazel_rules_go//go/platform:windows": ":_%s.exe-pure" % name,
-            "//conditions:default": ":_%s-pure" % name,
+        pure = select({
+            "@io_bazel_rules_go//go/platform:linux": "off",
+            "//conditions:default": "on",
         }),
+        tags = ["manual"] + tags,
+        **kwargs
     )
 
-# Defines several go_test rules to work around a Bazel issue which makes
-# the pure attribute on go_test not configurable.
-# This also defines genrules to produce test binaries named ${out} and
-# ${out}.exe, and an alias named ${out}_binary which automatically selects
-# the correct filename suffix (i.e. with a .exe on Windows).
-def go_test_conditional_pure(name, out, tags = None, **kwargs):
-    tags = tags or []
+# Defines a go_test rule that enables cgo on platform builds targeting Linux,
+# and otherwise builds a pure go binary.
+def go_test_conditional_pure(name, out, tags = [], **kwargs):
     tags.append("manual")
 
     go_test(
-        name = "_%s-cgo" % name,
-        pure = "off",
-        testonly = False,
-        tags = tags,
-        **kwargs
-    )
-
-    go_test(
-        name = "_%s-pure" % name,
-        pure = "on",
+        name = out,
+        pure = select({
+            "@io_bazel_rules_go//go/platform:linux": "off",
+            "//conditions:default": "on",
+        }),
         testonly = False,
         tags = tags,
         **kwargs
     )
 
     native.alias(
-        name = name,
-        actual = select({
-            "@io_bazel_rules_go//go/platform:linux": ":_%s-cgo" % name,
-            "//conditions:default": ":_%s-pure" % name,
-        }),
-    )
-
-    [native.genrule(
-        name = "gen_%s" % o,
-        srcs = [name],
-        outs = [o],
-        cmd = "cp $< $@;",
-        output_to_bindir = True,
-        executable = True,
-        tags = tags,
-    ) for o in [out, out + ".exe"]]
-
-    native.alias(
-        name = "%s_binary" % out,
-        actual = select({
-            "@io_bazel_rules_go//go/platform:windows": ":gen_%s.exe" % out,
-            "//conditions:default": ":gen_%s" % out,
-        }),
+        name = "name",
+        actual = out,
     )
diff --git a/cluster/images/conformance/BUILD b/cluster/images/conformance/BUILD
index b25c140f4e4..9bac3144122 100644
--- a/cluster/images/conformance/BUILD
+++ b/cluster/images/conformance/BUILD
@@ -15,7 +15,7 @@ container_layer(
     files = [
         "//cluster/images/conformance/go-runner",
         "//cmd/kubectl",
-        "//test/e2e:e2e.test_binary",
+        "//test/e2e:e2e.test",
         "//vendor/github.com/onsi/ginkgo/ginkgo",
     ],
 )
diff --git a/test/conformance/BUILD b/test/conformance/BUILD
index b8ec7993333..bb9003038c0 100644
--- a/test/conformance/BUILD
+++ b/test/conformance/BUILD
@@ -45,11 +45,11 @@ genrule(
     srcs = [
         "//test/e2e:all-srcs",
         "//test/e2e_node:all-srcs",
-        "//test/e2e:e2e.test_binary",
+        "//test/e2e:e2e.test",
         "//vendor/github.com/onsi/ginkgo/ginkgo",
     ],
     outs = ["specsummaries.json"],
-    cmd = "$(location //vendor/github.com/onsi/ginkgo/ginkgo) --dryRun=true --focus=[Conformance] $(location //test/e2e:e2e.test_binary) -- --spec-dump $$(pwd)/$@ > /dev/null",
+    cmd = "$(location //vendor/github.com/onsi/ginkgo/ginkgo) --dryRun=true --focus=[Conformance] $(location //test/e2e:e2e.test) -- --spec-dump $$(pwd)/$@ > /dev/null",
     message = "Getting all conformance spec summaries.",
 )