PPC
Check out all the latest in PPC industry updates and find out how they could impact your paid performance here
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Google Ads changes monthly budget pacing
How it works:
Google has updated how monthly budgets are paced when ad schedules are restricted. Campaigns running only during certain days or hours may now spend more of their allocated monthly budget than before.
What’s the benefit:
Advertisers may capture more available traffic during active periods, but PPC teams should review budgets carefully to avoid unexpected increases in spend.
Google expands preferred sources within AI search experiences
How it works:
Users can now choose which websites and publishers they prefer to see referenced in AI-generated answers.
What’s the benefit:
This means trusted and well-known brands may have a better chance of appearing in AI Search results. Advertisers should continue building brand authority and high-quality content to stay visible.
AI-generated video creation spotted in Performance Max
How it works:
Google has begun rolling out AI-powered videos inside Performance Max campaigns. Advertisers can automatically generate video creatives from existing assets and campaign content using Gemini-powered tools.
What’s the benefit:
This lowers the barrier to creating video ads and could help more advertisers access YouTube and video inventory without needing dedicated creative resources.
Performance Max – Search Partner & Display exclusions
How it works:
Google is rolling out new exclusions within Performance Max campaigns, allowing advertisers to exclude the following directly within campaign settings:
- Search Partners
- Display Network placements
What’s the benefit:
This gives advertisers more control over where Performance Max ads appear, helping reduce wasted spend and improve placement quality in automated campaigns.
Google launches site visits asset for Search & PMax
How it works:
Google has rolled out the new Site Visits asset for Search and Performance Max campaigns. The feature displays a non-clickable badge underneath ads showing how many visits a website has received, using labels such as “10K+ visits last month” or “1M+ visits.” The data combines both paid and organic traffic signals.
What’s the benefit:
This adds a layer of social proof directly into ads, which could help improve trust and click-through rates. Larger brands with strong traffic volumes may especially benefit from increased credibility in competitive auctions.
Google adds real-time policy reviews in ads advisor
How it works:
Google has added real-time policy review features to Ads Advisor. The system can now automatically monitor accounts, detect policy issues, and suggest fixes 24/7 to prevent campaigns from being unexpectedly paused or disapproved.
What’s the benefit:
This helps advertisers resolve policy problems faster and avoid downtime. PPC teams may spend less time troubleshooting disapprovals and more time focusing on performance and optimisation.
Google introduces seasonal theming for Performance Max assets
How it works:
Google has introduced seasonal creative theming for Performance Max campaigns. This allows advertisers to align messaging and visuals with seasonal events (such as sales periods or holidays) within the same campaign, without creating entirely new campaigns.
What’s the benefit:
This saves time and helps ads stay relevant during key seasonal moments. PPC teams can maintain performance during busy periods while reducing the need for manual campaign changes.
Google Ads rolls out results tab in recommendations
How it works:
Google Ads has added a new “results” tab to the recommendations section. This tab shows advertisers the actual impact of applying or ignoring each recommendation (e.g., how spend or conversions might change). It gives a clearer context before you choose to implement any of the recommendations.
What’s the benefit:
Instead of guessing what an automated suggestion will do, PPC teams can see estimated impact up front, helping avoid changes that might waste budget.
Google introduces Gemini-powered ads advisor in marketing platform
How it works:
Google has launched Ads Advisor, an AI tool powered by Gemini within the Google Marketing Platform. It helps advertisers diagnose creative issues and automatically generate performance insights. The tool is now available for users managing campaigns through platforms like Display.
What’s the benefit:
This update makes campaign management faster and more automated, especially for large accounts. PPC teams can spend less time on manual troubleshooting and more time on strategy.
Google expands creative asset options in Google Ads
How it works:
Google has expanded the range of creative assets that advertisers can use in campaigns, including more media formats such as images, videos, and other visual elements. This gives advertisers more flexibility to build engaging ads across different placements.
What’s the benefit:
More creative options allow advertisers to improve ad quality and engagement. PPC teams can test different formats to identify what resonates best with their audience and potentially improve performance metrics such as click-through rate.
