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Check out all the latest in PPC industry updates and find out how they could impact your paid performance here
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Microsoft Advertising makes optimisation experiments generally available
How it works:
Microsoft Advertising has made Optimisation Experiments generally available for Search, Shopping, Audience and Performance Max campaigns. Advertisers can run controlled A/B tests covering areas such as bidding, targeting and creative, with results presented alongside the original campaign. Changes can then be applied to the original campaign or used to create a new campaign.
What’s the benefit:
Advertisers can test significant campaign changes before rolling them out across an account. This gives PPC teams a more structured way to validate changes to bidding, targeting and creative, rather than relying solely on before-and-after performance comparisons
Google expands AI Max reporting to show the full search journey
How it works:
Google is introducing a new reporting view for AI Max campaigns that brings together the search term and landing page associated with an ad interaction.
Google says the aim is to give advertisers a clearer picture of how AI Max is matching queries with their creative and destinations. The update is being rolled out alongside an expansion of AI Brief into Dutch, French, German, Italian, Japanese, Portuguese and Spanish.
What’s the benefit:
This should make AI Max easier to analyse because advertisers can see more of the path between the search query and the experience delivered.
It could be particularly useful for identifying irrelevant query/creative combinations and understanding how Google’s AI-driven targeting is influencing campaign performance.
Google begins automatic upgrades to AI Max for Search
How it works: Throughout September, Google is automatically upgrading Search campaigns that use automatically created assets or campaign-level broad match to AI Max. New Dynamic Search Ads campaigns can no longer be created, and remaining DSA campaigns will be upgraded from February 2027.
What’s the benefit? Google reports advertisers using the full AI Max feature set see 7% more conversions or conversion value at a similar CPA/ROAS. To stay in control during the switch, review negative keywords, brand exclusions & search terms reports closely.
See hereGoogle expands limited ad serving policy across all Google Ads accounts
How it works:
Google is expanding its Limited Ad Serving policy to cover all ad formats and account types. The policy applies temporary impression caps on unverified or newly created advertiser accounts until the system establishes sufficient trust signals & account history.
What’s the benefit?
This update reduces brand impersonation and scam ads across the ecosystem, protecting legitimate advertisers from unfair auction competition while boosting user trust across search & display placements.
Google adds dedicated reporting for new customer acquisition
How it works:
Google has introduced a “Report on new customers acquired” feature within Google Ads reporting. This update allows advertisers to break down & segment metrics specifically around new vs returning buyer conversions without forcing changes to smart bidding target goals.
What’s the benefit?
Advertisers can gain clean visibility into customer acquisition performance & acquisition costs without risking disruption to existing campaign bidding strategies or requiring separate acquisition-only campaign builds.
Google launches Performance Max channel diagnostics
How it works:
Google has introduced Channel Diagnostics within the Performance Max Insights & Reports section. The feature highlights issues that may be preventing ads from serving across Google channels (such as Search, YouTube, Display and Discover) and recommends fixes for missing or ineligible assets.
What’s the benefit:
Advertisers can more easily identify why campaigns aren’t reaching their full potential, helping improve channel coverage and maximise Performance Max reach without relying on manual troubleshooting.
Read moreGoogle introduces bid target adjustment tool for smart bidding
How it works:
Google has announced a new bid target adjustment tool, which will begin rolling out on 6 July. The tool identifies campaigns using Target CPA or Target ROAS that are limited by budget and recommends updated bid targets based on recent performance. This is ahead of changes to Google’s bidding system taking effect in August.
What’s the benefit:
Advertisers can proactively update their bidding targets to maintain current performance and avoid fluctuations once the new Smart Bidding behaviour is introduced. Reviewing recommendations before the rollout should help deliver more consistent results.
Read hereGoogle signals changed: What it means for your consent setup
How it works:
Google Ads will now rely directly on consent signals sent from a website, rather than using Google Signals settings in GA4 as an override. This makes website consent management the primary source for advertising permissions.
What’s the benefit:
Advertisers can gain more accurate tracking and audience measurement, but should review their cookie banners and consent setup to ensure data is being collected correctly.
Google expands limited ad serving policy on Search
How it works:
Google has expanded its Limited Ad Serving policy to include Google Search. This means Google may restrict ad impressions from advertisers it considers unqualified, particularly on searches where poor user experiences are more likely.
What’s the benefit:
The update is designed to improve ad quality. Advertisers with verified accounts & positive user experiences should be less likely to face impression restrictions.
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.
