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Google adds automatic end screens to video ads
How it works:
Google Ads is introducing automatic end screens for video ads. After a video finishes, Google will automatically add an interactive card encouraging users to take an action, such as visiting the website. These cards are generated automatically and may replace any manually added end screens in the video ad.
What’s the benefit:
This feature helps guide viewers towards a conversion after the ad finishes. By automatically adding a call-to-action screen, advertisers can see better engagement and more conversions from their video campaigns without manually designing end screens.
Google adds AI voice-overs to Performance Max video ads
How it works:
Google Ads is introducing AI-generated voiceovers for Performance Max video ads. The system can automatically add realistic narration to video ads using AI voice models. Advertisers will be automatically enrolled in the feature unless they choose to opt out.
What’s the benefit:
This makes it easier for advertisers to create engaging video ads without recording their own voice-overs. It can save time and production costs whilst making ads easier for viewers to understand.
Google Ads API Enforces Minimum Daily Budget
How it works:
From 1st April 2026, Google Ads will require a minimum daily budget of £5 for any Demand Gen campaigns when managed via the Ads API. In the UK, this means campaigns need a daily budget of roughly £4–£5. Any campaign set below this will not run until the budget is increased.
What’s the benefit:
This ensures campaigns have enough budget to deliver meaningful results. UK advertisers using API tools will need to check and update any low‑budget Demand Gen campaigns to avoid delivery issues.
Google Tests Shopping Ads In AI Mode
How it works:
Google is testing Shopping ads inside AI Mode, so product ads can show up in AI-assisted search chats, not just regular Shopping or search results.
What’s the benefit?
Marketers can reach shoppers earlier in their buying journey and connect with intent-driven users before they hit standard Google Search results.
Google Performance Max built‑in A/B testing for creative assets
How it works:
Google Ads is testing a new feature that lets advertisers run A/B tests on creative assets within a single Performance Max campaign.
Advertisers pick a campaign, create an asset group, and set up a control (existing ad) and a treatment (new ads). Some assets can be shared between them. They can choose how to split traffic (like 50/50), run the test for a few weeks, and then use the best-performing assets.
What’s the benefit?
This lets marketers test creative assets directly in Performance Max campaigns. It shows which headlines, images, videos, or descriptions perform best, cutting guesswork and making optimisation faster and easier.
Google stops preselecting Performance Max in shopping setup
How it works:
Google Ads no longer automatically selects Performance Max as the default option when advertisers begin setting up a Shopping campaign. Marketers can now choose between a standard shopping campaign or a Performance Max.
What’s the benefit?
This will reduce the risk of unintentionally launching campaigns as a Performance Max, giving marketers more control over their campaign type & structure, and potentially preventing unexpected campaign performance outcomes.
Find out moreGoogle Ads API v23 brings PMax data, richer invoicing, and scheduling
How it works:
Google has released v23 of the Google Ads API, adding deeper reporting & tools. This includes channel-level reporting for Performance Max, more detailed invoicing data & more precise scheduling.
What’s the benefit?
Advertisers can gain more granular insights & controls, diagnose performance by channel (e.g., Search vs. Display), optimise scheduling more accurately, and also leverage richer audience signals, improving measurements & strategy.
Read moreGoogle Ads Performance Max data exclusions rolling out
How it works: Google Ads is rolling out data exclusion controls for Performance Max campaigns, letting advertisers choose which conversion events feed into their automated bidding.
What’s the benefit: Advertisers can exclude conversion types that might mislead the Smart Bidding, which will help improve targeting and efficiency.
Read moreMeta finally brings threads ads to every user
How it works: Meta has launched advertising in Threads globally, meaning marketers can now buy ads shown natively between organic posts on the Threads social feed.
What’s the benefit: Brands now have a new placement for awareness and engagement. There is also an early adopter advantage, meaning strong engagement potential as competition builds over 2026.
Google Shopping API deadline
Google’s Shopping API cutoff, requiring migration to the new Merchant API is becoming urgent, as old API versions will soon stop supporting Shopping and Performance Max campaigns.
How it works:
Older API endpoints will be dismissed, meaning campaign delivery for Shopping and related assets can fail if the Merchant data feed isn’t migrated to the new API standards.
What’s the benefit:
Completing the migration ensures uninterrupted paid‑click delivery for Shopping and PMax campaigns dependent on product feed data, and helps avoid issues with ad disapprovals or loss of catalogue synchronisation.
