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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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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.
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.
