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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 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.
Microsoft adds customer acquisition goals & PMax enhancements
Microsoft Ads has introduced new customer acquisition goals and improved visibility for Performance Max campaigns.
How it works:
Advertisers can now choose Performance Max goals focused on new customers, get clearer measurement insights, and expand audience targeting on Google Ads.
What’s the benefit:
This gives you more control over who your paid clicks are driving, especially when targeting new buyers vs. existing audiences, making PMax more strategic rather than purely automated.
Google introduces ads within AI shopping experiences
Google has begun integrating paid ads into its AI-driven shopping and conversational tools, allowing personalised offers to appear during AI-assisted product discovery.
How it works:
Ads appear when AI detects shopping intent during a conversation. They use your existing Search, Shopping, and Performance Max campaigns; no new campaign type needed. As users narrow their questions, relevant offers like discounts, bundles, or free delivery can automatically show up in the AI experience.
What’s the benefit:
This creates new high-intent touchpoints beyond traditional SERPs, but also reduces visibility into exactly where ads are appearing. Marketers may see incremental conversions but will need to closely monitor performance shifts, as these placements are not always clearly segmented in reporting.
Microsoft expands Performance Max search themes
Microsoft Advertising has increased the number of search themes allowed in Performance Max campaigns from previous limits to 50 per campaign.
How it works:
Advertisers can now input a broader set of intent signals to guide Microsoft’s automation. Search themes act as directional prompts rather than strict targeting, helping the algorithm understand which queries and user intent it should prioritise when serving ads.
What’s the benefit:
This gives advertisers greater strategic influence without fragmenting campaigns. It is especially useful for brands with wide product ranges, seasonal demand, or multiple service lines, allowing automation to scale while staying aligned with commercial priorities.
Google Merchant Centre update
GMC is now showing priority diagnostics only. This could mean advertisers might miss non-critical issues from flagging. However, the good news is that you can switch off filters to see all diagnostics. The new system update will now only highlight urgent problems, so it will be important for users, as it could lead to overlooked issues.
Find out more
Combination tabs are now live in Pmax asset groups.
Combination tabs are now live in Pmax asset groups. This new feature in Google Ads provides transparency into which combinations of headlines, descriptions, images, and logos are performing best for your Performance Max asset groups. This will allow you to see best performing creative mixes, understand the AI ad assembly process and optimise for future assets. This gives more insights into performance. In essence, this helps you to better understand what resonates with your audience and how to improve them.
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