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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 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.
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.
