Google Ads news
Different separator
Hana Kobzová discovered that Google is testing a different separator in Google Ads.
Dreamboard
Google launched DreamBoard is a new open-source video marketing solution built on Google Cloud, designed to simplify and accelerate the entire video production process.
It uses powerful Google AI tools like Gemini, Imagen, and Veo to take you from concept to final video output, eliminating traditional time and cost barriers. Now available on GitHub.
Google Ads Policy Update – July 2025
Starting July 16, 2025, Google will update its Cryptocurrencies and related products policy to clarify requirements for advertising cryptocurrency exchanges and software wallets in Canada.
Key Points:
– Advertisers targeting Canada must be registered with FINTRAC (CANAFE) as a money services business.
– All local legal requirements must also be met.
– Advertisers must be certified by Google to run these ads.
The policy applies globally to all accounts advertising restricted financial products.
Violations won’t result in immediate suspension. Google will issue a 7-day warning before taking action.
Verified message assets
Arpan Banerjee just got the message that Google Ads to Require Verified Phone Numbers for Message Assets!
GTM Update
You should now serve all Google scripts like gtag.js and gtm.js via the Web container client.The GA4 client no longer supports dependency serving for these scripts.
Existing setups using dependency serving will keep working for now, but going forward, use the Web container for any new tagging server configurations.
Restricted Drug term update
Advertisers in the US, Canada, and New Zealand must apply for the Restricted Drug Term Personalization Certification to use Google’s personalized targeting tools for promoting products with Restricted Drug Terms to healthcare professionals.
Without this certification, personalization is not allowed. Advertisers outside these countries are not eligible due to local regulations.
API update
Starting September 30, 2025, Google Ads will gradually update bidding models to use the conversion_environment field for imported in-app conversions via the Google Ads API.
This field helps improve attribution accuracy and bidding performance.
If you’re importing in-app conversions (e.g., purchases, sign-ups), make sure to include the conversion_environment field—omitting it may lead to fewer recorded conversions and reduced campaign performance.
Conversion uploads without the field will still be accepted, but won’t benefit from optimized bidding.
New Match type AI Max
Aleksejus Podpruginas discovered that Google is now showing AI Max as a segment type! Very nice to see:)
GA4 update
Arpan Banerjee just texted me that Users with Analyst and above Google Analytics permissions can now create, edit, and delete annotations!
Zoho CRM
Hana Kobzová discovered that Google Ads has quietly added Zoho CRM as a supported data source within Data Manager!
Dangerous products
Starting September 1, 2025, Google Ads and Google Shopping will update their Dangerous products or services policies to prohibit ads for pill presses, encapsulating machines, and related components used to create or imprint pills and tablets.
Products that will be restricted include:
– Pill presses
– Tableting machines
– Dies, molds, stamps, punches used for pill production
Enforcement timeline:
– Begins on September 1, 2025
– Full enforcement will ramp up over approximately 6 weeks
Important notes:
– Violations won’t lead to immediate account suspension
– Google will issue a warning at least 7 days prior to suspension
– Advertisers should review and remove affected ads before September 1, 2025
Advertisers are encouraged to check whether any of their ads fall under this new restriction and take action accordingly.
Gambling Ads
Starting July 14, 2025, Google Ads will allow online gambling ads in Ukraine, but only from certified, state-licensed operators and aggregators.
Key details:
Applies to online poker, sports betting, online casino games, and state lotteries
Advertisers must obtain country-specific certification and hold the appropriate license for each gambling category
Both operators and agencies must be authorized by Ukrainian authorities
Certification is required before ads can run
The official Gambling and Games policy page will be updated on July 14, 2025. Advertisers should review licensing requirements and apply for certification in advance.
Google’s New EU Proposal Could Reshape Search and Ads
Just before a key July 7–8 EU workshop, Google submitted a revised proposal to avoid an antitrust fine under the Digital Markets Act.
The update, called Option B, adds a box beneath search results featuring free links to direct suppliers (like hotels and airlines), aiming to reduce self-preferencing without labeling it as a Google feature.
This could impact advertisers by reducing premium placements and shifting traffic toward unpaid or rival listings.
The EU had charged Google in March for favoring its own services in search. The outcome of this proposal could determine whether Google avoids further fines or faces stricter regulation.
Sunset video action campaigns
Arpan Banerjee just texted me that Google started sending notification about sunsetting “Video Action Campaigns”!
iOS 26 is here, and it’s again a shake-up for marketers, analysts, and attribution
Apple is doubling down on privacy in Safari and Mail. The result? Tracking is about to break in a lot more places.
Here’s what’s changing:Safari now blocks fingerprinting by default
– No more using device/browser data like screen size, cores, or canvas rendering for identity.
Tracking parameters get stripped – UTM, gclid, fbclid, and similar tags are removed from links clicked in:
• Safari (especially Private mode)
• Apple Mail • Messages
That means less accurate attribution across:
– Google Ads & Analytics
– Meta Ads
– Email marketing platforms
– Cross-channel funnel reports
Apple Mail alone accounts for ~30% of email opens, so this hits email marketers hard.
Merchant Center update
As of July 1, Google Merchant Center automatically calculates sales tax for U.S. merchants based on the shopper’s location.
Merchants no longer need to manually configure tax settings, reducing a common cause of product disapprovals and simplifying feed setup especially for those using dynamic shipping.
Starting July 1, 2025 also member prices can’t be submitted via price or sale_price. Use the loyalty_program attribute instead; otherwise, risk disapproval.
This update was found by Emmanuel Flossie.
For more information check his video.
Google Ads API update
Starting August 4, 2025, the Search and SearchStream methods will return query_resource_consumption and field_mask even when queries return no results.
If you use these methods to download reports, make sure your application can handle the new response format.This change applies to all API versions.
Long description
Arpan Banerjee saw these really long descriptions in Google Ads!
Google Ads KEYWORD PLANNER UPDATE
Keyword Planner Gets Local and Device-Level ForecastsGoogle’s Keyword Planner now offers forecast breakdowns by city, region (e.g., state or DMA), and device type (mobile, desktop, tablet).
These advanced insights help advertisers plan and budget more precisely for specific locations and user contexts.
This update makes it easier to identify high-performing geographic areas and tailor strategies based on local demand. It’s especially useful for multi-location campaigns or when optimizing for mobile vs. desktop.
Key features:
– Forecast splits by device (mobile, desktop, tablet)
– Filters by location type: city, region, or DMA
– Visual breakdowns (e.g., pie charts showing user location share)
– Grouped keyword ideas are still available
Though not officially announced, this rollout brings more granular, data-driven planning to Keyword Planner ideal for advertisers focused on different areas!Thanks for sharing this Amiya Prakash
Political change
In June 2025, Google will update its Political content policy and Election ads verification page. The changes include updates to which ad formats are eligible, new guidance on election ad disclosures, more verification and revocation options, and revisions to the layout and wording of the policy pages.
New logo test
Arpan Banerjee discovered this new logo design in Google Ads!
MCP Google Ads
Google Ads API is exploring a new Model Context Protocol (MCP) Server to enable third-party generative AI tools to work directly with advertiser accounts. They’re seeking early feedback from developers to help shape the roadmap. Interested users are encouraged to participate in a short survey.
Bold text
Hana Kobzová discovered that Google is testing with bold text in Ads!
AI Max Grants
Google is now rolling out AI Max for Google Grants!Discovered by Jason King & Hana Kobzová
Google postponed the Ads Editor 2.10 update….
They removed the update from the page.Below you see the update that should come soon. Thanks for spotting Dario Zannoni.
Google Ads Editor 2.10 UpdateGoogle Ads Editor 2.10 introduces powerful AI features, enhanced targeting options, and streamlined creative tools, all accessible directly from your desktop.
This update helps advertisers managing large accounts work more efficiently, scale campaigns faster, and leverage deeper automation without relying on the web interface.
Key Enhancements:
1. Improved Targeting & ControlsCampaign-level negative keywords in Performance MaxPlatform opt-outs (e.g., exclude tablets or TVs with -100% bid adjustments)Desktop OS targeting (Windows, macOS, Linux)
2. Creative Upgrades9:16 image support in Demand Gen (optimized for mobile)Landing page previews for Demand Gen video adsBarcode & QR code support in Promotion assets
3. AI-Powered Campaign ManagementAI Max for smarter Search campaigns (better matching, ad personalization)Streamlined Performance Max builder with AI asset generationSearch theme incrementality insights to identify effective targeting themes
4. Smarter RecommendationsDeep linking support with a “Get Started” linkApp conversion goal suggestions for in-app optimization
5. Bulk Editing & PreviewsPartial syncs for extensions (faster account updates)Ad preview exports in CSV/SheetsExpanded ad previews for more formats (e.g., responsive video)
6. Additional NotablesLink Checker for broken landing pagesTarget CPC bidding in Demand GenCustomer Retention Goal for Performance MaxVertical video generation for Video Reach campaigns
Optional lead form fields to boost conversions
Compatibility Note: Requires macOS 12+ starting with version 2.9.
Would you give your data to a brand you don’t trust?
Most people wouldn’t. And it’s costing businesses more than they think. Usercentrics just published their 2025 State of Digital Trust report, and the message is clear:
Digital trust = revenue.Some stats that stood out to me:
– 67% of users have not completed an action online because of privacy concerns
– 62% are more likely to buy from companies that are transparent about data use
– 59% would switch providers if they lose trust in how their data is handled
This isn’t just a privacy issue, it’s a performance issue. You can have the best UX, the best campaigns, the best offer… …but if your experience feels shady or broken, users bounce.
Marketers often obsess over targeting, ROAS, and creative, but forget that privacy and transparency are part of the funnel too.
Trust isn’t just a legal requirement. It’s a growth lever. Full report here.
Google Discord
Google just started a Google Advertising and Measurement Community Discord Server!
Google is now testing a new “Nearby” format in Hotel Ads across Search and Maps
These ads feature a prominent Book button and direct users straight to the hotel’s booking page, either on the hotel’s own site or via OTAs like Booking.com or Expedia.
This dramatically shortens the booking journey.
What makes this interesting:
– Appears in high-intent local searches (“hotel near me” etc.)
– Prioritizes proximity and booking simplicity
– Likely to improve conversion rates due to reduced frictionFor advertisers, this could mean:
– More value from geo-targeted bidding strategies
– Increased competition for local hotel inventory
– A greater need to monitor Google Hotel Ads performance closelyThis test hasn’t been officially announced by Google yet, but early sightings suggest a push toward a more seamless booking experience embedded within Maps and Search.
If you’re running Hotel Ads or managing travel PPC accounts, it’s worth paying attention.
This update was spotted by Barry Schwartz & Brad Brewer
Google Customer Reviews badges are being upgraded
Emmanuel Flossie discovered that in 30 days, the current badge will automatically become a new Google store widget.
It will highlight your store rating, total reviews, shipping and return policies, and more.
No action is needed if your store has quality data, the upgrade applies automatically. Don’t want the widget? You can remove the badge code.
This update helps improve trust and conversions by showing more useful store info directly on your site.
For more information check his video.
VAC Upgrade
All Video Action Campaigns (VAC) in Google Ads are now automatically being upgraded to the newer Demand Gen format!
Ad Sharing
Google will deprecate ad sharing (reusing a single ad across ad groups) starting Oct. 15, 2025, with full phase-out by Q1 2026.
Advertisers must now create unique, asset-based ads per ad group like Responsive Search Ads.Why it matters:This impacts bulk workflows, reporting continuity, and requires system updates.
Performance history won’t carry over to new ad IDs.
What to do:
– Audit and refactor ad logic to stop reusing ads.
– Use RSAs instead of legacy formats.
– Export historical data before migration.
New conversion interface
Felix Mayo discovered this new edit setting interface in the conversion setting!
People also consider Ads
Sachin Patel & Barry Schwartz discovered that Google is testing a swipable carousel format for these people also consider ads.
Google Analytics 4 is introducing two new reports for lead generation
Brais Calvo Vázquez discovered that Google is introducing 2 new lead reports!Lead acquisition report, focuses on how leads are acquired.Lead disqualification and loss report, Tracks disqualified or unconverted leads based on events like disqualify_lead and close_unconvert_lead.
These reports use GA4’s recommended lead events and include new metrics:New leads: Unique users who triggered the generate_lead event.
Qualified leads: Unique users with the qualify_lead event.
Converted leads: Unique users with the close_convert_lead event.Important: These metrics are not yet available in GA4’s data API or in explorations (scans).
Looker Studio update
New Alignment Option for Cartesian Charts: “Align with Grid”Google has introduced a new “Align with grid” setting for Cartesian charts (like line, bar, and column charts) in Looker Studio (formerly Data Studio).
This allows the chart legend to align with the chart grid, rather than the chart title.When enabled, the legend will visually align with the plot area (where the chart data sits), instead of floating relative to the chart title.
This can improve layout consistency, especially in dashboards using multiple visualizations side by side.Where to find itOnly available in modern charts (must be enabled in the report settings).Applies to Cartesian chart types only.
View counter
Thomas Eccel discovered that Google is now showing views of videos in help documentation.
LSA Update
Muhammad S. just send me that Local Services Customer revciews are nog managed by Google Business Profile!
AI Max
Looks like Google is already recommending AI Max in the recommendations.
Bulk image
Google Ads now supports bulk image editing with AI in the Assets Library
Dario Zannoni found out that Google is allowing advertisers to enhance up to 100 images at once using prompt-based tools.
Two AI editing options are available:
– Replace background
– Add objectImages can be selected from uploads, the Assets Library, or linked Merchant Center accounts.
However, edited images can’t be synced back to Merchant Center; they’re only usable within ad campaigns.
Generated for you
Dario Zannoni discovered the “Generated for You” a new AI-powered feature in Merchant Center that automatically creates enhanced product images by adding contextually relevant backgrounds and improving resolution.
First revealed in an interview with Ginny Marvin at Optmyzr, GfU selects a limited number of products from your feed (not user-controlled) and generates image proposals.
For each AI-generated image, you can:
– Add to Merchant Center as the main image
– Download for use on other platforms or as an additional image
– Edit the scene prompt in the Generate Scene interface
Proposals have an expiration date and will disappear if not reviewed or approved in time.
PMax Brand Asset Migration
Brand guidelines are now default for new PMax campaigns in the UI; API follows in v21.
Business name and logo assets now live at the campaign level (CampaignAsset), not in AssetGroupAsset.API users must update code to support both asset locations.
Existing campaigns are being automatically migrated (if assets are consistent); Full rollout by Oct 30, 2025.
Use Campaign.brand_guidelines_enabled to manage or detect this setting.
Q2 2025 Paid Media Trends – Tinuiti
The latest Tinuiti benchmark report reveals continued growth across most major ad platforms in Q2 2025.
Key takeaways:
– Google Search ad spend increased 11% year-over-year, driven by 18% growth in Shopping clicks. Temu and Shein briefly disappeared from Google Shopping due to tariff changes. Amazon also pulled back significantly.
– Performance Max accounted for 59% of Google Shopping ad spend. ROAS and conversion rates were nearly identical to those of standard Shopping, with a stronger CTR.
– Meta (Facebook + Instagram) spend rose 12%. Reels made up 21% of Instagram ad impressions. Advantage+ Shopping remained steady at 35% of retail spend.
– YouTube spend was up 9%, impressions up 10%. Shorts ads accounted for 18% of segmented spend.
– TikTok spend dropped 20% YoY for the median advertiser. CPM fell 22%. Still, some brands increased spend significantly.
– Amazon DSP spend grew 33% year-over-year, while Sponsored Display continued to decline.
– Snapchat and Pinterest saw the strongest YoY growth: +51% and +66%, respectively.
– Reddit spend jumped 55%. Median advertisers now spend roughly 9% as much on Reddit as they do on Meta.
The full report also covers trends in CPM, Demand Gen campaigns, Prime Video adoption, and shifts in inventory performance.
Feed asset vs Asset-based metrics
Mike Ryan & Barry Schwartz discovered that in the channel performance report, there’s now an expandable row that splits out feed-based vs. asset-based metrics.
Gender exclusion
Aleksejus Podpruginas texted me that Google Ads has rolled out the beta for gender exclusions for Pmax!
Creator Partnership hub
Arpan Banerjee & Geert Groot discovered that in some Ads account the Creator Partnerships hub is live!
GA4 Chatbot
Arpan Banerjee discovered that GA4 now also has a chat bot!
GA4 Update
Arpan Banerjee just texted met that Item data import now allows importing item-scoped custom dimensions into Google Analytics. This provides greater flexibility to import item data without the need for item IDs, particularly beneficial for users with extensive product catalogs.
Negative keyword list Pmax
Jeremy Young & Alyssa Knab saw that you can add these negative keyword lists in Pmax. I think they should not work, because the documenttion says the are not available, but in this example it looks like they are…
Smart Bidding Exploration
Maximilian vom Eyser announced that Smart Bidding exploration is now live in all Google Ads Accounts with tROAS.
Looker Studio
Looker Studio rolled out two useful updates:Report abuse featureReport viewers can now flag abusive content.
Google reviews reports automatically, and content may be hidden or removed based on those reviews.
This helps make data sharing safer.BigQuery performance improvementReports using BigQuery may load faster thanks to a short query optimized mode. This applies when using Viewer’s Credentials or when Owner’s Credentials are used but the viewer is not the owner.
Product Studio
Arpan Banerjee just go access to product studio in Merchant Center! Looks like a further roll out:)
New in Google Ads: “Ads funded by” Label
Thomas Eccel discovered that Google now requires showing who funds each ad under the Advertiser Identity Verification (AIV) process.
What’s new:
– Ads will display an “Ads funded by” label.
– Only Payment Admins/Users can submit AIV.
– Even verified advertisers must submit new info.
Update it through:Google Ads → Tools & Settings → Advertiser Verification.
Update Fantasy Sports
As of July 18, 2025, Google Ads has updated its Gambling and games policy for the United States. Daily Fantasy Sports ads are now prohibited in California, and this restriction is effective immediately.
Visits
Thomas Eccel discovered this test from Google Ads that has social proof of how many visits a website has!
Channel Performance
Georgi Zayakov discovered that Google is transitioning Chanel performance to general availability!
New level of competitor-aware insights in Google Ads?
Just spotted an interesting update shared by Emirhan Bayutmuş: Google Ads recommended a Target CPA increase based on competitor comparison data.
That’s a first.
Emirhan noticed that his Impression Share dropped by 26%, while a competitor gained +11% and the platform used this as justification for a higher CPA target.
New: “Brand Searches” in Google Ads
Dario Zannoni discovered that Google has launched a new help page for the conversion type called “Brand Searches”, showing how often users search for your brand on Google or YouTube after seeing your ads.
Note that this was announced during GML 2025, but Google has now uploaded a help page.
Applies to: YouTube, Performance Max, and Demand Gen (YouTube, Discover, Gmail).
Attribution: 30-day last-view, view-through model. Optimization: Not usable yet but “not yet” hints it may be in the future. Setup: Requires brand mapping (ask your Google rep).
Google Ads Lookalike Segments
Georgi Zayakov discovered that Google is quietly upgrading Lookalike Segments in Demand Gen campaigns, giving advertisers new ways to scale with precision.
You can now build lookalikes from richer sources like Android device IDs, GA4 audiences, and even YouTube users (with a higher 1,000-user match requirement).
This opens the door to more cross-platform targeting than ever before.
Another big shift: advertisers can now use the audience of a creator’s video as a seed list. It’s a game-changer for influencer campaigns or brands lacking deep first-party data.
Add to that the ability to combine up to 10 seed lists and adjust similarity settings (narrow, balanced, broad), and Google’s audience modeling just got a major upgrade.
Sponsored Label
Barry Schwartz & SERP Alert ⚡ discovered that Google has removed the prominent “Sponsored” label from the Find Related Products & Services ad section.
Instead, it now uses a smaller-font disclaimer below the section stating the results are from advertisers, making the ad label less visible to users.
GA4 Change
Arpan Banerjee discovered that you can now import cost data from reddit ads into GA4!
Design change
Hana Kobzová discovered that Google has updated the design of the Found Products section in Google Merchant Center.
Alphabet Q2 2025 earnings: strong growth across all major business lines
Alphabet reported $96.4 billion in revenue for Q2 2025, up 14% year-over-year from $84.7 billion. Net income reached $28.2 billion, up from $23.6 billion in the same quarter last year. EPS came in at $2.31, beating analyst expectations.
Advertising performance stood out:
– Total advertising revenue grew to $71.3 billion, up 10.4% year-over-year- Search ad revenue rose approximately 11–12%
– YouTube ad revenue reached $9.79 billion, up 13% from $8.66 billion
– Google Network ads generated $7.46 billion, up 9%
– Google paid search ad spend rose 11%, with click volumes up 7%
Additional highlights (YoY):
– Google Cloud revenue: $13.6 billion (up from $10.35 billion)
– Subscriptions, devices, and Play Store: $11.2 billion (up from $9.31 billion)
– Operating income: $31.3 billion
– Other Bets: $373 million in revenue with a $1.24 billion loss
Alphabet also raised its 2025 capital expenditure guidance to approximately $85 billion, citing long-term infrastructure investment
Ads API
Starting October 3, 2025, Google Ads API will allow both gclid and gbraid fields to be set in ClickConversion imports via the UploadClickConversions method.
Previously, doing so caused a partial failure error. After the update, these imports will succeed without error.
Early Access to Google Trends API (Alpha)
Barry Schwartz discovered that Google is launching an alpha version of the Google Trends API, offering developers, researchers, and journalists programmatic access to search behavior and trend data.
The API allows:
– Access to 5 years of data
– Custom aggregation by day, week, month, or year- Insights across countries and sub-regions
– Advanced capabilities like merging multiple keyword requests and extending time ranges without rescaling data
The alpha phase is designed for users with clear use cases who can start testing soon and provide direct feedback.
Big RSA Update in Google Ads
Bob Meijer & Miles McNair discovered that some accounts now show click and conversion data per RSA headline, replacing vague ratings like “Good” or “Best.”
This enables real ad copy testing again.Check via Campaigns → Assets → Add columns.
Not in all accounts yet, but rollout is expected soon.
Google has rolled out new shopping features powered by AI to help users discover, try on, and buy products more easily, and AI-Powered Virtual Try-On (Now Live in the U.S.)
Shoppers can now upload a full-body photo and virtually try on clothes across Google Search, Shopping, and Images.
The tool lets users preview looks, save favorites, and share outfits with friends.
Smarter Price Alerts (Rolling Out in the U.S.)Users can now set price alerts by preferred size, color, and budget.
Google will notify them when an item meets those conditions using data from its extensive Shopping Graph.
Shoppable Outfit and Room Inspiration (Coming Fall 2025)With AI Mode, users can explore visual outfit and room design ideas.
Google’s vision match tech will generate visual matches and shoppable links based on over 50 billion products in its Shopping Graph.
These updates aim to personalize and simplify the online shopping experience using AI.
Version Support Changes for the Google Ads API Python Library (July 24, 2025)
Google is phasing out support for older Python versions in its Ads API client library:
Python 3.9 End-of-Life (October 2025):Once Python 3.9 reaches end-of-life, the Google Ads Python client library will no longer support it, except for critical security fixes.
New Library Release (Q4 2025):A major new version of the library will launch, incompatible with Python 3.9 but supporting Python 3.14.
Deprecation Timelines:
Now: Python 3.7 users already can’t access the API.Q1 2026: Python 3.8 users will lose access when API version v19 sunsets.
Late 2026: Python 3.9 users will lose access when API version v22 sunsets.
Action required: Developers using Python 3.8 or 3.9 must upgrade to Python 3.10 or newer to maintain access.
Looker Studio has introduced several new features and improvements:
New Canvas Sizes: Two A4 canvas presets (portrait and landscape) are now available, giving users more control over report layout.
Alt Text for Images: Users can now add alt text to images for screen reader accessibility, supporting WCAG compliance.
Looker Connector Enhancements: More calculated field functions are now available in Preview mode.
BigQuery Performance Boost: Reports using BigQuery data may load faster due to “short query optimized mode,” especially when using Viewer’s or non-owner’s credentials.
Highlight Charts by Filter: The Applied Filters panel now lets users click a filter to highlight all relevant charts in the report.
Report Descriptions: You can add descriptions to reports, which are now searchable along with the report title.
New Partner Connectors Added: The Connector Gallery now includes integrations from Detrics, Master Metrics, Supermetrics, Dashbo, Jivrus Technologies, IntelliKid Systems, and others covering Google Ads, GA4, YouTube, Facebook, Instagram, Odoo, and more.
YouTube Shorts adds AI-powered creation tools
YouTube just launched new generative AI tools to supercharge Shorts content:Photo-to-Video: Turn static images into short, animated clips
AI Effects: Transform doodles & selfies into dynamic visualsAI Playground: A new hub with creative prompts and tools
All features are free, rolling out now in select countries global expansion later this year.
LSA Warning
Anthony Higman warns that Google’s Local Services Ads (LSA) are becoming even less transparent. Message leads, once clearly priced at half the cost of phone leads, are now priced based on vague, undisclosed factors like a user’s likelihood to book.
This shift reduces price clarity and undermines the auction model. He advises caution, especially for small-budget advertisers and suggests turning off message leads for now due to a lack of cost transparency and Google’s practice of sending the same lead to multiple businesses.
New Google Merchant Center Attribute – MRP (India Only)
Emmanuel Flossie discovered that Google has introduced a new [mrp] (Maximum Retail Price) attribute for free listings in India via Google Merchant Center.
It is mandatory that this MRP:
– Is shown both on the product page and at checkout
– Matches exactly across landing page and checkout
– Uses INR only (Indian Rupee)
– Cannot rely on IP-based price switching or live exchange rates
– Is distinct from sale price, both must be used appropriately
Sellers using non-INR currencies for Indian users may lose 90%+ visibility.Action: If you’re targeting India with free listings, review and update your product feeds now to ensure MRP compliance.
Funded by
Arpan Banerjee just texted me that Google started shooting mails for Ad-funded disclosure info!
Amazon pulled out
Amazon has abruptly pulled out of product advertising on Google Shopping, marking its most significant retreat since the pandemic.
This move affects Google’s ad revenue and could lower auction prices, as Amazon was a key player.
While Amazon has been slowly reducing its presence over the past year, this sudden stop raises questions about their motives, whether it’s about not funding a competitor, internal ad strategy shifts, or AI priorities.
The fallout may benefit competing retailers but could hurt brands that relied on Amazon’s visibility.
Thanks for spotting Mike Ryan, Smarter Ecommerce (smec) and Josh Duggan (Vervaunt), and Andy Taylor (Tinuiti). Make sure to follow them for more news!
New Search Term Matching
Felix Mayo spotted this new beta called Search Term Matching!
Search Term Matching automatically expands your keyword targeting beyond the traditional broad match, phrase match, and exact match types .Looks like AI Max.
Sitelinks
Hana Kobzová discovered that Google is testing with underlined sitelinks in Ads!
E-barometer Update – May & June 2025
The May and June E-barometer reports are now available. Here’s a quick overview of the June highlights:
Month-over-month declines in turnover, gross profit, number of orders, and ad spend.Year-over-year growth remains strong:
– Turnover and gross profit up double digits YoY.
– Orders up 7.8% YoY.
– Ad spend dropped more sharply than turnover/profit, resulting in improved ROAS and POAS.
This suggests companies became more efficient with their ad budgets in June.📩 You can view both reports and sign up for monthly updates via the link.
Google Labs just launched Opal, a new tool that helps bring AI app ideas to life, no coding needed.
You simply explain your workflow in plain language, and Opal builds a visual interface around it. Whether you’re chaining prompts, using AI models, or building multi-step processes, it’s all doable by just describing what you want.
You can start from scratch or use handy templates like:
– Creating AI ads for your brand
– Analyzing online sentiment about your business
– Turning YouTube videos into interactive quizzes
– Editing is flexible, either drag-and-drop visually or make changes by talking to the tool. Once done, your app can be shared with others.
Important PMax update for advertisers
Aleksejus Podpruginas posted that all historical channel-level data from the beta Pmax (Nov 17, 2024 – June 6, 2025) will be deleted.If you want to keep that data, download it from the Google Ads UI before August 8.
Remarketing Change
Dario Zannoni discovered that you no longer need to manually enable Dynamic Remarketing or set a business type in Google Ads. Google has removed the “Edit Source” step from the setup process there’s no need to switch on specific parameters or define your business type.
Now, simply sending the correct data via your Google Tag is enough.
While help documentation still reflects the outdated method, Google Support confirmed this change and clarified that the previous checkboxes didn’t impact functionality anyway.
GOOGLE HAS STOPPED CONVERSION Tracking 🚨
It’s official: Google has pulled the plug. As of July 21, if you’re not using Consent Mode v2, your EU traffic is now running partially blind.
Here’s what’s happening:
– Conversions: Gone
– Remarketing audiences: Not building
- No Consent Mode = declining Google Ads performance.
Fewer signals. Less targeting. Weaker optimization.
And yes, this is already impacting campaigns across the EU.Still haven’t implemented it? You’re officially behind, and it’s costing you performance every single day.
Fix it now before your next report shows the damage.
My solution? Cookiebot Web CMP by Usercentrics
Google has launched AI Mode in the UK, offering users its most advanced AI search experience to date.
Built on the Gemini 2.5 model, AI Mode handles complex, nuanced, and multi-part questions with deeper reasoning and multimodal input including text, voice, and images.
Key features of AI Mode:
Available as a tab in Search results and in the Google app (Android and iOS).Uses query fan-out to break down questions into subtopics and find highly relevant content across the web.Supports multimodal input, allowing users to search using voice or camera.
Enables exploratory and detailed queries (e.g. trip planning, product comparisons, complex “how-to” questions).
Prominently links to external websites to help users discover diverse content.Relies on Google’s ranking and quality systems and shows traditional results when AI confidence is low.
Amazon Abruptly Pauses Google Shopping Ads
Amazon has suddenly stopped running Google Shopping Ads, raising eyebrows across the ad industry.
While no official statement was made, the move is significant given Amazon’s long-standing and aggressive presence in Google’s paid search auctions.
What might be going on?Performance Testing: Amazon could be testing attribution models by pausing spend to measure the true impact of Google Shopping.Internal Campaign
Experimentation: Amazon might be running similar campaigns internally, using its own ad tech stack or alternative platforms.
Prepping a Strategic Move: Amazon may be preparing to launch its own Performance Max style ad product, positioning itself as a full-funnel retail media alternative not just for its own site, but possibly for third-party commerce too.
Why does this matter?
Auction Dynamics Change: Amazon has been a top bidder on product-related queries. Without it, CPMs may drop temporarily, giving smaller retailers a better shot at impressions and conversions.
Marketplace Shift: Amazon’s pullback may signal a larger strategy shift focusing more on its own ecosystem (e.g., Amazon Ads, Twitch, Prime Video) or building tools to rival Google’s ad formats.
Retail Media Opportunity: With Amazon out of the way (for now), independent retailers and ad tech startups have a window to claim more ground in Google Shopping and retail search.
Credit for the picture: Mike Ryan & Smarter Ecommerce (smec)
Help me shop
Google is testing a “Help me shop in AI Mode” button in Search, spotted by Damien Andell and later confirmed by Brodie Clark.
It replaces the usual “More products” link, pushing users directly into AI-powered shopping. As noted by Barry Schwartz.
GTM Update
Floodlight tags in server-side Google Tag Manager will now send unconsented conversion requests server-to-server. This update aims to improve the accuracy of modeled conversions, even when user consent is not given.
Merch Intel
Christoph Scherf posted that Google launched Merch Intel! Merch Intel is an open-source tool on Google Cloud that turns Merchant Center data into a Looker Studio dashboard helping retailers optimize inventory, pricing, and product strategy.
RSA Categories
Georgi Zayakov discovered this new beta live! I’m not sure if I have seen it before but something to keep an eye on:)
New sitelink test
Anthony Higman discovered that Google is testing rectangular sitelinks!
YouTube
YouTube has updated its monetization guidelines as of July 29, 2025. Videos that include strong profanity, such as the f‑word within the first seven seconds, are now eligible for full ad revenue.
This reverses a previous policy that severely limited earnings for such content .Previously, profanity used in the first few seconds often triggered demonetization or revenue limits. Creators voiced strong criticism over what was seen as arbitrary enforcement and inconsistent communication.
This change responds directly to that feedback and reflects evolving advertiser standards—and their ability to target ads based on content sensitivity.Important nuances remain:
– Videos that contain either moderate or strong profanity repeatedly, especially throughout the majority of content may still be demonetized or receive limited revenue.
– Profanity in titles or thumbnails is still disallowed and will affect monetization, regardless of the new policy allowance in video openings Facebook+10.
This shift in policy appears timed to improve creator experience while maintaining advertiser trust. It follows earlier July updates targeting inauthentic and spam-like content, underscoring YouTube’s move toward clearer, more creator-friendly guidelines.
Grouping Favikons
SERP Alert ⚡ & Barry Schwartz discovered that Google is testing grouping favikons for sponsored results!
Google AI Max ads have now been spotted in live search results, and they look very different from traditional Search ads
Key differences:
Extremely long headlines generated by AI, often pulled from blog content
Sitelinks are created dynamically by Google, sometimes all pointing to the same pageBlog articles outperforming traditional landing pages in early ROAS tests
This new ad format goes beyond automated bidding and targeting.
It also controls the creative choosing of the page, writing the headlines, and generating sitelinks.
What this means for advertisers:
Blog content can become a core part of paid search performanceFinal URL expansion plays a key role in how AI selects landing pages
Control is limited, so regular monitoring of ad previews is essential
Found by Hana Kobzová & posted by Nikki Kuhlman
Google Policy update
Google is rolling out a machine learning update to estimate the age of signed-in users in the U.S. If a user is flagged as likely under 18, Google will apply stricter ad protections across its platforms, including:
– Disabling ad personalization
– Blocking sensitive ad categoriesThis change will begin with a small group of users and may expand after monitoring.
No action is required from advertisers at this time.
Removal fee
Muhammad S. just got this mail that Google will remove the DST for Canada!
New in AI Max for Search: “Locations of Interest” targeting 🚨
Arpan Banerjee spotted something new in Google Ads: AI Max for Search campaigns now support Locations of Interest at the ad group level.
This unlocks a more nuanced way to target users based on location intent, not just physical location.
Display & Video 360 API – July 2025 Update (July 31, 2025)
What’s new:
– v4 now supports campaign and insertion order targeting, matching v3 capabilities.
– You can now retrieve video ad inventory control settings for YouTube & Partners line items.
Action required:
– Update your client library to the latest version to use these features.
– Migrate from API v3 to v4 before v3 is sunset on October 7, 2025
— use the official v4 migration guide.