The changes that matter to advertisers, with the sources behind them and a practical next step. Pick a topic and catch up at your own pace.
Google Ads
Jack Hepp reported an unexplained disconnect between a Local Services Ads account and its Google Business Profile, as well as access issues.
Google Ads
Google now documents Lookalike segments for Video brand campaigns and Demand Gen, using first-party seed lists to find people with similar characteristics.
Google Business Profile
Ben Fisher shared a Google Business Profile verification screen offering “Submit a business photo”, with requirements for the business name on a permanent fixture and the storefront in one frame.
Google Ads
Bia Camargo documented an “Apply target” recommendation inviting advertisers to restore a ROAS target after removing it ahead of Google’s bidding changes.
Google Ads
Julie Friedman Bacchini spotted a Google Ads notification reminding advertisers that a campaign still has dismissed recommendations.
Google Ads
Week 35 described “Under Re-Review” as a newly surfaced Google Ads status, following Anthony Higman’s observation.
Microsoft Advertising
Microsoft says age- and gender-targeting controls are rolling out for Performance Max, with general availability planned for 8 September.
ChatGPT Ads
OpenAI’s custom-audience update allows advertisers to add, remove or replace members without rebuilding an audience, mix supported identifiers and build lists beyond five million members.
ChatGPT Ads
OpenAI says ChatGPT Ads campaigns using total budgets now include pacing intended to spread expenditure more evenly across their running period.
Google Ads
Google has moved Policy Manager from Tools > Troubleshooting to Admin > Policy and added an Ads view beside the existing account-level controls. The change centralises limited and disapproved ad statuses without introducing a new enforcement standard.
Display & Video 360
From 1 October, the Display & Video 360 API and Structured Data Files will no longer support exclusions for specific digital content labels and most sensitive categories. From 12 October, YouTube responsive ads created or updated through these routes must also include a business name and logo unless defaults already exist at advertiser level.
Microsoft Advertising
Microsoft Advertising is introducing a new interface with clearer navigation and revised campaign tables, while retaining an option to return to the classic experience. The update changes how users move through and interact with account data rather than altering campaign delivery.
Google Ads
Google's Merchant Centre specification now states that the short_title attribute can be used in visual Performance Max formats such as YouTube and Discover, not only in Demand Gen. Google recommends placing the most important information first and aiming for fewer than 40 characters, with 65 characters as the practical maximum before truncation becomes likely.
Microsoft Advertising
Microsoft is piloting Audience Ads for pre-approved cryptocurrency exchanges in markets where cryptocurrency advertising is permitted, while Display, Video, and CTV formats remain restricted. Its country policies now expressly allow eligible exchanges in Audience and Search ads in Australia and Brazil.
Google Ads
Anthony Higman spotted a new Under Re-Review label appearing alongside an Eligible (Limited) ad status. Google has not documented whether the state is broadly rolling out or exactly what triggers a second review, so the observation should not yet be treated as a new appeal process.
Google Ads
Google has told Local Services Ads advertisers that a missed call during stated business hours may be billed as a valid lead when the caller remains connected for more than 20 seconds. Google later clarified that qualifying follow-up calls can also be charged once within 15 days of the initial lead, while interactive voice response timing begins after the caller selects an option.
Google Ads
Google Ads is surfacing Customer Acquisition, Lapsed Customers, and Loyalty Programme Members together inside the Conversions Summary page. Some functions require an audience segment with at least 100 active members, and the controls connect customer status more directly with bidding and value rules.
Google Ads
Arpan Banerjee demonstrated a Google Ads setup flow that scans a landing-page URL, proposes goals and a business summary, and generates themed ad groups with keywords, copy, sitelinks, and images. Advertisers can refine the draft through a chat panel, and nothing is published before approval.
Google Ads
Reserve with Google appointment links can now appear as Book Online actions in eligible Search and Performance Max ads, using the same partner connection already published for local surfaces. The advertiser pays for the ad click, while an encrypted token links the visit to a booking and the “Appointments booked” conversion must be included in campaign goals for bidding; healthcare is excluded from the current setup.
Google Ads
A new Google Ads report shows the customised product titles created by Google AI alongside the merchant's original title and performance metrics including impressions, product clicks, CTR, cost, and average CPC. Google may serve either version according to the query and its relevance assessment.
Google Ads
Google has expanded Reserve with Google support for Local Services Ads from 20 booking partners to more than 500. If a Google Business Profile already has an active partner booking link, Google can automatically enable it in the LSA and count completed bookings as paid leads.
OpenAI
Juozas Kaziukėnas demonstrated an experimental ChatGPT desktop flow that opened a Shopify store, found a red lipstick, added it to the basket, and navigated to the billing form via structured WebMCP calls. The system used functions exposed by the website rather than scraping pages and simulating every click, while the customer still completed payment details.
Google Merchant Center
SERP Alert observed a Shopping ad carousel placed directly within the body of a Google AI Mode response, with another sponsored unit appearing at the bottom of the answer. The sighting indicates a new presentation test rather than a confirmed universal rollout.
Google Ads
Version 4.0 of Google's API Developer Assistant replaces the previous standalone project setup with a globally installed plugin architecture for AI coding environments including Antigravity and Claude Code. It adds specialised commands for GAQL validation, schema inspection, conversion troubleshooting, account lookup, code generation, and ad-hoc reports that can be saved to CSV.
Google Ads
Google is testing Demand Gen ads on YouTube that let viewers start conversations with brands through messaging apps. It is also adding local activities, events, real-time offers, and more personalised hotel ads for travel advertisers.
Google Ads
Google is testing channel-level conversion value adjustments in Performance Max. The alpha changes bidding signals without reserving a budget for each channel.
Microsoft Advertising
Microsoft confirms AI Max is enabled by default for new Search campaigns, with an opt-out. Scheduled Google Import jobs can also inherit the setting.
Google Ads
From 1 October, Local Services Ads may charge for missed business-hours calls over 20 seconds and certain follow-up calls, according to reported guidance.
Microsoft Advertising
Microsoft Advertising published guidance for preparing product discovery and checkout for AI assistants and purchasing agents. It emphasises complete, structured product feeds, Merchant Centre data quality, AI-native ad formats, Copilot Checkout, Brand Agents, and visibility measurement within AI experiences.
Google Ads
Arpan Banerjee reported that Google Ads is presenting suggested sitelinks inside campaign workflows. The suggestions can reduce setup time, but still require review for destination relevance, duplication, and approved messaging.
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