Google Ads Updates: September 2025 - PPC News Feed

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A screenshot of the Google Ads interface displays the Labs Section. An arrow points to "Missed growth opportunities," highlighting potential campaign improvements from bid or budget adjustments.

Google Ads Tests New Labs Section in Interface

A blurred screenshot of a data analytics dashboard shows multiple blue bar and line graphs labeled Impressions, Avg. Video Played %, Reach & Frequency Metrics, Avg. View Duration, and Co-Viewing stats. The "Imported Reports" tab is highlighted.

Google Ads Upgrades Reach & Frequency Metrics Co-Viewing

Brand Profiles Spotted Live in Merchant Center Next

A computer screen shows a Google Ads setup page. An arrow points to the default “All channels” option, used for PMax campaigns, allowing ads to run across Google Search, YouTube, Display, and more. Other ad channel options are listed below.

Google Ads Adds Channel Selection When No Campaign Goal Is Chosen

A digital collage showing a woman wearing a smartwatch, surrounded by floating product images, icons, and app interfaces related to wearable tech—highlighting the Fitbit Sense 2, Google Pixel Watch, and the power of Google Demand Gen for seamless conversions.

Google Upgrades Demand Gen to Drive More Conversions

A screenshot of Google Merchant Center Next displays the “Video Assets” section with metrics, a pop-up suggesting to verify featured products in videos, and thumbnails of various athletic product videos for global Google Ads campaigns.

Video Assets Section Now Live Globally in Merchant Center

A screenshot of a web interface displaying text guidelines, including messaging restrictions. Example rules about tone, capitalization, discount terms, and clear language are listed in separate text boxes.

Google Ads Adds Text Guidelines to Control AI-Created Copy

Illustration of three web page windows featuring sports: a person playing badminton, legs kicking a soccer ball, and a cricket player. A large blue trophy is centered beneath the windows, with like and heart icons nearby.

YouTube TV Launches New YouTube TV Sports Lineup

Screenshot of a Google Ads interface displaying a new bulk action feature for EU Political Ads campaign settings. Highlighted text reads "New EU-Campaign Setting Bulk Action" and "NEW," with a note on account-level advertiser verification for confirmation.

New Way To Confirm EU Political Ads Setting in Google Ads

A Google Ads setup screen asks, "Where do you want to run ads?" Campaign Flow options include Search, YouTube, Display, Discover, and Google Mail—with Search selected. Each option has a short description.

Google Tests Campaign Creation Flow With Network-First Option

A Google email to advertisers outlines upcoming changes to the Ads Misrepresentation policy effective October 2025, including rules on hidden fees and free trials. Advertisers are urged to review their ads for compliance with updated Google rules.

Stricter Rules for Free Trial Ads in Google Ads

A Google Merchant Center dashboard displays 57.5K total products and 2.16K sale price suggestions, with red arrows highlighting the refresh icon. Smarter filtering options and various product filter tags appear below the search bar.

AI-Powered Product Filtering Rolls Out in Merchant Center

Screenshot of Google Ads' account level advertiser verification page. It prompts users to confirm EU political ad settings and specify who pays for their ads, with buttons to start each task and estimated completion times.

Political Ad Settings Now Available at Account Level

Three images of beige, loose-fit pants are displayed above a blue "Generate" button, created using Google Asset Studio. The pants are shown worn by a person and laid flat to highlight their style and design.

Google Supercharges Asset Studio With New Features

A smartphone screen displays the H&M app with a woman in a denim jacket. A banner at the top promotes downloading the H&M app for 15% off, featuring an "INSTALL" button and a deep link for seamless access.

YouTube Ads Can Now Drive Users Directly to Your App

Screenshot of a digital ad campaign setup page displaying a Campaign Total Budget of $1,000.00, with options to select start and end dates. "None" is chosen for the end date, ideal for Performance Max or Google Search campaigns.

Google Expands “Campaign Total Budget” to Search, PMax & Shopping

AI Max for Search Campaigns Goes Global

Screenshot of an online campaign budget setup in Google Ads, featuring options for average daily or flighted budgets, entering a $1000 campaign budget, and setting start/end dates. Below are Sales & Promotions Bundle and promotion dates settings.

Promotion Mode Available for Total Budgets in Google Ads

Google Ads Performance Planner dashboard showing Suggested Plans to enhance campaign performance, including projected clicks, cost, and CPC. A highlighted suggestion estimates 10.3K clicks for £1.14 CPC and £11.7K spend.

Google Publishes Help Page for Suggested Plans in Performance Planner

Screenshot of the Google Ads dashboard showing campaign performance graphs, a navigation menu on the left, and a red notification bar at the top alerting users to confirm the account’s status for European Union political ads.

Notification Bar Asks About Political Ads

A screenshot of the Google Ads interface displaying the Asset Studio section, where users can create new images with AI, design product visuals, and edit existing images. The Google Ads navigation menus are clearly visible on the left.

New Help Page on Asset Studio

Screenshot of a Google search for "game cd keys" highlighting Sponsored Results at the top, with red arrows pointing to Ad Badges and a "hide sponsored results" button visible at the bottom.

“Sponsored Results” with Business Logos on Desktop

An illustration of a person with glasses using a smartphone. They sport a yellow bag strap across their green top. Nearby, a shopping bag and blue card with a star hint at an online shopping spree, perhaps managed through their Google account or Google Merchant Center.

Google Enforces Unit Pricing in Shopping Ads Across EU, UK, AU & NZ

Screenshot of a Google search for "Walking aids for balance," displaying Sponsored Ads and shopping results with images and prices from Featured Stores like eBay, Walmart, and Target.

Google Tests New “Featured Stores” Sponsored Section

A Google search results page for "google ads" showing a "Sponsored Result" label with a red arrow pointing to it, highlighting how Ads appear above organic SEO listings, with the top result featuring an ad for Google Ads.

Ads May Soon Show as “Sponsored Result”

Illustration of a person holding a phone surrounded by network icons with abstract blue shapes in the background, symbolizing connectivity and communication in a digital or social media context.

Google Ads Streamlines Auto-Created Conversion Goals

A Google Ads recommendation card prompting you to link your GA4 property, with options to view or apply the Analytics Linking recommendation. A note highlights that it is an AI Essential.

Google Ads Pushes Analytics Linking As A Recommendation

A Google Ads promotion reads: "Share Google Ads, Get Rewarded. With the Google Referral Program, help your network reach more customers and earn £200 for each successful referral." A blue "Get started" button appears below the text.

Google Ads Promotes Its Referral Program

Illustration of a person interacting with a large web browser interface displaying car images and options, juxtaposed with a side view of a car. Two clouds float in the background.

Efficiency Labeling Best Practices for Vehicle Ads in Germany and France

A person stands next to a giant smartphone screen displaying a keyhole shape and checkmarks. There is a speech bubble with stars, indicating a password. The illustration suggests themes of security and privacy.

New Rules for Vehicle CO₂ Efficiency Labels in Germany & France

Illustration of a person walking past a reception desk while another person stands behind it. The walking person holds a green circle, and the standing person places a hand on a green circle with a white checkmark. A vase with flowers is on the desk.

Google Clarified API Key Process for Local Inventory Auto Feeds

Google search results page showing listings for "Best SEO Services of 2025." The top results are from forbes.com, with snippets on SEO service comparisons, and several search results ads highlighting Google ads services and related information.

Google Search Bug Flooded Results With Ads

A Google Ads dashboard displays campaign metrics as a line graph. On the right, the Google Ads Advisor suggests ad headlines like "eco-friendly cat toys." Navigation menus appear on the left for easy access to the official help page.

Google Launches Official Help Page for Ads Advisor

A dropdown menu shows the "Attributes" section with checkboxes for "Keyword" and "Source Metric" selected. A tooltip explains that "Source Metric" identifies why ads matched traffic in Google Ads, such as keywords, URLs, or creative assets.

Google Ads Adds “Source” Metric to AI Campaigns

Screenshot of a Google Analytics interface with a highlighted section showing website and GA4 events now separated, and a "New" label emphasizing a conversion setup update. Options for purchase, sign-up, subscribe, and select property are visible.

Google Ads Separates Website and GA4 Conversion Setup

Google Ads promotional graphic featuring “What’s new Demand Gen Drops,” a lightbulb icon, and a “Check out drop #1” button. Highlights new metrics, includes “September 2025,” plus decorative stars on a pink background.

Google Releases Summary of Demand Gen Drops

A dashboard shows total products as 2.62K, with 2.03K approved (including 1 hidden slot). A large red arrow points to the approved section, while green bars and numbers indicate Google product statistics and product pushing progress.

Hidden Approved Products Shown in Google Merchant

A digital analytics dashboard displays a blue date range selector for "1 - 12 Sept 2025" and new blue feature icons labeled "Search" and "Segment," reflecting a Google Ads interface style. Red arrows highlight the blue color test on these elements.

Google Tweaks Ads Interface with Blue Color

A YouTube Analytics dashboard displays video performance metrics, helping marketers improve results. A large green arrow points to the "Click to Try It" section, highlighting a prompt to change video title length for better video ads.

“Ideas to Try” Section Helps Marketers Improve Video Ads

Screenshot of a new YouTube ads interface featuring a big call-to-action button, sponsored label, website link, and an updated modern video player design with time bar. Blue arrows highlight modern ads interface changes during its global rollout.

YouTube Rolls Out Modern Ads Interface

Local Card-Based Ads Return to Search Ads

A mobile screen displays a mandatory form for business video verification, requiring video proof for Google Merchant reinstatements. Sections include uploading a video, confirming content, and blue "Back" and "Submit" buttons at the bottom.

Video Proof Becomes Mandatory for Google Merchant Reinstatements

Screenshot showing used car listings with prices, mileage, and locations. A red arrow highlights a disclaimer below the listings that reads, "Tax, title, and processing fees may apply.

Vehicle Ads Now Show Disclaimer

Screenshot of a settings page with an "Event Parameters" section—ideal for configuring gtag or Google Tag Manager—showing variables like user_data, product_name, and color. An arrow points to the "Event Parameters" heading.

Google Ads Tags in GTM Now Support Custom Event Parameters

Screenshot of a Google Shopping search interface with carousel filters for gender, price, color, and area. Sponsored product suggestions via Google Ads feature New Balance shoes, plus search tags and Fine-Tune Your Search options for running shoes.

Google Tests Search Refinement Options Within Shopping Ads

A digital ad shows an analytics dashboard with colorful line charts, data tables, and highlighted boxes. Text reads “Summary View: now with better Google Ads reporting” and points to selecting “Conversion actions” for marketers’ improved summary insights.

Google Ads Reporting Gets More Useful for Marketers

Illustration of a hand holding a smartphone with interconnected images. On the left, women engaging with technology; top right, two women working with devices; bottom right, an aerial view of farmland. White arrows and gears are in the background, highlighting AI Features seamlessly integrating into everyday tasks.

Google Expands Nonprofit Eligibility Worldwide

A screenshot of an email with two red boxes highlighting text about Google Ads store visit revenue of DKK1525 being applied to an account, and automatic changes set to apply on 8 October 2025, with links for more information.

Google Ads Faces Criticism Over Automatic Store Visit Revenue

A marketing dashboard email featuring high-performing App Install Campaigns insights, budget optimization tips, a green box with "Conversions up to 2 per week," and a table of campaign budget and conversion change data.

Advertisers Spot Errors in Google’s AI-Driven Competitor Warnings

Screenshot of a Google Ads interface showing the "Adjustments" section. The "App" campaign type—ideal for app install and engagement campaigns—is highlighted with a blue checkmark and red box. "Source: Emihan Baytumuş" appears at the bottom right.

App Install & Engagement Campaigns Get Adjustment Feature

Discover deals with Google Shopping Ads: a smartwatch now only $549.99, two Chromecasts at $46.81 and $50.00, plus an electric kettle for $49.99—all featuring member pricing and free shipping.

Google Releases Comprehensive Guide on Shopping Ads Pricing

A screenshot of a campaign dashboard showing options for YouTube In-stream, YouTube In-feed, and YouTube Shorts, with a red arrow pointing toward the YouTube In-feed option—highlighting segmentation choices for better targeting.

Smarter Creative Insights with Demand Gen’s New Segmentation

Illustration of a person walking past a reception desk while another person stands behind it. The walking person holds a green circle, and the standing person places a hand on a green circle with a white checkmark. A vase with flowers is on the desk.

Google Merchant Updates Pricing Rules

Screenshot showing a Budget Floor warning in Google Ads that reads “Budget is lower than other competitors,” with highlighted instructions explaining this Error Message appears when publishing a Performance Max campaign and how to proceed by increasing or reviewing the budget.

Performance Max Error Message Sparks Budget Floor Debate

Discover stunning rings in our online ads: a silver ring with a blue gemstone for 315,00 €, and a white gold engagement ring on Google Merchant Listings, now just 840,00 €—reduced from 2 145 €! Perfect for savvy marketers seeking standout pieces.

Google Tests Emojis for Shipping in Shopping Ads

A Google search results page for "face serum" displays three sponsored ads—Obagi Daily Hydro-Drops, Caudalie VinoPerfect Serum, and Clarins Double Serum—each featuring prices and a call-to-action button to visit their websites.

Google Tests “Visit Store” CTA in Shopping Ads

A Google Ads dashboard powered by advanced AI shows top insights, noting "Olx.ua experienced impression share growth week over week" and forecasting seasonal demand for Vehicle Repair & Maintenance: шиномонтаж in Ukraine.

Google Ads AI Now Predicts Seasonal Demand & Competitor Shifts

Screenshot of a YouTube Ads settings menu with "First Position Serving" selected and highlighted by a green arrow, showing how to ensure your ad appears first in an Ad Pods lineup at the start of a user's YouTube session.

Advertisers Can Now Secure First Spot in YouTube Ads Sequence

Screenshot of the Google Ads homepage. The main text reads “Be found with Google Ads.” Below is a blue "Start now" button, help for first-time users, and an open live chat box featuring AI-powered chat support on the right side.

AI Chat Now Showing on Google Ads Homepage

Screenshot of a Google Ads Keywords page showing keyword performance metrics, with arrows highlighting rows labeled “Total # all new expanded matches” and “Total # all new landing page matches,” offering Landing Page Insights. Some data is blacked out.

Google Adds Keyword-Level AI Max Reporting

Screenshot of a Google Ads dashboard displaying campaign analytics, including a line graph, performance summary, key metrics like cost, clicks, conversions, and tables detailing ad and YouTube video performance.

Google Ads Expands Web to App Connect Across YouTube, Hotel & Demand Gen

A Google email titled "Upcoming Changes to Lodging Price Accuracy Standards" informs hotels about updated Google price accuracy enforcement for hotel ads, effective September 2024, detailing new requirements and the impact on pricing shown to users.

Google Targets Inaccurate Hotel Prices With New Enforcement Policy

Illustration of a person pointing at a large screen displaying a green checkmark and various icons and text. The person has dark hair and is wearing a striped shirt. The checkmark suggests approval or successful completion.

Google Publishes Checklist for Display Dynamic Remarketing Tag Appointments

Illustration of a person walking past a reception desk while another person stands behind it. The walking person holds a green circle, and the standing person places a hand on a green circle with a white checkmark. A vase with flowers is on the desk.

Google Merchant API Expands Product Studio With AI-Powered Text

Bar chart showing impressions by network and match type. AI Max leads, with the most impressions from the Search Partner Network, followed by broad, phrase, and exact types. Google Search is highlighted in black.

Debate Rises Over AI Max and Search Partner Network Targeting

A pop-up from Google discusses separating YouTube from the Search Partner Network for campaign optimization, offering “No thanks” or “Show question” options. Privacy and terms links are visible below.

YouTube May Soon Split from Google’s Search Partner Network

A pop-up window displays a map, powered by Google Maps, and a list of business Location Assets for selection. Two Selected locations, both named Cypress North in Buffalo and Rochester, NY, are marked with red pins on the left.

Location Assets Can Now Be Selected via Google Maps

The Graph displays data trends from August 1–28, 2025. A dropdown menu is open with options: Time period, Chart type, Conversion delay, Performance anomaly insights, Notes, and the Adjust Button for customization.

New Adjust Button Options Added to The Graph

Illustration of two people shaking hands in front of a large blue shield with a medical cross, symbolizing healthcare partnership, medical insurance, or healthcare professional targeting in line with Google ads policy.

Google Ends Cross-Border Pharmacy Ads Certification

Illustration of two people exchanging a large key. One person hands the key to the other in front of a blue shield. The image symbolizes security and trust.

Singapore Health Advocacy Orgs Eligible for Prescription Drug Terms

Illustration of a computer monitor displaying a webpage with a large green checkmark beside it. A potted cactus is positioned next to the monitor, adding a touch of greenery.

Google Ads Tightens Policy on Dishonest Pricing

Illustration of a person pointing at a large screen featuring text lines, icons, and a green checkmark. The screen displays a gear icon and a rectangular button, suggesting a completed or verified action.

Google Ads Makes Lead Import Troubleshooting Easier

Improved Google Ads Scripts Documentation Now Live

Illustration of a person sitting on a password bar with stars, holding a phone. Behind is a classical building with a large blue shield and a padlock, symbolizing cybersecurity in banking.

“Not a Government Website” Disclosure For Non-Government Advertisers

Google Ads Java Client Adds BOM Support

A computer monitor displaying a green circle with a white checkmark in the center. To the left of the monitor, there is a white pot containing a green cactus with a yellow flower. The scene is simple and minimalist.

Argentina Joins List of Approved Crypto Ad Markets

An illustration of a laptop showcasing a webpage with a blue header and an "Ad" label, symbolizing testing in online advertising. In front, a yellow laboratory flask emphasizes experimentation, while subtly hinting at the integration of the new Sunset API schedule into your advertising strategy.

Google Ads API Moves to Monthly Release Cycle From 2026

Illustration of two people shaking hands in front of a large blue shield with a medical cross, symbolizing healthcare partnership, medical insurance, or healthcare professional targeting in line with Google ads policy.

Google Removes Mature Cosmetic Procedures from Ad Policy

A notification from Google Developers informs users that API Migration Deadlines are set, as the Merchant API will fully replace Content API for Shopping by August 18, 2025, making migration to Merchant API v1 required before August 18, 2026.

Google Emails API Migration Deadlines for Content API for Shopping