Google will update its Personalized Ads policy on December 12, 2025, expanding access to Custom Segments for Display campaigns.
Custom Segments in Google Ads let you reach users based on behavioral signals such as websites visited and apps used. While this capability already exists for Display campaigns, the recent change may be tied to policy updates involving sensitive categories. However, it’s currently unclear what exactly is changing or how targeting options are being affected.
What this means:
- Display campaigns gain stronger, intent-based targeting
- More advertisers can reach users based on richer behavioural signals
- The change is automatic; no action needed
Read the full update here: Update to the Personalized ads policy.