Microsoft is changing how advertisers configure automated bidding, aiming to reduce complexity while keeping performance outcomes the same.

What’s happening. The platform is streamlining its bidding options by folding familiar targets like Target CPA and Target ROAS into broader automated strategies rather than standalone campaign settings.

Going forward, advertisers will choose between two core approaches: Maximize Conversions or Maximize Conversion Value, with optional targets layered on top.

How it works. For conversion-focused campaigns, advertisers select Maximize Conversions and can optionally set a target CPA. For value-focused campaigns, they select Maximize Conversion Value and can optionally set a target ROAS.

Microsoft says the underlying bidding behavior has not changed — only the way advertisers configure it has been simplified.

Why we care. This update makes automated bidding simpler and more standardized, which lowers the barrier to using Microsoft Advertising’s performance tools at scale. By consolidating Target CPA and Target ROAS into broader strategies, it reduces setup complexity while still keeping key performance controls available as optional targets.

In practice, this means faster campaign setup, more consistent optimization behavior across accounts, and fewer structural differences between how advertisers manage conversion and value-based bidding.

What’s staying the same. Existing campaigns using Target CPA or Target ROAS will continue to run normally without any required updates. Portfolio bid strategies also remain unchanged.

The bigger picture. The change is part of a broader push to make automated bidding more accessible, reducing setup decisions while maintaining control over performance goals.

Bottom line. Microsoft is consolidating bidding options into simpler frameworks, keeping familiar optimization controls available but moving them into a more streamlined setup experience.

Google is doubling down on the infrastructure behind “agentic commerce,” introducing new capabilities to its Universal Commerce Protocol (UCP) while making it easier for retailers to plug in.

Google says UCP — its open standard for connecting retailers to AI-powered shopping experiences — is getting new features designed to make online buying feel more like a traditional storefront, even when handled by automated agents.

What’s new. The latest updates focus on making shopping via AI agents more functional and flexible.

• A new cart capability allows agents to add or save multiple products from a single retailer in one go, mirroring how a typical shopper builds a basket.
• There’s also a catalog feature, giving agents access to real-time product data such as pricing, inventory and variants when needed. The goal is to make interactions more accurate and responsive.
• Another addition is identity linking. This lets shoppers carry over logged-in benefits — like member pricing or free shipping — when using platforms connected through UCP, rather than losing those perks outside a retailer’s own site.

Why we care. This update accelerates the shift toward AI-driven, agent-led shopping, where platforms like Search and the Google Gemini app may choose, compare and even purchase products on users’ behalf. That makes product data quality — pricing, inventory and feeds — very important for visibility, while simplified onboarding and support from platforms like Salesforce and Stripe suggest rapid adoption, giving early movers a competitive edge.

Zoom out. UCP is designed as a modular system. Retailers and platforms can choose which capabilities to adopt, rather than implementing everything at once.

That flexibility is key as the industry experiments with how much control to hand over to AI-driven shopping experiences.

What Google is doing. Google plans to bring these capabilities into its own ecosystem, including AI-powered experiences in Search and the Google Gemini app.

The company is also working to expand adoption by lowering the barrier to entry. A simplified onboarding process inside Merchant Center is expected to roll out over the coming months.

Bottom line. UCP is evolving from a concept into a broader ecosystem play. By adding more capabilities and simplifying onboarding, Google is pushing to make agent-driven commerce easier to adopt — and harder to ignore.

Google is cleaning up outdated requirements in Google Ads, reflecting how legacy ad formats have evolved into newer, more automated products.

What’s happening. As of March 17th, Google discontinued multiple ad format policies, including those related to form ads, image quality, responsive ads, and text ads.

What changed. These requirements are being removed because the original formats have transitioned into newer campaign types and ad experiences, making the old policy frameworks no longer relevant.

Why we care. This update simplifies the policy landscape in Google Ads, reducing confusion around outdated requirements tied to legacy formats.

What advertisers should do. Advertisers are now expected to rely on current Google Ads policies and ad format requirements, which govern newer formats like automated and AI-driven campaigns.

The bottom line. By removing legacy requirements, Google is streamlining policies in Google Ads — signalling a continued move toward fewer, more unified standards for modern ad formats.

Google is expanding how inventory appears in Google Ads Search campaigns, giving automotive advertisers a more visual, product-rich format directly in text ads.

What’s happening. Google Ads now supports vehicle feed integration on Search ads, allowing advertisers to pull inventory from Google Merchant Center and enhance existing text ads with details like make, model, price, and images.

How it works. Vehicle listings appear as clickable assets alongside standard Search ads, either below or beside the main text. Users can click through to a specific vehicle detail page or a broader landing page, depending on the interaction.

Why we care. This update lets automotive advertisers bring real inventory directly into Search ads, making them more engaging and useful for high-intent users. It also means richer visibility without extra campaign setup, while potentially driving more qualified leads by showing key details upfront within Google Search.

Why it’s notable. The update brings Shopping-style visual elements into Search campaigns, helping advertisers showcase real inventory without needing separate campaign types.

For advertisers. Key benefits include a more engaging ad experience, the potential for higher-intent leads, and the ability to use existing Merchant Center feeds without duplicating setup.

Measurement. Performance can be tracked using the “Click type” segment, allowing advertisers to understand how users interact with vehicle listings versus standard ad components.

Matching. Google’s automation determines which vehicles appear based on user intent and query context, continuing the shift toward less manual control and more AI-driven ad assembly.

The bottom line. Vehicle feeds in Search campaigns give automotive advertisers a way to blend inventory with intent-driven queries, turning standard text ads into more dynamic, product-led experiences within Google Search.

YouTube is experimenting with a format that keeps ads visible even after users skip — potentially reshaping how advertisers think about skippable inventory.

What’s happening. YouTube is testing a sticky banner overlay that appears once a user skips an ad. Instead of the ad disappearing entirely, a branded card remains on-screen until the viewer actively dismisses it.

How it works. After hitting “skip,” users return to their video as normal, but a persistent banner tied to the original ad stays visible within the player, extending the advertiser’s presence beyond the initial skip.

Why we care. This test from YouTube creates a way to maintain visibility even when users skip ads, potentially increasing brand recall without requiring full ad views.

It also changes how skippable performance may be evaluated, as impressions and engagement could extend beyond the initial ad, giving brands more value from the same inventory within Google’s ecosystem.

Why it’s notable. Skippable ads have traditionally meant lost visibility once skipped. This format changes that dynamic by offering a second chance for exposure, even when users opt out of the full ad experience.

Impact for advertisers. The update creates an opportunity for extended brand visibility and recall, but could also influence engagement metrics and how users perceive ad interruptions.

The bottom line. If rolled out widely, the sticky banner test could redefine what a “skipped” ad means — turning it into continued, lower-friction exposure rather than a full exit for advertisers on YouTube.

First seen. This update was first spotted by Founder & CEO of Adsquire Anthony Higman who shared spotting it on LinkedIn.

Google is incrementally improving metric visibility in Performance Max, giving advertisers more insight into how creative choices — particularly video — impact performance.

What’s happening. Google Ads has introduced a new “Ads using video” segment within Performance Max channel performance reporting, allowing advertisers to break down results based on whether video assets were included.

Why we care. Marketers can now compare performance across placements that used video versus those that didn’t, offering a clearer view into the role video plays across Google’s automated inventory.

It helps answer a key question in an automated environment: whether investing in video assets is driving better results, allowing you to make more informed creative and budget decisions inside Google Ads.

Between the lines. As video becomes more central across surfaces like YouTube and beyond, this update gives advertisers a way to validate the impact of investing in video assets within automated campaigns.

The bottom line. The new segment adds a layer of clarity to Performance Max, helping advertisers better evaluate video’s contribution without changing how campaigns are run inside Google Ads.

First spotted. This update was first spotted by PPC News Feed founder Hana Kobzova.

Although Google continues to test ads in AI Mode, users who connect apps to enable Personal Intelligence won’t see ads — and that isn’t changing right now, a Google spokesperson confirmed.

What’s happening. Google has been testing ads inside AI Mode in the U.S.

• Early results: users find these business connections “helpful,” per Google.
• But there’s a clear carveout: no ads for users who opt into app-connected, highly personalized experiences.

The details. Google today expanded Personal Intelligence in AI Mode as a beta to anyone in the U.S., allowing Gemini to generate more tailored responses by connecting data across its ecosystem, including Google Search, Gmail, Google Photos, and YouTube.

• Opting into Personal Intelligence creates an ad-free experience inside AI Mode.

Why we care. Ads are coming to AI Mode, but Google is moving cautiously where personal data is deepest. Personal Intelligence experiences stay ad-free for now while Google works out the right balance.

What Google is saying. A Google spokesperson told Search Engine Land:

• “There are currently no ads for people who choose to connect their apps with AI Mode. That isn’t changing right now.
• “Over the past few months, we’ve been testing ads in AI Mode in the US. Our tests have shown that people find these connections to businesses helpful and open up new opportunities to discover products and services.
• “In the future, we anticipate that ads will operate similarly for people who choose to connect their apps with AI Mode. Ads will continue to be relevant to things like your query, the context of the response and your interests.”

Bottom line. Personal Intelligence positions Google’s Gemini app as a more personalized assistant, setting the stage for future ad experiences built on richer, cross-platform user context.

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Google is expanding capabilities in Google Ads Editor to give advertisers more creative flexibility, automation control, and budget precision — especially as AI-driven campaign types continue to evolve.

What’s new. The 2.12 release introduces a wide set of updates across Performance Max, Demand Gen, and video campaigns, with a clear focus on scaling creative assets and improving workflow efficiency.

Creative expansion. Performance Max campaigns now support up to 15 videos per asset group, allowing advertisers to feed more variations into Google’s AI for testing. The addition of 9:16 vertical images also reflects growing demand for mobile-first formats, particularly across surfaces like short-form video.

Campaign upgrades. Demand Gen campaigns get several enhancements, including new customer acquisition goals, brand guideline controls, and hotel feed integrations. A new minimum daily budget and a streamlined campaign build flow aim to improve stability and setup.

Video & AI control. Updates to non-skippable video formats and real-time bid guidance give advertisers more control over performance, while new text and brand guidelines help ensure AI-generated assets stay on-brand and compliant.

Budgeting shift. A new total campaign budget feature allows advertisers to set a fixed spend across a defined period — ideal for promotions or seasonal bursts — with Google automatically pacing delivery.

Workflow improvements. Account-level tracking templates, better visibility into Final URL expansion performance, clearer campaign status filters, and bulk link replacement tools are designed to reduce manual work and improve account management at scale.

Why we care. This update to Google Ads Editor gives them more creative flexibility and control over AI-driven campaigns, especially in Performance Max and Demand Gen. Features like increased video limits, vertical assets, and total campaign budgets help you test more, scale faster, and manage spend more efficiently.

It also improves workflows and brand safeguards, making it easier to guide automation while maintaining consistency and performance across Google Ads.

Between the lines. The update continues a broader trend: as automation increases, Google is giving advertisers more ways to guide AI rather than manually control every input.

The bottom line. Google Ads Editor 2.12 is less about one standout feature and more about incremental gains across creative, automation, and control — helping advertisers better manage increasingly AI-driven campaigns within Google Ads.