Google is changing how Google Analytics and Google Ads share consent signals — a shift that could have major implications for marketers’ tracking setups starting this summer.

What’s happening. Beginning June 15th, Google Ads data collection will rely solely on the ad_storage consent setting, removing a layer of complexity that previously came from linked Google Analytics configurations.

Until now, ad data flows between Analytics and Ads were influenced by both Consent Mode and Google Signals settings inside GA. That created confusion for marketers, especially because some of the controls were buried in Analytics settings rather than clearly surfaced in ad consent banners or tag implementations.

Starting in June, Google is simplifying that structure. Google Analytics data collection will still be governed by Google Signals, but Google Ads will look only at whether users have granted ad_storage consent.

That means a linked Google Analytics tag will no longer affect whether Google Ads can collect or use advertising identifiers.

What changes. For many advertisers, the update will effectively create a cleaner — but more rigid — consent framework.

If ad_storage is granted, Google Ads may use all available advertising signals, including linking activity to a user’s signed-in Google account when possible. If ad_storage is denied, Google will be limited to less persistent signals, such as URL parameters like gclid.

There appears to be little middle ground. Marketers will have less ambiguity about what drives ads data collection, but they will also have fewer ways to fine-tune what gets shared.

Why we care. This change makes consent settings much more consequential for measurement, attribution and audience targeting. From June, whether Google Ads can use identifiers will depend almost entirely on the ad_storage signal, so any gaps or errors in consent mode setup could directly affect campaign performance data.

It also removes some hidden complexity from linked Google Analytics settings, giving advertisers clearer rules — but less flexibility.

Between the lines. The move reflects Google’s broader push to make consent systems easier to understand for advertisers and regulators.

A single source of truth for ad consent could reduce implementation errors and make compliance easier to explain. But it also puts more pressure on brands to ensure their Consent Mode setup is working properly.

If consent updates are delayed, misconfigured or incomplete, marketers could see gaps in measurement, attribution and audience targeting.

What marketers should do now. Audit your consent implementation before the June deadline.

Teams should confirm that Consent Mode update calls are firing correctly and that ad_storage settings accurately reflect user choices. Brands with Google Signals turned off should pay particular attention: under the new setup, they could see more Ads-linked data than before if users grant ad consent.

For marketers, the takeaway is simple: cleaner rules are coming, but getting consent right will matter more than ever.

Dig deeper. Updates to Google Analytics Data Controls

In an AI-driven economy, companies have more data than ever but still struggle to turn it into useful daily decisions. Google is betting that a revamped Data Studio can become the place where users quickly explore, organize and act on data across its ecosystem.

Why the switch back. Google says the new Data Studio will serve as a central hub for a range of assets, from traditional reports and dashboards to data apps built in Colab and BigQuery conversational agents. The idea is to give users one place to work with the tools and information that shape their business each day.

Flashback. Three years ago, Google folded Data Studio into its broader analytics push by rebranding it as Looker Studio. Now, it is separating the products again as customer needs evolve.

Two versions. Google is launching two versions of the product.

• Data Studio will remain free for individuals and small teams that need quick analysis and visualization.
• Data Studio Pro, meanwhile, is aimed at larger organizations that need stronger security, compliance, management controls and AI capabilities, with licenses sold through the Google Cloud and Workspace admin consoles.

Why we care. The (kind of) new Data Studio could make it much easier to pull together campaign, audience and performance data from across Google’s ecosystem in one place. That means faster reporting, easier ad hoc analysis and quicker answers without relying as heavily on analysts or engineering teams. For brands already using Google Ads, BigQuery or Sheets, it could streamline how teams track performance and make day-to-day budget and creative decisions.

Where Looker fits in. Under the new structure, Looker will remain Google Cloud’s enterprise business intelligence platform, focused on governed data, semantic modeling and large-scale analytics. Data Studio, by contrast, is being positioned as the faster, more flexible option for personal exploration, ad hoc reporting and lightweight dashboards across services like BigQuery, Google Sheets and Ads.

What’s next. For existing users, Google says the transition should be seamless. Current reports, data sources and assets will carry over automatically, with no action required.

Google plans to share more about the relaunch and its broader analytics strategy at Google Cloud Next ’26 later this month.

Dig deeper. Data Studio returns as new home for Data Cloud assets

Maddie Lightening, head of paid media at Hallam, joined me to talk through the mistakes, lessons and mindset shifts that have shaped her career in PPC. With more than a decade of experience across search, social, programmatic, digital out of home and ABM, she shared a candid look at the realities of leading paid media in a fast-moving industry.

The reporting mistake that doubled performance

One of Maddie’s early mistakes involved misreporting performance due to account currency differences. Working with an Australian billing setup while reporting in GBP, she unknowingly halved the reported results because conversion values were being translated. The issue only surfaced after comparing platform data with CRM figures, revealing that performance was actually twice as strong as reported, highlighting how easily technical setup details can skew results.

When legacy account structure becomes a problem

A more complex challenge came from a travel client running an outdated, highly granular account structure with thousands of campaigns. While this “2016-style” setup had previously worked, it clashed with modern AI-driven bidding and data consolidation approaches, making it harder to optimize performance and diagnose issues when results began to decline.

Why timing matters as much as strategy

Maddie explained that although the team had planned to restructure the account, they delayed it to avoid disrupting peak season. When performance dropped in January, they were forced to make multiple changes quickly, which increased pressure and complexity. In hindsight, starting the restructure earlier would likely have reduced risk, showing that delaying necessary changes can sometimes be more damaging than acting sooner.

The pressure of fixing performance in real time

As performance declined during a critical period, the client became understandably concerned, especially given how much of their annual budget was tied to peak months. At the same time, audits and internal reviews added pressure, making it one of the most challenging moments of Maddie’s career, but also reinforcing the importance of collaboration, support and staying focused on solutions rather than panic.

How a max CPC cap helped reclaim control

One key fix involved regaining control over rising CPCs by applying a max CPC cap through portfolio bidding strategies, even while using automated bidding. This approach reduced CPCs significantly without harming performance, demonstrating that advertisers can still guide AI-driven campaigns by applying the right constraints rather than relying on full automation alone.

Why banning AI is the wrong move

Maddie also highlighted a broader industry mistake: refusing to adopt AI altogether. She recalled working at an agency that banned AI tools and automation, which she believes limits growth and puts teams at a disadvantage. Instead of resisting AI, she argues that marketers should learn how to use it strategically while maintaining oversight.

Better prompts lead to better AI outputs

A key takeaway on AI usage is that results depend heavily on input quality. Maddie emphasized that vague prompts produce weak outputs, while detailed context—such as goals, audience and structure—leads to far more useful results. AI should be treated as a support tool that enhances human work, not replaces it.

Why curiosity still matters in PPC

Maddie stressed the importance of experimentation, encouraging teams to test ideas even when outcomes are uncertain. Her philosophy—“test and learn”—reflects the idea that even unsuccessful experiments provide valuable insights that can inform better decisions in the future.

Small mistakes are not career-ending

She also addressed everyday mistakes, such as sending the wrong report to a client, noting that while they may feel serious in the moment, they are usually easy to fix. The key is to take accountability, correct the issue quickly and keep perspective rather than overreacting.

The bigger lesson for paid media teams

Across all her examples, Maddie reinforced that success in PPC comes from adaptability, continuous learning and a willingness to challenge existing approaches. Whether dealing with account structure, automation or performance issues, the ability to evolve is what separates strong teams from the rest.

Final takeaway

Ultimately, Maddie’s experience shows that mistakes, when handled correctly, can lead to stronger strategies and better performance, and that staying curious, proactive and open to change is essential for long-term success in paid media.

Looking to take the next step in your search marketing career?

Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open.

Newest SEO Jobs

(Provided to Search Engine Land by SEOjobs.com)

• Content Marketing Specialist
  April 13, 2026
  Job Description This position is a Full-time remote position The Entrust Group is a pioneer in the world of self-direction. For over 40 years, we’ve provided administration services for self-directed retirement accounts and tax‑advantaged plans. As a self-directed IRA administrator, Entrust enables clients to invest their retirement funds in alternative assets not typically available through […]
• Director Digital Marketing eCommerce Growth (SEO/Technical SEO/SEM)
  April 12, 2026
  Job Description Growth Marketing eCommerce Director / VP Marketing (D2C/B2C) reporting to the north of Austin based CEO Founder. Our client is a profitable, founder-led D2C brand at the intersection of health, wellness, performance, safety protection and consumer goods/apparel. Their mission-driven products are trusted globally by professionals and consumers who depend on reliability, precision, and […]
• Content Marketing Manager
  April 12, 2026
  Company Description At PayNearMe, we’re on a mission to make paying and getting paid as simple as possible. We build innovative technology that transforms the way businesses and their customers experience payments. Our industry-leading platform, PayXM, is the first of its kind—designed to manage the entire payment experience from start to finish. Every click, swipe […]
• Digital Marketing & Ecommerce Coordinator (SEO/GEO/Email/SEM)
  April 11, 2026
  About Royal Apparel Royal Apparel is a USA-based apparel manufacturer known for high-quality, fashion-forward basics and a strong commitment to domestic production, sustainability, and service. We work across retail, wholesale, and promotional markets and are looking for a team member who wants to grow with a dynamic and evolving brand. Full-Time | Hybrid, Remote, or […]
• Marketing Associate (SEO/GEO/SEM)
  April 10, 2026
  Job Description One Step Secure I/T is an MSP providing the latest in managed services and cybersecurity. We’re a stable, privately-owned company where people enjoy what they do — and who they do it with. Our team sticks around, with an average tenure just shy of 10 years. That kind of loyalty doesn’t happen by […]
• Digital Marketing Specialist (SEO/SEM)
  April 10, 2026
  Description: Build campaigns. Shape stories. Drive growth—in an industry that quite literally builds the world. The products we support are behind the infrastructure, equipment, and technology that power everyday life. We’re looking for a Digital Marketing Specialist who’s excited by the opportunity to bring a highly technical, industrial product portfolio to life through modern marketing. […]
• Digital Marketing (SEO/SEM) and Communications Specialist
  April 9, 2026
  About Us We have been a recognized leader in the Healthcare Staffing and PCA industry for four decades and a pioneer of the franchised staffing model. We are seeking dynamic and results-oriented Digital Marketing and Communications Specialist to spearhead the development in major markets across the U.S. This is a unique opportunity to develop, establish and grow […]
• Digital Marketing Specialist (SEO/GEO/CRM)
  April 9, 2026
  Description: {Mur-chol-uh-jee | The science of company merch; the skill of creating and delivering custom-branded apparel and corporate gifts around the world.} Merchology is a leading eCommerce retailer in B2B sales of co-branded merchandise including apparel, headwear, drinkware, gifts, and accessories. We are family-owned, people-powered, and we are adding to our #MerchTeam at our renovated […]
• SEO Strategist
  April 9, 2026
  We’re looking for an SEO Strategist who genuinely loves SEO. Not someone who “does SEO”, but someone who gets genuinely excited about the wins, and genuinely curious about the setbacks. This is not a checklist SEO role. It’s for someone who understands how search is changing, and knows how to turn that into measurable business […]
• VP, Search
  April 9, 2026
  As VP of Search, you’ll set the vision and direction for our global Search practice—leading best-in-class SEO, SEM, and Generative Engine Optimization (GEO) strategies across a diverse portfolio of clients and regions. You are the global leader and point of contact for Search within the agency, responsible for practice leadership, quality standards, capability growth, and […]

Newest PPC and paid media jobs

(Provided to Search Engine Land by PPCjobs.com)

• Manager, Retail Media Advertising
  April 12, 2026
  120 Broadway, New York, NY 10271, USA Macmillan is seeking a strategic, data and results driven Manager, Retail Media Advertising to join the Performance Marketing & Audience Development team within the Consumer Insights, Marketing & Analytics (CIMA) department. Reporting to the Senior Director, Performance Marketing & Audience Development, this key role is an exciting opportunity […]
• Sales And Marketing Specialist
  April 12, 2026
  We’re working with a stable & successful manufacturing company in Conklin, NY to hire a Marketing & Business Development Manager. This is a direct hire position with full benefits! Salary: $70,000 – $80,000/year RESPONSIBILITIES You’ll be responsible for all aspects of marketing for a progressive B2B business in the materials processing industry. Responsible for the […]
• Events & Lifecycle Marketing Specialist
  April 12, 2026
  Events & Lifecycle Marketing Specialist page is loaded## Events & Lifecycle Marketing Specialistremote type: Onsitelocations: 40 Enterprise Blvd. Suite 201 Bozeman, MTtime type: Full timeposted on: Publicado hoyjob requisition id: R0035561About Specialty Program GroupOur goal is to partner with industry-leading specialty businesses to provide them with the ability to achieve their goals and optimize their […]
• Performance Marketing Manager (North America)
  April 12, 2026
  We at Ravensburger are both a truly global company and a family. As a bunch full of different characters and personalities with heart and a passion for achieving our goals together, we offer a great range of entertainment for children and families. What drives us forward? A shared sense of purpose. Together we are working […]
• Marketing Specialist, Corporate Marketing
  April 12, 2026
  Overview TTM Technologies, Inc. – Publicly Traded US Company, NASDAQ (TTMI) – Top-5 Global Printed Circuit Board Manufacturer About TTM : TTM Technologies, Inc. is a leading global manufacturer of technology products, including mission systems, RF components, RF microwave/microelectronic assemblies, and technologically advanced printed circuit boards (PCBs). TTM stands for time-to-market, representing how TTM's time-critical, […]

Other roles you may be interested in

Search Engine Optimization Manager, Insight Global (Hybrid, Fort Lauderdale, FL)

• Salary: $90,000 – $130,000
• Own SEO strategy across category, product, and site pages to drive organic revenue
• Manage and optimize the product catalog for accuracy, discoverability, and conversion

Performance Marketing Manager, Recruitics (Hybrid, Lafayette,CA)

• Salary: $70,000 – $90,000
• Work in platform to configure campaigns – set up budgets, targeting, creative, and run dat
• Monitor ongoing performance to identify areas of opportunity

Marketing, Social Media & PR Manager, PARTNERS Staffing (Fort Myers, FL)

• Salary: $75,000 – $85,000
• Develop and execute integrated marketing campaigns for shows, content releases, events, and brand initiatives
• Identify target audiences and create strategies to grow reach and engagement

Local Search & Listings Manager, TurnPoint Services (Remote)

• Salary: $80,000 – $90,000
• Own the strategy and governance for local search visibility across all business locations.
• Develop optimization frameworks and standards for Google Business Profiles and other listing platforms.

Senior Branding manager, rednote (Hybrid, New York, US)

• Salary: $228,000 – $320,000
• Define and drive rednote’s global brand strategy, shaping its positioning across key international markets
• Lead integrated marketing initiatives end-to-end, ensuring alignment across creative development and media execution

Performance Marketing Manager, Hirewell (Remote)

• Salary: $85,000 – $95,000
• Paid Search: Lead daily execution and management of Google Ads. This is a “hands-on” role requiring deep platform expertise.
• Multi-Channel Management: Oversee and optimize campaigns across Meta, LinkedIn, and Programmatic channels.

Senior Paid Media Manager, Brightly Media Lab (Remote)

• Salary: $70,000 – $100,000
• Directly build, manage, and optimize campaigns within Google Ads, Microsoft Ads, and Facebook Ads (Meta).
• Serve as the lead point of contact for your book of clients, taking full ownership of their success and growth.

Marketing Specialist, The Bradford group (Hybrid, The Greater Chicago area)

• Salary: $60,000 – $62,000
• Launch and manage paid social campaigns primarily on Meta platforms.
• Oversee daily budgets and performance optimizations against revenue and ROI goals, using data-driven insights to continuously improve results.

Paid Search Specialist, Maui Jim Sunglasses (Peoria, IL)

• Salary: $65,000 – $70,000
• Plan, set up, and manage paid search, display, and shopping campaigns on Google Ads.
• Manage and optimize advertising budgets to achieve revenue and efficiency targets.

Advertising Media Manager, Vetoquinol USA (Remote)

• Salary: $100,000 -$110,000
• Develop and implement strategic advertising plans for Etail (Ecomm/Retail) accounts.
• Analyzing advertising performance data with related ROAS & TACoS evaluations.

Note: We update this post weekly. So make sure to bookmark this page and check back.

Google is pushing advertisers toward a more modern, scalable infrastructure for Shopping integrations—bringing new capabilities (including AI tools) directly into scripting workflows.

What’s happening. Google Ads scripts will begin supporting the Merchant API starting April 22nd, as Google prepares to retire the Content API for Shopping on August 18th. The new API will be available as an Advanced API in the scripts editor, while the existing Content API remains usable until its official sunset.

What’s new: The Merchant API introduces a modular architecture, breaking functionality into sub-APIs that allow for faster updates, easier maintenance, and fewer disruptions. It also expands capabilities with features like the Google Product Studio API for generative AI, dedicated APIs for managing product and store reviews, and a Notifications API for real-time updates.

In addition, advertisers gain more control over data management, including supplemental product data, local and regional inventory, and promotions—all within a system designed for omnichannel use while still supporting legacy setups.

Why we care. The Merchant API gives advertisers more a more flexible way to manage product data at scale, especially for complex or omnichannel setups. It also introduces new capabilities—like AI-driven content tools and improved data handling—that can enhance feed quality and performance. Just as importantly, with the Content API being retired, adopting the new system is essential to avoid disruption and stay competitive.

Yes, but. Migration will require some adjustment—especially for advertisers with custom scripts or complex feed setups tied to the legacy API.

Bottom line. For advertisers using scripts, this is an opportunity to upgrade to a more powerful and scalable integration, unlocking new features while future-proofing Shopping workflows before the cutoff.

Dig deeper. Merchant API is coming to Google Ads scripts starting April 22, 2026

Google is removing complexity from one of its most important measurement tools. By merging enhanced conversions for web and leads—and allowing multiple data inputs at once—advertisers get more accurate tracking with less setup friction.

What’s happening. Google Ads is consolidating its enhanced conversions features into a unified system with a single on/off toggle. At the same time, it’s eliminating the need to choose a single implementation method.

Advertisers will be able to send user-provided data through multiple channels simultaneously—including website tags, Data Manager, and API integrations. The current split between “enhanced conversions for web” and “enhanced conversions for leads” will disappear.

What’s changing and when: Google Ads is currently accepting user-provided data from website tags (e.g., Google tag, Google Tag Manager), Data Manager, and API connections. This multi-source approach is designed to improve conversion accuracy and bidding performance.

Starting June 2026, enhanced conversions become a single feature with a simple toggle, and method selection (tag vs API, etc.) is removed from the interface.

Why we care. This update makes conversion tracking more accurate and resilient at a time when signals are disappearing. By allowing multiple data sources at once, Google Ads can better match conversions, which can directly improve bidding efficiency and campaign performance. Just as importantly, it removes technical friction—so you get better data without having to choose or maintain a single integration method.

Impact on advertisers. Existing users require no action and will be automatically migrated if customer data terms have already been accepted. New users can enable enhanced conversions at either the account level or individual conversion action level. Opt-out remains available at the conversion action level.

How to enable it (quick take). At the account level, go to Goals → Settings, enable enhanced conversions under Customer data use, and accept data terms. At the conversion level, create or edit a conversion action, enable enhanced conversions during setup, and accept data terms.

Yes, but. To use enhanced conversions, advertisers must agree to Google’s Data Processing Terms and confirm compliance with its policies—an increasingly important step as platforms expand their use of first-party data.

Bottom line. Google is streamlining setup while quietly encouraging broader adoption of user-provided data. For advertisers, this means better performance with less manual setup. You get more complete conversion data feeding into bidding and optimization, without having to manage multiple tracking methods—helping you drive stronger results while simplifying your measurement strategy.

Google is narrowing the scope of its Performance Planner tool, signaling a shift toward conversion-focused campaign types and away from impression-based planning.

What’s happening. As of last month Performance Planner no longer supports planning for Display and Video campaigns, and removes access to plans using impression share, top impression share or absolute top impression share metrics.

Why we care. Google is deprioritizing impression-based planning, making it harder to forecast and optimize upper-funnel campaigns like Display and Video within native tools. This could mean a shift toward conversion-focused strategies and automation, meaning advertisers may need to rethink how they plan awareness campaigns and measure success outside of traditional impression share metrics.

The big picture. Google Ads is continuing to prioritize automation and performance-driven outcomes, aligning its planning tools more closely with campaign types like Search, Shopping, App, Demand Gen, Local and Performance Max.

How it works now. Advertisers can still use Performance Planner for supported campaign types, but any existing plans that include Display or Video campaigns — or rely on impression share metrics — can no longer be viewed or edited.

What to watch. How advertisers adapt their forecasting and planning for upper-funnel channels like Display and Video, which now lack native support in the tool.

Bottom line. Google is doubling down on performance-driven planning — and leaving impression-based strategies increasingly on the sidelines.

YouTube is pushing further into traditional TV-style advertising, signaling a shift that could reshape the viewing experience — and attract bigger brand budgets.

What’s happening. Some TV viewers are being shown ads up to 90 seconds long before they can skip, a significant jump from the 30-second unskippable formats introduced recently.

How it works. The longer ad blocks appear primarily on TV devices and may exceed 90 seconds in total length, with the skip option only becoming available after that initial window.

Why we care. YouTube is creating more premium, TV-like ad inventory that allows for longer, more impactful storytelling on the big screen. This opens the door for brand advertisers to run campaigns similar to traditional TV but with digital targeting and measurement. As Google pushes further into connected TV, budgets may increasingly shift toward YouTube as a core channel for reach and brand awareness.

Zoom in. Early reports suggest the format is not tied to video length, appearing on both short and long content, and is currently limited to TV audiences rather than mobile or desktop.

User reaction. Feedback so far has been largely negative, with viewers criticizing the longer interruptions and exploring alternatives like ad blockers or third-party clients.

Context. The test follows recent efforts to monetize more aggressively, including new ad formats and the rollout of a lighter subscription tier offering reduced ads.

What to watch. Whether YouTube expands the format beyond TV and how it balances ad load with user retention.

Bottom line. YouTube is leaning into its role as a TV platform — and longer, less skippable ads may be part of the tradeoff.

What Google are saying. Google released a statement on X saying that they do not have a 90 second ad format.

Google may be making local search ads more interactive, potentially changing how advertisers showcase multiple locations and capture nearby demand.

What’s happening. Google Ads appears to be testing a new format that displays multiple business locations in a swipeable carousel within search ads, allowing users to browse options directly in the ad unit.

How it works. Instead of listing locations separately, the new format groups them into a horizontal carousel with business details like ratings and proximity, enabling users to swipe through locations without leaving the search results page.

Zoom in. Early comparisons show a shift from static, stacked location assets to a more dynamic experience, where multiple listings are consolidated into a single, scrollable unit.

Why we care. Advertisers with multiple locations could gain more visibility within a single ad, while users get a quicker way to compare nearby options.

Between the lines. This format could increase engagement with location-based ads, but may also intensify competition within the carousel itself as businesses vie for attention.

What to watch. Whether the feature rolls out more broadly and how it impacts click-through rates and local ad performance.

First spotted. This update was spotted by Founder of Adsquire Anthony Higman who shared spotting this ad type on LinkedIn.

Google is consolidating its advertising and measurement resources into a single destination, aiming to make it easier for developers and technical marketers to build, automate and scale campaigns.

What’s happening. Google has introduced a new Advertising and Measurement Developers Hub, a centralized site designed to help users access tools, documentation and support across its ad ecosystem.

The hub brings together resources for products like the Google Ads API, Google Analytics and publisher tools such as AdMob and Google Ad Manager, all organized into categories including advertising, tagging and measurement.

How it works. The site offers a streamlined homepage with quick access to documentation, blog updates and community channels, along with dedicated sections to explore products, connect with support and engage with Google’s developer relations team.

Why we care. Google is making it easier to access and implement advanced tools that power automation, tracking and campaign optimization. This can help teams work more efficiently, especially those relying on APIs, tagging and data integrations. As advertising becomes more technical and AI-driven, having a centralized hub lowers the barrier to building more sophisticated, scalable setups.

The big picture. As advertising becomes more automated and API-driven, Google is investing in infrastructure that supports developers and technical users who manage complex integrations across platforms.

Zoom in. New features include a “meet the team” section, a centralized support page linking to Discord and GitHub resources, and a media hub featuring content like Ads DevCast.

What to watch. Whether this hub becomes the primary entry point for developers working across Google’s ad products — and how it evolves with new AI and measurement tools.

Bottom line. Google is simplifying access to its ad tech ecosystem, betting that better developer support will drive more innovation and adoption.

Dig deeper. Introducing the Google Advertising and Measurement Developers Hub!

Google is laying the groundwork for “agentic commerce,” where users can complete purchases directly inside AI-driven search experiences.

What’s happening. Google has published a new onboarding guide for its Universal Commerce Protocol (UCP) in Merchant Center, outlining how merchants can integrate with the system and enable checkout directly from product listings in AI Mode and Gemini.

The big picture. As AI search evolves from discovery to transaction, Google is pushing to keep users within its ecosystem by embedding shopping and checkout into conversational experiences.

How it works. Merchants must first complete a technical integration, then submit an interest form and wait for approval before gaining access to onboarding tools in Google Merchant Center, including a sandbox environment to test integration, identity linking and checkout APIs.

Why we care. Google is moving search closer to transaction, meaning users may complete purchases directly inside AI experiences instead of visiting your website. This shifts where conversions happen and could change how performance is measured, attributed and optimized. Early adopters of the Universal Commerce Protocol may gain a competitive advantage as shopping becomes more integrated into tools like Gemini.

Zoom in. The protocol acts as an open standard for connecting product data, user identity and payment flows, enabling seamless purchases without redirecting users to external sites.

What to watch: The rollout is gradual and currently limited to the U.S., with a dedicated UCP integration tab expected to appear in Merchant Center accounts over the coming months.

Bottom line. If widely adopted, the Universal Commerce Protocol could redefine how online shopping works — turning search into a full-funnel, AI-powered checkout experience.

Dig deeper. How to onboard to the Universal Commerce Protocol in Merchant Center

Meta Platforms is making it easier for advertisers to implement tracking, reducing technical friction for teams running campaigns across platforms.

What’s happening. Meta released an official Pixel template inside Google Tag Manager, replacing the need for third-party or community-built workarounds.

How it works. The new template allows advertisers to reuse their existing GA4 dataLayer, meaning events already configured for Google Analytics 4 can be leveraged without rebuilding tracking from scratch. It also automatically maps enhanced e-commerce events such as purchases, add-to-cart actions, content views and checkout initiations, eliminating the need for duplicate tagging.

Why we care. This reduces implementation time, lowers the risk of tracking errors and ensures consistency across platforms, especially for advertisers managing both Google and Meta campaigns.

What to watch. Whether this leads to broader adoption of Meta Pixel tracking among advertisers who previously avoided complex setups, and if similar cross-platform integrations follow.

Bottom line. Meta is removing one of the biggest headaches in ad tracking — making it faster and easier to get reliable data across platforms.

First seen. This update was spotted by Paid Media expert Thomas Eccel who shared spotting the update on LinkedIn.

Google is giving advertisers new visibility into whether its automated recommendations actually drive performance — a long-standing blind spot in the platform.

What’s happening. A new “Results” tab within Recommendations shows the incremental impact of bidding and budget changes after they’ve been applied, allowing marketers to evaluate outcomes instead of relying on assumptions.

How it works. The feature attributes performance changes to specific recommendations, helping advertisers understand what effect adjustments like budget increases or bid strategy shifts had on results.

Why we care. Marketers can now validate whether recommendations improved performance, making it easier to decide which automated suggestions are worth adopting in the future.

Between the lines. Google has a vested interest in encouraging adoption of its recommendations, so providing performance data could build trust — but it also raises questions about how that impact is measured.

The catch. Advertisers may question whether the reported results are fully objective or skewed toward showing positive outcomes, given Google’s incentives.

What to watch. How detailed and transparent the reporting becomes — and whether advertisers see mixed or negative results alongside wins.

Bottom line. Google is moving from “trust us” to “here’s the proof,” but advertisers will be watching closely to see how impartial that proof really is.

First seen. This update was first spotted by Arpan Banerjee who shared seeing the new tab on LinkedIn.

Google is giving advertisers more control over how AI generates ad copy, making it easier to scale campaigns without losing brand consistency.

What’s happening. Google Ads is rolling out a beta feature that allows marketers to copy text guidelines from existing campaigns and apply them to new ones, eliminating the need to rewrite brand rules from scratch.

How it works. Advertisers can replicate approved tone, style and messaging rules across campaigns in one click, ensuring AI-generated ads stay aligned with brand standards while reducing setup time.

Why we care. The feature helps teams launch campaigns faster by reusing what already works, while maintaining consistency across large accounts where multiple campaigns run simultaneously.

Between the lines. This shift reflects a growing demand from marketers to “train” AI systems rather than rely on them blindly, effectively turning brand guidelines into reusable inputs for automation.

Bottom line. AI is speeding up ad creation, but control is becoming the real differentiator — and Google is starting to hand more of it back to advertisers.

First spotted. This update was spotted by Paid Media expert Arpan Banerjee when he shared spotting the alert on LinkedIn.

Google says its AI-powered advertising tools are starting to deliver meaningful results, including major revenue gains for some retailers, as it experiments with how ads work in AI-driven search.

The big picture. Fears that AI chatbots like ChatGPT would disrupt Google’s core search business haven’t materialized, and instead the company’s ads business continues to grow, suggesting AI may be expanding how people search rather than replacing it.

By the numbers:

• Alphabet Inc. surpassed $400 billion in revenue in 2025.
• Q4 ad revenue: $82.28 billion (+13.5% YoY).
• YouTube ads: $11.38 billion (+~9% YoY).

What’s happened. Google is embedding ads into its AI-powered search experiences, including AI Mode powered by Gemini, while introducing new ad formats designed for conversational queries and tools that allow brands to shape how they appear in AI-generated answers, with a new “business agent” feature enabling companies like Poshmark and Reebok to control how their products are represented.

Driving the results. AI-driven campaigns like Performance Max and AI Max match ads to more detailed and conversational search intent, and Google says queries in AI Mode are often two to three times longer than traditional searches, giving the system more context to connect users with relevant products, as seen with Aritzia, which reported an 80% increase in revenue after adopting AI Max.

How it works. The system scans a retailer’s website and creative assets, interprets user intent from conversational queries, and dynamically matches products and messaging in real time. This is increasingly important given that 15% of daily searches are entirely new (according to Google) and cannot be predicted through traditional keyword targeting.

Why we care. Google is shifting from keyword-based ads to intent-driven, AI-matched advertising, meaning campaigns can reach consumers with far more precision at the moment they’re ready to buy. As search becomes more conversational and unpredictable, advertisers who rely on traditional targeting risk falling behind those using AI-driven formats that automatically adapt to new user behavior.

Zoom in. Google is testing new formats such as “direct offers,” which deliver personalized promotions when users show purchase intent, using Gemini to analyze conversational context and behavior, with brands like E.l.f. Beauty, Chewy and L’Oréal participating in early trials.

Commerce push. Google is also advancing its commerce strategy through a Universal Commerce Protocol developed with Shopify, which allows purchases to happen directly within AI conversations.

Yes, but. Google is not alone in experimenting with ads in AI search, and early results across the industry have been mixed, as Amazon has reportedly seen limited traction from ads in its AI shopping assistant, OpenAI continues to explore monetization models, and Perplexity AI has begun phasing out ads after underwhelming performance.

What they’re saying, Google positions itself as a “matchmaker” rather than a retailer, emphasizing that AI helps deliver more relevant and personalized ads while allowing brands to maintain control over their messaging and build user trust by showing the right product at the right moment.

What’s next. Gooogle says it has no current plans to introduce ads directly into Gemini but will continue testing and expanding advertising within AI Mode, including more personalized offers and AI-driven shopping experiences.

Bottom line. AI is not replacing search but reshaping it, and for Google that shift is making advertising more conversational, more targeted and, in some cases, significantly more profitable.

Dig deeper. Google says its AI-powered ads help some brands lift online sales by 80%.

Google has begun placing sponsored ad units directly inside the Images tab of mobile search results — a new placement that eligible campaigns can access without any changes to existing keyword targeting.

What’s happening. When a user navigates to the Images tab within Google Search on mobile, they may now see sponsored units appearing within the image grid. Each unit shows a full image creative as the primary visual alongside text, and is clearly labelled “Sponsored” — consistent with how Google labels ads elsewhere in search results.

How it works. Eligible campaigns can serve into the Images tab without any changes to keyword targeting or campaign structure. The placement draws from existing image assets, meaning advertisers running Search or Performance Max campaigns with strong visual creative are best positioned to benefit. No separate image-only campaign setup is required.

Why we care. This is a meaningful expansion of Google’s paid search real estate. For product-led and catalog-heavy advertisers, the Images tab is where purchase-intent discovery often starts — and now ads can appear right in that moment. If your campaigns already use strong image assets, you may be picking up incremental impressions without lifting a finger.

The big picture. Early indications suggest this placement behaves more like a visual discovery surface than classic paid search. Expect high impression volume but lower click-through rates — more in line with display or Shopping than traditional text ads. That said, the assist value in multi-touch conversion paths could be significant, particularly for retail and direct-to-consumer brands. Treat it as upper-funnel reach, not a last-click channel.

What to watch. Google has not made a formal announcement, and there is no dedicated reporting breakdown for Images tab placements yet. Monitor your impression share and segment data closely to understand whether this placement is contributing — and whether it’s eating into organic image visibility for competitors.

First seen. The placement was spotted by Google Ads Expert – Matteo Braghetta, who shared seeing this update on LinkedIn. No official documentation has been published by Google at the time of writing.