Google’s Performance Max campaigns are often positioned as an easy, all‑in‑one solution for advertisers. The promise is simple: hand control to Google’s automation and let the platform find conversions across Search, Shopping, Display, YouTube, Gmail and Discover. While this can work well for some accounts, many advertisers discover that Performance Max delivers disappointing results when used too early.

Automation Without Strategy Is Risky

From a marketing perspective, Performance Max relies heavily on historical data to make smart decisions. New accounts usually don’t have that data. When automation is switched on without a solid foundation, Google is forced to “learn” using limited signals, which often leads to budget being spread too widely across low‑intent placements.

Google reps frequently recommend Performance Max because it aligns with Google’s product roadmap, not because it is always the best strategic choice for your business. They don’t have deep insight into your margins, customer journey, or cost‑per‑lead targets. Without a clear strategy underneath, automation can amplify inefficiencies rather than fix them.

The Transparency Problem

One of the biggest challenges with Performance Max is visibility. Unlike standard Search or Shopping campaigns, you don’t get clear reporting on keywords, placements, or which channels are driving performance. This lack of transparency makes it difficult to optimise from a marketing standpoint.

For clients, this often feels like paying for results without understanding what’s working. When performance dips, there are fewer levers to pull and fewer insights to guide improvements. That’s especially problematic for newer advertisers who need learning and clarity, not guesswork.

Why Starting Simple Usually Works Better

For most businesses, a smarter approach is to start with high‑intent campaigns first. Standard Search and Shopping campaigns focus on users who are actively looking for your product or service. They provide clean data, clearer performance signals, and far more control.

Once conversion tracking is solid and enough data has been collected, Performance Max can then be introduced as a scaling tool, not a starting point. Used this way, it supports growth instead of draining budget.

Performance Max isn’t bad marketing. It’s just not beginner‑friendly. Building a strong foundation first leads to better results, clearer insights, and more confident decision‑making.

Meta’s latest move towards premium subscriptions across Instagram, Facebook and WhatsApp is one worth close attention. While access to core platform functionality will remain free, Meta is clearly testing how far users and, eventually, brands, are willing to pay for enhanced capabilities. These subscriptions are expected to unlock advanced features, particularly around artificial intelligence, signalling a broader shift from purely ad-funded platforms to hybrid revenue models.

This mirrors a wider trend we’re seeing across technology: platforms are no longer just distribution channels, but product ecosystems. For clients, that raises important questions about where value is created, and how paid layers may change audience behaviour over time.

AI Features as a New Differentiator

A central pillar of Meta’s subscription strategy is AI. Features under trial include tools such as the Vibes video generation app, designed to help users create visual content more quickly and creatively using AI. Meta also plans to integrate technology from Manus, the AI firm it agreed to acquire for a reported $2bn, which specialises in so-called autonomous agents capable of planning and executing tasks with minimal user input.

From a brand perspective, this points to a future where content creation, optimisation and even campaign execution could become faster and more automated. While these tools may initially target consumers and power users, history suggests successful features often trickle into business and advertising products. Clients should be prepared for AI-driven tools to become a competitive advantage rather than a novelty.

What This Means for Advertisers and Audiences

Meta’s experimentation with subscriptions is not new. Ad‑free plans, paid verification and posting limits have already been tested in the UK, US and EU. Collectively, these trials suggest Meta is actively exploring how to balance user experience, regulation and monetisation.

For advertisers, the immediate impact may be limited. However, over time, a growing segment of paid users could mean a more fragmented audience, with different experiences for subscribed versus ad-supported users. Strategically, this reinforces the importance of first-party data, diversified channel strategies and creative that delivers value regardless of platform constraints.

Recent reports suggested that Google might introduce advertising within its Gemini AI chatbot in 2026. Some sources indicated that advertisers were being informed of this potential new channel. However, Google has publicly clarified the situation. According to the Vice President of Global Ads, there are currently no ads in the Gemini app and no immediate plans to introduce them. While speculation spread quickly, the official message confirms that Gemini remains ad-free for the time being.

Context Behind the Misunderstanding
The confusion largely stems from Google’s ongoing experimentation with AI-driven advertising across other platforms. While Gemini itself does not display ads, Google has integrated sponsored content and product recommendations into AI-assisted search experiences. In these cases, users encounter AI-generated summaries alongside relevant advertising. This distinction highlights Google’s cautious approach to monetising AI tools, exploring advertising opportunities without directly embedding ads into every interface.

Implications for Marketing Strategy
For marketers, the clarification is significant. Gemini does not currently represent a new advertising surface, so strategies should not assume an immediate opportunity there. Meanwhile, AI-enhanced search experiences and related integrations continue to expand, providing practical avenues for engaging audiences. Focusing on channels where AI monetisation is actively implemented offers more immediate and measurable results than anticipating speculative placements.

Considering the Future
Although Gemini is ad-free today, it is important to consider Google’s broader business objectives. Operating advanced AI systems involves substantial costs, and advertising is a natural method for offsetting those expenses. While there are no current plans to monetise Gemini directly, this could change as AI tools evolve and user adoption grows.

Strategic Takeaway
Understanding the distinction between speculation and reality allows marketing teams to plan effectively. Remaining informed about where AI-driven advertising is currently viable ensures strategies are grounded, while maintaining flexibility to adapt as new opportunities emerge in this rapidly evolving landscape.

Reports recently surfaced claiming that Google plans to introduce advertising into its Gemini AI chatbot in 2026. For marketers, this immediately raised questions about how Google might monetise AI, and how ads could appear inside conversational tools. Google has since pushed back on those claims.

According to the company, there are currently no ads in Gemini and no confirmed plans to add them.

The speculation began with a report suggesting Google had briefed advertisers on future plans to place ads inside Gemini. If true, this would mark a significant shift, transforming Gemini into a new advertising surface, similar to Search or YouTube.

Given Google’s advertising-first business model, the idea wasn’t hard to believe. AI tools are expensive to run, and marketers are watching closely to see where paid placements may appear next.

What has Google said in response?

Google responded quickly and publicly. Dan Taylor, Google’s Vice President of Global Ads, stated that the report was based on inaccurate information and anonymous sources. He confirmed that Gemini is ad-free today and stated that there are no plans to introduce ads.

Google’s Ads Liaison team backed up that message, reinforcing the company’s stance and aiming to calm concerns across the industry.

Ads are appearing in other AI Experiences

While Gemini itself remains ad-free, Google is already experimenting with ads in other AI-powered areas. Ads currently appear in AI Overviews within Search, and Google has acknowledged testing advertising in its AI Mode.

From a marketing perspective, this matters. It shows Google is actively exploring how ads can fit into AI experiences, just not directly inside Gemini, at least for now.

What should we take from this?

For now, Gemini isn’t an advertising channel. But the bigger picture hasn’t changed. Google is clearly testing where AI and advertising intersect.

Marketers should expect AI-driven ad formats to continue expanding across Search and beyond. Even if Gemini stays ad-free in 2026, the conversation signals what’s coming next, and why staying informed is essential.

As Google continues to integrate generative AI into search, advertisers are learning that familiar rules don’t always apply in new environments. One of the latest clarifications from Google Ads confirms that exact match keywords are not eligible to trigger ads within AI Overviews. While subtle on the surface, this shift has meaningful implications for how campaigns are structured and how brands show up in high-visibility search moments.

Understanding Google’s Update on Exact Match

Google recently confirmed that even if an advertiser is bidding on an exact match keyword identical to a user’s query, that keyword alone will not make an ad eligible to appear within an AI Overview. These AI-generated summaries are designed to respond to broader, more conversational intent, not precision keyword matching.

This marks a departure from how many advertisers traditionally think about control and relevance. Exact match still plays an important role in standard search results, but AI Overviews operate under a different logic, one driven by machine learning and inferred intent.

Why AI Overviews Favour Broader Targeting

AI Overviews are built to answer complex, exploratory questions. To do that effectively, Google relies on broad match keywords and AI-powered campaign types that give its systems flexibility to interpret meaning rather than syntax.

This doesn’t mean Google is removing advertiser control. Instead, control shifts from rigid keyword matching to smarter signals including conversion data, audience behaviour, and strong negative keyword strategies. Advertisers who lean into this approach are better positioned to access AI-driven placements.

What Marketers Should Do Next

For clients, this shift highlights an important evolution in how search works. User behaviour is becoming more intent-driven and conversational, particularly within AI-powered results. Brands that approach this change cautiously but proactively are better positioned to appear where attention is increasingly concentrated within AI-generated answers at the top of the page. By evolving keyword strategy in a controlled, data-led way, advertisers can safeguard results today while preparing for the future of paid search.

Big changes are coming for advertisers targeting audiences in the European Union. Meta has announced that Facebook and Instagram users will soon have more control over the ads they see, giving marketers and brands a chance to rethink how they approach EU campaigns. The move comes as Meta works to comply with the EU’s Digital Markets Act (DMA), which is designed to ensure users have a real choice over how their personal data is used.

The New User Choice

Starting in January 2026, EU users will be presented with two clear options for ad experiences. They can either continue with fully personalised, data-driven ads the type most marketers rely on for precision targeting, to switch to a limited personalised option, which uses less data while keeping the platforms free to use. This replaces Meta’s previous “consent or pay” model, which regulators argued didn’t offer a genuine choice. For users, this change means greater transparency and control, while still accessing the social platforms they love.

Impact on Advertising Strategies

For advertisers, this change signals a shift in how campaigns may perform in the EU. Users choosing the limited personalised option will generate less granular behavioural data, which could impact targeting precision and campaign performance. Brands will need to lean more on contextual targeting, broader audience strategies, and creative messaging to maintain results. While it may add complexity, it’s also an opportunity to innovate and connect with audiences in fresh, privacy-conscious ways.

Looking Ahead

This update marks a significant step in the EU’s privacy-first approach to digital marketing. For marketers, staying ahead of these changes means adapting campaigns, testing new strategies, and embracing the evolving balance between user choice and ad performance. Those who do so successfully will not only comply with regulations but also build stronger, trust-based connections with their audiences. The landscape is changing, but with the right approach, brands can thrive.

Google is quietly testing a new feature inside Google Ads called Website Optimiser, and it’s already capturing the attention of performance marketers. While the tool isn’t widely available yet, early indications suggest Google is preparing to bring website testing and optimisation back into its ecosystem, something advertisers have been missing since the phase-out of earlier tools. If launched broadly, Website Optimiser could give marketers a more streamlined, data-driven way to improve landing page performance without relying on external platforms.

A Modern Take on a Familiar Concept

For seasoned marketers, the name “Website Optimiser” may feel like a throwback. Years ago, Google offered a tool by the same name that eventually evolved into Google Optimise. With Optimise discontinued, many teams lost a simple, native way to run controlled experiments. This new iteration appears to reintroduce that capability, but in a more integrated form. Placing the tool directly inside Google Ads and potentially automating some setup steps, suggests a focus on ease of use and faster activation.

Why This Matters for Advertisers

If Website Optimiser performs as expected, advertisers could benefit from a centralised, more efficient workflow. Testing landing pages, user experiences, and conversion paths directly inside Google Ads would reduce technical barriers and help teams iterate more quickly. It also has the potential to give marketers a clearer view of performance by connecting ad data and on-site behaviour within a single environment. Ultimately, that means better insights, smarter optimisation decisions, and the ability to increase ROI without adding more tools to the stack.

What Marketers Should Watch For

While excitement is building, key details are still unknown, including how flexible the testing options will be and how soon they will roll out. Even so, the appearance of this feature signals Google’s renewed commitment to supporting experimentation. For marketing teams focused on continuous improvement, Website Optimiser could soon become a valuable tool in the arsenal. Keeping an eye on updates now will ensure you’re ready to take advantage of it as soon as it becomes available.

Google has introduced a new test that lets advertisers pull video assets from social platforms like X (formerly Twitter) directly into Google Ads. The update first came to light after marketer Francesco Cifardi shared a screenshot showing the feature in action, which was later confirmed by Google Ads Liaison Ginny Marvin. The aim is to make it easier for advertisers to reuse strong social video content when building new campaigns on Google.

Social Video Assets Automatically Suggested in Google Ads

Some advertisers are now seeing videos they previously used on X appear in the “Suggested assets” area while setting up a Performance Max campaign. These creatives are being surfaced through a YouTube channel linked to the Google Ads account. When adding a video, Google includes a reminder that the advertiser must own the content and have the right to use it. This small but useful change saves time and reduces the need to manually upload or recreate assets already performing well on social platforms.

Google Clarifies This Is Not X Inventory in Google Ads

After the initial discovery, there was speculation that this might signal a deeper integration between the two platforms. Google quickly clarified that this is not the case. X ads are not being served through Google’s Display or Video networks. The feature is simply a way to import existing assets, helping advertisers make better use of their own creative library without suggesting that media buying between the platforms is connected.

A Step Toward More Unified Creative Management

For marketers, this experiment points toward a future where managing creatives across platforms feels more seamless. Being able to move strong social videos into Google campaigns with less friction could help teams work faster and test more efficiently. While still early days, this trial hints at Google’s interest in making creative workflows smoother, especially for advertisers who rely heavily on video. As with any new feature, it’s worth keeping an eye on performance and ensuring all imported content is cleared for use.

Meta Ads have become one of the most powerful tools in digital marketing. With billions of users across Facebook, Instagram, and WhatsApp, the platform gives advertisers an unmatched ability to reach highly targeted audiences. Brands love Meta because it offers precise targeting, flexible budgets, and detailed performance data. It’s where small businesses and global brands alike can connect with people who are most likely to buy, click, or sign up.

Revenue from risky ads

According to internal documents reported by Reuters, Meta projected that around 10% of its 2024 revenue came from advertising linked to scams and banned products, roughly 16 billion US dollars. The report also revealed that Meta served an estimated 15 billion “high-risk” scam ads to users every day. That’s a staggering volume of potentially fraudulent content passing through one of the world’s biggest ad systems.

A cautious approach to enforcement

Meta’s internal systems reportedly only banned advertisers when it was at least 95% sure they were running scams. If the platform wasn’t completely certain, it often allowed the ads to continue running but charged those advertisers higher auction prices. The idea was to discourage bad actors financially, but it also meant that some fraudulent campaigns stayed live longer than they should have.

Mounting global pressure

Meta’s platforms have been linked to a significant share of online fraud worldwide. In the US, company data suggested that its apps were involved in about one-third of all successful scams. In the UK, regulators found Meta products were responsible for 54% of payment-related scam losses in 2023, more than every other social platform combined.

Balancing profits and integrity

While Meta has publicly committed to fighting fraud, the documents suggest a business still carefully balancing revenue and regulation. In early 2025, its review teams were reportedly told not to make enforcement decisions that would cost more than 0.15% of the company’s total revenue. Meta has since set goals to reduce scam-related ad income, aiming to bring it down from 10.1% in 2024 to 7.3% by the end of 2025. For marketers, the findings are a reminder that platform safety isn’t guaranteed. Brand protection, regular account reviews, and transparent reporting

Google Ads is quietly experimenting with a new feature that automatically assigns a “New Customer Value” within its New Customer Acquisition (NCA) campaigns. According to user reports, some advertisers discovered this change had been applied without prior notice and, importantly, without appearing in change logs.

Why does this matter?

For marketers running acquisition campaigns, accurate “New Customer Value” is a key metric. It guides algorithmic learning and bid strategies that aim to attract high-value first-time buyers. If the value is artificially set or inflated, campaign reporting can become skewed, making it difficult to evaluate performance and optimise effectively.

There are  three main issues with these changes:

• Google does not know the true lifetime value of each new customer.
• Automatically assigned values can inflate reported revenue.
• Many conversions remain classified as “unknown,” further clouding the data.

In response, Google confirmed the change is part of an experiment. A spokesperson explained the intent is to assist advertisers in optimising settings to improve results, particularly to increase the ratio of new customers. They also noted that when the New Customer Value is missing or set too low, campaign optimisation can suffer.

What to do?

If you are using Google Ads NCA campaigns, it is a good idea to:

• Audit your account to check if a New Customer Value has been auto-set by Google.
• Evaluate whether the value is realistic given your business model (for example, lifetime revenue per new customer).
• Monitor reporting changes closely, especially revenue attribution and new versus returning customer splits.
• Reach out to your Google support contact if you notice unusual shifts or a lack of transparency around these auto-assigned values.

In short

While the feature could help simplify campaign setup, the lack of explicit consent or visibility is raising red flags among advertisers. Automated settings that impact core performance metrics without full transparency can undermine trust and reporting integrity. As this experiment rolls out and as Google prepares to expand new customer reporting in the coming months, staying vigilant is essential.