Google Ads Updates are changes to the platform to improve functionality and user experience. Learn about the major updates to use to get more value from your digital marketing campaigns.

If there’s one thing marketers can agree on about Google, it’s that they’re always iterating.

So it’s no surprise that Google Ads rolled out dozens of updates to its platform in 2025, keeping marketers on their toes along the way.

From AI-powered enhancements and algorithm improvements to policy changes and increased transparency, all these modifications can be difficult to keep up with.

Below, we’ll run through the biggest changes that have happened to Google Ads in the past several months and highlight what updates are expected to be rolled out in the future.

What are Google Ads updates?

Google Ads updates are changes and enhancements made to the Google Ads platform to improve elements like functionality, user experience, and campaign performance.

These updates can include changes to:

  • Bidding strategies
  • Privacy settings
  • User interface
  • Machine learning

Along with changes, updates can be new features that allow you to target your audience and measure the results of your campaigns better.

Staying informed about these updates is essential to leveraging the full potential of the Google Ads platform and maintaining a competitive edge in your digital advertising efforts.

The top Google Ads updates you need to know about for 2026

In 2025, Google Ads introduced a range of exciting enhancements that can transform how you approach your campaigns. Here’s a look at the top updates that deserve your attention:

A look at AI Overview

A look at AI Overview on the Google search engine results page. (Image: Screenshot)

1. A spotlight on AI-powered campaigns

It’s safe to say artificial intelligence was at the tip of most marketers’ tongues in 2025. Here’s how AI affected paid search:

  • Ad visibility in AI mode as well as above, below, and within AI Overviews, “allowing advertisers to reach customers in new moments of exploration on Search,” according to the search engine.
  • AI Max search ads make it easier to create dynamic, targeted paid search ads.
  • AI Max testing customization and experiment features allow marketers to keep control of campaigns so they can test and iterate accordingly.

Pro tip: Curious about AI and keyword match types? “While both exact match and broad match keywords can be eligible to trigger ads above or below AIO, only broad match keywords (or keywordless targeting) are eligible to trigger ads within AI Overviews,” reports Search Engine Land.

2. Expanded reach for Google Search and Smart Shopping

Google has made a concerted effort to improve cross-channel audience targeting to connect with the largest target audience possible. Here’s how:

  • Expanded Search Partner Network reporting offers more insight into which channels are driving the most results and how Smart Bidding comes into play.
  • Enhanced app bidding means you can now leverage target ROAS and max conversion rate strategies via iOS app campaigns.
  • A better web-to-app connection helps direct people from ads straight to your Android or iOS app.
  • Smart Shopping campaigns were updated to leverage Google AI insights and offer better data feed quality.

Further reading: Google Ads Campaign Management: How to Run a Profitable Campaign

3. Turbocharged Performance Max campaigns

Last year saw a lot of chatter about PMax campaigns and their corresponding AI-powered updates.

  • Everyone got access to campaign-level negative keywords.
  • Search and Shopping ads got their own separate brand exclusions.
  • Audience control was enhanced through beta roll-outs for age and device targeting capabilities.
  • Product feed campaigns got “URL contains” rules.
  • PMax reporting options got more granular.

Note: In 2025, Google sunsetted Discovery campaigns and transitioned them into AI-powered Demand Gen campaigns.

4. Enhanced campaign visuals and tools

In the spirit of working smarter vs. harder, Google Ads focused on making ads more visually targeted —and easier to build.

  • Updates to Google Ads’ Asset Studio include AI tools that let you create and edit visuals directly inside the platform.
  • AI-generated visuals suggested by Product Studio to best suit the needs of your new campaign.
  • Automatic video ad creation based on prompts and platform recommendations.

Further reading: Google Ads Automation: How to Use It + Advice From the Pros

5. Nano Banana Pro in Google Ads

Nano Banana Pro is the latest iteration og Google’s Gemini 3 Flash Image model, aka an AI-fueled image generator.

Now, Google Ads users across the globe can leverage this technology to create high-quality, editable creative, text, and imagery. (This is also available to Workspace users in Google Slides and Vids.)

According to Google’s Ads product liaison Ginny Marvin, this means marketers can expect enhanced brand alignment, more creative control, and easier iteration and testing abilities.

6. Better reporting and analytics capabilities

No matter what changes the search engine brings to its ad platform each year, you can usually rely on reporting and Google Analytics improvements being on the list — this time around is no different.

  • Improved conversion insights offer more visibility into return on ad spend, revenue, and other performance metrics that reveal your campaigns’ strengths and weaknesses.
  • Expanded cross-channel reporting makes it easier to get a big-picture look at your strategy’s performance.
  • AI assistants can recommend actions, changes, and problem-solving solutions for faster iteration.

Further reading: What are Google Ads Local Campaigns? (+ Proven Strategies)

Call ads on desktop (Image: Screenshot)

7. More dynamic ad reach options

Even the most well-built PPC campaigns won’t thrive if they’re not reaching the right audience through the proper ad placements. Because of that, Google has added a few new audience features.

  • Real-time intent signals and custom segments allow campaigns to connect with more of the right people at the right time.
  • Call ads (formerly call-only ads) were transitioned from their own campaigns to assets within responsive search ads, or RSAs.

Further reading: How to Create Audiences in Google Analytics 4 (GA4) in 3 Easy Steps

8. Changes to policies and transparency guidelines

Privacy and data have been top of mind for both marketers and audiences for the past few years.

As a way to foster trust and encourage transparency, Google has been proactive about making adjustments and updates to its advertising policies and guidelines.

  • Pricing rules have become stricter, with requirements regarding fees being included when advertising costs.
  • Google has continued to add more clear verbiage around opt-in/opt-out language for users, giving them more control over their online privacy and first-party data in Gmail, apps, and elsewhere.
  • Advertisers must disclose when they’re using AI-generated content in their ads, including voices and videos.
  • The “About This Advertiser” panel, which displays details about a business, has been expanded from political ads to all Google Ads.

Further reading: How to Use Generative AI for Content Marketing: Tools + Pro Tips

Benefits of keeping on top of Google’s updates

Staying updated with the latest Google Ads changes isn’t just about keeping pace — it’s about seizing opportunities. Here’s why you should always be in the know:

  • Stay ahead of the curve: Being the first to implement new features can give you a competitive advantage. It allows you to optimize campaigns before your competition even catches wind of the changes.
  • Cost efficiency: Updates often include enhancements to bidding strategies and budget use, which can mean more bang for your buck. Knowing these changes can lead to saving on your ad budget.
  • Enhanced targeting: New updates can refine targeting options, helping you better reach your audience. This means less wasted ad dollars spent on ads seen by uninterested parties and more focus on potential customers.
  • Improved analytics: With some updates, Google enhances its analytics features, providing deeper insights into performance for your different campaign types. This allows for smarter decisions based on more precise data.
  • Adaptation to regulations: Staying updated means staying compliant. With privacy laws and digital regulations constantly evolving, keeping up with Google Ads updates ensures your campaigns remain on the right side of the law.
  • Optimization opportunities: Updates may introduce new optimization tools or enhance existing ones, enabling you to fine-tune your campaigns for peak performance.
neon google logo in the dark

Google Trends allows you to view the topics people are searching for online and trending topics and trends over time.(Image: Unsplash)

The takeaway

While it’s wise to stay informed about the latest digital marketing trends and updates, try not to let these changes overwhelm you.

Regardless of what the future holds for advertising, some strategy tenets — like strong SEO, strategic ad copy, optimized landing pages, and an experienced ad manager at the helm —can help you continue to climb up the SERP.

Using Google Ads with its latest updates can transform your digital marketing strategy and improve the effectiveness of your campaigns.

With innovations like AI-powered predictive analytics, enhanced visual search capabilities, and smarter bidding processes, Google provides powerful tools to target, engage effectively, and accurately convert.

Staying updated with these features ensures your digital marketing remains competitive, adaptable, and aligned with the latest technologies.

Embrace these changes to maximize your advertising ROI and drive meaningful business growth.

This article has been updated and was originally published in May 2020.

Shire Lyon

Shire Lyon

Shire is a passionate writer and marketer with over eight years of experience as a writer and digital marketer. She's well-versed in SEO, PPC, and social media, helping businesses both big and small grow and scale. On her downtime, she enjoys hiking, cooking, gardening, reading, and sailing.