Week of May 5, 2025
20 changes logged the week of May 5, 2025, 2 high impact; 2 took effect. Open this week in the change history.
Google Ads
- AI Max for Search campaigns announced as a global beta rolling out later in May
AI Max is a one-click setting for existing Search campaigns that bundles search term matching (broad match plus keywordless targeting), text customisation and final URL expansion, with controls for locations of interest, brand inclusions and exclusions, URL parameters and asset removal. Google claims a typical 14% lift in conversions or value at similar CPA/ROAS. Source
- Google tested a large 'Sponsored results' header grouping text ads together on the SERP
Ian Atkins, then Jamie Press and Brodie Clark, shared screenshots of ads grouped under a single prominent Sponsored results header with an expand option. Google later rolled this layout out broadly in September and confirmed it in October. Source
- Shopping ads tested a green 'Lowest in 30 days' price label
Sachin Patel spotted a green label in Shopping carousels indicating a product is at its lowest price of the past 30 days. Google did not confirm the test. Source
- Search campaigns tested a simplified ad-group creation screen modelled on Demand Gen
Zeeshan Ali shared screenshots of a revamped ad group creation flow in Search campaigns that mirrors the Demand Gen layout. Google did not comment. Source
- Search ads tested sitelink carousels that include images
Arpan Banerjee shared screenshots of sitelinks displayed as an image carousel beneath a search ad. It was unclear whether the format was new or a revived test. Source
- Google Ads charts gained stacked bar, stacked column, combo and stacked-area options
Thomas Eccel posted screenshots of new chart types (stacked bar/column, combo, stacked area, 100% stacked area) available in the interface. Google did not announce them. Source
- Search ads tested showing Facebook and TikTok follower counts beneath the ad
Anthony Higman spotted sponsored listings displaying an advertiser's social follower counts, and Sachin Patel later found a design variation. Google did not confirm the test. Source
- Google Business Profile calls added as a hosted conversion action
A new hosted conversion action tracks completed calls from Google Business Profile listings rather than call clicks, giving local advertisers a more accurate call conversion. Source
- Asset performance labels (Best, Good, Low) dropped in favour of full asset metrics
Google stopped showing performance labels on ad assets, directing advertisers to the expanded asset-level metrics such as impressions, clicks, cost and conversions instead. Source
Google Ads API & Scripts
- 2025 Google Ads API release schedule revised: v20_1 promoted to major v21, v21 renamed v22
Google changed its 2025 plan so that the planned v20_1 minor release became major version v21 (Aug/Sep 2025), the planned v21 became v22 (Oct/Nov 2025), and minor releases v19_2 and v20_1 were added alongside v21. Projected sunsets: v20 June 2026, v21 August 2026, v22 October 2026. Source
- AI Max for Search open beta flagged as affecting legacy API controls ahead of full v21 support
With the AI Max for Search open beta starting May 27, 2025 in the UI, Google warned that enabling then disabling AI Max in the UI could break API management of automatically created assets, campaign-level broad match and brand lists on older versions; full API support was scheduled for v21 in August 2025. Source
Google Tag & Tag Manager
- First-party mode renamed Google tag gateway for advertisers and opened to everyone with Cloudflare
Google tag gateway for advertisers (formerly first-party mode) became generally available, supporting both client-side and server-side tags and letting advertisers select a domain alongside the tag ID; Cloudflare shipped a one-click integration free on all plans, with early testers reporting an average 11% uplift in data signals. Source
- Tag coverage report dropped the 'Suggested' label and auto-removes pages idle for 60 days
Detected pages are included in the Tag coverage summary without a 'Suggested' label, and pages with no tagging signals for 60 days are removed automatically. Source
Microsoft Ads
- Scripts, automated rules and asset group copy-paste added to Performance Max
Performance Max gained support for Microsoft Advertising Scripts and automated rules (rolling out in May) plus asset group copy-paste and conversion diagnostic tiles (June). Source
- Brand kit launched in Ads Studio so Copilot generates on-brand assets
Brand kit stores fonts, colors, logos and images so Copilot-generated creative follows brand guidelines. The July 2025 API release added CreateBrandKitRecommendation. Source
- Ads Studio became generally available inside Microsoft Advertising Editor
Editor users gained Ads Studio's AI image, background and banner generation, editing tools and asset-level performance insights without leaving the desktop app. Source
- Smart campaigns began upgrading to Performance Max
PPC News Feed reported Microsoft upgrading Smart campaigns, its SMB campaign type, to Performance Max. Source
- Video assets could be added to native Audience campaigns
Native campaigns accepted video as an additional asset type to extend reach into video placements. Source
- Business logos and call-to-action buttons added to native Audience ads
Native ads could include a business logo and a selectable CTA to lift engagement and brand visibility. Source
- Audience ads diagnostics tool launched with one-click fixes
A real-time health check covers campaign settings, billing, editorial, bid strategy and conversion issues for Audience campaigns and offers one-click remediation. Source
Took effect this week
Share this page: https://gadschangehistory.com/week/2025-05-05/