Week of May 26, 2025
9 changes logged the week of May 26, 2025, 3 high impact; 5 took effect. Open this week in the change history.
Google Ads
- Brand inclusions and exclusions moved into the AI Max settings panel for new Search campaigns
Starting May 27, 2025, brand settings in new Search campaigns live inside the AI Max panel, so advertisers must enable AI Max to add new brand inclusion or exclusion lists. Existing brand lists on legacy campaigns can still be kept or removed. Source
- 'AI Max for Search campaigns' replaced the Search Max toggle in campaign settings
Jerome Fleck, Hana Kobzová and Adriaan Dekker noticed the campaign creation flow now labels the beta toggle 'Optimise your campaign with AI Max', replacing the earlier Search Max branding. Google had announced AI Max on May 6 but the interface change was spotted by advertisers. Source
- The Performance Max channel performance beta report began appearing in advertiser accounts
Aleksejus Podpruginas shared screenshots of the long-awaited channel reporting beta live in his account, showing spend and results by Search, YouTube, Display and other channels. Google had announced the report a month earlier without a rollout date. Source
- Customer Match lists could target Search with only 100 active visitors instead of 1,000
Navah Hopkins highlighted that the minimum list size for Customer Match targeting on the Search Network had dropped to 100 active users, with the help doc updated to match. Google did not announce the change. Source
- Melatonin promotion restriction removed outside the US and Canada
The Unapproved Substances section of the Healthcare and medicines policy no longer prohibits melatonin products outside the United States and Canada; advertisers must follow local law. Source
- Personalized ads policy excluded healthcare-professional content from Health sensitive category
Google clarified that content directed at healthcare professionals in their professional capacity is excluded from the Health sensitive interest category immediately, and from the Restricted Drug Terms category from July 1, 2025. Source
- Redesigned conversion goals summary page rolled out
The conversions Summary page gained a refreshed layout with key metrics visually segmented and a dropdown to reveal conversion action details, replacing the older table view. Source
Merchant Center
- Merchant Center Email archive feature discontinued after June 25, 2025
Google retired the Email archive in Merchant Center. Account-specific messages and alerts are now shown only in the Notifications section of Merchant Center Next. Source
Google Ads API & Scripts
- conversion_environment requirement for in-app conversion imports dropped, then bidding change cancelled
Google dropped the June 30, 2025 hard requirement for ClickConversion.conversion_environment on in-app conversions, instead planning (from September 30, 2025) to have bidding models rely on the field's presence. That bidding change was itself cancelled in October 2025. Source
Took effect this week
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