Week of Jun 9, 2025
16 changes logged the week of Jun 9, 2025, 2 high impact. Open this week in the change history.
Google Ads
- Search campaigns tested URL inclusion and exclusion tabs for controlling landing pages
Natasha Kaurra shared screenshots of new URL inclusions and URL exclusions tabs in Search campaigns. Google did not confirm the limited test at the time; the controls later shipped as part of AI Max. Source
- Debt services ads permitted in Ireland subject to Financial Services verification
Google's Financial products and services policy was updated to allow debt service advertising in Ireland; all such advertisers had to complete Financial Services verification by July 15, 2025 to keep serving. Source
- Cost and cost-per-conversion metrics started appearing for individual PMax assets
Darcy Burk spotted cost and cost/conv. columns for Performance Max assets, which previously only carried Low/Good/Best labels; Menachem Ani noted it matched an earlier Google announcement. Rollout scope was unclear. Source
- Itinerary conversion value rules launched for Hotel campaigns and Performance Max for travel goals
Travel advertisers can now adjust conversion values by advance booking window, length of travel and travel start day. Rules can be set at account or campaign level (campaign overrides account) and are not supported for standard Travel campaigns. Source
- YouTube follow-on views optimisation launched in Demand Gen
Demand Gen campaigns using the YouTube engagements goal can now optimise for follow-on views: viewers likely to keep watching the channel's content organically after seeing an ad. Requires a linked YouTube channel and setting the action as primary in Conversions summary. Source
- Maximum CPV bidding deprecated for new video ad sequencing campaigns from July 2025
New video ad sequencing campaigns must use Target CPM instead of Maximum CPV from July 2025. Existing MaxCPV sequences continue temporarily, with full removal scheduled for the end of 2025. Source
- UAE gambling policy expanded to GCGRA-authorized state-run lotteries
From June 25, 2025, state-run lotteries licensed by the UAE General Commercial Gaming Regulatory Authority and certified by Google may advertise in the UAE. Source
- Business email enforcement went live, letting admins require work-domain sign-ins
Administrators can now require users to access Google Ads with business-managed email domains; security alerts prompt domain verification and migration away from personal addresses. First announced in April 2024. Source
- Custom segment builder began showing estimated audience size per segment
Thomas Eccel noticed estimated audience sizes displayed beside each custom segment when building keyword, URL or app-based segments. Google did not announce it. Source
Google Analytics
- GA4 auto-marks qualified_lead and converted lead events as key events for lead-gen objective
When the business objective for lead generation is selected, Analytics now automatically configures qualified and converted lead events as key events, streamlining setup for lead-gen advertisers. Source
Microsoft Ads
- Performance Max stopped automatically outranking Standard Shopping in overlapping auctions
As of May 2025, when Performance Max and Standard Shopping campaigns overlap, Microsoft no longer prioritizes Performance Max; Ad Rank decides. Microsoft expected a neutral or positive account-level impact and easier testing. Source
- First Brand agent went live with Brava Fabrics
Brand agents are AI shopping assistants trained on a brand's catalog, guidelines and tone that live on the brand's site and are planned to be invocable by other agents. Brava Fabrics was the first live deployment. Source
- Microsoft Channel app on Shopify expanded to eight more markets
The Shopify integration for syncing catalogs, creating Product Listing Ads and Performance Max campaigns expanded from the US and Canada to France, Germany, Italy, Spain, the Netherlands, Japan, Australia and the UK. Source
- Reporting homepage redesigned and Custom Report Builder launched
A refreshed reporting landing page plus a new Report Builder let advertisers pick metrics, filters, breakdowns and schedules for tailored reports. Microsoft's help center lists Report Builder as new in May 2025. Source
- Import issues began showing actionable quick-fix recommendations
Campaign imports surfaced smart-detected issues with recommended fixes so advertisers can resolve problems without leaving the import flow. Source
- Google and Meta carousel ads could be imported as native Audience ads
Import tools now bring the first image of a carousel ad from Google Ads or Meta into Microsoft as a native Audience ad. Source
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