Week of Sep 8, 2025
17 changes logged the week of Sep 8, 2025, 2 high impact. Open this week in the change history.
Google Ads
- Asset Studio launched as the central AI creative hub in Google Ads with new generative tools
Google announced Asset Studio, a single destination in Google Ads to generate, edit and scale creative, adding product-to-lifestyle image generation, bulk editing of up to 100 images, style references, image-to-video, shareable asset links and an upgraded ad preview, powered by Imagen 4 and Veo. Source
- AI Max for Search campaigns expanded to a global beta for all advertisers
AI Max for Search, the one-click suite of search term matching, text customization and final URL expansion, became available in beta worldwide across Google Ads, Google Ads Editor, Search Ads 360 and the Google Ads API. Google cites an average 14% lift in conversions or conversion value at similar CPA/ROAS. Source
- Text guidelines announced for AI Max and Performance Max to constrain AI-generated text
Text guidelines let advertisers set campaign-level term exclusions (up to 25) and natural-language messaging restrictions (up to 40) that Google AI must follow when generating text assets via text customization in AI Max for Search and Performance Max. Announced for fall 2025, it began appearing in accounts in October and expanded to all advertisers globally in February 2026. Source
- Shoppable YouTube Masthead launched on mobile
The YouTube Masthead can now feature products directly in the placement on mobile, letting retailers drive product discovery and site traffic from YouTube's premium home-feed unit. Source
- Performance Max channel performance report gained bulk reporting, download and segmentation
Google expanded the Performance Max channel performance report globally with bulk reporting and download, the ability to segment results, and channel-level diagnostics, building on the report's general availability in June 2025. Source
- Crypto exchange and wallet ads allowed in Argentina for VASP-registered advertisers
Advertisers registered with Argentina's Virtual Asset Service Providers registry and certified by Google may promote crypto exchanges and software wallets; hardware wallet promotion is also permitted. Source
- Campaign total budgets announced for Search, Performance Max and Shopping campaigns
Google announced at Think Retail that campaign total budgets, previously limited to Demand Gen and YouTube, would extend to Search, Performance Max and Shopping, letting advertisers set a fixed spend over 3 to 90 days that Google AI paces toward peak demand. Source
- Ads Advisor agent beta expanded to half of eligible English-language accounts
Google's agentic Ads Advisor, which learns account structure, suggests optimizations, drafts assets and explains performance, was expanded in beta to 50% of eligible English-speaking Google Ads users worldwide. Source
- Lead form assets gained qualifying questions and conditional responses
Lead form ads now support qualifying and conditional questions so advertisers collect better lead data and filter out unqualified submissions before they reach the CRM. Source
- Demand Gen network segment now splits YouTube into In-Stream, In-Feed and Shorts
The network segment in Demand Gen reporting now breaks YouTube performance out by In-Stream, In-Feed and Shorts placements, so advertisers can see which format drives results and tailor creative accordingly. Source
- Prospective customer controls launched to exclude users with recent brand interactions
Google introduced controls that let campaigns focus on prospective customers by excluding people who recently interacted with the brand, as well as other cohorts, so acquisition budgets reach new users. Source
- Journey-aware bidding announced as a closed pilot for lead generation
Google previewed journey-aware bidding, a strategy that reflects where each customer is in their journey so lead-gen advertisers can bid toward the eventual sale rather than the first form fill. It entered closed pilot testing later in 2025. Source
- Data Manager added connectors for HubSpot, Salesforce, Shopify, BigQuery, Zoho and more
Google Ads Data Manager expanded the first-party data sources it can connect for conversions and Customer Match, adding ActiveCampaign, BigQuery, HubSpot, Salesforce, Shopify, Google Sheets, Zoho and Zapier. Source
- Promotion Mode alpha spotted for layering short sales boosts on campaign total budgets
An alpha Promotion Mode lets advertisers with a campaign total budget add a 3 to 14 day promotion window that raises volume and loosens ROAS/CPA tolerance during sales, across Performance Max, Search and Shopping. Source
- Deadline for the conversion_environment parameter in app offline conversion imports removed
Google updated its February 2025 'action required' notice to remove the deadline for including the conversion_environment parameter in offline conversion imports for apps; the parameter remains strongly recommended for accurate cross-environment attribution but is no longer enforced for bidding. Source
- Seasonality adjustments extended to App campaigns in beta
The Adjustments tool used to signal expected conversion rate changes during sales or promotions, previously limited to Search, Display and Performance Max, became available for App campaigns in beta. Source
Search Console
- Search Console removed six deprecated structured data types from rich result reports and filters
Course Info, Claim Review, Estimated Salary, Learning Video, Special Announcement and Vehicle Listing were removed from Search Console rich result reporting, the Rich Results Test and search appearance filters starting September 9, 2025. Source
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