Week of Nov 10, 2025
13 changes logged the week of Nov 10, 2025, 4 high impact; 1 took effect. Open this week in the change history.
Google Ads
- Destination requirements policy blocked phone numbers linked to fraud or prior violations
Google added a rule that phone numbers associated with fraudulent activity or a history of policy violations are unacceptable in ads and assets, effective December 10, 2025 with enforcement ramping over about 8 weeks. Source
- Conversion Lift minimum spend cut from about $100,000 to $5,000 per experiment
Google lowered the spend threshold for incrementality experiments to $5,000, improved the statistical methodology so results are available up to 50% more often, added custom test sizes and confidence levels, and sped up result delivery. Source
- Ads Advisor to roll out to all English-language Google Ads accounts in early December 2025
Google announced Ads Advisor, its Gemini-powered agent that optimizes campaigns, generates keywords and assets, explains performance and troubleshoots policy disapprovals with user approval, would reach all English-language Google Ads accounts globally in early December 2025. Analytics Advisor launches in parallel in Google Analytics. Source
- Brand inclusions appeared in a standard Shopping campaign; Google said they are not supported
Ryan Parkes shared brand inclusion controls showing in a Standard Shopping campaign. Google told Search Engine Roundtable that brand inclusions are not currently supported in Standard Shopping or PMax campaigns. Source
- PMax suggested importing high-performing X/social videos to YouTube; Liaison confirmed an experiment
Francesco Cifardi spotted Performance Max offering to pull video assets from an advertiser's X account and upload them to the linked YouTube channel. Ginny Marvin confirmed it as an experiment to reuse existing social video. Source
- Performance-based cost adjustments launched in beta for Demand Gen tCPA and tROAS on YouTube
In beta, Google may retroactively lower costs for new Demand Gen Target CPA and Target ROAS campaigns on YouTube whose conversions fall below predictions during the learning phase. Adjustments activate within 5 days of launch and last up to 3 weeks. Source
- Google reported 80% fewer wrongful account suspensions after enforcement system rebuild
Google announced it rebuilt its policy infrastructure and Gemini-based signals, cutting wrongful suspensions by 80%, speeding appeals by 70% and resolving 99% of cases within a day. Source
- Budget and bidding optimisation settings gained inline budget summaries
Vijay Kumar found, and Adriaan Dekker shared, summaries of budget settings shown within the budget and bidding optimisation panel. Google did not announce it. Source
- Policy disapproval screens gained an AI 'Guide me' button
Anthony Higman shared a screenshot of a Guide me button on ad disapproval notices that opens the embedded AI assistant. Google did not announce it. Source
Merchant Center
- Shipping and return policies can now be set in Search Console or organization markup without Merchant Center
Google expanded the Search Console "Shipping and returns" settings to all sites it classifies as online merchants and added organization-level structured data for shipping and return policies, so merchants without a Merchant Center account can surface policies in Search. Search Console settings take precedence over markup. Source
Google Analytics
- Google announced Analytics Advisor, a Gemini-powered conversational agent, for early December
Google announced Analytics Advisor (alongside Ads Advisor): an in-product conversational AI that answers questions about property performance, runs key-driver analysis on changes, and gives step-by-step guidance, launching in early December 2025 for English-language GA Standard and 360 properties. Source
Google Tag & Tag Manager
- Server-side Tag Manager image 4.0.0 upgraded runtime to Node.js 24
The sGTM container image moved to gcr.io/distroless/nodejs24-debian13; subsequent 4.x releases (Feb, Apr, Jul 2026) were security base-image updates. Source
Search Console
- Search Console opened Shipping and returns settings to merchants without a Merchant Center account
The 'Shipping and returns' configuration in Search Console settings was expanded to all sites Google identifies as online merchants, and Google added organization-level shipping policy structured data as an alternative. Source
Took effect this week
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