Week of Nov 17, 2025
23 changes logged the week of Nov 17, 2025, 4 high impact; 1 took effect. Open this week in the change history.
Google Ads
- Ads began appearing widely in AI Mode results after months of limited testing
Greg Sterling and Brodie Clark independently documented ads in AI Mode responses, such as HVAC repair queries. Google had confirmed tests in May but issued no new statement for the wider appearance. Source
- Generative video enhancements and animated image enhancements expanded across Demand Gen and App campaigns
Google added campaign-level video enhancements that crop or generatively extend videos into square and vertical formats, and image enhancements that add text overlays, new aspect ratios and animation, enabled by default for new Demand Gen and App campaign ads. Source
- A new 'Original conversion value' column exposing unadjusted revenue appeared
Thomas Eccel spotted a column that strips conversion value rules and lifecycle-goal adjustments to show raw conversion value. Google did not announce the metric. Source
- Campaign total budgets went live for Performance Max in non-US accounts
Thomas Eccel reported the Campaign total budget option, teased in September, now live for Performance Max campaigns in non-US accounts. Google did not announce the rollout stage. Source
- Offline gambling category updated with new examples and ~40 more prohibited countries
Google added examples of permitted offline gambling promotion (e.g., brick-and-mortar casinos, streamed poker tournaments) and expanded the list of countries where offline gambling ads are not allowed, effective immediately. Source
- Overview tab gained up to five customisable views with toggleable, reorderable cards
PPC News Feed first reported customisable Overview views; Adriaan Dekker and Govind Singh Panwar then shared the ability to create up to five custom tabs with reordered cards. Google did not announce it beyond in-console messaging. Source
- Nano Banana Pro image model rolled out in Asset Studio for Performance Max and Demand Gen creative
Google's Nano Banana Pro image generation model is rolling out inside Asset Studio and campaign build flows, adding conversational editing, higher product fidelity, legible packaging text, control over lighting and camera angles, and up to five products in one scene. Source
- PMax combinations report gained a 'Top combinations' view of how assets are assembled
Rakshit Shetty spotted a Top combinations section in the Performance Max combinations report; Adriaan Dekker and PPC News Feed amplified it. Google did not announce it. Source
- Hotel ads in search carousels tested a share icon
Lluc B. Penycate shared screenshots of a share button on hotel ads in search results. Google did not confirm the test. Source
- Lottery courier service ads permitted in Puerto Rico
From December 11, 2025, advertisers holding a US state lottery courier licence may be certified to promote lottery courier services in Puerto Rico. Source
- Google tested grey background shading behind search ads and the local pack
Darren Shaw and Thomas Eccel shared screenshots of grey-shaded sponsored results and local pack ads. Google did not confirm the test. Source
Merchant Center
- Merchant Center 'Needs attention' began hiding non-priority issues behind a default 'Prioritized fixes' filter
Diagnostics in Merchant Center now show only prioritized issues by default. Merchants must turn off the 'Prioritized fixes' filter to see the full list, which risks lower-priority errors going unnoticed. Source
- is_incentivized_review attribute added to product review feeds
Google added a boolean is_incentivized_review attribute to the product review feed schema. Reviews collected in exchange for coupons, points, discounts or other incentives must be tagged true to avoid suppression or feed disapproval. Source
Google Analytics
- GA4 renamed 'Cost data import' to 'Campaign data import'
The feature was renamed to reflect that it imports campaign-level attributes and metrics from non-Google platforms; functionality did not change. Source
Microsoft Ads
- Asset-level editorial review reached GA with per-asset appeals, three delivery statuses and API support
Ads keep serving while only edited or disapproved assets sit in review; advertisers can appeal, edit or remove individual assets, receive disapproval emails and see "Essential", "Most" or "Some assets disapproved" statuses. API support shipped with Editor support promised by year-end. Source
- Performance Comparison in Copilot became generally available for period-over-period and A/B analysis
Copilot in the platform can compare performance YoY, QoQ, MoM, WoW or DoD, compare test and control groups, summarize multi-month trends and surface top and bottom performers. GA globally except mainland China. Source
- Copilot-powered Image Animation piloted globally in Ads Studio video templates
Image Animation turns static images into short animated video assets for video placements; available in pilot in all markets except mainland China through Ads Studio's video templates. Source
- Copilot creative generation via API extended to backgrounds, display ads, video and brand kits
API-based creative generation covers background images, display ads, video ads and brand kits so advertisers can produce creative at scale in their own systems; Priceline was cited generating hundreds of thousands of assets. Source
- Conversion delay insights showed days to reach 90% of conversions after a click
Campaign, portfolio and goal grids gained a daily-updated conversion delay metric covering online and offline conversions for clicks on or after June 1, 2025. Source
- Microsoft Advertising mobile app retired in January 2026
Microsoft emailed advertisers that the mobile app would be pulled from the App Store and Google Play in November 2025 and stop working in January 2026, leaving the web platform as the only management interface. Source
- Callouts for Hotel Price Ads expanded to all markets and languages
As of October 2025, Hotel Price Ads support callouts globally in every platform language, matching Lodging campaigns; callouts serve in the user's language. Source
Search Console
- Search Console launched custom annotations on Performance report charts
Users can right-click a Performance chart to add a dated note of up to 120 characters; annotations are visible to everyone with access to the property, capped at 200 per property and deleted after 500 days. Source
- Search Console introduced an AI-assisted Branded queries filter and Insights card
A new filter in the Search results Performance report splits queries into Branded (brand name, variants, misspellings, brand-specific products) and Non-branded, plus an Insights card showing the click breakdown; classification is AI-assisted rather than regex-based. Source
Took effect this week
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