Recently, I’ve noticed more Google Ads appearing directly within Google’s AI Mode results. This change suggests that Google’s test has been quietly advancing, signaling the emergence of a new ad space in Google Search.
Here’s what I’ve observed. Back in May, Google confirmed they were testing ads in AI Mode on desktop, and these sightings have notably increased:
One notable instance was when Greg Sterling shared a screenshot related to an HVAC repair query, marking the first time he noticed an AI Mode ad in the wild.
Brodie Clark soon after replicated this behavior, declaring “the time has come” as he provided multiple screenshots showing ads within the generated answers.
Additionally, Barry Schwartz reported ongoing instances of users encountering these AI Mode ads on Search Engine Roundtable.
Why this matters to us. The inclusion of ads within AI Mode represents a substantial shift in how Google’s merging sponsored content with AI-generated answers. This development could significantly alter visibility, click-through rates, and the overall search experience. For early adopters, this offers opportunities for reduced competition, novel formats, and greater engagement. It’s becoming clearer that AI Mode is transforming into a legitimate advertising channel rather than just an experiment.
Reading between the lines. This expansion indicates Google’s move to integrate ads within AI experiences, likely preceding a broader rollout in Search.
The bottom line. Starting as a small test, this feature appears more commonly now. Advertisers should prepare for AI Mode to evolve into a mainstream advertising surface in Google Search.
I’m here to update you that Microsoft will be saying farewell to its Advertising mobile app in January 2026. This shift will affect how advertisers manage their campaigns on the go.
As someone who relies on the Microsoft Advertising app for quick interventions or checks, I understand the importance of staying informed. Now, I’ll need to adapt by using the web interface, which will become the sole channel for managing campaigns.
So, what’s the change? The app is no longer available in the Apple App Store or Google Play, and from January 2026, it will be completely retired. Microsoft’s web UI, rich with features, will be our go-to tool.
I first learned about this through marketing specialist Ive Predovan, who shared Microsoft’s email notice via PPC News Feed.
To wrap it up, if you’ve been managing Microsoft Ads from your phone, it’s time to prepare for change. The transition to the web interface is imminent, leaving us with no choice but to adapt.
When I heard about Google Ads’ latest update, I was excited to see how it could make life easier for advertisers like me. Google Ads now offers the ability to set a default, account-level declaration for political content. This change simplifies compliance, especially as new transparency regulations are coming into play.
I remember when they first introduced the campaign-level setting back in August 2025. Quietly, without much fanfare, Google extended this feature to the account level, which means I no longer have to update each campaign individually. This enhancement allows me to define my political-advertising stance once and apply it across all my future campaigns.
Why this matters to us. Having a more streamlined approach is crucial for advertisers who want to stay on top of political-ad regulations. With the EU’s TTPA rules taking effect in October 2025, these new features provide a much-needed consistency.
Now, I can choose within my campaign settings:
“I don’t intend to use this account to run political ads in the EU”
Or declare that my campaigns will include political content.
This new toggle becomes the default setting for all my future campaigns, which reduces the chances of making mistakes and leaves fewer gaps in compliance.
Recently, I came across a Spanish-language version of the user interface through Victor Sellés Guillemat, a Google Ads Specialist. He shared his find in a LinkedIn post, showcasing this update in action.
The broader perspective. With election cycles worldwide and evolving regional rules, it’s clear that platforms like Google are under increasing pressure to maintain transparency in political advertising. This update from Google is designed to help compliant advertisers by reducing the complexities involved and providing clearer, more consistent disclosures to regulators.
Bottom line. While it’s a minor update in the user interface, it carries significant operational benefits. For those of us managing multiple campaigns, it means fewer compliance issues, and for Google, it ensures that political content declarations are as accurate and reliable as possible across accounts.
When I discovered Google DeepMind had launched Nano Banana Pro, my creative possibilities instantly expanded. This new generation of image generation technology builds on the original Nano Banana and powers up Gemini 3 Pro. By offering sharper text rendering, deeper world knowledge, and consistent edits, it transforms even the vaguest ideas into studio-quality visuals.
Why this matters to me. With Nano Banana Pro, I have newfound control and precision in creating on-brand content. Whether crafting perfectly rendered text or achieving consistent product visuals, the tools I regularly use—like Google Ads and Slides—seamlessly integrate to save time and enhance creative testing.
The efficiency gains are significant, as they reduce production time and increase ad relevance, allowing for the scaling of campaigns with top-tier visuals and less manual effort.
Features that excite me:
Generating visuals rich in context, using real-world data through Search
Rendering easily legible text across multiple languages within images
Holding character and object consistency across up to 14 inputs
Transforming rough sketched ideas into polished scenes, diagrams, and storyboards
Executing localized edits, advanced lighting changes, and offering meticulous control over camera angles, color balancing, and aspect ratios
The mechanics. By blending Gemini 3’s reasoning prowess with advanced image-editing capabilities, Nano Banana Pro is redefining how I create precise, on-brand visuals. It supports various creative outputs, making it valuable for:
Infographics and recipes using real-time data
Architectural and storyboard mockups
Crafting calligraphy, posters, and multilingual packaging
Making cinematic composites from numerous images
High-detail fashion, lifestyle, and landscape visuals
Studio-level lighting adjustments and refocusing techniques
Accessing Nano Banana Pro. I’m thrilled to see Nano Banana Pro progressively debuting across Google’s platforms, with its image generation enhancements now available in Google Ads.
The broader impact. As Nano Banana Pro elevates Google’s image capabilities, it shifts from producing quick visuals to crafting professional-grade content. With improved reasoning, nuanced control, and multilingual flexibilities, it’s poised to drive everything from classroom materials to comprehensive ad campaigns, and even cinematic productions.
I understand that today’s consumers are constantly bombarded online.
I mean, I too find myself scrolling YouTube Shorts, tracking TikTok influencers, navigating Gmail promotions, and doubting if that viral Facebook video is real or AI-driven—all before I even have lunch!
The path from intent to conversion used to be straightforward, but now, in this attention-driven economy, making purchase decisions has become a complex affair.
Yet, many advertisers haven’t adapted to this reality. They still focus solely on search-based intent, missing out on entire audiences who don’t make it to the search bar.
Google’s Demand Gen campaigns are my secret weapon here, allowing me to escape this trap by fostering discovery and condensing the sales funnel.
Success isn’t complicated, but it requires mastering three elements: engaging creative content, strategic audience outreach, and rigorous testing methods.
The Demand Gen Opportunity
I see Demand Gen as the perfect blend of Google’s visual placements like YouTube, Gmail, and Discover matched with refined audience targeting and creative optimization.
Think of it as social advertising uniquely adapted for Google’s ecosystem. These campaigns tap into users’ browsing habits rather than their search activities, making them ideal for raising brand awareness.
Consumer behavior has undeniably shifted towards visual discovery, demanding more consumer touchpoints before sealing the deal.
YouTube, after all, is a largely visual platform and is now the second-most-used social media platform with a whopping 2.6 billion users worldwide.
In this new landscape, the purchase funnel is not only noisier but also more complex.
Unfortunately, many marketers still treat Demand Gen like search, expecting instant conversions—a mindset that misses the point.
To me, Demand Gen is about breaking consumption patterns, igniting interest, and nurturing intent over time.
Marketers who can shift their mindset will see their performance compound, growing stronger with each impression.
This is my go-to guide for nailing Demand Gen campaigns right from the start.
Element 1: Creative That Commands Attention
Thanks to modern tools, creating high-quality assets no longer requires expensive agencies.
And this matters—a lot. Visual content is a major conversion driver.
YouTube viewers are twice as likely to purchase something they’ve seen in a video and four times more likely to seek new products on the platform.
If advertisers don’t master visual storytelling, they’ll miss speaking the language of today’s consumers.
The Four-Part Framework for Demand Gen Creative
Crafting successful creative assets doesn’t have to be a guessing game. The best assets adhere to a four-part framework:
Grab attention immediately: Capture interest within the first three seconds to stop that scroll.
Build brand recognition: Maintain a consistent visual identity across all placements to fortify brand recall.
Create emotional resonance: Make the viewer feel something meaningful.
Provide clear direction: Guide viewers on what to do after watching.
Testing Creative Approaches
I believe testing is pivotal in refining creative content. Experiment with various types like educational, product-focused, and testimonial formats.
Educational content is great for awareness at the funnel’s top, while testimonials enhance consideration mid-funnel and product-focused creatives encourage conversion at its base.
Finding what resonates with your audience is key, and optimizing for each unique platform—what works on YouTube may not on Gmail—is crucial.
Element 2: An Audience Strategy That Matches Intent
I always think of audience strategy as an extension of creative development. Every audience is unique and should be addressed differently at various funnel stages.
Before spending a dime, I make sure to identify who my audience is and the actions I want them to take.
To do this, I start with the classic reporter’s questions:
Who is your target audience?
What are you trying to convey?
Where do they find their information?
Why would they care about your message?
Once audiences are defined, I align messages to their respective stages, aiming to guide them smoothly through the journey.
My goal is to nudge them to the next step without rushing them into a conversion.
Having set up my Demand Gen ads, it’s time to delve into testing and optimization.
Variables abound in these campaigns; hence, I meticulously test one element at a time for clarity and precision.
This endeavor isn’t about pinpointing one solution but focuses on persistent optimization. Trends change, and what works today may need tweaking in a few months.
Establishing Testing Parameters
I typically classify my testing into three main categories:
Creative: Discover which creative elements resonate more. This could include content types, hooks, or video styles.
Placement: Determine which approaches work where by testing on Gmail, Discover, and YouTube.
Audience: Compare performances across differing audiences, such as custom vs. lookalike or remarketing vs. prospecting.
As I continue testing, performance trends inform future creative, messaging, and placement choices.
Consistently successful approaches allow scaling through budget increases for particular placements or audiences.
Set Realistic Time Horizons
Initial Demand Gen outcomes don’t reflect longer-term impact. Brand awareness takes time to build.
I advise allowing a 60 to 90-day period for campaigns to stabilize and gain traction.
Why Demand Gen Campaigns Fail
Failures in Demand Gen execution are rare. More often, it’s mismeasured and prematurely abandoned campaigns that falter.
This leads many away from Demand Gen entirely.
Here’s how I steer clear of prevalent missteps:
Unrealistic Expectations
Many start Demand Gen campaigns expecting similar returns to those of direct search campaigns.
Once those high expectations aren’t met, campaigns get abandoned.
The remedy is setting realistic expectations from the start.
Demand Gen builds brands and fills sales funnels, providing compound results if given the room to operate.
Measurement Myopia
This often accompanies unrealistic expectations. Relying solely on last-click attribution undervalues Demand Gen’s impact.
I suggest considering these alternatives:
Use platform comparables: A Google Ads metric similar to social ads’ view-through method.
Observation mode: Incorporate Demand Gen audiences into search campaigns to track if brand searches rise.
Holistic brand metrics: Evaluate if brand growth is happening across channels, indicative of brand awareness.
If only last-click returns are considered, you undervalue your efforts.
Unrealistic Timelines
Don’t halt campaigns within 30 days if results disappoint, and avoid hasty changes.
I stay committed to a 60 to 90-day evaluation period while managing stakeholder expectations regarding timing.
Master Discovery to Win the Future
Attention is at its peak, and the progression of paid media leans towards visuals and discovery.
Brands sticking to search will face growth challenges.
Success in this terrain relies on three pillars:
Engaging creative.
Thoughtful audience targeting.
Consistent testing.
Together, they foster performance and grow brand awareness.
The competitive edge will favor those mastering discovery today.
Large budgets aren’t essential for starting. Commitment to principles and patience with results suffice.
Demand Gen campaigns can embed your brand in your audience’s daily online life.
I always knew that automation was transforming PPC, but recently, I’ve seen how OpenAI’s groundbreaking tools are taking this transformation to new heights.
Automation has shaped PPC for decades, with the landscape constantly evolving. My journey started with developing the first AdWords Editor and writing about automation layering. Now, we’re seeing a new era unfold.
The way AI processes information is shifting. This change isn’t driven by traditional platforms like Google, but by pioneers like OpenAI.
AI was mostly known for handling tasks related to human language—copywriting, summarizing, reporting. But now, LLMs are delving into computer language, creating the software that boosts our efficiency.
At OpenAI’s DevDay in San Francisco, I witnessed the introduction of AgentKit, a tool that brings AI into action-handling territory. This marks a shift where PPC optimization techniques can transcend campaigns, integrating into comprehensive workflows.
Imagine if AI could manage your routine tasks, from adding client reports to your dashboard before you even access your emails, to scheduling meetings, drafting agendas, and ensuring adherence to brand guidelines while drafting ad copy.
These advancements are within reach, without the need for technical expertise.
Mainly, if you can break down tasks into actionable steps, you can set up an agent to execute them.
An AI agent is not just an algorithm; it’s a versatile aide equipped to deduce necessary actions and execute them through connected tools.
Unlike traditional, rigid software with deterministic steps, agents offer flexibility and adapt to scenarios without requiring exhaustive pre-programming.
This evolution in automated assistance is something I had glimpsed in early iterations—now, a more sophisticated agent can execute real-world tasks formulated in the virtual sandbox of GPT innovations.
The appeal of OpenAI’s AgentKit lies in its ability to transform lengthy coding sessions into quick, non-technical builds, akin to “Zapier for AI.”
Unlike traditional software, AgentKit leverages AI’s reasoning instead of fixed rules, making it an innovative tool for marketers like me aiming to automate tasks efficiently.
AgentKit provides a visual workflow built around familiar tools like Gmail and Dropbox, ensuring seamless integrations and ease of use.
I’ve discovered something exciting in the realm of Google Ads—a new metric called “Original Conversion Value.” It’s quietly revolutionizing how advertisers, like myself, can gauge the real, unaltered revenue our campaigns produce.
Imagine seeing a new column, “Original Conversion Value,” in your Google Ads dashboard. This update gives us the chance to finally assess the true, unadjusted value of our conversions, cutting through all the noise.
How it works. Google’s approach is refreshingly straightforward:
Conversion Value
– Rule Adjustments (value rules)
– Lifecycle Goal Adjustments (e.g., NCA bonuses)
= Original Conversion Value
Why we care. For years, I’ve struggled alongside fellow marketers to extract genuine conversion values from the maze of Google’s adjustments—from Conversion Value Rules to Lifecycle Goals like New Customer Acquisition. This new metric simplifies the task of diagnosing performance, comparing data across campaigns, and identifying when automated bidding is inflating value rather than actual conversions.
In essence, it provides clearer insights, a more precise ROAS, and greater confidence in decision-making.
Between the lines:
Value adjustments assist in navigating Smart Bidding.
However, they can inflate figures, complicating reports and performance assessments.
Many agencies and in-house teams have long requested a purer perspective from Google.
What’s next. I anticipate “Original Conversion Value” will quickly become invaluable for:
Revenue reporting
Post-campaign analysis
Diagnosing inflated ROAS
Auditing automated bidding strategies
First seen. The innovative update was first noticed by Google Ads Specialist Thomas Eccel, who shared his find on LinkedIn.
The bottom line. This update, albeit small, brings significant clarity. Google Ads is, at last, offering us a more transparent lens into the actual value our advertisements bring.
I’ve recently come across an exciting development from Google that could change the way we approach Google Ads. It’s called Journey Aware Bidding, and it’s designed to optimize Search campaigns by utilizing signals from every step of the customer journey. This aims to provide a smarter and more efficient way of managing campaigns.
Google has rolled out this new Search bidding model to enhance prediction accuracy and improve campaign performance. The idea is to consider the entire customer journey, not just the final conversion point.
How it works: Journey Aware Bidding learns not only from your primary conversion goal but also from non-biddable journey stages. If you’re someone who tracks and defines each step of your purchase funnel meticulously, this model could be particularly beneficial.
Google advises mapping out the entire process—from lead submission to final purchase—and labeling all critical touchpoints as conversions within standard goals. This method promises to integrate more of the conversion funnel into Google’s prediction models, potentially streamlining lengthy, complex journeys such as lead generation.
Why it matters: As someone who’s worked extensively with fragmented signals in conversion funnels, I’m intrigued by how Journey Aware Bidding could bring greater efficiency to our campaigns. It emphasizes learning from all key touchpoints, leading to smarter bidding strategies.
What you should know: To get the most out of this feature, align your optimizations to a single KPI-driven stage, such as purchases or qualified leads. While other journey stages should be marked as primary conversions, they should be excluded from campaign-level or account-default bidding optimization.
Ensure that all tracking and categorization are accurate to achieve the best results.
Pilot phase: Google is launching a closed pilot this year for select advertisers, with plans to expand after refining the model. This could be a game-changer in how we approach Search optimization.
The bottom line: If you’re ready to rethink how you optimize your campaigns, Journey Aware Bidding might be the innovative approach you’ve been waiting for. By understanding not just what converts, but how users get there, we could see significant improvements.
First seen: Senior Consultant Georgi Zayakov shared insights about this new bidding model on LinkedIn during Think Week 2025, alongside other intriguing products.
I’m excited to share with you that Google is taking a big step forward by implementing total campaign budgets for Performance Max (PMax) campaigns globally. This change allows us as advertisers to manage our campaigns with greater precision, eliminating the complicated math of daily budgets.
Google’s long-awaited total campaign budget option is finally making its way into Performance Max campaigns outside of the U.S., potentially marking the start of a global rollout. This is great news for those of us who have been hoping for a more streamlined budgeting process.
What’s Happening:
With the introduction of the total budget option, it now sits alongside the classic average daily budget within PMax.
Google had previously announced plans to extend this feature to Search, Shopping, and PMax, and this rollout indicates that this expansion is progressing.
In the field, marketers, including those noted by Thomas Eccel and shared by Mohamed Hamed (Turki), are already experiencing it live.
Why We Care. Over the years, advertisers like us have been forced to manually calculate average daily budgets from fixed totals, especially cumbersome for short-term, flighted campaigns. Fortunately, this new feature saves us from that meticulous task, providing better pacing control over ad spending without depending on daily averages.
Between the Lines. This is a significant quality-of-life improvement for performance marketers handling flights, bursts, or fixed-end-date campaigns, where overspend risks were previously significant.
The Bottom Line. At last, Google offers advertisers a budget model in tune with real-world campaign strategies, and those of us managing flight-based PPC campaigns may find this enhancement particularly impactful.
Having spent 24 hours experimenting with Google’s innovative “Ads Advisor,” I was eager to uncover its potential. This AI assistant, designed to optimize advertising campaigns, left me with a sense of cautious optimism.
Why it matters to me. Google is diving deeper into autonomous AI systems that work on our behalf. My firsthand experience offers a glimpse into the real-world functionality of Ads Advisor, moving beyond Google’s promotional promises.
As these AI tools become integral to campaign management, understanding their accuracy and limitations is vital. It’s crucial for us advertisers to discern which tasks are safe to delegate to AI, and where human intervention remains non-negotiable to safeguard performance and budgets.
What I liked:
No Google bias: Impressively, the AI consults the broader web before responding, even suggesting to bypass default Google settings like unchecking “Display Network” and “Search Partners” for a fresh Search campaign.
Comprehensive perspective: Beyond Google Ads, it advises on enhancing product titles for Shopping campaigns, though some recommendations lacked precision in execution.
Areas of concern:
Outdated insights: The AI occasionally bungled performance diagnostics and referred to obsolete interfaces like “Tools & Settings > Conversions.”
Limited autonomy: Despite its promising name, the Ads Advisor stops short of implementing changes. It offers guidance, which at times, falls short.
The final verdict. I liken the Ads Advisor to “an enthusiastic intern who just nabbed their Google Ads certification — sometimes hitting the mark but often missing.” While I see its future promise, I urge small business owners to be wary of accepting its counsel uncritically.
Moving forward: My journey with the Ads Advisor continues, as I plan to share in-depth evaluations in an upcoming YouTube video. Stay tuned for more insights.
