I’ve recently discovered a new tool that could significantly streamline how I manage my ad campaigns. Google has rolled out a feature that adds more precision to policy appeal processes, potentially saving time and reducing the chance of resubmitting outdated ads.
Driving the news. With this update, Google now allows me to select ads from specific campaigns when requesting a re-review. This is part of Google’s effort to simplify ad appeals, reducing the bulk of unnecessary submissions that can bog down the process.
Before this change, I often found myself resubmitting all eligible ads across an account, including those from older campaigns that were not relevant to current policies.
This was not only time-consuming but also cluttered the review process with ads that hadn’t been updated yet.
What’s new. Now, with the “Select eligible campaigns” option available on the Google Ads policy violations page, I can fine-tune my appeals. This means I can send only the ads that have been recently updated, while ignoring outdated campaigns.
Here’s how this benefits me:
Reduce unnecessary inclusions of old ads,
Simplify and expedite the appeal process,
Focus on solving current ad issues effectively.
Why we care. For those of us handling large accounts, being able to fine-tune bulk submissions by campaign makes managing widespread disapprovals or policy issues more efficient. It not only speeds up the process but minimizes confusion when dealing with multiple policy amendments at the same time.
The bottom line. While it might not be a groundbreaking product launch, this update is a workflow enhancement that many advertisers like myself have long been waiting for. It offers greater control and less hassle when addressing disapproved ads.
First spotted. Hana Kobzová at PPC News Feed was the first to notice this valuable update.
As I delve into the latest updates from Google, I discovered that they’ll be retiring Dynamic Search Ads (DSA) in favor of their newer AI Max toolset. This transition will begin in September, and it’s bound to impact those using DSA, automatically created assets (ACA), and campaign-level broad match settings.
It’s fascinating to learn that Google announced AI Max for Search campaigns will exit beta, with “hundreds of thousands” of advertisers already onboard globally. I find this shift intriguing as it hints at the increasing reliance on AI-powered tools in digital advertising.
Starting September, my eligible campaigns utilizing DSA, ACA, or broad match will automatically be migrated to AI Max. This means Google will no longer support the creation of new DSA campaigns through their various platforms.
Why does this matter to us? Embracing AI Max beforehand allows us better control over campaign settings. Google mentions this change could potentially lead to an average 7% improvement in conversions or conversion value while maintaining the same efficiency.
According to Google, AI Max offers more conversions or conversion value at a similar cost per acquisition (CPA) or return on ad spend (ROAS) for non-retail sectors. It achieves this by using comprehensive features like search term matching, text customization, and URL expansion.
A Brief History: DSA has been a valuable tool for capturing traffic beyond keyword-focused campaigns, thanks to its dynamic headline generation and landing page redirection. However, changes in consumer search behavior have prompted Google to innovate further.
AI Max aims to enhance search campaigns by integrating broad real-time intent data beyond traditional landing page signals. It’s designed to adapt to the increasingly complex search landscape we navigate today.
Understanding AI Max: This feature maximizes reach, personalizes ad content, and provides more control over brand, location, and text settings.
So, what should we do now? Google encourages us to make the switch before September to ensure smoother transitions and continuity in our campaigns.
Phase 1: Voluntary Upgrades is happening now. DSA users like me can leverage new tools to smoothly migrate campaign data and settings. Meanwhile, ACA and broad match users will find prompts nudging them toward AI Max.
Phase 2: Automatic Upgrades begins in September, converting dynamic ad groups in DSA campaigns to standard ones while preserving significant settings. ACA and broad match campaigns will migrate with essential features enabled by default.
The Bottom Line: Google’s move to make AI Max the standard signifies a shift towards AI-driven strategies. By acting now, I can test different settings and fine-tune results before the mandatory switch.
Roll back the clock by five, 10, or even 15 years, and I can tell you that a PPC specialist’s value was primarily based on tactical skills. That’s all changed.
Nowadays, platforms like Google and Microsoft have automated much of the tactical work. Machine learning and AI now handle bid management, creative testing, and audience targeting far more efficiently than any human could hope to.
This shift has left many experienced practitioners grappling with a mid-career identity crisis. If the algorithms are doing the heavy lifting, what role do I play, and how do I continue to add sustainable value to the business?
Let’s explore what this evolution means in practice and how it has transformed the critical skills within my PPC toolbox.
From Tactical Execution to Strategic System Design
Having spent 24 years in the paid search trenches, I’ve seen everything from the wild early days of Overture to the advent of Google AdWords and the mobile shift, and now, the complete domination of algorithms over ad platforms.
In the past, my value came from painstakingly researching keywords, micromanaging bids, split-testing every piece of ad copy, and crafting a meticulous exact-match account structure. I was a lean, mean PPC machine.
If I rely solely on tactical execution, I risk becoming obsolete, merely a behind-the-scenes lever-puller. Today’s top practitioners are not just media buyers; they’re architects of revenue and profit.
Rather than blindly manipulating levers, I design systems. The true value I offer is in configuring the system to guide the machine effectively. To become an engineer of revenue and profit, I need to:
Master data analysis and signaling.
Develop a deep understanding of how my company or clients generate income.
Enhance my presence in the executive landscape to confidently convey strategies to the C-suite.
This confluence is my career’s golden ticket. Here’s a roadmap to achieving just that.
Entering an interview, client pitch, or meeting with simply, “I’ll re-examine your metrics,” makes me sound like any other media buyer. It’s essential to stand out.
Instead, imagine saying, “I’ll align your paid search campaign directly with your profit and loss statement. Each dollar spent is maximized for optimal margin.” That sets me apart as the most valuable person in the room, shifting focus from selling clicks to selling a business advantage.
Traditional PPC accounts often mimic a website’s navigation—with separate campaigns for shoes, shirts, etc. While not wrong, it shows limited thinking. I aim to create a nuanced account structure that aligns with what impacts the P&L, moves inventory, or generates the highest-value leads.
How to Implement This
Each business has unique needs, but the process to achieve this follows a typical framework.
Margin Interrogation: Collaborate with clients or finance teams to understand profit margins on core products. It’s often revealed that the high-volume product has the lowest margin, while niche services may yield greater profitability.
Architectural Shift: Update campaigns by margin tier and business value rather than by product category alone. This may mean setting different target ROAS (tROAS) or target CPA (tCPA) based on financial capacity to acquire a specific customer.
Equating a low-margin conversion with a high-margin one in account structures results in revenue and profit leaks, regardless of stellar in-platform metrics.
Segregating Metrics for Different Audiences
Once mapped, it’s crucial to separate metrics accordingly.
In the “engine room” (daily platform optimizations), I still consider click-through rates (CTR) and costs per click (CPC), crucial indicators for navigating campaigns.
However, when in the “boardroom” (leadership reporting), I lead with insights into outcomes: “We reallocated budget to high-margin tiers, maintaining our $150 CPA target and safeguarding overall profitability.”
This is the most pivotal skill for a modern PPC profit engineer like myself. Algorithms need input but inherently lack intelligence and judgment. They understand only what I tell them.
In our automated bidding era, appropriately “feeding the machine” delineates experts from the obsolete. If I supply Google Ads only with data on who filled out a form, the algorithm will pursue more form-loving but non-converting leads.
Today, a significant part of my role involves understanding and using first-party backend data to inform machine learning for superior outcomes. I am now an optimizer of signals, not just bids.
How to Implement This
It’s time to move beyond basic pixel tracking by employing robust offline conversion tracking (OCT) or direct CRM integrations like HubSpot or Salesforce into Google Ads.
In managing larger programs, tools like Search Ads 360 (SA360) present enormous advantages for signal engineering, enabling seamless data management across search engines.
For Lead Generation
It’s time to stop optimizing for generic leads. Instead, map client sales stages into ad platforms, assigning monetary values to stages based on historical closure rates.
For instance, consider a raw lead worth $10, a marketing-qualified lead (MQL) worth $50, and a closed/won deal worth $500, then switch bidding strategies to value-based bidding (Target ROAS). This programs AI to focus on lead quality and revenue, not just form completion.
For Ecommerce
Ecommerce stands apart with unique complexities. Tracking revenue to meet basic ROAS is foundational. For true profit engineering, I work with signals about inventory, margins, and lifetime value.
Feed Engineering: The modern e-commerce specialist doesn’t just upload a product feed; they methodically engineer it. Using Custom Labels, I segment products based on business concerns like inventory status or return rates. A product with a 40% return rate, if pushed hard, destroys profitability despite impressive ROAS data.
Profit Margin Bidding: Tracking gross revenue alone isn’t enough. Integrating profit margin data via custom conversion variables reshapes bidding strategies. Algorithms bid differently in auction when differentiating a $100 sale with varied margins.
New Customer Acquisition (NCA): Algorithms often take the easiest path—crediting returning loyalists. First-party customer lists differentiate new buyers from repeat customers, allowing aggressive market share bids for the former while protecting margins for the latter.
I’ve noticed a growing concern among advertisers, as many of us are experiencing unexpected disapprovals from Google Ads. These disapprovals are often linked to DNS and 500 server errors, even when our websites seem to be functioning perfectly fine. This issue is raising serious questions about the platform’s reliability and our campaign’s performance stability.
Earlier this week, as a passionate participant in PPC advertising myself, I started hearing about these widespread issues from fellow advertisers. Multiple agencies and their clients were unexpectedly affected.
For instance, Ryan Berry, the Managing Director at Cornerhouse Media, reported that over 1,500 ads were disapproved in a single account at 1:30 p.m. UTC. Others have been receiving overnight emails informing them of disapproved ads.
Why this matters to us. When our ads are suddenly disapproved, it can abruptly halt traffic, leads, and revenue, even if our websites are working just fine. If Google’s systems are mistakenly flagging issues, like DNS or server errors, we are forced to waste precious time troubleshooting problems we didn’t create. This highlights the urgent need for quicker responses and escalations when such platform glitches occur.
Here’s what fellow advertisers and I have observed:
DNS errors flagged, even when our IT teams find no issues.
Charlotte Osborne, a Google Ads trainer, mentioned encountering two separate cases involving erroneous DNS and 500 errors with no discovered client-side issues. Similarly, Google Advertising specialist Joshua Barr has been dealing with a surge of disapproval emails at night for weeks.
What’s probably occurring. Google’s ad review process employs automated crawlers to evaluate landing pages. If these crawlers experience temporary server issues, DNS lookup failures, redirects, or timeouts, it could lead to ad disapprovals under the “destination not working” policy.
This means that even if:
our sites are live for users,
the issue is only temporary,
or the problem lies with Google’s crawlers,
we could still face ad disapprovals.
What actions we should take now:
Verify Google Ads policy manager for precise reasons behind disapprovals.
Test landing pages from different locations and devices.
Review DNS uptime, redirects, and CDN/firewall settings.
Submit appeals for disapprovals that are clearly incorrect.
Document impacts on an account level for potential platform-wide issues.
Bottom line. This situation serves as a stark reminder that our hard work on strategy can be undermined by such technical glitches. When Google’s systems fail, it risks both our advertising spend and our potential leads.
Initial reports. Ryan Berry in the UK initially spotted these issues, alongside Anthony Higman, who detected similar problems in the US.
I want to share an experience that tested my cyber awareness: my Google Ads Manager Account (MCC) fell into hackers’ hands at midnight on January 5. Fortunately, my team wasn’t alone in this ordeal. It’s estimated that hundreds, if not thousands, of similar accounts were hijacked, impacting vast networks of ads.
Reflecting on this unsettling event, I’ve gained valuable insights that I hope will help you safeguard your own MCCs from facing a similar fate.
How Hackers Gained Control of My Account
Despite having two-factor authentication (2FA) in place, the hackers breached my account using an employee’s email. This targeted hack saw them exploiting multiple email accounts before succeeding on their third attempt.
Phishing or password compromises likely granted them initial access. We later discovered that their chosen email had been compromised for months, cleverly bypassing our security by setting up their own 2FA tailored for deceit.
Their takeover was swift, removing all access to our MCC and altering allowed domains to Gmail. They brazenly invited over a dozen people into a newly created MCC under our company name, which thankfully, our clients ignored.
Within just hours, chaos ensued: users were removed, payment methods were altered, and unauthorized campaigns launched. Attempted fraudulent charges reached half a million on some accounts—remarkably without ads running to justify such expenses.
Regaining Control After the Hack
In a stroke of luck, we managed to reclaim our account within eight hours. Financial damage was surprisingly minimal, capped at $100, with unsuccessful credit card charges adding to our recovery timeline.
The journey to restoration relied on clear steps, beginning with contacting Google.
Step 1: Reaching Out to Google
Our first action was reaching out to our trusted Google reps. Their ongoing support proved invaluable, guiding us through the process and maintaining pressure on resolving our cases.
Even if you don’t have a dedicated rep, following the recommended steps still aids in timely resolution.
Step 2: Submitting Necessary Forms
Google directed us to their compromised account resources, prompting us to file multiple Account Takeover Forms for each affected account, including our MCC.
Though initially advised against using this form for MCCs, updated guidance now includes it as a vital step in swift recovery.
Step 3: Client Communication
I urged our clients with remaining access to disconnect from the compromised MCC and connect to secure emails. This immediate action helped us secure accounts and minimize potential damage.
Step 4: Managing Billing Chaos
Disconnecting was pivotal in resetting billing details. By editing the payment manager, we managed to undo the tangled web the hackers spun, simplifying future re-connections.
Step 5: Analyzing Change History
Upon regaining access, analyzing change history at MCC speed was essential. The detailed timestamps allowed us to construct a timeline and rectify ongoing issues.
Implementing Best Practices
A number of best practices helped us not only in recovery but also in preventing future breaches. Let’s dive into some critical strategies.
Ensure Client Access
I believe ethically, clients should always have access to their accounts. Additional admin presence provided a safety net, enabling us to regain control swiftly.
Google also supported us on blocking unauthorized changes, reinforcing the importance of multiple secure admin accounts.
Maintain MCC Integrity
Cleaning up by removing obsolete clients and unused MCCs is now a priority. This preventive measure could have lessened our vulnerability pre-hack.
Restricting Access Wisely
The breach was through a junior member needing minimal access. Restricting admin access to necessary personnel reduces potential entry points.
Despite their persistence, this measure could limit hacker penetration.
Financial Safeguards
Opting for credit or invoice payments meant banks swiftly flagged any irregular transactions, ensuring no charges landed.
Nurture Key Relationships
Building relations with Google reps and agency peers is vital. Their involvement during crisis management cannot be understated.
Proactive Protection Measures
Keeping your MCC secure demands proactive strategies. Here are some to fortify your digital fortress.
Initiate a Complete Reset
By periodically purging all account users and device sessions, we could have silently ousted the lurking hacker, curtailing their prepared attack.
Fortify with 2FA and Domains
Establish dedicated 2FA for each user, with authenticators ensuring stronger defenses compared to traditional device notifications, which attackers exploited.
Review and Limit Access
Minimizing access helps defensively, as fewer touchpoints result in decreased vulnerability.
Deploy Multi-party Approvals
Google’s recent multi-party approval feature requires a second admin confirmation for major changes, adding a security layer.
Regular Account Backups
Leveraging Google Ads Editor for backups ensures past configurations are recoverable, mitigating potential disruptions.
Secure Your Passwords
Encouraging unique, site-specific passwords shields MCCs from cascading breaches originating from other compromised accounts.
Invest in Monitoring
Employing cybersecurity tools and experts provides peace of mind. Their vigilance uncovers phishing attempts early, shoring up defenses.
A Client’s Caution: Stay informed about access requests for your Ads. Verify unexpected ones with your managing team to preempt unauthorized intrusions.
Stay Vigilant and Secure
While Google evolves its security toolkit, ensuring your practices are robust aids in thwarting breaches. Let this recounting bolster your prep, mitigating future risks.
I recently discovered that Google is making significant updates to Analytics and Ads consent rules, which are set to take effect this June. This change will prioritize user permission as the key factor in how ads collect and utilize data.
Starting June 15th, the process of data collection in Google Ads will now rely exclusively on the ad_storage consent setting. This alteration removes the previous layer of complexity that came from linked Google Analytics configurations.
Previously, the flow of ad data between Analytics and Ads was governed by both Consent Mode and Google Signals settings within Google Analytics. This often led to confusion among marketers like myself, as many controls were hidden deep within the Analytics settings, rather than clearly visible in consent banners or tag implementations.
Moving forward, Google is streamlining the process. While Google Analytics data collection will still use Google Signals, Google Ads will now focus solely on whether users have consented to ad_storage.
This means that a linked Google Analytics tag will no longer influence Google’s ability to collect or use advertising identifiers.
The new update offers a cleaner, albeit more rigid, consent framework. If ad_storage consent is given, Google Ads can use all available advertising signals, including linking activity to a user’s signed-in Google account when feasible. If denied, Google will only utilize less persistent signals such as URL parameters like gclid.
This change substantially reduces ambiguity—marketers will have a clearer understanding of what drives ads data collection, with fewer options to customize what gets shared.
The primary concern here is that this adjustment makes consent settings more significant for measurement, attribution, and audience targeting. From June, whether Google Ads can leverage identifiers will depend largely on the ad_storage signal, highlighting the importance of correct consent mode setup for optimal campaign performance data.
The update simplifies some of the complexity hidden in linked Google Analytics settings, providing advertisers with more defined rules but less flexibility.
This move by Google underscores a broader strategy to enhance the understanding of consent systems for both advertisers and regulators. Having a single source of truth for ad consent could minimize implementation errors and simplify compliance explanations, but it also demands that brands ensure their Consent Mode is accurately configured.
Should consent updates be delayed or improperly configured, marketers might face gaps in measurement, attribution, and audience targeting.
Marketing teams need to take action before the June deadline by auditing their consent implementation. We should verify that Consent Mode update calls are firing correctly, and that ad_storage settings reflect users’ choices precisely. Brands with Google Signals disabled should be especially vigilant, as they could witness more Ads-linked data under the new setup if users allow ad consent.
The takeaway is clear: streamlined rules are on their way, but getting consent right will be more critical than ever.
I recently discovered some exciting news that Google Ads has introduced a more robust Merchant API. This new API is crafted to offer advertisers scalable and feature-rich tools for handling product data, especially as we prepare for the shutdown of the Content API for Shopping.
Google is steering us toward a more modern, scalable infrastructure for Shopping integrations. This shift brings cutting-edge capabilities, including AI tools, directly into our scripting workflows.
What’s happening: Starting April 22nd, Google Ads scripts will support the Merchant API. This change comes as we approach the August 18th retirement of the Content API for Shopping. This new API will be available as an Advanced API within the scripts editor while we can still use the Content API until its official sunset.
What’s new: The Merchant API introduces a modular architecture, breaking down functionality into sub-APIs for quicker updates, easier maintenance, and fewer disruptions. This setup enhances capabilities with features like the Google Product Studio API for generative AI, APIs dedicated to product and store reviews, and a Notifications API for real-time updates.
Additionally, we now have more control over data management. This includes handling supplemental product data, managing local and regional inventories, and running promotions—all within an omnichannel system while still supporting our legacy setups.
Why it matters: The Merchant API provides a more flexible approach to managing product data at scale. It’s especially beneficial for complex or omnichannel setups and introduces new capabilities like AI-driven content tools that can boost feed quality and performance. With the imminent retirement of the Content API, transitioning to this new system is crucial to avoid disruptions and maintain competitiveness.
Yes, but: Switching to the new API requires adjustments, particularly for those of us with custom scripts or complex feed setups tied to the legacy API.
Bottom line: For those of us using scripts, this is our chance to upgrade to a more powerful and scalable integration, enabling new features while future-proofing our Shopping workflows before the cutoff date.
I’ve got exciting news from Google Ads! They’re making our lives a lot easier by simplifying the process of enhanced conversions into one convenient toggle switch. This means I can now enjoy more accurate conversion tracking with minimal setup effort.
Google is streamlining one of its key measurement tools by merging enhanced conversions for web and leads. By doing so, I can utilize multiple data inputs simultaneously, offering me more precise tracking with fewer hurdles.
What’s happening. Google Ads is consolidating its enhanced conversions into a single system. The best part? I no longer have to choose just one implementation method!
I can send user-provided data through various channels like website tags, Data Manager, and API integrations all at once. The prior separation between ‘enhanced conversions for web’ and ‘enhanced conversions for leads’ is disappearing, saving me from unnecessary complexity.
What’s changing and when: By June 2026, Google Ads is allowing the intake of user-provided data from website tags, Data Manager, and API connections. This collective approach is set to enhance conversion accuracy and boost bidding performance.
The switch to a single feature with an easy toggle removes the need for me to fuss over method selection like tag vs API.
Why I care. This update is a game-changer for conversion tracking during a time when data signals are vanishing. By utilizing multiple data sources, Google Ads can match conversions more precisely, which boosts my bidding efficiency and campaign successes. It also removes the technical obstacles, giving me seamless access to better data without needing to stick to one integration method.
Impact on advertisers. No action is required from me or any existing users if the customer data terms have already been agreed to. New users have the flexibility to enable enhanced conversions at both the account and individual conversion action levels, with the option to opt-out at the conversion action level if needed.
How to enable it (quick take). At the account level, I’ll simply go to Goals → Settings, enable enhanced conversions under Customer data use, and accept the data terms. For individual conversion actions, I can set up or edit a conversion action, enabling enhanced conversions during the process and agreeing to data terms.
Yes, but. To leverage enhanced conversions, I must agree to Google’s Data Processing Terms and ensure I’m complying with its expanding use of first-party data, a crucial step today.
Bottom line. Google is quietly pushing for broader adoption of user-provided data by making setup simpler. For me, this means improved performance with less manual input. I’m getting richer conversion data feeding into my bidding strategies and optimizations, and I can achieve greater results while simplifying my overall measurement strategy.
As someone deeply invested in the world of digital advertising, I’ve noticed that Google is making a significant change. They’re moving away from impression-based planning and encouraging us to adopt more conversion-focused strategies.
Recently, I learned that Google’s Performance Planner tool has refined its scope. They’re now emphasizing conversion-focused campaign types, leaving behind the traditional impression-based planning style.
What’s happening? Last month, Performance Planner stopped supporting planning for Display and Video campaigns. This adjustment also means that metrics like impression share, top impression share, or absolute top impression share are no longer viable on their platform.
Why this matters to us. This shift away from impression-focused planning affects how we forecast and optimize campaigns concentrated on brand awareness. Google’s push towards conversion-focused and automated strategies challenges us to rethink our approach to upper-funnel tactics.
The bigger picture. It’s evident that Google Ads is prioritizing automation and performance-driven results. They are aligning their tools more with campaign types like Search, Shopping, App, Demand Gen, Local, and Performance Max.
How it’s working now. We can continue using the Performance Planner for supported campaign types, but any plans that included Display or Video campaigns, based on impression share metrics, are no longer editable or viewable.
What I’m watching. I’m curious about how we’ll adapt our planning and forecasting strategies for upper-funnel channels like Display and Video now that they lack native support in Google’s tools.
Bottom line. Ultimately, Google’s focus on performance-driven planning means that impression-based strategies might soon be a thing of the past. It’s time to embrace the shift towards conversions.
I’ve recently discovered some exciting news from Google that’s perfect for those of us who rely on their ad tools and measurement resources. Google has just launched a developer hub that’s set to make our tech-driven advertising tasks a lot smoother.
The new Developer Hub centralizes everything into one easy-to-navigate destination, which promises to simplify our experience when building, automating, and scaling ad campaigns.
What’s Happening. Google is introducing the Advertising and Measurement Developers Hub. This centralized site is designed to give us seamless access to an array of tools and resources across their ad ecosystem. Say goodbye to hunting for documentation in multiple places!
The Hub organizes resources for products like the Google Ads API, Google Analytics, and publisher tools such as AdMob and Google Ad Manager into convenient categories including advertising, tagging, and measurement.
How It Works. It features a streamlined homepage where I can quickly access documentation, blog updates, and community channels. Plus, there are dedicated sections to explore products, connect with support, and engage with Google’s developer relations team.
Why We Care. For anyone deep into using Google’s tools, like me, this is a game-changer. The ease of access to advanced tools for automation, tracking, and optimizing campaigns can really boost efficiency. This new hub makes it nearly effortless to take advantage of Google’s robust ad tech ecosystem.
The Big Picture. As our advertising efforts increasingly lean on automation and APIs, Google is bolstering the infrastructure to support developers and technical users managing complex integrations.
Zoom In. New features I think are worth noting include a ‘meet the team’ section, a centralized support page with links to Discord and GitHub resources, and a media hub featuring content like Ads DevCast.
What to Watch. It’ll be interesting to see if this hub becomes the go-to entry point for developers across Google’s ad products, especially as more AI and measurement tools roll out.
Bottom Line. Google is betting big on developer support with this hub, anticipating that it will drive innovation and adoption within its ad tech ecosystem.
