July 2026
Performance Max gets Asset Group Theming source ↗
Google Ads can now clone a Performance Max asset group into themed variations, using generative AI to restyle your existing product imagery with seasonal backgrounds such as Back to School or Halloween. Your original assets stay untouched; the themed copies run as variations you can test.
For your campaigns: Seasonal testing in PMax just got much cheaper. If your asset groups are well structured, cloning a Halloween or Back to School variant is now a few clicks rather than a rebuild.
PMax Channel Diagnostics flags missing assets per channel source ↗
The Channel Performance section of Performance Max now includes a diagnostics view, collectively or per channel (Search, YouTube, Display, Discover, Gmail, Maps), that identifies missing or unaccepted assets such as headlines, descriptions and images that are limiting where your campaign can serve.
For your campaigns: PMax underdelivery is very often an asset-completeness problem. Check the diagnostics before touching bids; a missing description or image can silently keep a whole channel dark. Campaigns generated with AdPilot ship with the full asset set for exactly this reason.
Demand Gen animates your static images (beta, on by default) source ↗
Demand Gen campaigns received an Animated Images beta that automatically adds motion effects to static image assets. Google’s goal is higher engagement from the same creative; the enhancement is enabled by default.
For your campaigns: Check how your images look animated: the feature is on by default, so your brand imagery may already be moving. Opt out per campaign if motion does not suit the creative.
Merchant Center Next is now just Merchant Center source ↗
From July 2026 Google is dropping the “Next” branding: the migrated platform is simply called Google Merchant Center again. No features, access or account settings change.
For your campaigns: Purely cosmetic; nothing to do. Your product feeds, links and Shopping campaigns are unaffected.
June 2026
Target CPA and Target ROAS behaviour changes from 17 August source ↗
Google announced (22 June) that target-based bid strategies are changing on 17 August 2026 so that budget-limited campaigns deliver more consistently toward their set targets. From 6 July a Bid Target Adjustment Tool lets you review and modify campaign targets ahead of the change.
For your campaigns: If you run budget-capped campaigns on target-based bidding, put 17 August in your calendar and review your targets with the adjustment tool before the switch, so the new behaviour starts from numbers you actually mean.
Gemini-powered Overview page (beta) source ↗
Google Ads unveiled (30 June) a redesigned Overview page built on Gemini: a full-page AI canvas that summarises account performance, surfaces insights and offers guided actions. It is in beta for English-language accounts, with early access via Google account teams.
For your campaigns: Expect the Google Ads home screen to start proposing actions, not just charts. As always with guided actions: read what it wants to change before accepting.
Max Conversion Value arrives in Standard Shopping source ↗
The Max Conversion Value bidding strategy became available (26 June) in Standard Shopping campaigns, directly from the bidding dropdown in campaign settings. Previously revenue-maximising bidding of this kind was associated with Performance Max.
For your campaigns: Standard Shopping advertisers can now bid toward revenue rather than clicks or conversions without moving to PMax. Worth testing if your products vary widely in value.
PMax Products report can filter by asset group source ↗
Performance Max’s Products report gained an asset-group filter (25 June), so product-level performance can be analysed per asset group instead of only at campaign level.
For your campaigns: You can finally see which asset group is doing the selling for each product, which makes restructuring decisions (split, merge, retheme) evidence-based instead of guesswork.
Text Disclaimer asset for regulated industries source ↗
A Text Disclaimer asset went live (22 June) in the Assets section for regulated industries. Advertisers pick a disclaimer type and text, preview how it renders on Responsive Search Ads, and it works with AI Max features including Final URL Expansion.
For your campaigns: If you advertise in a regulated category (finance, health, legal), this replaces awkward workarounds: the disclaimer lives as an asset with a live preview, and it overrides a description pinned to position 1.
Measurement: extra data sources for the Google tag (beta) source ↗
Google introduced (18 June) a beta that lets the Google tag ingest additional data sources, such as your CRM or backend systems, to shore up conversion measurement. Google pitches two benefits: resilient measurement when signals are lost, and improved bidding from more complete data.
For your campaigns: If ad blockers or consent gaps are eating your conversion data, this is the official patch: richer signals mean steadier smart bidding. Setup is manual via Tag Manager or Data Manager.
Attributed Branded Searches goes global source ↗
The Attributed Branded Searches metric became available globally (30 June), measuring branded search volume triggered by ad impressions, aimed at proving the intent lift from YouTube brand campaigns. Video View campaigns can also fold YouTube Shorts ad actions into budget optimisation.
For your campaigns: Upper-funnel YouTube spend finally gets a defensible number: how many branded searches your impressions created. Useful ammunition when video budgets are questioned.
Late May 2026
Display campaigns are migrating to Demand Gen source ↗
Google confirmed (27 May) that Display campaigns are being folded into Demand Gen. The migration tool rolls out from June 2026; migrated campaigns keep their reach across two million-plus sites and apps, gain YouTube, Discover, Gmail and Maps inventory, and are renamed with a “#2” suffix while preserving performance history.
For your campaigns: This is the structural change of the season. If you still run classic Display, plan the move rather than letting the tool decide timing for you; Demand Gen has different creative expectations (and AdPilot generates Demand Gen campaigns natively, media included).
