Google Ads News: November 2025
Last Updated on: 28th November 2025, 09:39 pm
AI advisors, expanded PMax reach through Waze, and more! November has been an interesting month in Google Ads News, and in this breakdown, I’ll show you everything you need to know to keep increasing your advertising returns.
Let’s take a look!
Google Ads News about New Features and Launches
1. Google Launches AI-Powered Ads & Analytics Advisors
Google’s new “AI Advisors” are supposed to help advertisers diagnose issues and recommend fixes. In theory, you could ask it:
“Why did my CPA spike this week?”
…and it would give you a neat, digestible explanation.
The reality?
Early testers found that the Advisor often misunderstood very basic context.
For example, if a campaign is limited by audience size, it might say “raise your bids” instead of addressing the real constraint.
Or it might confidently suggest a targeting setting that doesn’t even apply to your campaign type.
My take: use the Advisor for quick summaries – not decisions.
You still need to understand your account and prioritise expertise instead of Google Ads’ automation and “AI silver bullets.”
2. Big Google Ads News for Performance Max: Google Is Testing Creatives Pulled From Twitter (Yes, Twitter)
Google is experimenting with a feature that automatically grabs campaign videos from your X/Twitter account and suggests them as a Performance Max ad asset. There was no official announcement, but a consultant spotted it.
While fun, this isn’t the kind of unoptimised content you’d want used for your revenue-generating campaigns. Social content is casual; ads are not, especially if you are optimising for intent rather than brand awareness.
The burden is now on advertisers to lock down brand governance before Google decides that your meme-style awareness content might be “great for conversions.”
3. A New Conversion Metric Quietly Appears
Google has introduced a new conversion metric without explanation (as they often do). While they didn’t give us a lot of detail, it appears tied to improved transparency around:
- Modeled conversions
- Adjusted conversion values
- Attribution logic
I’d interpret this as Google preparing advertisers for future bidding updates. Whenever Google introduces a new conversion metric quietly, it usually means something bigger is coming.
Keep an eye on this one, especially if you’re using value-based bidding.
Grab your benchmarks and make sure you know what you’re working with so that even if the bidding system changes, you know what worked for you in the past.
4. Big Performance Max Google Ads News: Expanding to Waze
Performance Max ads can now show on Waze. For certain businesses, especially:
- Automotive
- Local services
- Travel and hospitality
… this could bring in useful incremental traffic.
If you’re running PMax campaigns optimised for Store Visits, Store Sales or Local Actions (e.g., “Get Directions”), your ads can now appear inside the Waze navigation app as “Promoted Places in Navigation” pins.
Waze placement means you’re reaching people en route, not just in a research mindset.
If someone is driving past your store, your ad can show up right in that moment of potential decision-making.
You don’t need to upload creatives separately. Google will use your existing campaign assets and optimise them for the new placement. This is the point where I encourage you, as always, to double-check what its AI has done, so you’re not allocating budget to creatives no one is going to click on.
Right now, this placement option is only available in the US, but Google is expecting to roll it out globally in 2026.
If it’s available to you and you fit the business categories that can benefit from this Google Ads news, your next steps should be to:
- Audit your store-goal PMax campaigns
- Monitor Waze campaigns closely: Check for any changes in direction requests, store visits attributed to Waze PMax, offline sales, and costs, with a specific attention to the quality of these conversions
- Regularly review the new channel-performance report to understand which aspects of your PMax campaigns are driving the highest-value conversions
And in general, keep a close watch on anything new you test.
I am excited about this feature and believe it has a lot of potential, but it is a new feature. When it comes to your business, don’t leave anything to chance – keep holding the reins!
Optimisations to Existing Google Ads Features
1. Brand Inclusions Now Available in Standard Google Ads Shopping Campaigns
Google quietly added Brand Inclusions to Standard Shopping campaigns. Before now, this level of brand control only existed inside PMax.
For example, if you sell 20 brands but only 4 generate strong margins, you can now tell Shopping:
“Only show ads when these 4 brands are involved.”
If you’ve been stuck choosing between the granularity of Standard Shopping and the brand filtering of PMax, you can now have both.
2. Incrementality Testing Becomes Easier and Cheaper (Finally)
The latest Google Ads news shows us that it’s now simpler to measure “incremental lift,” i.e. the impact your ads have beyond what organic traffic would have given you anyway.
For years, this kind of testing was a luxury reserved for enterprise budgets.
Now it’s easier to set up, suitable for small businesses, and no longer tied to expensive analytics setups.
If you’re tired of the “but how do we really know the ads caused this?” conversations, try it out! Or if you need assistance, contact me.
3. Display Campaigns Finally Get Proper Asset-Level Reporting
This is one of those updates that seems boring until you realise how much easier it makes optimisation.
Until now, Display campaigns have behaved like a black box. You could see results, but not which headlines, images, or videos were driving them.
Now, the latest Google Ads news shows us that Display is giving you much better visibility.
For example, you might discover:
- One headline gets double the clicks
- One image drives all the conversions
- A video you thought was strong actually has poor performance
This is the kind of reporting that lets you get rid of poorly-performing aspects and scale what’s actually working. If you’ve stuck with Display through all these years, they’ve finally fixed its main pain point!
4. Google Ads Editor 2.11 Adds Campaign-Level Negatives
The latest Editor update includes campaign-level negative keywords.
This might sound minor, but for anyone managing dozens or hundreds of campaigns, it’s a gigantic timesaver.
Editor has also become faster and more stable overall. If you’re a bulk optimiser, it’s time to rejoice!
5. Be Careful: “Investment Strategy” Prompts for Budget-Limited Campaigns
If you’ve been seeing prompts like:
“Increasing your daily budget by £20 could unlock 37 more conversions.”
… remember: Google benefits financially when you increase budgets. The projections may sound confident, but they’re not a guarantee.
Treat these prompts as directional suggestions, not gospel.
They can be helpful, but they’re ultimately sales nudges – for Google, not for you. If you’re unsure about your campaigns’ conversion potential, know your acquisition costs and set up your conversion tracking properly.
For assistance, my team and I are right here.
6. ‘New Customer Value’: Google Testing Auto-Setting
Right now, you manually tell Google how valuable your new customers are compared to your returning customers.
Now, Google is testing a feature that guesses this number for you.
And that’s where alarm bells should ring.
If Google overestimates new customer value, it might start bidding aggressively for “new” users who don’t convert long-term.
If it underestimates, it might throttle growth.
Keep a close watch on this. Customer value modelling is too important to let Google automate blindly.
Staying Ahead in November
This month’s theme is unmistakable:
Google is pushing more automation and wider reach, while giving just enough reporting upgrades to keep advertisers from revolting.
To stay ahead:
- Review your brand controls in Shopping
- Check whether any Twitter content has slipped into PMax
- Start using the new Display asset data
- Approach every AI “recommendation” with caution
- Don’t let Google decide your customer value for you
As I always say, Google Ads is a phenomenal platform for driving growth. I’ve used it to grow thousands of my clients’ businesses and my own. However – and that’s a big one – Google Ads knows its business best, and it keeps its profitability top of mind. Not yours.
When it comes to your business, don’t let Google make the decisions for you. Evaluate, monitor, and use your expertise to decide what you want to do in your Google Ads account.
If you need a refresher, get your copy of my best-selling Google Ads book to cover the fundamentals of profitable campaign setup. Or, for personalised help, book an in-depth audit of your account.
See you next month!
