This quarterly roundup brings you the important updates from the major ad platforms. We see some major shifts—from smarter targeting options to improved automation tools. Here’s a quick snapshot of what has changed and why it matters for advertisers.
2025 Paid Search Trends: What’s Changing Right Now
Performance Max is designed to be an AI-first campaign type. Google has been adding new features like improved creatives, smarter goals, clearer reports, etc, over the past year. Even more new features are on the way to help you get even more out of your campaigns.
Annually, Google Ads experts eagerly await the Google Marketing Live event, as it’s the platform where Google introduces new innovations to help advertisers better engage with their audiences.
Want to expand your YouTube channel’s reach? With Demand Gen, you can now boost subscriptions by choosing the ‘YouTube engagements’ campaign goal. Google is rolling out a new strategy to help you get more follow-on views, meaning people keep watching more of your content after seeing your ad.
Two main features of AI Max, search term matching and asset optimization, leverage Google AI to optimize ads in real time. How do these features work? Learn in this blog post.
Some of the highlights of the v20 release of Google Ads API are:
- Possibility to add campaign-level keywords to PMax
- Demand Gen campaign now supports the platform comparable conversions measurement
- Better understand the audience with new tools like device breakdowns, more video metrics, and search filters by specific regions
- Gain deeper insights into YouTube Select Lineups
AI is powering everything, including PPC platforms like Google, Meta, and Microsoft. A group of experienced advertisers shared what they feel and love about these platforms, and what they’d change or eliminate if they had the chance.
Making it Easier to Break Through the Noise and Get Results with Video:- Video has become a crucial part of advertising. The majority (66%) agree that if they don’t invest in video, they can not grab audience attention and will lose out to competitors. To simplify video ad creation, LinkedIn is teaming up with Adobe, bringing Adobe Express designs straight into Campaign Manager.
Microsoft is back with another round of product updates. These announcements include key updates in reporting, PMax, Google import and more.
Breaking Down the Newest Paid Social Announcements
In today’s world of AI-powered advertising, the most successful campaigns are those that can flexibly reach the right customers. With tools like Value Optimization, Incremental Attribution, and Value Rules, Meta is giving advertisers more control, helping them steer the ad system toward the outcomes that matter most to their business.
Opportunity Score is a new feature in Meta’s Ads Manager designed to help businesses act on the right recommendations at the right time, making it easier to improve campaign performance.
At Cannes Lions International Festival of Creativity, Meta introduced the next era of generative AI solutions for advertisers and agencies. Some key takeaways of this event are:
- New Advantage+ features let advertisers and agencies integrate logos, colors, fonts, and more
- Transform images into dynamic videos with animations, text overlays, and music.
- Drive sales with Business AI’s new voice features, AI-generated prompts and quick FAQs on ads
- Virtual Try-On and Creative Sticker call-to-action (CTA) buttons for Facebook Reels and stories.
Following last week’s announcement that hashtags will be banned from all Promoted Posts on X, owner Elon Musk has now hinted at another upcoming change: larger ads will soon carry a higher cost per placement. As explained by Musk:
“X is moving to charging for ads based on vertical size, so an ad that takes up the whole screen would cost more than an ad that takes up 1/4 of the screen, otherwise the incentive is to create giant ads that impair the user experience.”
WhatsApp’s goal is to help admins, organizations and businesses to grow on WhatsApp. Thinking of which, WhatsApp is introducing some new features for its update tab:
- Subscribe to your favourite channels to get exclusive updates for a small monthly fee.
- Explore the directory to discover new and interesting channels. For the first time, admins can boost their channel’s visibility.
- Easily connect with new businesses and start a conversation about the products or services they’re offering on Status.
What Karooya Brings to the Table?
Understanding search terms is key to getting better results from your Microsoft Ads. But why are they important? Where can you find new search term ideas? How can Broad Match help you get more traffic? And how do you use the search term report to find negative keywords? Knowing the answers can help you fine-tune targeting, find top-performing keywords, and cut down on wasted ad spend.
Temu, a key player in the U.S. e-commerce scene, has recently paused its Google Shopping ads in response to rising tariffs and regulatory shifts. This creates a valuable opportunity for Amazon sellers to step in and capture more visibility.
Tinuiti’s Q1 report offers a detailed look at performance across Google, Meta, and Amazon. It provides the insights you need to strengthen your digital strategy and make more informed, data-driven decisions.
With the U.S. Department of Justice moving ahead with its antitrust case against Google, several filings propose major changes that could significantly impact the advertising world. From greater auction transparency to a possible overhaul of Google’s ad tech stack, points which advertisers need to watch out for.
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