Monthly Roundup | Top PPC News | October 2025

Posted November 3rd, 2025 by Amita & filed under PPC Roundup.

Stay informed with this month’s PPC trends and updates. From important platform shifts to emerging strategies, we’ve gathered the essential insights and takeaways you need to elevate your ad performance.

Action Required: Transition from call ads to call assets:- Call ads are being phased out and replaced by responsive search ads (RSAs) that use call assets. To keep driving valuable phone call leads, make sure to switch to using call assets within your RSAs.

Key dates to remember:

Starting February 2026, advertisers will no longer be able to create new call-only ads.
By February 2027, existing call-only ads will stop serving and no longer receive impressions.

Update on Plans for Privacy Sandbox Technologies:- Google is officially retiring several Sandbox APIs, including Attribution Reporting, Topics, Protected Audience, and Shared Storage. With that, first-party data becomes even more critical, and CHIPS and FedCM will continue to evolve as privacy-preserving solutions for cookies and identity.

Policy update: Physical goods subscriptions:- Physical goods subscriptions are now rolling out to all eligible Shopping ad merchants in the U.S. With this update, you can offer customers the option to buy your products repeatedly. This gives businesses more flexibility and a repeatable way to purchase what they love.

Google to expand ads in AI Overviews to more markets:- Google will expand AI Overview ads beyond the U.S. to select English-speaking markets by late 2025, reshaping search ads as they appear alongside AI summaries instead of traditional results.

Import cost data from Meta and TikTok ads:- You can now seamlessly import Meta and TikTok cost data into Google Analytics to automatically track and analyze ad spend alongside your other marketing data.

Unlocking more opportunities for partners and customers through collaboration with Amazon:-Microsoft Advertising is strengthening its partnership with Amazon DSP to tap into real shopping behaviors, vast reach, and premium ad placements across Amazon’s sites, apps, CTV, and top third-party publishers.

DOJ and Google wrap up ad tech monopoly hearing:- The Justice Department and Google have concluded a two-week hearing on how to tackle Google’s alleged monopoly in online advertising. During the news:

The Justice Department wants Google to sell its ad exchange and parts of its tools to restore competition
Google argues this would hurt publishers, advertisers, and small businesses
Closing arguments are set for November, with a ruling expected soon after

Advertising Week 2025: AI-Enabled Performance for Today and Tomorrow:- Meta is launching more generative AI and creator tools to unlock entirely new ways for businesses and agencies of all sizes to grow. These tools are: