PPC Signals: Performance marketing updates – October 2025

Google

Google Ads tests “People Also Search For” in sponsored results

Google Ads is testing a new “People Also Search For” section inside text ads. It shows related search terms to help users discover more options, but it might also pull attention away from the main ad or show competitor keywords. 

New SERP redesign changes how Search Ads are labeled and displayed

Google is changing how text ads appear in Search with a new “Sponsored results” label that groups all ads under one heading, which stays visible as users scroll. A new “Hide sponsored results” option also lets users collapse the ad block completely. While ad ranking and delivery remain the same, this clearer design may influence how people interact with ads, making relevance and message quality more important for performance.

New customer acquisition goals for Demand Gen campaigns

Google has introduced New Customer Acquisition goals to Demand Gen campaigns, giving advertisers more control over targeting new buyers. 

The update adds two options: 

• New Customer Only Mode, which bids only for new users 
• New Customer Value Mode, which prioritizes them with higher bids

This change strengthens Demand Gen as a mid-funnel tool for growth-focused brands looking to drive incremental conversions.

New “Investment Strategy” tab in Google Ads helps you plan smarter budgets

Google Ads has introduced a new Investment Strategy tab inside the Recommendations section.

It helps advertisers who are limited by budget see how extra spend could improve performance across campaigns. The tool estimates how many more conversions, clicks, or value you could get with a higher investment, making it easier to plan where to spend more.

How it works:

• Choose your main campaign goal (like conversions or value).
• Enter how much extra budget you can spend per week.
• Google shows the possible increase in results (clicks, conversions, or value).
• See how each campaign’s cost, ROAS, and value might change.
• Select or deselect campaigns to adjust how your extra budget is shared.

In short, it’s a smarter version of the old “Limited by budget” suggestion — now with real data and forecasts to guide better budget decisions.

PMax campaigns now support 9:16 vertical image ads

Google Ads has added support for 9:16 vertical image ads in Performance Max campaigns. These full-screen creatives follow the same specs as Story-style placements, with a recommended size of 1080x1920 and a 5MB file limit. 

While Google hasn’t confirmed where these ads will appear, they’re expected to show in vertical placements like YouTube Shorts.

Google launches Merchant Center for Agencies

This new account type that replaces and expands the old Multi-Client Account (MCA) system. It lets agencies manage all client accounts from one dashboard, saving time and improving visibility. 

The new interface offers faster navigation, clearer performance insights, proactive issue detection, and tools to monitor account health and optimize product feeds. Agencies can request access through the Merchant Center Help form.

Microsoft Ads

Bing Shopping tests scrollable filter bubbles

Bing is testing a new Shopping interface that shows scrollable filter bubbles above product results. These rounded tabs suggest related categories like “Seat Cushions” or “Outdoor Cushions,” helping users refine their searches quickly without retyping. The feature makes product discovery faster and more visual, though availability may differ by market and category.

Dotidot

Coming soon: Product Analytics

Soon, marketers will be able to identify underperforming products, wasted budget areas, unpromoted items, and more through a new reporting tool. It’s designed to instantly highlight issues within campaigns and reveal opportunities for future improvement.

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