Starting Oct. 1, Microsoft will prevent advertisers from setting Max CPC on new standalone Maximize Conversions, Maximize Conversion Value and Maximize Clicks campaigns, pushing more control to conversion-based targets and budgets.
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A practical, four-step roadmap to adopt AI agents for Google Ads: prepare knowledge and data, exhaust off-the-shelf AI, build custom systems only when needed, and drive adoption through early users and clear guardrails.
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Traffic that arrives after an LLM recommendation behaves differently from PPC clicks: higher trust, deeper intent and a need for verification. Marketers should redesign landing experiences, earn citations with original content, and update measurement beyond last-click.
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Google will make budget-limited Target CPA and Target ROAS campaigns optimize closer to their stated targets on Aug 17, 2026. Audit budget-limited campaigns now: check whether targets reflect the outcome you want, measure gaps between assigned targets and actuals, and confirm budget is the real constraint.
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Demand Gen pushes PPC beyond keyword response: it requires creative strategy, audience insight and attention metrics to create interest before people search.
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