Google Ads
Search Engine Land is your premier source for Google Ads news, strategies, and in-depth content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions that boost your ROI.
Mastering Google Ads for maximum ROI
Google Ads is a powerful tool for driving targeted traffic, generating leads, and increasing sales — but staying ahead in paid search requires more than just a basic understanding of campaigns. Search Engine Land equips you with actionable strategies to optimize ad performance, reduce wasted spend, and maximize your return on investment.
Discover insights on everything from mastering campaign types like Performance Max to leveraging advanced strategies and features like audience targeting, responsive search ads, and bidding strategies. Whether you’re managing large-scale accounts or running ads for a small business, our resources are tailored to meet your specific needs.
What you read here is written by our experienced in-house team, alongside subject matter experts from leading agencies and top-performing brands across various industries
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Google Ads extends Demand Gen cost adjustments from 3 weeks to 60 days
Google Ads extends Demand Gen cost adjustments from three weeks to 60 days, helping eligible campaigns manage costs during the learning phase.
Google Ads API v26 launches with Search Lift measurement and new campaign controls
Google Ads API v26 adds Search Lift measurement, new Performance Max features and a faster twice-monthly release schedule.
Google Merchant Center introduces new store address attribute for local inventory
Google Merchant Center now requires a store address attribute for local inventory ads and free listings to improve product-to-store accuracy.
Google Ads introduces automotive model feeds for vehicle manufacturers
Google Ads’ new automotive model feeds let eligible vehicle manufacturers showcase vehicle images, pricing and features directly in Search ads.
Google Ads introduces channel prioritization and budget allocation controls
Google Ads is introducing new channel prioritization and budget allocation controls, giving advertisers more flexibility over campaign spending.
Google Ads API moves to twice-monthly releases starting with v26
Google Ads API is moving to twice-monthly releases, giving developers faster access to new features without increasing migration requirements.
Google Ads adds Search terms and ad combinations report for AI Max
Google Ads’ new AI Max report gives advertisers clearer insights into search terms, ad copy and landing pages
Google Tag Manager update promises faster websites and simpler tracking
Google Tag Manager now enables faster data collection, improved website performance and simpler tracking management.
Google Ads tests AI-powered campaign creation using natural language
Google Ads is testing an AI-powered campaign setup that lets advertisers describe their goals in natural language
Google Ads tests automated bidding for Video Reach campaigns
Google Ads is testing automated bidding for Video Reach campaigns, allowing advertisers to maximize reach without manually setting a Target CPM.
Google Analytics launches User Groups Admin API for easier access management
Google Analytics’ new User Groups Admin API lets organizations automate user access, group management and permissions at scale.
Google Ads gives Demand Gen advertisers a way to keep Lookalike targeting restrictions
Google Ads is shifting Demand Gen Lookalike audiences toward AI-driven targeting while preserving stricter controls as an option.
Consolidate or segment? A Performance Max decision framework
Too much consolidation wastes spend. Too much fragmentation hurts optimization. Find the right balance for your Google Ads account.
Google Ads adds automatic text overlays to Demand Gen video ads
Google Ads is adding automatic text overlays to Demand Gen videos, giving advertisers new creative options.
Google launches Display & Video 360 Structured Data Files v11 with expanded targeting
DV360’s latest update expands audience and location targeting, improves YouTube campaign support and bulk management capabilities.
Google AI Mode ads: Everything you need to know
Google is deciding when and how to introduce your business into AI-powered conversations. Here's where your control begins — and ends.
YouTube expands Masthead ad eligibility to online gambling advertisers
Starting October 21st, YouTube will allow certified online gambling advertisers to run Masthead ads, expanding eligibility beyond sports betting.
Google Ads lets advertisers preview AI Max-generated ad copy before opting in
Google Ads now lets advertisers preview up to 10 AI-generated headlines and descriptions before enabling AI Max text customization.
Google Ads introduces commerce audience sharing for retail media
Google Ads now lets retailers share first-party audience segments with brands and sellers for more targeted retail media campaigns.
Google Ads adds video impressions and funnel reporting to Overview page
Google Ads adds video impressions to conversion paths and new funnel-stage reporting for deeper campaign insights.
Google opens Conversion Lift to Search and Performance Max
Google is making incrementality testing more accessible by opening self-serve Conversion Lift measurement to eligible Search and PMax campaigns.
Google Ads adds new AI Max columns for deeper campaign analysis
New AI Max reporting columns give advertisers more visibility into targeting, location and brand settings across their campaigns.
Google Display migration to Demand Gen: How to protect your ad budget
Demand Gen removes familiar Display controls. See what changes, what to audit, and how to limit wasted spend after migration.
Google Ads can now calculate Target ROAS from profit margins
Google Ads’ new Target ROAS calculator uses profit margins to help advertisers set bidding targets around profitability.
Top PPC tactics to try for all levels of AI adoption
Whether you’re using AI for insights, as a campaign copilot, or to automate tasks, these tactics can help you get more from your campaigns.
Google Ads loosens business name rules for some advertisers
Google is giving eligible advertisers more flexibility to use recognized brand names that don’t exactly match their destination domains.
Microsoft Advertising adds HubSpot integration ahead of holiday season
Microsoft latest updates help lets advertisers connect campaigns to revenue, scale B2B targeting and test changes with less manual work.
Google location asset requirements: What you need to know
Wrong address? Missing location? Disapproved asset? Here’s where to look before changing your Google Ads setup.
Google expands cross-channel conversion reporting to app campaigns
Advertisers can now include app conversions in performance and attribution reporting while managing their attribution independently.
Is your Google Ads account ready for Q4?
Black Friday isn’t the time to discover problems with your tracking, product feed, or margins. Here’s what to sort out beforehand.
Why Performance Max isn’t a YouTube ad strategy for ecommerce
YouTube can create demand that Search and Shopping can’t capture. But it needs creative and measurement built for how the channel works.
The August 17th Post-Mortem: What Google’s Smart Bidding update really changed
Join us on October 15th where Mike Ryan shows how Google’s August 17 update reshaped ROAS, CPCs, budgets and advertiser behavior.
Google tests a new look for mobile ad sitelinks
Google is testing a redesigned mobile ad sitelink layout that makes individual links darker, clearer and more prominent.
Microsoft Ads API adds deeper search reporting and more PMax controls
Microsoft’s latest API update gives advertisers deeper search-to-landing-page insights, device exclusions for PMax and more.
Google Ads API v25.2 adds competitive benchmarks and PMax upgrades
Advertisers are getting more data and control across competitive benchmarking, PMax, Search bidding and creator insights.
Google tests bigger Local Services Ads
Google may be giving local advertisers more visibility possibly meaning a growth of investment in its pay-per-lead ad business.
Google Ads adds IP address and timestamp matching to Customer Match
Google Ads adds IP addresses and timestamps to Customer Match, promising stronger matching and new privacy considerations.
When more PPC budget doesn’t equal more leads
If search is carrying your lead generation strategy, increasing spend won’t replace the awareness and trust built across other channels.
How to use Google Veo to create video ads for PMax and Demand Gen
Turn existing creative assets into short-form video, with tips for image selection, formats, messaging, and performance measurement.
How much of your Google Ads conversions come from AI Max?
Combine AI Max expanded matches and landing page matches to measure conversion contribution and identify campaigns worth investigating.