What’s new in Paid Media: August 2025 industry updates

Welcome to the latest blog from the Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve.

Summer may be winding down, but paid media is definitely heating up! From new AI-powered tools in Google Ads to fresh features on LinkedIn, Facebook, and YouTube, platforms are rolling out updates that could shape your campaigns for the busy months ahead. Let’s dive into what’s new and why it matters.

Keep reading to discover:

New targeting options land in Google Ads Performance Max

Google Ads has rolled out long-awaited targeting controls for Performance Max (PMax) campaigns through its API. Advertisers can now refine campaigns with device targeting, shared negative keyword lists, and age-based exclusions, features that bring PMax closer to the control level of traditional Search campaigns.

What’s changing?

• Device targeting: Choose which devices (mobile, desktop, tablet, TV) your ads run on, improving efficiency and relevance.
• Negative keyword lists: Apply shared negative keyword lists at campaign level to block irrelevant queries.
• Age range exclusions: Exclude specific age groups, helping advertisers stay compliant and focus on the most relevant audiences.
• Availability: Live now across all supported versions of the Google Ads API.

What does this mean for me?

These updates strike a better balance between automation and control in PMax. Advertisers no longer have to rely solely on Google’s black-box optimisation, they can actively shape performance while still benefiting from AI.

Here’s how to take advantage:

• Reduce wasted spend: Use negative lists to cut out poor-quality or irrelevant queries.
• Optimise device performance: Shift spend away from underperforming devices and double down on high-converting ones.
• Stay compliant: Use age exclusions to meet regulations for age-sensitive products and services.
• Blend control with automation: Rather than replacing AI, these guardrails help you guide it more effectively.

This is a big win for advertisers frustrated with PMax’s “all-or-nothing” automation. Now is the time to review your targeting strategy and align these new controls with your campaign goals.

Microsoft Ads introduces website exclusions for search & audience campaigns

Microsoft Ads has introduced new website exclusion management tools, making it easier for advertisers to control where their ads appear across Search Ads and Audience Ads. With bulk management and scalable exclusion lists, this update delivers greater efficiency, brand safety, and campaign precision.

What’s new?

• Centralised management: Create and manage website exclusions at the account level.
• Bulk application: Apply exclusion lists to multiple campaigns in just a few clicks.
• Scale with ease: Add up to 10,000 websites per exclusion list and manage up to 100 lists per account.
• Campaign alignment: While exclusions can still be applied at the ad group level, Microsoft recommends campaign-level management for consistency.
• Pilot feature: A new Targeted Website List is being tested, advertisers can contact their Microsoft rep for early access.

What does this mean for me?

This update is a big win for advertisers who have struggled with the manual effort of managing exclusions across multiple campaigns. With centralised and bulk controls, you can now save time while ensuring your ads avoid low-quality or brand-unsafe placements.

Here’s how to make the most of it:

• Boost brand safety: Exclude inappropriate or irrelevant sites at scale to protect your brand.
• Streamline efficiency: Cut down manual work by applying exclusions in bulk.
• Optimise budgets: Prevent wasted spend on placements that don’t convert.
• Future-proof campaigns: Explore the pilot Targeted Website List to further refine placements once it’s rolled out.

By extending exclusions across both Search Ads and Audience Ads, Microsoft is giving advertisers end-to-end control over placements in a way that aligns with today’s focus on privacy and brand protection.

AI Max rolls out new reporting features

Google Ads has added a powerful new reporting feature for AI Max campaigns, giving advertisers a unified view of search terms, ad headlines, and landing pages. This marks a major leap in transparency compared to Performance Max, where advertisers often struggled to see how Google’s automation was making decisions.

What’s new?

• Unified report: Search terms, AI-chosen ad headlines, and landing pages can now be viewed in one place.
• Transparency boost: Advertisers gain visibility into how queries, creatives, and landing pages connect.
• Early visibility: Insights are available from month one, unlike PMax, where similar transparency took years to roll out.
• Use cases: Especially useful when using Final URL expansion or auto-generated assets

What does this mean for me?

This update eliminates a major blind spot in AI Max campaigns, helping advertisers diagnose issues faster and optimise with confidence. 

How to make the most of this update:

• Fix page mismatches: Spot when a query lands users on a generic or irrelevant page, and redirect them appropriately.
• Refine creative: Assess whether AI-generated headlines align with user intent and campaign goals.
• Control automation: If Final URL expansion drives poor experiences, deactivate it and regain control.
• Optimise performance early: Get insights in the first month rather than waiting for long-term reporting upgrades.

By giving advertisers a clearer lens into how AI decisions are made, Google is moving toward a more collaborative model, blending automation with the insights marketers need to guide it effectively.

Google Ads launches new AI Max experiments

Google Ads has introduced a new way to test AI Max features in Search campaigns without duplicating campaigns. Instead of building a copy for experiments, advertisers can now run tests directly within the original campaign, splitting the budget 50/50 between control and trial groups

What’s new?

• Built-in experiments: No need for duplicate campaigns, testing runs inside your existing Search campaign.
• Features tested: Search term matching and asset optimisation are enabled by default in the trial arm.
• Faster insights: Reduced setup errors and shorter learning periods compared to custom experiments.
• Flexibility: Advertisers can disable certain AI Max features (e.g. search term matching or asset optimisation) if needed.
• Auto-apply option: By default, winning experiments may apply changes automatically (though this can be switched off).

What does this mean for me?

On the plus side, this update makes testing faster and less error-prone, a big improvement for advertisers who want to trial AI Max without the hassle of duplicate campaigns. But there are trade-offs:

• 🟢 Pro: Less setup work. Quick experiments and easier reporting.
• 🟢 Pro: Faster learning. Data flows within the same campaign, so results stabilise sooner.
• 🔴 Con: Limited flexibility.  Some campaigns (e.g. using shared budgets or portfolio bidding) can’t use this feature.
• 🔴 Con: Auto-apply risk.  Be cautious with the default setting that applies experiment results automatically, not every “win” is a real win in AI terms.

This move shows Google’s push to normalise AI Max across Search campaigns. While the streamlined testing is welcome, advertisers should stay alert: Google is making it easier to test AI, but also harder to not adopt it. Run experiments, but review results critically before rolling them out at scale.

X to insert ads into Grok AI answers

X (formerly Twitter) is testing a bold new ad format: inserting paid placements directly into responses from its AI chatbot, Grok. Advertisers could soon reach users at moments of high intent, embedding solutions right where people are asking for answers.

What’s new?

• Ads in AI answers: Brands can pay to appear in suggested solutions when users ask Grok questions.
• Smart targeting: xAI technology will optimise ad placement and targeting based on user queries.
• Potential checkout integration: Musk hinted at in-app purchases, enabling users to act on ads instantly.
• Aesthetic prioritisation: Ads will be assessed for visual appeal to improve user experience.

What does this mean for me?

For advertisers, this opens a new high-intent channel that blurs the line between search and social advertising. It’s like PPC meets conversational AI, but with caveats:

• 🟢 Pro: Reach users at the right moment. Ads appear when people are actively seeking solutions.
• 🟢 Pro: Advanced targeting.  xAI can match ads to user intent in real time.
• 🔴 Con: Platform risk. X’s brand safety issues and controversial AI outputs could affect ad perception.
• 🔴 Con: Unclear transparency. Details on labelling and ad placement are still vague.

From a PPC and Paid Social perspective, Grok ads could shift budgets toward conversational AI channels, especially for brands targeting high-intent users. PSoc marketers might see opportunities for creative storytelling directly in AI answers, but they’ll need to weigh the risks of placing ads on a platform still grappling with moderation and brand safety challenges.

In short, this is a high-reward, high-risk experiment. Brands that experiment early could gain visibility in a unique context, but caution is warranted until ad policies and safeguards are fully clear.

Meta upgrades professional dashboard with fresh insights

Meta (Facebook) has revamped its web-based Professional Dashboard, giving creators deeper insights, streamlined navigation, and better parity with mobile tools. The update centralises earnings, engagement, and content performance, making it easier for creators to manage their presence across devices.

What’s new?

• New home screen: Highlights earnings, content performance, and audience engagement front and center.
• Simplified navigation: Tools for monetisation, audience connection, and education are grouped logically.
• Cross-device consistency: Comments Manager and other key features now match mobile functionality on the web.
• New metrics: Views over time, view rate, and retention help pinpoint which content hooks viewers and where engagement drops off.
• Audience insights: “Popular with your followers” shows what resonates most with your audience.
• Coming soon: Data export, bulk uploads, and advanced trend reporting on the web.

What does this mean for me?

Creators now have a more powerful hub for monitoring performance, spotting trends, and making smarter content decisions, all without switching devices. Here’s how to make the most of it:

• Spot trends faster: Use audience insights to see which posts are resonating and shape future content.
• Optimise retention: Pinpoint where viewers drop off and tweak hooks to keep engagement high.
• Save time: Cross-device parity and simplified navigation reduce friction in daily content management.
• Plan strategically: Advanced metrics and upcoming features (like bulk uploads and data export) make it easier to scale and measure content strategy over time.

While these updates improve transparency and workflow, creators still rely heavily on Meta’s algorithms to determine reach and engagement. Even with better insights, strategy success ultimately depends on understanding how the algorithm surfaces content, not just the raw metrics.

In short, the refreshed dashboard is a win for creators who want clarity, efficiency, and insight, but marketers will still need to combine this data with broader strategy and testing to maximise impact.

YouTube expands Promote tools – No Google Ads needed

YouTube has updated its Promote tools, allowing creators to boost videos and Shorts directly from YouTube Studio without going through Google Ads. The update includes richer post formats, improved engagement features, and more granular CTAs, all designed to make content promotion faster and more flexible.

What’s changing?

• Community Posts: Upload up to 10 images per post (up from 5) to tell richer stories and increase engagement.
• Auto-dubbing edits: Verified creators can now edit dubbed tracks directly in Studio; manual multilingual caption editing will follow later this year.
• Enhanced CTAs: New button options like Book Now, Get Quote, and Contact Us, now available on desktop.
• Streamlined promotions: Boost both Shorts and long-form videos without navigating Google Ads, keeping everything within Studio.

What does this mean for me?

For creators and brands, the update reduces friction in running promotional campaigns while enhancing localisation and engagement opportunities. Here’s how to make most of it:

• Leverage richer storytelling: Use all 10 images in Community Posts to create compelling carousels.
• Localise strategically: Test auto-dubbing in key markets and refine messaging in top-performing regions.
• Align CTAs with objectives: Choose buttons that match your campaign goals, whether driving leads, bookings, or direct contact.
• Test and track: Measure promotion performance directly in Studio to refine future campaigns.

While this update improves workflow and control for creators, it doesn’t replace the targeting and optimisation depth offered by Google Ads campaigns. For brands seeking scale or sophisticated audience targeting, Google Ads still plays a key role.

Bottom line: YouTube’s new Promote tools streamline content boosting, making it faster and more flexible for creators to reach audiences globally, even if it’s not a full replacement for traditional PPC campaigns.

Look out for our September edition of “What’s new in Paid Media” for a round up of next month’s industry updates to inspire your PPC, Paid Social and Display strategy. If you want to talk about your business’ aspirations, get in touch!