Top 10 PPC News-Parade from September 5 to 14, 2025

17 Sep Top 10 PPC News-Parade from September 5 to 14, 2025

The most important Pay Per Click news from September 5 to 14, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

1) New legal troubles in the EU and US for Google
The EU could force Google to sell parts of its Ad Tech business (in addition to multimillion fines), and the FTC wants to investigate the BigG and Amazon Ads auctions.
https://searchengineland.com/eu-fines-google-3-5-billion-over-anti-competitive-ad-tech-business-461641
https://www.reuters.com/business/retail-consumer/us-ftc-probes-google-amazon-over-search-advertising-practices-source-says-2025-09-12/

2) AI text controls are coming to GAds
It will be possible to target AI with positive and negative keywords in the wake of controversy over AI ad horrors sometimes we find in our campaigns
https://www.linkedin.com/feed/update/urn:li:activity:7371778608643633152/ (Ginny Marvin)
https://www.linkedin.com/feed/update/urn:li:activity:7370354813441585153/ (Amy Hebdon)

3) What’s new for MetaAds
Announcements at Brand Building Summit, engaged view changes, Shops reporting in Business Suite, WA status placements
https://searchengineland.com/meta-expands-reels-threads-and-ai-tools-to-boost-brand-building-461945 (Anu Adegbola)
https://www.linkedin.com/feed/update/urn:li:activity:7373311659815305217/ (Bram Van der Hallen)
https://www.linkedin.com/feed/update/urn:li:activity:7373677336208166912/ (Bram Van der Hallen)

4) Small but important tip for multi-domain tracking of GAds conversions with GTM
Sadman Shahadat reminds us of the importance of enabling all domains used on the site + passing parameters between them in the GAds Conversion Linker in Tag Manager.
https://www.linkedin.com/feed/update/urn:li:activity:7369769514634338304/

5) The ability to set a total budget in GAds returns
Announced the return (after many years) of the ability to set a fixed total budget for a campaign + a nice recap of all the available spend management options
https://www.linkedin.com/feed/update/urn:li:activity:7373274779908313088/ (Ginny Marvin)
https://www.wordstream.com/blog/google-ads-budget (Susie Marino)

6) Beware of Google alerts
3 specialists report alerts/tips by Google, not exactly impeccable, that might reach us and cause problems for our accounts
https://www.linkedin.com/feed/update/urn:li:activity:7373675738727743488/ (Anthony Higman – budget increase wrong alerts)
https://www.linkedin.com/feed/update/urn:li:activity:7373671679715164161/ (Kim Petersen – conversion value visits in (shop)
https://www.linkedin.com/feed/update/urn:li:activity:7373672922550448128/ (Thomas Eccel – Too Low Budget in PMax/DGen and How to Get Around It)

7) How AI is already changing the way we run B2B campaigns
Great post by Pauline Jakober confirming the limits of the “old school” approach with the spread of AI Mode/Overview
https://grouptwentyseven.com/google-ai-mode-is-here-what-smart-b2b-advertisers-are-doing-differently/

8) Why the Copy-Paste approach hardly works on Meta, TikTok, and Pinterest
Akvile De Fazio explains (well) why using the same content in campaigns on 3 different channels might definitely affect results
https://searchengineland.com/cross-platform-ad-creative-meta-tiktok-pinterest-461721

9) Programmatic news from Criteo/Netflix and Google/Amazon
Criteo becomes the first “onsite retail media partner” (whatever this might mean exactly) for Google SA360, Netflix joins DV360 and Amazon Ads
https://www.criteo.com/news/press-releases/2025/09/criteo-and-google-announce-onsite-retail-media-integration/
https://www.linkedin.com/feed/update/urn:li:activity:7373679089011945472/
https://about.netflix.com/en/news/amazon-ads-netflix-partner-offer-programmatic-buying-on-netflix-ads-plan

10) Google Announces New Features at Think Week in New York
Ads in AI Overview, Copy Guidelines (see #2), and Asset Studio
https://www.socialmediatoday.com/news/google-rolls-out-ad-options-retailers-ai-generated-assets/759858/

EXTRA CONTENT

New data on Search Ads – TikTok
Google Grants program extended to new countries (mainly in Africa) – Jason King
New script to calculate Lin Rodnitzky rate historic variations – Nils Rooijmans
Pinterest Presents 2025 (news announcements by the platform) will be on September 25 – Pinterest

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May the ROI be with you! And… more peace for everyone!

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