The top 10 international Pay Per Click Industry News from September 5 to 14, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
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
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/SEFSw1Z_Nas
May the ROI be with you! And… more peace for everyone! Thaaanks Gianpaolo Lorusso ADworld Experience founder
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