The top 10 international Pay Per Click Industry News from October 17 to 24, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Google might automatically set a value for new customers
Google continues to “help” us advertisers with potentially devastating automatic settings (Bilal Yasin & Anu Adegbola)
https://searchengineland.com/google-ads-quietly-tests-auto-setting-new-customer-value-463615
2) Creativity as key to success in the AI era
Two very interesting posts that argue exactly the same point (consistent creativity is the solution to the flood of AI-generated similar content)
https://www.jonloomer.com/meta-andromeda-creative-diversification/ (Jon Loomer)
https://hallam.agency/blog/creative-differentiation-in-paid-media-the-hidden-cost-of-blending-in/ (Ben Wood)
3) How to find the right balance between automation and control in GAds
2 great posts explaining how to create a flow of work and a structure that allows you to get the most out of AI and human oversight
https://adalysis.com/blog/managing-google-ads-accounts-ai/ (Brad Geddes)
https://savvyrevenue.com/blog/search-campaign-structure/ (Andrew Lolk)
4) Demand Gen is enriched with the option to find new customers
Google releases some important updates to DGen for use on new business (Andrew Hutchinson)
https://www.socialmediatoday.com/news/google-outlines-latest-demand-gen-campaign-updates-ai-generated-video/803400/
5) CTV ads are starting to be very interesting
2 great posts on best practices for advertising on Connected TV and B2B targeting
https://searchengineland.com/connected-tv-advertising-search-demand-463644 (Holly Kelly)
https://searchengineland.com/youtube-ads-drive-b2b-conversions-463567 (Melissa Mackey)
6) “Source” data are coming to the AIMax search term report
Thomas Excel reports on the new feature that can explain why the campaign showed the ad for that specific search query.
https://www.linkedin.com/feed/update/urn:li:activity:7387171431240957952/
7) Some new features in Meta
Video Generation, Meta shop or on-site conversions, product catalogs, and sales campaigns
https://www.linkedin.com/feed/update/urn:li:activity:7387172806431678464/ (Dario Zannoni)
https://www.linkedin.com/feed/update/urn:li:activity:7387172593675513857/ (Emirhan Bayutmus)
https://www.linkedin.com/feed/update/urn:li:activity:7386470993445216258/ (Dario Zannoni)
8) The Quality Score is still alive and well among us
Giuseppe Scollo highlighted the evident correlation between CPC and CTR even in responsive ads
https://www.linkedin.com/feed/update/urn:li:activity:7386649703129624576/
9) First examples of Text Guidelines
Arpan Banerjee intercepted one of the first examples of the new feature designed to steer AI-generated texts announced a few weeks ago by Google
https://www.linkedin.com/feed/update/urn:li:activity:7386649703129624576/
GAds & MetaAds updated benchmark for conversion rates in 23 sectors – Susie Marino (Wordstream)
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/kF9ao4r3Yv0
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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