Top 10 PPC News-Parade from July 11 to 18, 2025

The top 10 international Pay Per Click Industry News from July 11 to 18, 2023, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).

1) Negative keyword lists now in PMax campaigns too
Finally you can add negatives from a list directly in GoogleAds Performance Max campaigns, A very welcome update that opens up several optimization options.
https://www.linkedin.com/feed/update/urn:li:activity:7351992860763660289/ (Thomas Eccel)

2) Meta recent updates & lead quality note
Bram Van der Hallen shares the latest updated, while Dario Zannoni remarks that Instant Forms have a “max nr of conv. leads” which should improve quality even without a CRM
https://www.linkedin.com/feed/update/urn:li:activity:7351494934467608576/ (quality leads)
https://www.linkedin.com/feed/update/urn:li:activity:7350941814456991746/ (ad rewards for agencies, cross-channel conv in Meta Ads Manager etc)
https://www.linkedin.com/feed/update/urn:li:activity:7351497441839349760/ (new breakdowns by flexible formats, img gen & related media)

3) The Influence of Demand Gen on Other Search Campaigns
Matthieu Tran-Van shares an interesting case story on how DGen contributed indirectly to increasing performance.
https://www.linkedin.com/feed/update/urn:li:activity:7351994388807385088/

4) Pushing Acquired Customers in PMax
Two excellent posts explain how to use Performance Max with the option to push for existing customers.
https://searchengineland.com/how-to-use-performance-max-for-high-value-customer-acquisition-and-retention-458843 (Maggie Humphrey)

https://learn.jyll.ca/blog/google-ads-customer-lifecycle-goals-what-you-need-to-know (Jyll Saskin Gales)

5) Trick to Lower CPCs on LinkedIn Ads
AJ Wilcox explains a little known trick to lower the cost per click working on the cpc suggestion when choosing manual bids
https://www.linkedin.com/feed/update/urn:li:activity:7351994760171061249/

6) “Smart Bidding exploration” arrives in search campaigns
Maximilian vom Eyser was among the first to share the new option being rolled out for all campaigns with target ROAS.
https://www.linkedin.com/feed/update/urn:li:activity:7351994927284690945/

7) Separate the B2C feed from the B2B one
Ruben Runneboom explains why it’s still worth separating feeds and campaigns when the same products are sold to both end consumers and Wholesalers
https://www.linkedin.com/feed/update/urn:li:activity:7351496069911851008/

8) New features for YouTube campaigns
Several posts highlighting the release of very interesting features for leveraging influencer marketing on YouTube.
https://www.linkedin.com/feed/update/urn:li:activity:7353061966401204225/ (Influencer video audience – Emirhan Bayutmus)
https://www.linkedin.com/feed/update/urn:li:activity:7353062218411773952/ (Creator Partnership Hub in beta – Thomas Eccel)
https://www.linkedin.com/feed/update/urn:li:activity:7352648483473895425/ (Mini-Guide to Shorts – Hana Kobzova)

9) Which AI/LLMs “understand” pay-per-click best?
Susie Marini (Tinuiti) shares the results of a test that tested the most popular tools (spoiler: Gemini prevailed).
https://www.wordstream.com/blog/how-accurate-is-ai-for-ppc

10) Brand inclusion and exclusion lists can now only work with AI Max.
To use brand inclusion/exclusion lists, you will need to enable AI Max for search (expanded matching will no longer be sufficient) – Jerome Fleck
https://ppcnewsfeed.com/ppc-news/2025-07/brand-inclusions-and-exclusions-moving-into-ai-max/

Extra contents

MetaAds creatives optimization checklist – Jon Loomer
Linkedin updates its own guide to ads success – Andrew Hutchinson
Google Hotel Ads in Ai overviews – Blair Roche (via Armando Travaglini)
New Digital Ads benchmark Q2 2025 – Tinuiti

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

PS: Please comment if you think I missed something important (I’ll consider next week! 🙂 Thank You.

Gianpaolo Lorusso
ADworld Experience founder

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