The top 10 international Pay Per Click Industry News from October 24 to 31, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) ChatGPT’s Atlas May Be Inflating Fake Clicks
Search Atlas (which has nothing to do with ChatGPT’s new AI browser) is sounding a justified alarm about the automated ad clicks the new AI browser may generate.
https://searchengineland.com/chatgpt-atlas-mimicking-human-clicks-463757
2) Meta Enhances AI Help in Lead Gen Ads
Some interesting lead generation innovations are coming in Q5 (post-holiday period)
https://www.socialmediatoday.com/news/meta-lead-gen-ad-updates-ai-targeting-verification-crm-expansion/804301/
3) Why CPCs for Brand Protection Campaigns Can Go Crazy and How to Fix them
Nils Rooijmans & Brad Geddes offer an interesting explanation and solution (although I’m not entirely sure it’s the best possible solution).
https://www.linkedin.com/feed/update/urn:li:activity:7389655575871246336/
4) Do AI Max campaigns lead to incremental conversions?
Tim Hubler shared a case study that shows that AIMax not always is incremental & Andrew Lolk explains when it helps to get more visibility in AIMode & Overviews
https://www.linkedin.com/feed/update/urn:li:activity:7388558907230789632/
https://www.linkedin.com/feed/update/urn:li:activity:7389619302573887488/
5) The Maximize Conversion Rates portfolio bid strategy will have a control for exploring new traffic
Brian O’Neil reports on a new setting that has only appeared in some accounts so far, allowing for better control over smart bidding.
https://www.linkedin.com/feed/update/urn:li:activity:7388991029917446144/
6) Merchant Centers for agencies and promotion audiences are coming
It will finally be possible to control multiple GMCs from a single parent account and have specific promotions for different audiences.
https://www.linkedin.com/feed/update/urn:li:activity:7388103381598416896/ (Dario Zannoni)
https://www.linkedin.com/feed/update/urn:li:activity:7388992256558497792/ (Heidi Surrock)
7) Some new features in MetaAds
Budget optimization and new stickers for CTAs (Bram Van der Hallen)
https://www.linkedin.com/feed/update/urn:li:activity:7389618839208099840/
https://www.linkedin.com/feed/update/urn:li:activity:7389560753026043904/
8) How to calculate budgets for BFCM
Alessia Smeragliuolo suggests an interesting calculation mechanism based on financial results desired
https://www.linkedin.com/feed/update/urn:li:activity:7389562311667101696/
9) Google releases creative experiments in App campaigns
Hana Kobzova reports an interesting new feature for maximizing the results of creative used in campaigns
https://ppcnewsfeed.com/ppc-news/new-directional-experiments-in-googles-app-campaigns/
Media Mix Modeling best practices by Meta – Andrew Hutchinson (SMT)
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/u86OCDzpJjQ
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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