The top 10 international Pay Per Click Industry News from October 3 to 17, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Google Ads releases its MCP Server
After a positive survey, GAds has released its Model Context Protocol, which allows third-party AI tools to directly query campaign data
https://ads-developers.googleblog.com/2025/10/open-source-google-ads-api-mcp-server.html
2) Google Ads in SERPs: “Improvements” and AI Mode
Google changes the navigation through ads in SERPs and the impact of AI results on GAds ads
https://blog.google/products/ads-commerce/google-search-sponsored-results-label/
https://searchengineland.com/ppc-zero-click-search-stay-profitable-463019 (Sarah Stemen)
https://www.wordstream.com/blog/google-ads-ai-mode (Michelle Morgan)
3) MetaAds launches some new features
Interactions instead of Engagement, Show Spotlight in adv+ creative improvements, best practices for the new creative testing tool
https://www.linkedin.com/feed/update/urn:li:activity:7383768094181199872/ (Bram Van der Hallen)
https://www.linkedin.com/feed/update/urn:li:activity:7384926592495554560/ (Dario Zannoni)
https://www.jonloomer.com/meta-creative-testing/ (Jon Loomer)
4) Are we still running campaigns like we did 3 years ago?
Why campaign structure and negative keywords might become a problem (Andrew Lolk)
https://savvyrevenue.com/blog/negative-keywords-google-ads/
https://www.linkedin.com/feed/update/urn:li:activity:7383777825524289536/
5) The Art of AI Prompting for PPC Ad Writing
Jason Tabeling shares an interesting prompting model for getting the most out of AI tools when writing ads copy
https://searchengineland.com/google-ads-copywriting-with-ai-getting-the-prompt-right-462963
6) New “Brand Pulse” Report for YouTube Ads
Ginny Marvin (Google) announces the release of a new report (more “brand lift” for everyone :-))
https://www.linkedin.com/feed/update/urn:li:activity:7383864119935967232/
7) Google’s New Guide to AIMax Best Practices
Giorgi Zayakov shares and comments some of latest Google’s recommendations for optimizing AIMax campaigns (via Adriaan Dekker & Domenico Marcoccia)
https://www.linkedin.com/feed/update/urn:li:activity:7384620519435804672/
8) The Phrase Match Paradox
Brad Geddes explains when phrase match can be a problem and when it can be a resource
https://www.linkedin.com/pulse/phrase-match-paradox-expansion-without-control-brad-geddes-mnqoe/
9) What’s New in Demand Gen and Performance Max
Thomas Eccel shares the latest news on 9:16 images for PMax and optimization for View-Through conversions in DGen
https://www.linkedin.com/feed/update/urn:li:activity:7383880779698974720/
https://www.linkedin.com/feed/update/urn:li:activity:7383863535287664640/
New automation coming for advertisers – TikTok
New benchmark data in Google Analytics 4 – Anu Adegbola
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/ZXVirnnHRQI
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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