The top 10 international Pay Per Click Industry News from July 17 to 24, 2026, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Local Service Ads will be moved to Performance Max in GAds
After 10 years since their launch, LSA are (finally) united under the GAds panel (within PMax campaigns).
https://www.wordstream.com/blog/google-ads-lsa-pmax-update (Susie Marino)
2) The implications of the smart bidding change starting August 17
The change in smart bidding for budget-limited campaigns that outperform the set target is causing quite a stir.
https://hopskipmedia.com/the-17-august-smart-bidding-change/ (Ameet Khabra – mini-guide)
https://www.linkedin.com/feed/update/urn:li:activity:7486321329579790337/ (Aaron Levy – management/testing tips)
3) MCP server actions in Business Suite, tROAS goal in Max conv, and other news in MetaAds
Bram VdHallen reports on the news Meta Ads Feature of the Week
https://www.linkedin.com/feed/update/urn:li:activity:7486363598261325824/
https://www.linkedin.com/feed/update/urn:li:activity:7485661089653960704/
4) Best Practices for Lead Generation in MetaAds
Jon Loomer summarizes the key tips for maximizing returns from this type of campaign
https://www.jonloomer.com/meta-ads-lead-generation/
5) Google Tag Manager Helps You automatically Configure Purchase Conversions in GAds
Vivek Gupta reports on the new guided setup that automates tag creation
https://www.linkedin.com/feed/update/urn:li:activity:7486366304010919936/
6) Great real-world case study of MetaAds Lookalike Audiences for an app promotion
David Vargas shares data from a campaign created using lookalike audiences obtained from Apple IDFA
https://www.linkedin.com/feed/update/urn:li:activity:7485661398979686401/
7) Brand Reports Released Globally in GAds
Yash Mandlesha shares a screenshot of the new report (which, however, shows very little truly useful data for now)
https://www.linkedin.com/feed/update/urn:li:activity:7486319983975899136/
8) Income Percentile Exclusions in PMax
Thomas Eccel reports that it is now possible to exclude household income classes from PMax (even though EU data are missing)
https://www.linkedin.com/feed/update/urn:li:activity:7486319068560470016/
9) ChatGPTAds launches conversion-optimized bidding
Auto-optimized CPCs and a new study on prompt-to-ad matching are here
https://www.linkedin.com/feed/update/urn:li:activity:7486364037329461248/ (bids – Juozas Kaziukenas)
https://www.linkedin.com/feed/update/urn:li:activity:7486363922082676737/ (matching – Joss Froggatt)
10) Google posts the highest quarterly earnings in its history in Q2 2026, but receives another fine in the EU
Ad revenue accounts for almost three-quarters of the total, but it comes a $1 billion fine (Barry Schwartz)
https://www.seroundtable.com/google-ad-revenue-earnings-41738.html
https://www.seroundtable.com/eu-fines-google-1-billion-dma-41745.html
EXTRA CONTENTS
Q&A on Smart idding Exploration, Promotion vs season adj & Max conv/CV vs tCPA/ROAS – Ginny Marvin (Google)
“Topic insights” in Clarity – Navah Hopkins (Microsoft)
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/iXamS5GvkT4
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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