The top 10 international Pay Per Click Industry News from October 23 to 30, 2026, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Exact and phrase matches are now officially included in AIM/O
Google confirms what many of us had suspected (after pushing AI-Max hard, it’s time for “classic” search).
https://www.linkedin.com/feed/update/urn:li:activity:7521467433594056704/
2) New audience management features from Meta
New audience insights, ad-level audiences, and “simplified” video retargeting are coming.
https://www.linkedin.com/feed/update/urn:li:activity:7521913914172022784/ (new insights – Bram van der Hallen)
https://www.jonloomer.com/choose-an-audience-for-each-ad-creative/ (audience per ad – Jon Loomer)
https://www.linkedin.com/feed/update/urn:li:activity:7521546823195398145/ (video retargeting – Bram van der Hallen)
3) Beware of videos automatically pulled from your My Business profile and social media (activated by default!!!)
Anthony Higman reports that starting November 8, videos posted on social media (via links in the GBP) may also appear in PMax.
https://www.linkedin.com/feed/update/urn:li:activity:7521908777852284928/
4) The silent killers of GAds performance
2 posts on the most common (and very costly) mistakes to avoid in GAds
https://www.wordstream.com/blog/google-ads-optimization-mistakes (Michelle Morgan)
https://searchengineland.com/google-ads-conversion-tracking-mistakes-498579 (Brad Geddes)
5) GAds in AIM/O is expanding into 10 new countries (and the CTR is around 0.9%)
Google has announced expansion into 10 new markets +3 within the year, and a small case study predicts a CTR of around 1%.
https://blog.google/products/ads-commerce/ads-in-ai-mode-global/
https://www.linkedin.com/feed/update/urn:li:activity:7521915743550988288/ (Cyrus Shepard)
6) But Meta campaigns don’t convert… Are you really sure?
Andrew Lolk reminds us once again that no promotional channel is an island.
https://www.linkedin.com/feed/update/urn:li:activity:7521948008930762752/
7) LinkedIn makes it easier to sponsor independent creators and opens its CVTAds to Google DV360
LI makes it easier to sponsor creator content without prior agreements and opens programmatic ads to Google.
https://www.socialmediatoday.com/news/linkedin-adds-new-creator-monetization-options/833179/ (Andrew Hutchinson)
https://news.linkedin.com/2026/linkedins-ctv-ads-now-available-through-display-and-video-360
8) Google and Meta both aim to qualify leads even without a CRM connection.
In two different posts, the two big players’ intention to bypass the difficulties of Integration with external CRMs
https://www.linkedin.com/feed/update/urn:li:activity:7521472426631655424/ (Andrea Di Pietrillo)
https://ppcnewsfeed.com/ppc-news/2026-10/lead-forms-now-allow-advertisers-qualify-leads/ (Hana Kobzova)
9) Smart Bidding Exploration also arrives in PMax and Shopping campaigns
Anu Adegbola reports on the upcoming innovation in Google Ads
https://searchengineland.com/google-ads-expands-smart-bidding-exploration-to-performance-max-and-shopping-campaigns-498529
10) Ginny Marvin announces new budget allocation controls between channels and new customer value adjustment
Preferred channels and a percentage multiplier for new customer order value are coming (be careful with reports) though)
https://www.linkedin.com/feed/update/urn:li:activity:7521886410442928129/
https://www.linkedin.com/feed/update/urn:li:activity:7521909298478739456/
EXTRA CONTENTS
New ad formats announced – Meta
October update for PMax & agentic campaigns – Microsoft
Why ADworld Experience is different from all the other events – Adworld Experience
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/QboeJnqFzS0
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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