What’s New with Google Ads?

As of mid-February 2025, Google Ads has introduced several significant updates:

1. Performance Max Enhancements

Google has expanded its Performance Max campaigns, integrating AI-driven features to improve results and provide greater transparency. These enhancements aim to help advertisers better understand the factors driving their campaign performance.

2. Policy Updates

• Gambling and Games Policy: Revisions include updated country-specific guidelines and detailed explanations of various gambling categories. 

• Government Documents and Services Policy: Changes affect the advertising of government-related documents and services, with new guidelines effective from February 5, 2025.

3. Customer Match List Expiration

Starting April 7, 2025, Google Ads will enforce a 540-day expiration limit on Customer Match lists. Advertisers are advised to regularly update their lists to prevent reductions in size and potential campaign disruptions.

4. Offline Conversion Import (OCI) Requirement

By April 30, 2025, advertisers using OCI must include the 'conversion_environment' parameter in their uploads. Failure to comply may result in the disabling of Smart Bidding for web campaigns, potentially reducing app conversions.

5. Tag Assistant Revamp

Google has relaunched Tag Assistant, combining legacy and companion versions into a unified tool. This update aims to simplify tag management and enhance data accuracy for advertisers.

These updates reflect Google's commitment to refining its advertising platform, ensuring compliance, and enhancing user experience.