Google Ads 2026: What's Changing

The Continued Rise of Automation

Google's push toward AI-powered campaigns continues to accelerate. Performance Max is becoming the default for many advertisers, and manual campaign types are seeing reduced feature development.

What this means: Manual optimisation skills remain valuable, but you need to learn how to work with AI systems rather than against them. Focus on providing quality inputs (data, assets, audience signals) rather than trying to override Google's automation.

Privacy and Measurement Changes

Third-Party Cookie Phase-Out

Chrome's deprecation of third-party cookies is finally happening. This impacts remarketing, conversion tracking, and audience targeting.

How to Prepare

• Implement enhanced conversions on all conversion actions
• Build first-party data strategies (email lists, CRM integration)
• Use Customer Match for audience targeting
• Set up Google's Consent Mode for EU compliance
• Consider server-side tagging for improved data accuracy

Search Ads Are Getting More Visual

Google is increasingly adding visual elements to Search results. Image extensions, product images in text ads, and visual search features are becoming more prominent.

• Enable image extensions on all relevant campaigns
• Ensure your images meet Google's quality guidelines
• Consider how visual elements complement your ad copy
• Test different image types to see what drives CTR

Broad Match + Smart Bidding Is the New Default

Google is pushing advertisers toward broad match keywords combined with automated bidding. The argument: let the AI find conversions across a wider query space.

The reality is nuanced. This approach works well for accounts with strong conversion data and larger budgets. For smaller accounts or new advertisers, phrase match and exact match still provide important control.

If You're Testing Broad Match

• Always use with automated bidding (Target CPA or ROAS)
• Maintain comprehensive negative keyword lists
• Review search terms reports weekly
• Set realistic CPA/ROAS targets based on historical data
• Segment by match type to compare performance

Video Advertising Continues to Grow

YouTube remains the most-watched video platform, and Google is pushing video across more inventory (Shorts, Discover, in-feed). Demand Gen campaigns now include video as a core format.

• Create video assets for Performance Max campaigns
• Test YouTube campaigns for brand awareness and remarketing
• Consider vertical video for Shorts and mobile inventory
• Use Video action campaigns for direct response goals

What Should Advertisers Focus On?

• First-party data: Build and use your customer lists
• Tracking accuracy: Implement enhanced conversions everywhere
• Creative quality: Better assets = better AI performance
• Testing cadence: Test new features early, but measure carefully
• Account structure: Simplify for better data consolidation