top of page

Major Google Ads Updates: What Content Creators and Brands Need to Focus On

Updated: Nov 12

Richie Naylor, Content Director at ZOMA, operating a drone in a creative studio with acoustic panels, showcasing content creation technology and workspace setup.

Google Ads Snapshot with updates 11.09.2025


Unified Web + App Campaigns (Announced September 5, 2025)


Google now allows you to direct Search, Shopping, Performance Max, and Demand Gen campaigns to both web and app platforms. Google Post with Full Breakdown


Implication for Content


You’ll need content that works across both environments—web and app. This means creating adaptable assets (images, videos, and text) that transition well between different screen sizes, interaction types, and user behaviors. Think about maintaining a seamless narrative and consistent visual identity, whether someone is browsing on a phone, using an app, on a tablet, or on a desktop.


More Visibility & Control in Performance Max (August 7, 2025)


New tools include a channel performance report beta, campaign-level negative keyword lists, increased search theme limits, more demographic targeting, and enhanced reporting & diagnostics. Google Description of New Features


Implication for Content


With greater control, your content must be sharper and more aligned with these controls. If you can exclude certain keywords or fine-tune themes, your content should fit the inbound queries and themes you want to own. Additionally, prepare content variations for testing (different headlines and visuals) since reporting and diagnostics will make it easier to see what’s working.


YouTube Follow-On Views Optimisation via Demand Gen (From June 12, 2025)


You can now optimize for “follow-on views,” which are instances when your audience watches additional videos from your channel after seeing your ad. Google Optimisation Demand Gen Features


Implication for Content


Your video content needs to create enough curiosity and value to encourage viewers to want more. The ‘next video’ should feel like a natural extension of the first. Content planning should include storytelling that carries through multiple pieces—sequels, thematic threads, or series.


At ZOMA, we have always believed that content is the bridge between brand and audience. Google’s latest Ads updates don’t change that; they amplify it. They increase the stakes of producing content that is smart, flexible, and highly attuned to how people use the internet nowadays.

The ZOMA Approach


At ZOMA, we don’t just create content. We build content strategies that deliver real impact. From brainstorming concepts to editing the final cut, we work closely with you to ensure every asset serves a clear purpose.


What This Means for Your Brand


If your content strategy has lagged behind current ad platform capabilities, you risk:


  • Wasting budget on creative that doesn’t align with how Google is now optimizing campaigns.

  • Losing out to brands investing in adaptive, testable assets.

  • Providing disjointed user experiences when people move from web to app or across devices.


On the flip side, brands that embrace these updates by creating content that’s adaptable, engaging, and consistent can capture more visibility, loyalty, and conversions.


Ready to Elevate Your Content?


If you’re ready to take your content strategy up a notch—aligning with what Google now expects, planning for longer video journeys, and adapting assets for multiple environments—we’d love to help make that happen. Because when your content strategy is strong, everything else becomes easier.


📩 Let’s talk content



bottom of page