Welcome to our May 2025 PPC roundup. This month’s updates bring a mix of live rollouts and promising new features currently in testing. Both Google and Microsoft have continued their aggressive push toward AI-powered advertising, smarter automation, and expanded creative capabilities.
Whether you're optimising search campaigns, expanding into video, or preparing for future changes, here’s what you need to know from the world of paid media.
Google launches AI Max for Search campaigns
Google Ads has officially launched AI Max, a new campaign type designed to blend the power of broad match, smart bidding, and dynamic creative adaptation. It brings a more transparent version of Google's automation-heavy strategy, giving advertisers wider query reach and performance-driven creative customisation, all powered by AI.
The rollout began in early May and is already being enabled in selected accounts. If you're still relying on traditional manual campaigns, this could be the time to explore more automated options.
“Copy and Edit with AI” debuts inside Google Ads asset library
Google continues its push into generative AI with a new feature, “Copy and Edit with AI”, now visible inside the asset library. This tool lets advertisers create alternative ad copy variations at speed, using AI to reword or optimise text directly within the platform.
While the feature is rolling out gradually, it’s already proving useful for advertisers who need to manage and test large volumes of creative assets quickly
YouTube tests mixed-length non-skippable ads
In a notable beta test, YouTube is experimenting with mixed-length non-skippable ads. The format combines two short, back-to-back non-skippable video ads in a single sequence, designed to increase brand storytelling opportunities while keeping ad breaks compact.
Still in testing, this could evolve into a key format for brands looking to drive memorability with minimal disruption. Keep an eye on this one for potential rollout in Q3.
“Read Reviews” extension spotted in Google local ads
Google Ads is testing a new “Read Reviews” extension in local search ads. This feature adds a review callout beneath the ad copy, linking to real customer feedback.
While not yet available to all advertisers, it reflects Google’s ongoing effort to integrate social proof into paid ads, especially valuable for service-based and location-focused businesses.
New visual reporting features arrive in Google Ads
Data visualisation just got a boost with the rollout of new chart types in Google Ads reports. These enhancements make it easier to present campaign performance with cleaner, more dynamic visuals. Great news for agencies preparing client dashboards and performance summaries.
The update is now available across most accounts, with further refinements expected over the coming months.
Social media follower counts surface in Search ads (in testing)
Google is currently testing a feature where social media follower counts are displayed within paid search ads. It appears to pull follower numbers from verified YouTube or Instagram accounts, showing them as a trust-building element in the ad.
It’s not live platform-wide, but could add a valuable layer of social proof if officially released.
Microsoft begins Smart Campaigns upgrade to Performance Max
Microsoft Advertising has begun the process of upgrading Smart Campaigns to Performance Max. This update brings AI-driven, multi-channel campaign support to the platform, similar to Google's PMax setup.
The rollout began in May and will continue over the coming weeks. Advertisers using Smart Campaigns should expect automatic migration, so it’s worth reviewing settings and creative inputs in advance.
Native Ads on Microsoft now support video assets
A long-awaited feature has arrived: video support for Microsoft Native Ads. Advertisers can now embed short video creatives directly into native placements, helping to increase user engagement and retention.
If you're already running Microsoft Native campaigns, this opens the door to richer storytelling and improved visual impact.
Microsoft Ads Studio goes global
Microsoft’s Ads Studio is now available worldwide. This creative tool allows advertisers to manage image, video, and text assets from within the Microsoft Ads platform, streamlining workflows for display and native campaigns.
Now fully rolled out, it offers more control and efficiency, particularly for teams managing multi-format creative libraries.
More branding tools and diagnostics added to Audience Ads
To round out Microsoft’s updates, Audience Ads now support logos, CTAs, and diagnostic tools. These additions make it easier for advertisers to maintain visual consistency while gaining more insight into campaign performance.
The tools are already available in most accounts, helping to close the gap between Microsoft’s native ads and more mature display networks.
Wrapping up
From confirmed rollouts like AI Max and Microsoft’s PMax transition to in-testing features like follower counts and YouTube ad experiments, the PPC world is moving at pace. It’s clear that automation and AI are continuing to redefine campaign management, reporting, and creative development across platforms.
Make sure to audit your current setups, explore the new tools available, and prepare for what’s coming next. We'll be back in June with all the latest from the world of paid media.
