Hey there, digital marketing friends!
April has been absolutely packed with Google Ads updates that could dramatically impact your campaigns. From consent mode warnings to exciting new YouTube features, we’ve got a lot to cover.
Let’s dive into the most important Google Ads changes from the first half of April 2025 that you need to know about right now.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
Missing Consent Mode now blocks campaign publishing in EEA
If you’re advertising in Europe, listen up! Google has taken a serious stance on consent:
🚨 The big change: Google Ads now flags missing Consent Mode as a performance issue before you can publish campaigns in the European Economic Area. In some cases, you literally can’t publish without it.
This isn’t just a compliance issue anymore—it directly impacts whether your ads can run and how well they perform.
What you need to do:
Get a Google-certified Consent Management Platform
Properly implement consent signals through gtag.js or Google Tag Manager
Use Tag Assistant or DebugView to verify everything’s working
Don’t try the “duplicate tabs” workaround—it’s a band-aid, not a solution. Fix your consent implementation now to keep your campaigns running smoothly. Find more details here.
YouTube gets major love in Demand Gen campaigns
YouTube is taking center stage in Google’s Demand Gen campaigns with two exciting updates:
1. New “YouTube Engagements” campaign goal
Google has introduced a dedicated YouTube Engagements goal for Demand Gen campaigns, letting you focus specifically on video engagement.
Key details:
Video ads only (no shopping feed integration)
Requires YouTube channels selection for channel controls
Optimizes for channel subscriptions
2. Track YouTube Channel growth with new conversion actions
Now you can actually track and optimize for:
YouTube channel subscriptions
“Follow-on views” (when users watch additional videos on your channel)
How to set it up:
Link your Google Ads account to your YouTube channel
Create a Demand Gen campaign with “YouTube engagements” goal
Start with “Maximize Conversions” bidding, then switch to Target CPA after collecting about 50 conversions
This is HUGE for content creators and brands looking to grow their YouTube presence through ads! Check out all the details here.
Performance Max gets major lifecycle goals & image controls
Google continues to supercharge Performance Max with some exciting new features:
1. Customer lifecycle goals
PMax now supports your full customer journey with:
Retention goals: Target those valuable repeat customers
Customer acquisition cost (CAC) reporting: A new column making it easier to track what you’re spending to acquire vs. retain
These updates help you prioritize high-value returning customers and optimize your spending across the customer lifecycle.
2. Enhanced image controls
PMax is getting smarter about creative assets:
Landing page image sourcing: Google can now automatically pull images from your landing pages when it spots opportunities (don’t worry—you can opt out)
Image enhancements: Performance Max will automatically create variations of your images to fit different placements
Coming soon: Google will also introduce uncropping features and even animated versions of your static images. More variety without the extra work! Read more here.
Google overhauls policy pages for better clarity
Google has updated several policy pages related to account suspensions, billing, misrepresentation, and network abuse.
While they claim no enforcement changes (just clarity improvements), it’s worth familiarizing yourself with the clearer guidelines:
Account suspensions: Better explanation of what triggers suspensions
Billing & Payments: More transparency around payment issues and resolution processes
Misrepresentation: Detailed examples of prohibited tactics like impersonation and clickbait
Ad network abuse: Clearer definitions of behaviors that violate platform rules
Google’s goal here is to help advertisers understand the rules better and reduce confusion. Take a few minutes to review these updates—especially if you’ve had compliance issues in the past. Read more here.
Google tests new “More” button ad format
Have you noticed something different in your search results? Google is experimenting with a new ad format featuring an overlay-style expansion.
When users hover over or click a “More” button within sponsored ads, additional product listings appear in an overlay that covers part of the search results page.
Unlike the typical horizontal carousel expansion, this new format creates a floating layer showcasing more products from the same advertiser. It’s visually dominant and pulls focus to the additional offerings.
The jury’s still out on whether users will find this helpful or intrusive, but it’s worth watching as it could impact how your products appear in search results. Check out all the details here.
The big picture: What these changes mean for you
Looking at these updates collectively, we see Google continuing to:
Prioritize compliance – especially in the European market
Enhance automation and AI capabilities in Performance Max
Integrate YouTube more deeply with other ad products
Improve transparency around policies and enforcement
Test new ad formats that could change user interaction
Action items for smart advertisers
Here’s what you should do now:
Check your consent implementation if you advertise in Europe
Explore the new PMax lifecycle goals to better target high-value customers
Test YouTube engagement campaigns if growing your channel is important
Review the updated policy pages to ensure compliance
Keep an eye on your metrics as these changes roll out
As always, the key to success is staying informed and adapting quickly. The advertisers who leverage these new features first often gain a competitive advantage.
Which Google Ads updates have impacted your campaigns the most this year? Reply to this email – we’d love to hear your experiences!
Until next time,
The Inceptly Team
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session:
Want more content like this?
Don’t miss out on the latest news and updates from the world of Direct Response advertising! Subscribe to our newsletter today 👇
Like this post? Let's continue the conversation!
Get in touch with us by shooting us a quick email or tagging us on LinkedIn or Instagram, and sharing your thoughts. Your feedback helps us keep our blog relevant and interesting.
Get Our Newsletter
Need Help?
Get in touch with us for an insightful evaluation of your ads + actionable tips to help amp up your direct response revenue
