The month of April brings a series of important updates to the Google Ads platform, with a direct impact on the way campaigns are managed. From new policies, to optimizations in Performance Max and changes in Google Tag Manager, here are the most relevant news.

1. Unfair Advantage Policy – Multiple ads on the same page

Google relaxed the rule that limited the number of ads shown by the same business on a single results page. Now, a business can appear with multiple ads, as long as they are in different locations (e.g., paid and organic results). The change offers increased visibility opportunities for brands, but also challenges for smaller competitors who need to strongly optimize their budgets.

2. Improvements in Performance Max

Google introduces retention goals for Performance Max, allowing bidding for inactive customers, a useful option for eCommerce. The reports also now include a column dedicated to the cost of acquisition, providing a clearer picture of the effectiveness of the campaign. The number of negative keywords at the campaign level has also been expanded from 100 to 10000, and control over visual creatives has been improved.

3. Google Tag Manager – changes in tag loading

The Google tag will be automatically loaded before the set events, which will ensure more accurate tracking and tracking of conversions, without relying on manual intervention or delays in triggering tags.

4. Gambling advertising – stricter rules

Ads for social casino games are prohibited, and violating the rules may result in immediate suspension of accounts. It is therefore vital to review active policies, but also to avoid sensitive content in general.

5. Search Partner Network – automatic changes

Google automatically excludes domains from the Partner Network, which can affect the performance of some campaigns. If these areas were productive for your brand, you’ll need to manually reactivate them.

6. Improving the relevance of Search ads at the bottom of the page

As of April 21, 2025, Google has also expanded bottom-of-page display opportunities for relevant ads, without affecting fair competition and without advertisers paying twice or competing with themselves.

Until now, only certain advertisers participated in the auction for ads displayed at the bottom of the results page. From now on, relevant ads that already appear among the top ads will now have the chance to participate in the auction for the bottom ads.

7. Search Max – The next generation of AI-powered Google Ads campaigns

Google is testing a new feature called Search Max, which aims to increase conversion volume through more precise targeting and wider reach, while keeping your ads relevant. Search Max combines advanced search term matching with dynamic text and URL optimization, using intensive AI.

Unlike DSA campaigns, keywords can be added to Search Max, which will most likely work with broad matching. In addition, Google could dynamically optimize all ad content – both headlines and descriptions – to best align with the user’s search intent. Search Max is currently only available on a few accounts, but is expected to roll out to all advertisers in the coming months.