Google Ads Updates for PPC specialists: October 2025
Dear PPC specialists,
A lot has happened in the past 7 days 👇
🗑️ Google Ads cancelling inactive accounts
Google cancels an account automatically after more than 15 months with no spend, and explains how to reactivate a cancelled account, though reactivation may not be possible after an extended period. Corrected 7 October 2026: an earlier version said cancelled accounts are permanently removed after six months; Google’s help pages do not set out that rule.
🔗 Manage a cancelled Google Ads account and Reactivate a cancelled account
📝 Text Guidelines are live
Define term exclusions and messaging restrictions, including tone of voice, to control AI-generated text (beta).
🔗 Google Ads Help: text guidelines
🗺️ Sitelinks in Local ads
Search and PMAX campaigns can now show sitelinks for local ads.
🔗 Google Ads Help: Local Ads
📱 Directional Experiments for App campaigns
Run A/B tests on up to 20 videos in your Android App campaigns.
🔗 Google Ads Help: Directional experiments
👥 New Customer Acquisition is live in Demand Gen
Target “New Customers Only” or focus on “New Customer Value” in Demand Gen campaigns.
🔗 Google Ads blog: October Demand Gen Drop
🎯 Campaign-Level Audience Exclusions Spotted
PMax may soon let you exclude audiences at the campaign level, as seen in Japan.
💡 Centralised Issue Details page in GMC
See all diagnostics, suggested fixes, and issue history in one place. Look under “Needs attention”
📦 Subscriptions for physical goods allowed
US advertisers can now offer subscriptions for physical goods in Shopping Ads by adding [subscription_cost].
🚚 Automatic Shipping Updates expand to Europe
GMC now supports automatic shipping updates outside the US. Advertisers need to opt in for it to work.
📊 Looker Studio adds 7 new Google Ads metrics
More insights into conversion behavior and profitability.