Paid Media News & Opinion #125

Google enhances Performance Max with new insights reports

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> What’s happening

Google Ads is introducing a set of new insight tools designed to provide deeper visibility into campaign performance across Google channels. These updates aim to give advertisers greater transparency and control, addressing long-standing requests for more actionable data within PMax.

Three key reports are being added:

1. Channel-Level reporting: Advertisers will soon be able to view detailed performance data segmented by each Google property, including Search, YouTube, Display, Discover, Gmail, Maps, and partners. A new Channel Performance page will feature visual breakdowns of clicks, conversions, and costs across platforms, while a downloadable distribution table allows for offline analysis.

2. Full search terms reporting: Similar to what’s available in traditional Search and Shopping campaigns, this report will provide keyword-level visibility, allowing advertisers to see which terms are driving engagement and conversions.

3. Expanded asset reporting: Creative assets will now include metrics like impressions, clicks, and cost data, enabling advertisers to assess which content elements are driving the most value.

Plus, new diagnostic tools will surface missed opportunities, such as underperforming landing pages or unlinked store locations affecting Maps performance.

> Why we care

These updates improve how advertisers can interact with and evaluate their Performance Max campaigns. Historically criticized for being a “black box,” PMax has seen pushback from advertisers seeking more clarity on what’s driving performance. The new reporting tools directly address these concerns by giving marketers much-needed visibility into how each channel and creative asset contributes to campaign success.

Channel-level insights mean advertisers can now identify which Google properties are delivering the best ROI and adjust their messaging or budget allocations accordingly. The search terms reporting also bridges a key transparency gap, helping marketers refine targeting and keyword strategies based on real user behaviour.

However, Google cautions advertisers not to become overly focused on channel-specific ROI. Since PMax uses AI to optimize across all channels for maximum total conversion value, a narrow focus could undermine the broader performance benefits of the system.

Meta ads dynamic overlays to Advantage+ Catalog Ads

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> What’s happening

Meta has rolled out a new feature for Advantage+ Catalog ads called dynamic overlays, that could enhance visual appeal and improve engagement. These sticker-style labels can now be added directly to product images within catalog ads, helping promotional messages stand out in the crowded Facebook Feed.

Advertisers have four overlay options to choose from:

• Current price

• Strikethrough sale price

• Percentage off

• Free shipping

Each of these overlays can be turned on or off individually, and their design can be customized to match a brand's aesthetic. Alternatively, advertisers can opt to let Meta’s AI determine which overlays to display based on performance data, dynamically choosing the most relevant label to help drive conversions.

Although similar features existed previously under the name "labels," this latest iteration adds more flexibility and control, making it easier for brands to highlight key product details directly within their ads.

> Why we care

While the update might seem minor at first glance, dynamic overlays represent a subtle yet impactful enhancement to Meta’s Advantage+ Catalog ads. In an environment where users quickly scroll past content, visually distinct price tags or discount badges can be the deciding factor in grabbing attention.

This added layer of customization enables advertisers to better communicate value propositions like sales or free shipping directly in the product image, which could significantly increase click-through rates and conversions.

These dynamic overlays are a low-effort, potentially high-impact tool. For advertisers running Advantage+ Catalog campaigns, taking advantage of this new feature could make their ads more effective and visually competitive, but bands wanting to protect style and image may want to avoid allowing Meta to automatically style these labels.

YouTube Launches Pause Ads for Connected TV

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> What’s happening

Google Ads’ Video campaigns (YouTube) is getting a new feature to show a static ad on CTV devices if a user pauses a video for more than 10 seconds with no engagement for at least 5 seconds.

While not officially announced by Google, this has been spotted in several ad accounts, with screenshots showing this.

Video Premier Reach campaigns have an option, alongside choices like Skippable in-stream, for Pause ads, which means that this is technically another campaign subtype rather than an additional feature for existing Video campaigns.

> Why we care

For advertisers, this represents an additional opportunity to serve an ad, without it being too in-your-face like Channel 4 (UK) have recently started using. However, users may find this invasive and disruptive.

As Pause ads require more effort to setup than simply adding an image into an existing campaign, it seems unlikely that they will be too popular in their current state. A better option would be a companion banner within the ad setup.

What else we've been talking about:

• Meta rolls out ads globally on Threads feed

• Re-engage old customers with the new Lapsed customers setting in PMax

• Google Adds Video Generation to Demand Gen

• Adjust view-through conversion weight for Display and Video in Google Ads

• Google Merchant Center adds AI-powered product filtering

• LinkedIn reports ‘record engagement’ once again in latest performance update

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