PPC platforms are making big changes in 2026. Automation, AI shopping, and stricter tracking rules are reshaping how advertisers run campaigns. Below are the six most important PPC updates, explained in simple terms with real-world examples.
- Microsoft Increases Performance Max Search Theme Limit
Microsoft Advertising now allows 50 search themes per Performance Max asset group, giving advertisers more control over automated campaigns.
Why this matters:
You can guide Microsoft’s AI with more intent signals instead of relying on limited inputs.
Example:
A real estate advertiser can now add themes like “homes for sale,” “new construction,” “luxury apartments,” and “first-time buyer homes” all in one PMAX asset group.
2. Google Ads Limits Campaigns Without Google Tag
Google Ads now marks campaigns as “Eligible (Limited)” if the Google Tag is missing or not set up correctly.
Why this matters:
Your ads may run, but performance and optimization will be restricted.
Example:
An eCommerce store running Shopping Ads without proper tagging may see fewer conversions reported, causing Google to reduce bidding efficiency.
3. Call Extensions Now Appear in Vehicle Ads
Google has added call extensions to Vehicle Ads, allowing users to call dealerships directly from the ad.
Why this matters:
This improves lead quality and speeds up customer contact.
Example:
A car dealership can now receive phone calls from users searching for “used SUV near me” without requiring a website visit.
4. Copilot Checkout Enables In-Chat Purchases
Why this matters:
Customers can buy products without leaving the conversation.
Example:
A user chatting with Copilot about “best noise-canceling headphones” can compare prices and checkout instantly within the chat.
5. Google Tag Gateway Improves Tracking Through Google Cloud
Google Tag Gateway routes tracking data through Google Cloud Platform, improving data accuracy and control.
Why this matters:
It helps reduce data loss caused by browsers, ad blockers, and privacy restrictions.
Example:
An enterprise brand using GCP can now ensure conversion data is sent securely even when third-party cookies are blocked.
6. Google Is Ending Call-Only Ads
Google has confirmed that Call-Only Ads will stop being created by February 2026.
Why this matters:
Advertisers must switch to more flexible ad formats.
Example:
A plumbing business should move from Call-Only Ads to Responsive Search Ads with call extensions to continue receiving phone leads.
Final Thoughts
PPC in 2026 is focused on:
- Smarter automation
- Stronger tracking and data quality
- Better user experience
Advertisers who update their strategies early will stay competitive as Google Ads and Microsoft Ads continue to evolve.