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      Digital Marketing

      All You Need to Know About Google Ads Updates in 2024

      , ,

      May 14, 2024

      12 minute read

      The optimal place to focus your digital marketing efforts is where you can reach your audience most effectively. Given Google’s dominance in search, it’s a powerful starting point for reaching potential customers.

      Fortunately, reaching your target audience on Google doesn’t require waiting for them to stumble upon your website organically.

      Google Ads, a constantly evolving advertising platform, empowers you with a variety of tools to reach the right people at the right time.

      By strategically using features like keyword targeting and audience interests, you can ensure your message reaches people who are most likely to convert, maximizing your ROI.

      In this blog post, we’ll discuss the latest Google ads updates and their impact on ad campaigns in 2024.

      We’ll also share tips on making the most of these changes to get the best campaign results.

      So, let’s begin!

      Here are the top Google Ads updates you need to know about in 2024:

      1. Expanded Text Ads No Longer Supported

      Google has withdrawn support for creating or editing expanded text ads. Instead, responsive search ads are the only Search ad type that you’ll be able to create or edit in standard Search campaigns.

      You’ll still be able to see performance reports for existing expanded text ads alongside responsive ads. You can pause and resume expanded text ads and delete them when needed.

      2. Smart Shopping & Local Campaigns Upgraded

      Smart Shopping and Local Campaigns have been upgraded to Performance Max campaigns to help you reach the ideal audience at the right time across Google’s ad inventory and formats.

      The Smart Shopping and Local Campaigns features will also be important for new inventory and formats, encompassing YouTube, Search text, and Discover.

      3. YouTube Audio Ads to Boost User Engagement

      Although YouTube offers users a spectrum of choices, the introduction of Audio ads will empower advertisers to provide the optimal ad experience to listeners.

      Audio ads are now accessible globally through Google Ads and Display and Video 360. They are delivered to users who engage with content through a Google Nest smart speaker.

      4. Better Search Ad Campaigns Now Possible Using AI-Driven Tools

      AI is revolutionizing how advertisers create search ads. To keep pace with evolving customer behavior, Google Ads offers two new AI-powered features: “automatically created assets” and “conversational experience.”

      “Automatically created assets” simplifies and strengthens your responsive search ads. By analyzing your existing ad copy and website content, Google’s AI generates additional headlines and descriptions.

      This saves advertisers time by automatically creating variations, improves ad strength by suggesting high-performing elements, and increases efficiency by allowing you to focus on strategy while AI handles some of the creation. To use it, simply enable “automatically created assets” in your campaign settings, review the AI’s suggestions, and choose to accept, edit, or discard them. With this feature, advertisers can leverage AI to streamline ad creation and potentially improve the effectiveness of their responsive search ads.

      5. Vehicle Ads Upgraded to Performance Max

      Vehicle ads were introduced as a new Search ad format to enable automotive advertisers to showcase vehicle inventory. Existing vehicle ad campaigns created through Smart Shopping campaigns will automatically upgrade to Performance Max.

      This will help car advertisers reach prospects across multiple touchpoints in their research and shopping journey. However, the option of creating new vehicle ad campaigns through Smart Shopping campaigns is no longer available.

      6. Transition from Discovery Ads to Demand Generation

      Google has introduced an innovative AI-driven initiative, Demand Gen, to amplify your creative potential and stimulate demand.

      This cutting-edge solution is tailored to help social media advertisers convert prospects using relevant visual ads.

      Demand Gen campaigns offer powerful new features such as:

      a. Leveraging a variety of ad formats within a single campaign

      b. Finding more prospects with Lookalike segments

      c. Driving high-value customers to your website

      d. Launching campaigns with new ad previews

      7. New Insights Features to Boost Holiday Ads Performance

      Advertisers aiming for online sales targets in Performance Max campaigns can now optimize for new customers with a high predicted lifetime value. This empowers you to target fresh, high-value customers and engage with your customer base.

      To ensure a seamless omnichannel experience, Google has enabled the following features:

      a. Implemented ‘Pickup Later’ annotations for all merchants without a local inventory feed.

      b. Expanded access to the Search top slot ad format for businesses using Performance Max for store-related objectives.

      c. Streamlined onboarding for local inventory ads, introducing a novel local store unit ad format.

      8. Google Ads Mandates EEA & UK IAB TCF Compliance By Early 2024

      Google introduced a new mandate for Consent Management Platforms (CMPs) in collaboration with the European Economic Area (EEA) and the UK.

      Starting in 2024, all publisher partners utilizing Google AdSense, Ad Manager, or AdMob are required to utilize a Google-certified CMP that integrates with the IAB Europe’s Transparency and Consent Framework (TCF).

      This means that Google Ads will no longer participate in bidding for personalized ads inventory on EEA or UK web and app platforms that don’t adhere to the IAB’s TCF requirement.

      9. Gen Z Music Lineup for Different Platforms & Devices

      Since Gen Z plays an instrumental role in shaping the cultural landscape, Google has facilitated a diverse musical experience with Gen Z Music lineup.

      It is an innovative opportunity for advertisers to associate their brands with music appreciated by Gen Z.

      This advertising solution continuously updates data encompassing audio, long-form content, and YouTube Shorts, enabling the identification of songs currently making waves among Gen Z listeners. Google AI then curates and packages relevant music videos into the Gen Z Music Lineup.

      10. First Click, Linear, Time Decay, or Position-Based Attribution Models to Go Away

      The first-click, linear, time decay, or position-based attribution models will be disabled for conversions in Google Ads.

      Existing conversions that are currently not using these models won’t have the choice to opt for them. Accounts that were utilizing these attribution models for conversions could only use them until September 2023.

      11. New Brand Settings in Search & Performance Max Campaigns

      Google is introducing new brand settings in Search and Performance Max campaigns to improve advertisers’ control over brand traffic and improve ad performance and customization.

      In Search campaigns, brand restrictions for broad matches enable you to narrow your reach to specific brands or related products. On the other hand, in Performance Max campaigns, brand exclusions give you the ability to exclude certain brands, including your own from ad placement.

      Brand restrictions in broad matches will be rolling out globally, providing flexibility without keyword expansion. Brand exclusions offer control over which brands to exclude, allowing you to avoid specific queries, misspellings, and foreign language searches.

      12. Google Ads Will No Longer Support Similar Audiences

      Google is changing search ad campaigns. They will no longer support Similar Audiences.

      Since its inception nearly a decade ago, Similar Audiences has been the cornerstone of Google Ad campaigns.

      In November 2022, Google announced that it would no longer be available for addition to new campaigns and ad groups starting in May 2023.

      In August, it was removed entirely from targeting campaigns. This update is an opportunity to explore new strategies that can help you reach the right audience with the right message.

      You’ll also need to focus more on optimizing campaigns for better results.

      PRO-TIP: Update your audiences ahead of the transition to position yourself to better absorb the impact of the change. Start relying on first-party data from Customer Match to build new campaign audiences.

      13. Third-party Cookie Deprecation Pushed for the Third Time


      To protect user privacy, Google stated in January 2020 that third-party cookies in Chrome would be eliminated by 2022.

      This update is a response to increasing pressure from regulators and privacy advocates to protect user data and behavior.

      Since then, Google has been developing cookie-free tracking and advertising alternatives.

      However, originally set for 2022, the phase-out date was pushed to 2024 and is now extended to 2025. This extended timeline allows for further collaboration and testing of alternative solutions like Privacy Sandbox, which Google is developing to offer targeted advertising while prioritizing user privacy.

      The deprecation of third-party cookies will impact user targeting, as well as campaign measurement.

      You’ll need to start making changes now and ensure that your campaigns are not affected when this update takes effect in 2025.

      This decision will give you more time to investigate alternative techniques for user data tracking.

      PRO-TIP: Learn how you can still collect first-party user data and deliver personalized customer experiences.

      14. Text-to-Speech Voice-overs for YouTube Ads

      Scripting and recording authentic voice-overs for marketing are resource and time-consuming.

      In July 2022, Google announced an update enabling advertisers to use text-to-speech voice-overs in ads.

      Text-to-speech technology has been around for a while, however, this is the first time it has been applied to YouTube Ads.

      Google examined 5,000 YouTube advertisements to create seven distinct voices.

      This new feature makes it easier for you to create engaging and effective ads with natural-sounding voices, without needing expensive voice actors.

      It also enables you to reach a wider audience and get viewer engagement.

      You can access this functionality within the Google Ads asset library, which utilizes AI to convert text scripts to voice-overs.

      15. Highlighted Business Names and Logos

      Small-to-medium businesses often need help differentiating themselves from their competition on SERPs.

      Google has taken a step towards enabling the creation of verified business names and logos that are highlighted.

      Only verified advertisers on Google Ads will be able to access new assets, which are visually appealing on Ads, and aid in improving ad performance.

      Google aims to combat impersonation and fraud with this update. To be able to use this feature, you’ll need to go through a verification process audited by Google.

      16. New Voiceover Characteristics for Video Ads

      To address the rise of TikTok and other short-video platforms, Google has announced multiple features and updates.

      One such feature enables you to add voice-overs to video ads without extra editing.

      Google Ads with voice-overs have seen a 25% increase in ad recall and reduced Cost Per Conversion by nearly 50%, compared to ads with no voice-overs.

      You can also select from eight different voices, listen to previews, and edit ads right from Google Ads without needing third-party editing software.

      17. Performance Max Campaigns

      Earlier in 2023, Google introduced its newest ad campaign type, Performance Max.

      It optimizes ad campaigns across search, display, and shopping ads and enables businesses to better target prospects and buyers.

      Performance Max campaigns give reach across new ad places, such as Google’s Discovery feed.

      It enables you to boost conversions with a reduced Cost-Per-Acquisition, without having to manage more campaigns due to increased reach, placement, and automation.

      Performance Max campaigns also need more user data, as well as a budget before they can operate effectively.

      You can operate this campaign on any budget. However, marketers see better results when they spend within the $100-150/day range.

      18. Expanding Smart Bidding Campaigns With Broad Match

      Google Ads has announced an update that enables advertisers to expand Smart Bidding campaigns with Broad Match.

      This will enable you to reach more prospects and improve ad performance. Advertisers can set up Smart Bidding campaigns using Broad Match as the primary bidding strategy.

      This will enable you to get better results from ad campaigns by targeting the right audience at the right time.

      Broad Match keywords produce high-quality impressions and better conversions as time progresses.

      By using Broad Match keywords alongside audience targeting, you can provide smart bidding with more data signals, leading to further optimization.

      PRO-TIP: By using Smart Bidding with Broad Match, you run the risk of overshooting your budget. Ensure that you don’t overspend on irrelevant queries.

      Learn how we managed $1.5 million in ad spend for a Fortune 500 Company.

      Read the case study.

      19. New Competitor Advertising Insights on SERPs


      In 2021, Google said it would open up its advertiser verification program.

      This was to enable users to see who was targeted on & off SERPs, with added transparency.

      Google announced My AdCenter in October 2022, helping users better understand how marketers reach and target them.

      ‘Advertiser Pages’ is one of the features of My AdCenter. Here, you can view every other advertisement that the advertiser has run over the previous 30 days.

      You can also filter search results to show text, videos, or pictures. With the new Google Ads update, you get insights into competitor ad campaigns.

      20. Bigger Reach on YouTube With Expanded Video Reach Campaign (VRC)

      YouTube viewers are exploring content in exciting new ways, from quick-bite shorts to in-depth browsing. To help you connect with this evolving audience, Google Ads has expanded Video Reach Campaigns (VRC).

      VRC lets you showcase your video ads in multiple formats, including in-feed, in-stream, and Shorts. This multi-pronged approach, powered by Google AI, maximizes your reach while keeping costs efficient. Tests show campaigns using all three formats achieve an average of 54% greater reach at a 42% lower cost per thousand impressions (CPM) compared to in-stream-only VRC.

      21. Google Ads Streamlines App Advertising with Focus on Real-Time Bidding Auctions

      Google Ads is transitioning its app advertising system to prioritize real-time bidding for auctions. This update aims to ensure a fair and efficient marketplace.

      As a result of this change, Google Ads has stopped purchasing ad placements obtained through certain app practices known as multiple requests.

      This update protects the value of advertiser campaigns by preventing practices that might disrupt the auction process. If an app is found to be misusing multiple requests, Google Ads may temporarily restrict ad serving on that app.

      22. Streamlined Reservation Ad Buying Now Available in Google Ads

      Google Ads has simplified purchasing reservation ads for YouTube. This update allows for self-service buying of popular options like YouTube Select Lineups and Standard Run of YouTube inventory.

      This streamlined approach brings reservation buying under the same roof as auction campaigns within Google Ads, making campaign management more efficient.

      For advertisers seeking specific placements or audience targeting, reservation ads offer a valuable tool alongside traditional auction bidding.

      23. Google Ads Enhances Responsive Search Ads with AI and Flexibility

      Google Ads has recently unveiled enhancements aimed at enhancing the effectiveness of Responsive Search Ads (RSAs). Among these updates are AI-powered Single Headlines, which allow RSAs to showcase a single, high-performing headline when deemed relevant, thereby potentially improving overall performance.

      Additionally, headlines can now be integrated at the beginning of description lines, amplifying their impact. Another notable feature is the introduction of Campaign-Level Assets, streamlining the process of incorporating consistent headlines and descriptions across all RSAs within a campaign.

      Furthermore, Google’s AI algorithms intelligently prioritize the display of the best-performing assets, whether they are manually crafted or AI-generated options, contributing to more efficient ad performance.

      24. Google Ads Prepares for a Cookie-Less Future: Focus on First-Party Data and AI

      Google Ads is taking steps to assist businesses in navigating the impending end of third-party cookies by prioritizing privacy-preserving techniques and leveraging their data effectively. One of the key initiatives is privacy-first re-engagement, which introduces new tools employing secure methods to reconnect with previous website visitors without compromising their privacy.

      Additionally, Google’s AI capabilities come into play with AI-powered targeting, enabling businesses to reach their target audience efficiently even with limited data, thereby maximizing the effectiveness of their campaigns.

      Also, Google emphasizes the advantage of first-party data, encouraging businesses to build upon their customer data to deliver personalized experiences and achieve better campaign outcomes.

      25. Prepare for Tighter User Consent Rules in the EEA with Google Ads

      Google Ads is implementing stricter user consent requirements within the European Economic Area (EEA) to align with regulations such as GDPR and the ePrivacy Directive.

      Here are the key points to consider: Firstly, it’s crucial to collect verifiable user consent, ensuring you have a system in place to gather and transmit these signals to Google Ads. Consider leveraging a Consent Management Platform (CMP) to streamline the process of consent collection and management.

      Secondly, it’s essential to upgrade your Google Ads APIs and SDKs to effectively handle consent signals. These measures are part of a larger transition towards a cookie-less future, reflecting the industry’s shift towards a more privacy-focused advertising landscape.

      26. Hotel Ads: Switch to Target ROAS or Performance Max for Travel Goals

      Google Ads is discontinuing commission-based bidding for Hotel Ads (per stay & conversion) due to cookie limitations. Here’s the timeline: New allowlist requests for “Commissions (per Stay)” closed in February 2024.

      Both commission strategies will be removed entirely in April 2024. Existing campaigns using these strategies can continue until October 2024. After October 31, 2024, these campaigns will stop serving ads.

      To ensure uninterrupted operation, migrate to target Return on Ad Spend (tROAS) or Performance Max for travel goals with tROAS by October 2024 for improved performance in the privacy-focused advertising landscape.

      27. Optimizing Google Ads Campaigns to Capitalize on Springtime Consumer Behavior

      As spring approaches, retailers gear up for increased consumer spending by leveraging various Google Ads features tailored to enhance their marketing efforts. Augmented Reality (AR) technology is revolutionizing the way customers shop by addressing concerns about product fit and shade accuracy through AR Try-On features.

      This innovative tool allows potential buyers to virtually experience beauty products or visualize apparel on their bodies before purchasing, thereby reducing return rates and building trust. Influencer marketing is another powerful strategy, with Google’s curated Spring Trend Guides showcasing trending products alongside influencer recommendations to drive targeted traffic.

      AR Beauty Ads offers an interactive platform for retailers to showcase makeup products, capturing shoppers’ attention and enhancing brand memorability. Inclusivity is promoted through Virtual Try-On tools, displaying apparel on diverse body types to empower customers and increase confidence in purchasing decisions.

      Additionally, 3D visuals enhance product presentations, offering a more immersive shopping experience and significantly increasing engagement compared to static images.

      Everything In A Nutshell

      Google Ads is evolving constantly, and the latest updates have made it easier to create effective ad campaigns and rank higher on SERPs.

      Understanding every update on Google Ads means knowing when it will be rolled out, and why it is being implemented.

      It pays to keep your ear to the ground and stay ahead of your competition by adapting to change, first.

      Get Started With a Complimentary Digital Marketing Audit

      As a Google Premier Partner, Grazitti’s digital marketing wizards enable businesses of all sizes to drive growth with Google Ads.

      Begin your journey with a free digital marketing audit.

      To know more, please write to us at [email protected] and we’ll take it from there.


      1. Has Google Ads changed recently?

      Yes, Google Ads is constantly evolving with new features and updates. There have been significant updates just in 2024!

      2. What is the latest update in Google Ads?

      As of today, the latest update relates to expanding Google’s Transparency and Consent Framework (TCF) requirements. Starting July 31st, 2024, these requirements will apply to Connected TV (CTV) inventory and Swiss traffic. This means that to show personalized ads on these platforms, advertisers must ensure compliance with the IAB’s TCF framework using a Google-certified CMP.

      3. How often does Google Ads update data?

      Google Ads updates data regularly, typically throughout the day. However, the exact frequency can vary depending on the specific data point. You can see the most recent update time for most metrics directly within the Google Ads interface.

      4. What AI-powered features are there in Google Ads?

      Google Ads leverages various AI-powered features to help advertisers optimize their campaigns. Here are a few examples:

      1. Automated Bidding: Strategies like Target CPA and Maximize Conversions use machine learning to automatically set bids in real time for optimal results.

      2. Smart Bidding with Customer Match: This feature allows you to leverage your CRM data and AI to target high-value audiences.

      3. Performance Max Campaigns: This utilizes AI to show your ads across all of Google’s channels (search, display, YouTube, etc.) to reach the right audience.

      4. Audience Insights: AI helps analyze your audience data to identify trends and uncover valuable insights.

      5. Keyword Planning: AI-powered tools can help you discover new relevant keywords and estimate their potential performance.

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