Weekly Updates from the Ad Nerds: October 12, 2026
Every week we sort through the Google and Meta ad updates so you don't have to. Here's what actually matters this week, in plain English.
Google Ads
1. Google is adding text on top of some video ads
In Demand Gen campaigns (video and image ads that run on YouTube, Gmail and Discover), a new option places short lines from your ad copy over your videos. Early reports say it's switched on automatically.
What to do: Ask whoever runs your ads to check how the overlays look. If the text covers your product or clashes with your brand, turn it off.
2. Blurry product photos won't knock you out of Google Shopping anymore
Google updated its Merchant Center help page: products with low-quality images will keep showing in ads and free listings instead of being blocked. They'll still show, but a fuzzy photo still loses clicks to a sharp one.
What to do: Online stores, don't panic over image warnings, but swap in crisp photos for your best sellers before the holiday rush.
3. A calculator that turns your profit margin into an ad target
Some advertisers are spotting a new Google Ads tool that works out your break-even return on ad spend from your profit margin. For example, at a 15% margin you need about $6.67 in sales for every $1 in ads just to break even. Google hasn't formally announced it yet.
What to do: Know your real profit margin. It's the number that tells you whether your ads are making money or just making sales.
Meta Ads (Facebook + Instagram)
4. You can now tell Meta to go after new customers only
Meta says its "Customer Lifecycle Strategy" setting is now open to all advertisers. It lets sales campaigns focus on people who haven't bought from you yet, instead of spending budget re-showing ads to existing customers. For clinics and service businesses, think new clients rather than current ones.
What to do: This only works if Meta knows who your existing customers are, so make sure your customer list or website tracking is set up properly (and with consent).
Dates to know
Oct 12 (today): Google's automatic promotions start showing website offers in some ads
Oct 16: Google's updated business name rules for ads take effect
Nov 27: Black Friday. Have holiday pricing, photos and ads ready by early November
Questions about any of this? Email britt@meritmedia.com.
In strategy we trust,
Britt
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