Weekly Updates from the Ad Nerds: October 19, 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. More say over where your Google budget goes
Google launched new controls that let advertisers mark places their ads run (like Search, Shopping, YouTube or banner ads on other websites) as high or low priority, and cap how much of the daily budget the low-priority ones can use. This matters most if your Search ads also show as banner ads around the web, which can quietly soak up budget. The old setting for that goes away in February 2027.
What to do: Ask whoever runs your ads whether your Search budget is going to banner ads, and whether that spend actually brings in customers.
2. Google lead forms can now score your leads
Google's lead form ads (where people send their details without leaving Google) are adding lead scoring to help separate serious enquiries from people just browsing. Handy for clinics and service businesses that get a lot of low-quality form fills.
What to do: Keep track of which leads actually book or buy. That's the information that makes any scoring, and Google's targeting, smarter.
Meta Ads (Facebook + Instagram)
3. Meta will change where some ad clicks go on October 28
Meta is notifying advertisers that it will add "product browsing" to existing Facebook and Instagram ads starting October 28. Some people who tap your ad may see an in-app page with product info and suggestions before they reach your website. It's on by default, and Meta hasn't published full details yet.
What to do: Decide before October 28. Online stores may want to test it; if you'd rather every click land on your own website, ask whoever runs your ads to opt out.
4. Meta is testing AI-built landing pages
Industry reports say Meta is testing pages it builds with AI and shows instead of your website for a small share of ad clicks (under 5%). Visits to those pages may not show up in your website analytics. It's a test, not a full rollout.
What to do: If Meta's numbers and your website numbers drift apart, this could be one reason. Health and wellness businesses should keep a close eye on any page that speaks for them.
Dates to know
Oct 28: Meta's product browsing turns on for existing ads unless you opt out
Nov 27: Black Friday. Have holiday pricing, photos and ads ready by early November
February 2027: Google retires the old banner-ad budget setting in Search campaigns
Questions about any of this? Email britt@meritmedia.com.
In strategy we trust,
Britt
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