Weekly Updates from the Ad Nerds: October 26, 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 can now treat new, returning and big-spending customers differently
Google is expanding settings that let your ads bid more for high-value customers, focus on brand-new ones, or win back past buyers. These now work across more campaign types, including Shopping ads. They're most useful for online stores with a solid customer list.
What to do: If you have a customer list of 1,000+ people, ask whoever runs your ads whether a "new customers" or "high-value customers" goal makes sense before the holidays.
2. Google's AI is borrowing more of your photos and videos
Performance Max (Google's all-in-one campaign type) can now pull videos from your YouTube, social accounts and website. From December 4, new campaigns will also grab images from your website by default. Great if your site looks sharp, less great if it has photos you'd never put in an ad.
What to do: Look at your website photos with fresh eyes. Health and wellness businesses: keep before-and-after or clinical photos out of your ads.
Meta Ads (Facebook + Instagram)
3. Meta delays its new advertiser terms to November 20
Meta pushed back updated terms for advertisers after complaints about a clause letting it scan your website and use that content for its AI. Reports differ on how much of that wording has changed.
What to do: Nothing to sign today. Give the final version a read when it lands, especially if your website has content you consider private or sensitive.
4. Splitting your Meta budget too thin costs more
Meta's own data says ad groups getting fewer than about 50 sales a week paid roughly 28% more per sale. For most small businesses, that means a few well-funded campaigns beat lots of little ones.
What to do: Before launching holiday ads, combine where you can instead of testing ten versions at once.
Dates to know
Oct 28: Meta's in-app product browsing turns on for existing ads unless you opt out
Nov 20: Meta's new advertiser terms take effect
Nov 24: Aim to have holiday promotions submitted to Google (approval can take up to 3 days)
Nov 27: Black Friday
Dec 4: Google starts pulling website images into new Performance Max campaigns by default
Questions about any of this? Email britt@meritmedia.com.
In strategy we trust,
Britt
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