LIVE updates: This month in search marketing [May 2025]

1st of May of 2025.

Google tests ads in third-party AI chatbot interactions.

Google is testing ads in AI chatbot conversations on third-party platforms, expanding its AdSense network. The move integrates ads into conversational assistants, a growing alternative to traditional search engines. Google has partnered with AI startups iAsk and Liner, which have incorporated ads in different formats. This effort helps maintain ad relevance as user habits shift. Google’s AdSense now offers websites the ability to display contextual ads in AI-driven conversations. However, as click-through rates in chatbots are lower, new models will be needed to engage users effectively.

Google expands AI overview presence across key industries.

Google has boosted its AI Overviews (AIO) in search results, especially in sectors like entertainment, travel, insurance, B2B tech, and education. The entertainment sector saw a 175% increase, with a large portion of this focused on actor filmographies. Travel-related AIO coverage grew by 108%, improving location-based searches. B2B tech and insurance sectors also saw increases, highlighting the importance of topic relevance. The growth of AIOs marks a shift away from relying solely on keyword performance, urging publishers to focus on content that aligns with user intent and sector-specific needs.

Google expands AI mode access with maps and shopping integration.

Google has made its AI Mode in Search available to all adult users in the U.S., unlocking new features such as visual cards and shopping integration. AI Mode combines multiple search threads into one comprehensive response, offering ratings, hours, pricing, and availability for local businesses and products. The update also includes a history panel for revisiting and refining searches. Google’s infrastructure investment supports this AI-first approach, signaling the company’s long-term commitment to AI-powered features.

Google AI overviews increase visits but reduce engagement.

Google’s AI Overviews, launched in May 2024, have driven more visits but less engagement on the platform. Data from 5 billion search queries and 20 million websites reveals a 9% increase in visits in the U.S., but time spent on site has either remained flat or declined. Users now tend to resolve queries quickly and leave. While AI Overviews increase visibility, pageviews for related websites have grown by 22%. With over 1.5 billion monthly users of AI Overviews, brands must adapt strategies to ensure visibility in this evolving search environment, where quick answers are prioritised over prolonged engagement.

5th of May of 2025.

Google AdSense removes option to block video game ads.

From May 15, 2025, Google AdSense will remove the option to block video game-related ads. The “Video Games (Casual & Online)” sensitive category will no longer be available for blocking. By June 15, 2025, video game, online game, and downloadable game ads will start appearing, even if previously blocked.

Advertisers can still restrict game-related content using broader categories like “Video Games, Consoles & Accessories” or “Online Games & Puzzles.” However, the specific “Video Games (Casual & Online)” category will be marked as “Deprecated” and will no longer be applied.

This change could increase impressions for advertisers in the video game sector as more game-related content is displayed.

Google updates guidelines to tackle fake EEAT content and deceptive practices.

Google has updated its Search Quality Raters Guidelines (QRG) to address deceptive practices that could mislead users or manipulate search rankings. The update now includes a clearer definition of “deceptive purpose,” which covers misleading content, such as fake endorsements or product testing claims.

A key focus of the update is on fake EEAT (expertise, experience, authoritativeness, and trustworthiness) content. New guidelines have been introduced to identify deceptive practices, such as using fake author profiles or false claims about a business’s physical presence.

The update also flags deceptive design practices, like misleading buttons or links that trick users into performing unintended actions, such as triggering downloads.

These changes show Google’s ongoing effort to ensure online content is authentic. Websites using deceptive tactics risk penalties as Google’s quality assessments continue to evolve.

6th of May of 2025.

Google introduces rejection notices for business profile edits.

Google has started sending rejection notifications to business owners when updates to their Google Business Profile are not approved. From now on, businesses will receive emails outlining the reason for the rejection, along with a link to the relevant policy and an option to appeal. For example, a change to a business category to “Cannabis store” was rejected due to policy violations.

This change addresses a long-standing issue where businesses received no feedback on failed edits. The new notifications offer more transparency and help owners understand and fix rejected changes. Marketers and business owners will benefit from clearer guidance on Google’s content policies, reducing the time spent on trial-and-error adjustments.

Google Ads trials streamlined ad group interface for search campaigns.

Google is testing a new, simplified ad group creation interface for Search campaigns. The updated interface reduces configuration options and is designed to make ad setup easier, especially for advertisers managing multiple campaigns.

This trial could signal a broader shift towards more standardised layouts across Google Ads products, which would streamline workflows for advertisers working with both Search and Demand Gen campaigns. The test is currently available to a small group of users, and advertisers should monitor any potential impacts on campaign structuring.

WooCommerce bug triggers site crashes for WordPress users.

A critical bug in the WooCommerce plugin is causing WordPress ecommerce sites to crash due to a fatal error linked to a single line of code. WooCommerce’s development team is working on a fix.

The error arises from the BlockPatterns.php file, which is affecting some sites, even after recent updates. A temporary workaround has been shared, allowing many users to restore site functionality, though some still face issues, especially with caching on managed hosting platforms. WooCommerce plans to release patch updates to resolve the issue. Ecommerce leads using WooCommerce should stay updated on this and apply the workaround if needed.

Google launches AI Max setting for enhanced search campaign performance.

Google Ads has launched AI Max, a new setting for Search campaigns that aims to improve keyword coverage, automate creative, and enhance reporting. AI Max is an optional upgrade and helps advertisers expand query matching, introduce AI-generated assets, and direct users to the most relevant landing pages.

Early tests show positive results, with up to a 27% increase in conversions for those using specific match keywords. Advertisers can still control automation by opting out of certain features, such as final URL expansion or automated text generation.

To ensure brand safety, Google has introduced new controls, including geo-targeting and tools for reviewing AI-generated assets. While AI-generated content will be published without prior approval, advertisers can monitor campaigns for accuracy. The AI Max update also offers improved reporting features, which will be expanded in 2025.

7th of May of 2025.

Google rolls out AI Max setting to enhance search ad reach and targeting.

Google has launched AI Max for Search campaigns, an opt-in setting designed to improve query targeting and automate ad creative generation while still giving advertisers control. Currently in beta, AI Max will be rolled out globally and enhances existing campaigns without needing a new campaign type.

AI Max includes three main features: broader search term matching, automatic text customisation, and final URL expansion. These features help uncover high-performing queries, generate ads based on landing page content, and direct users to the most relevant landing pages. Advertisers can turn off these features at the campaign or ad group level.

To ensure control and brand safety, Google has added geo-targeting by user location and the ability to include or exclude specific brands. New reporting features provide insights into search terms, headlines, and destination URLs. Although AI Max complements broad match targeting, it draws from the logic of Performance Max and Dynamic Search Ads. Early tests show improved conversions with consistent cost efficiency, but adoption will depend on each brand’s policies and risk tolerance.

Google trials image carousels in sitelink ad extensions.

Google is testing a new feature that adds image carousels to sitelink extensions in Search ads. The update allows users to scroll through horizontally presented sitelinks with images, building on earlier tests that paired images with sitelinks.

This new format brings a more interactive element to ad presentations and is part of Google’s ongoing efforts to use richer visuals in paid search ads. The trial is running on selected accounts, and while the feature’s effectiveness is still being evaluated, it could help increase click-through rates by highlighting specific landing pages with images.

The integration of visuals directly into core ads may help advertisers stand out in competitive ad spaces. Google’s testing reflects its push to enhance search ad formats and offer more options for advertisers.

8th of May of 2025.

Google to phase out structured data files v7 by November.

Google has announced that it will discontinue support for Structured Data Files (SDF) v7 on November 4, 2025. Advertisers must switch to version v7.1 or higher to avoid disruptions to their workflows.

From the deprecation date, any API requests using SDF v7 will return an error. The default version will automatically update to v7.1, so users still on v7 need to act quickly.

Advertisers and partners should review the v7.1 release notes to understand what has changed and plan their migration ahead of the deadline. Google also offers a new support form for Display & Video 360 API Technical Assistance.

To ensure smooth programmatic campaigns, it’s essential to upgrade to v7.1 or a newer version before November.

Google Analytics real-time reporting experiencing issues.

If you’re noticing unusually low real-time data in Google Analytics 4 (GA4), you’re not the only one. Many websites have reported issues with real-time reporting since earlier today.

Several users have shared their concerns on social media about the discrepancies in real-time counts. While there’s some speculation about a potential Google search update causing this, it’s not confirmed, and it seems there might be two separate issues at play.

We’ve reached out to Google for an official statement, and we’ll update this story if we receive a response.

For now, don’t panic. Many publishers and site owners are experiencing the same issue with GA4’s real-time data, and it appears to be a widespread problem.

12th of May of 2025.

Google updates image SEO best practices: use the same image URL across multiple pages.

Google has updated its image SEO best practices, advising website owners to use the same image file name and URL when an image appears on multiple pages. This change is intended to help save on crawl budget. By referencing the same image URL across different pages, Google can cache and reuse the image without requesting it multiple times, making the crawling process more efficient. Google added this advice to its guidelines, emphasising that using multiple URLs for the same image leads to unnecessary crawling and server space usage. For websites with duplicate image URLs, it’s a good idea to consolidate them to the original image URL, which can be done with help from your CMS or developers.

While this may not make a huge impact for smaller sites, it can be beneficial for larger websites where crawl budget is more crucial.

15th of May of 2025.

Youtube connects tv ads with shopping through new interactive formats.

YouTube has introduced a new set of interactive advertising formats aimed at connected television (CTV) audiences, enabling viewers to browse and purchase products directly from their TV screens. The update includes product displays alongside adverts, remote-controlled product feeds and QR code functionality that links viewers to mobile purchasing options. These features reflect how viewing habits have shifted, with many users engaging with a second screen while watching TV. Advertisers can now connect high-attention TV moments with measurable action, addressing long-standing challenges in tracking the impact of traditional TV campaigns. According to YouTube, CTV campaigns generated over 50 million average monthly conversions in the fourth quarter, while survey data indicates that many viewers consider the platform a useful source for brand information. This move signals YouTube’s intent to offer advertisers more direct paths to conversion during high-engagement viewing.

Google AI Overviews linked to 30% drop in search click-through rates.

New data from BrightEdge indicates that while Google search impressions have risen by 49% over the past year, click-through rates (CTR) have fallen by 30%, a trend attributed to the introduction of AI Overviews—automated summaries generated directly in search results. The shift signals a growing emphasis on visibility within AI Overviews, where traditional rankings no longer guarantee user traffic or proper attribution. The study also highlights a 7-fold increase in queries with eight or more words, a 48% rise in technical terms within search inputs, and a significant increase in citations from lower-ranked results, with 89% coming from beyond the top 100 organic listings. Sector-specific data shows that AI Overviews now appear in nearly 90% of healthcare and education queries, while presence in eCommerce searches has declined from 29% to 4%. Meanwhile, coverage has grown in B2B technology from 36% to 70%, in insurance from 17% to 63%, and in entertainment from 2% to 37%, indicating varied impacts across industries.

Google adds ‘Ads funded by’ label to increase transparency in paid search.

Google has introduced a new transparency feature within its My Ad Center, displaying an ‘Ads funded by’ label that shows the payment profile name as the payer name for verified advertisers. This change, part of a wider rollout of Google’s Ads Transparency policy, allows search users to see who is funding the ads they encounter, potentially altering how they perceive and trust paid search content. The update reduces advertisers’ ability to obscure financial links or agency relationships, particularly in cases where corporate structures are complex. Advertisers are now encouraged to align payment profile names with their public-facing brand identities, as discrepancies may become more visible. Although the policy indicated the label would appear only when payer and advertiser names differ, early examples suggest it may be applied more broadly, indicating a wider push towards transparency than initially outlined.

19th of May of 2025.

Google Ads bug disrupted new customer acquisition campaigns from 15th May.

A technical issue within Google Ads caused campaigns using the New Customer Acquisition (NCA) bidding strategy exclusively to stop spending from 15th May, leading to disruption for advertisers targeting new users. Google confirmed the fault and stated that its engineering team was addressing the problem, although initial updates did not include a clear timeline for resolution. Advertisers dependent on this bidding method experienced stalled performance, which may have affected both acquisition objectives and monthly budget pacing. As a temporary measure, Google recommended switching to a bidding strategy targeting both new and existing customers to restore campaign delivery. By 11:45am ET on 19th May, Google’s Ads Liaison reported that the issue had been fully mitigated, and NCA campaign activity was expected to return to normal.

23rd of May of 2025.

Google reduces customer match list minimum in Search campaigns to 100 users.

Google has lowered the minimum size for customer match lists in Search campaigns from 1,000 to 100 users, significantly improving access to targeted advertising for small and midsize businesses. The change, which aligns with recent updates on YouTube, applies solely to customer match lists and not to other audience segments such as remarketing lists. By easing this requirement, Google enables smaller advertisers to use more precise, intent-based targeting strategies that were previously reserved for brands with larger data sets. The update reflects a broader move towards balancing effective ad personalisation with evolving privacy standards, potentially allowing more businesses to compete efficiently and optimise their advertising spend.

26th of May of 2025.

Google Search Console to include AI Mode data, but without separate reporting.

Google has confirmed that performance data for AI Mode will soon appear in Search Console, but users will not be able to isolate it from other search surfaces, limiting the visibility of how AI Mode compares with standard web results. Although AI Mode was initially excluded from reporting while in testing via Google’s Labs, its wider rollout in the United States now warrants inclusion in the Search Console’s performance reports under the “Web” search type. However, advertisers and site owners will not have the option to break out AI Mode data separately or access it through an updated API. This approach mirrors the handling of AI Overviews, which are similarly grouped into overall search traffic, making it difficult to assess their individual impact. While a previous issue affecting AI Mode tracking was resolved on 28 May, current limitations persist, including the inability to differentiate paid performance data linked to ads shown within AI Overviews or AI Mode. Despite broader industry calls for greater visibility, Google has indicated that no further reporting functionality is planned in the immediate future. For now, the lack of granular performance data for AI-driven results continues to raise concerns among advertisers and SEO professionals seeking clarity on campaign outcomes across Google Search.

29th of May of 2025.

Google begins phased rollout of AI Max for Search campaigns.

Google has begun rolling out AI Max for Search campaigns, a new feature offering keywordless targeting and advanced automation tools, with full availability expected by early Q3 2025. Initially introduced as “Search Max” earlier this year, the updated branding and functionality are now visible in some advertisers’ accounts. AI Max, announced at Google Marketing Live 2025, introduces artificial intelligence-driven bidding and audience targeting designed to simplify campaign setup and potentially improve performance. While the specific global launch timeline remains unconfirmed, advertisers are advised to check their accounts for access to this beta feature. The rollout marks another step towards increased automation within Google Ads, though many advertisers will be focused on whether these AI-driven changes ultimately translate into improved return on investment.

30th of May of 2025.

Google Lens integration launches in beta on YouTube Shorts.

Google has begun beta testing a new feature that brings Google Lens functionality to YouTube Shorts, allowing users to visually search elements within short-form videos directly from the mobile app. Similar to the existing Circle to Search tool, viewers can pause a Short, tap the Lens option, and highlight or select an object or area of interest, prompting a Google search overlay with relevant visual matches and information. The feature enables identification of landmarks, products, or other visual elements, providing a seamless blend of video content and visual search. During the beta phase, no advertising will appear within Lens results, and the feature will not function on Shorts that include YouTube Shopping affiliate links or paid product placements. While advertising options are currently unavailable, the tool may become a new avenue for content and brand discovery once fully released, further integrating search capabilities into YouTube’s ecosystem.