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Account-level negative keywords arrived. Most accounts still ignore them.
Advantage+ is now the default, not the option.
AI Max for Search: more reach, less control.
Broad match plus Smart Bidding: powerful, and easy to get wrong.
Consent Mode v2 is now doing real damage to messy accounts.
Creative volume has quietly become the strategy.
First-party data is the whole game now.
Performance Max still hides its search terms. Your account data does not.
Rising CPMs are usually a creative problem, not a market problem.
The Conversions API is not a nice-to-have anymore.
What We Audit
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July 9, 2026