SEM & Paid Social Q1 2026 Updates

Google is retiring Dynamic Search Ads (DSA) in favor of AI Max for Search campaigns.  Google recommends advertisers upgrade voluntarily before automatic migration.

• Advertisers using DSA will eventually need to transition to AI Max.
• AI Max expands beyond traditional DSA by using broader intent signals (not just landing page content) and adds new controls such as brand restrictions, location controls, and text guidelines.

Google is retiring standalone Google Display Ads campaigns and moving the Google Display Network (GDN) into Demand Gen campaigns. Advertisers will still be able to run display-only campaigns on GDN if desired, but campaign creation and management will occur within the Demand Gen campaign type.

• Display and Demand Gen are becoming a single campaign type, reducing the number of campaign types advertisers need to manage.
• Demand Gen campaigns can now access GDN inventory in addition to YouTube, Discover, Gmail, and (beta) Maps, while retaining channel controls if you only want to run on GDN.

Google has partnered with Walmart Connect to bring Walmart's first-party audience data and closed-loop sales measurement into Display & Video 360 (DV360). The integration is rolling out now, beginning with YouTube campaigns.

• Advertisers can target Walmart shopper audiences directly from DV360 without leaving Google's buying platform.
• Campaigns can be measured against actual Walmart sales, providing closed-loop attribution for YouTube media.

Google is testing new "Strongest match" and "Strong match" labels on Search ads for a small percentage of U.S. users. The labels are intended to identify ads Google believes are the most relevant to a user's search query based on existing ad quality and relevance signals.

• These labels could improve CTR for ads that receive them by acting as a visual endorsement of relevance.
• Advertisers cannot directly control or request the labels—they are assigned algorithmically using existing relevance signals.
• If the test expands, ad relevance and user perception may become even more important competitive differentiators, although there is currently no reporting to show which ads received the label.

Google is expanding Performance Max Experiments with new asset testing capabilities. Advertisers can now test:

• Entirely new asset groups
• The impact of adding individual creative assets
• Seasonal creative versus evergreen creative
• AI-generated assets from Asset Studio

Google is also adding support for a second success metric in experiments, consolidating experiments and conversion lift studies into a single Experiments page, and expanding support for MCCs and the Google Ads API.

• Makes it much easier to determine whether creative changes actually improve Performance Max results before rolling them out account-wide.
• Allows advertisers to evaluate creative performance against multiple KPIs (e.g., conversions and CPA/ROAS) instead of relying on a single success metric.
• Gives agencies and larger advertisers better tools to test creative at scale through MCC and API support.

Google is testing video ads within Local Search results (the Local Pack). Instead of only static local ads with images and business information, some users are seeing video creative embedded in sponsored local listings, giving advertisers a richer way to showcase their business directly in location-based searches.

• Video could make Local Search ads significantly more eye-catching and engaging than traditional image or text-based local ads.
• Local businesses may need to invest in short-form video creative to remain competitive if the format rolls out broadly.

Meta has expanded its Brand Safety and Suitability tools across Facebook and Instagram, giving advertisers more control over where their ads appear. Key updates include:

• Support for third-party content block lists from DoubleVerify and Zefr, in addition to Integral Ad Science (IAS).
• Expansion of publisher block lists from Instagram profiles to Facebook profile ads.
• A redesigned Brand Safety and Suitability Center for easier management of inventory filters and block lists.

• Advertisers have more granular control over ad adjacency, helping reduce the risk of ads appearing next to content that doesn't align with brand standards.
• The additional third-party integrations give brands more flexibility to define what constitutes suitable content for their specific needs.
• These updates come as advertisers place greater emphasis on brand suitability amid changes to Meta's content moderation policies.

Meta has introduced Embedded Appointment Booking for Facebook Lead Ads Instant Forms, allowing users to book an appointment immediately after submitting a lead form—without leaving Facebook. At launch, the feature supports Calendly and HighLevel, with HubSpot support planned. Contact information from the lead form is automatically pre-filled into the booking flow.

• Reduces the drop-off between lead submission and appointment scheduling by letting users book while intent is highest.
• Can improve lead quality and conversion rates for appointment-based businesses (e.g., healthcare, home services, automotive, fitness, education, professional services).
• Requires minimal setup—advertisers simply add a supported scheduling link to their Instant Form.

Meta has released an official Google Tag Manager (GTM) template for implementing the Meta Pixel. Previously, many advertisers relied on custom HTML tags or community-built templates. The official template provides a supported, standardized way to deploy the Meta Pixel and common events directly through GTM.

• Simplifies Meta Pixel implementation and ongoing maintenance for advertisers already using GTM.
• Reduces the risk of implementation errors associated with custom code or unofficial templates.
• Supports advanced features such as standard and custom events, Enhanced Ecommerce data layer integration, Advanced Matching, consent mode, multiple Pixel IDs, and event IDs for Conversions API deduplication.

TikTok has expanded its partnership with Salesforce by introducing native integrations with Agentforce Sales and Agentforce Marketing. Advertisers using TikTok Lead Generation can now automatically sync leads into Salesforce in real time through a no-code integration, eliminating manual exports and imports.

• Leads are routed directly from TikTok Instant Forms into Salesforce, enabling faster sales follow-up and marketing automation.
• Reduces manual data entry and the risk of lost or delayed leads.
• Allows advertisers to trigger CRM workflows, lead assignment, nurturing campaigns, and AI-powered engagement while customer intent is highest.

TikTok has introduced Attribution Portfolio, a new suite of measurement tools within TikTok Ads Manager designed to provide deeper insight into the customer journey beyond last-click attribution. The suite includes:

• Performance Comparison – Compare results across different click-through and view-through attribution windows.
• Assisted Conversion – Measure TikTok's contribution to conversions that were completed through another channel.
• Time to Conversion – Analyze how long users take to convert after interacting with an ad.
• Touchpoints to Conversion – Visualize the sequence of ad interactions leading to a conversion.

• Gives advertisers a more complete view of TikTok's role in driving conversions, particularly for upper-funnel campaigns that may be undervalued by last-click reporting.
• Makes it easier to compare attribution windows (e.g., 7-day vs. 28-day click, 1-day vs. 7-day view) to understand how reporting changes based on attribution settings.
• Helps advertisers identify assisted conversions and optimize campaigns using a more holistic view of performance rather than relying solely on TikTok Ads Manager's default attribution metrics.

Snapchat has introduced Unified Attribution, a new measurement and optimization solution for app advertisers. Currently in beta, Unified Attribution combines Snapchat's platform metrics with Mobile Measurement Partner (MMP) data (e.g., AppsFlyer) into a single view within Snap Ads Manager, allowing advertisers to optimize campaigns using both platform and third-party attribution signals. General availability is planned later this year.

• Reduces the disconnect between Snapchat's native reporting and third-party attribution tools by consolidating both into one interface.
• Enables campaign optimization using real-time MMP conversion signals, potentially leading to faster and more informed bidding and budget decisions.
• Helps app advertisers better understand Snapchat's contribution across the customer journey without switching between multiple reporting platforms.

OpenAI has expanded access to ChatGPT Ads by introducing a beta self-serve Ads Manager, cost-per-click (CPC) bidding, and enhanced measurement capabilities, including conversion tracking. Previously, ChatGPT ads were available primarily through managed partners; advertisers can now create and manage campaigns directly through the new platform. OpenAI also emphasized that advertiser targeting and reporting do not use users' conversations or personal information.

• Lowers the barrier to entry, allowing more advertisers—including SMBs—to buy ChatGPT ads without a managed-service relationship.
• CPC bidding gives advertisers greater control over performance and aligns ChatGPT buying more closely with established search and social ad platforms.
• Expanded measurement tools make it easier to evaluate campaign performance and optimize toward business outcomes, while maintaining OpenAI's privacy commitments.