What’s new in Paid Media: April 2025 industry updates

Welcome to the latest blog from the Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve.

The first hints of summer are starting to show, and the digital marketing landscape is heating up right alongside the weather. April has brought along a fresh wave of updates across the Paid Media landscape. Let’s take a look at these changes and what they mean for you. 

Keep reading to find:

Google Ads to show ads at the bottom of Search Engine Result Pages, not just the top

Google has rolled out a notable update on how Search Ads are served across the Results Pages (SERPs). Previously, an advertiser’s ad would appear in either the top or bottom ad slot, but not both. This restriction has now been lifted: ads that qualify for top positions can also compete in the bottom ad auction if they are deemed relevant for the user’s query.

Why the shift? Google observed that users tend to scroll down to review content lower on the page and then return to the top where results feel more relevant. This represents that there is intent and curiosity happening lower on the page but no satisfaction. With this change, Google aims to include better ads further down and reduce this back-and-forth behaviour.

It is important to note that this doesn’t violate Google’s double-serving policies. Advertisers still won’t compete with themselves in the same auction (top or bottom). The ad content displayed further down in the SERPs may be similar or different from the top ad to suit the context of the placement.

What does this mean for me?

• This update opens up new opportunities to get visibility in front of users, especially those who are deliberate in their search behaviour. The most relevant ads with well-themed keywords, ad copy, and landing pages are likely to be rewarded. The right messaging is now more important than ever!
• Segment your campaigns by “Top vs. Other” in your reporting to understand how different ad locations impact performance. This could help feed into creative optimisations for different engagement patterns. 

Google PMAX gets a boost with more goals and image controls

Google has rolled out several powerful updates to Performance Max campaigns this month. Read on for a breakdown of the key enhancements:

New goals and reporting 

• Retention Goals are now widely available. You can now specifically bid more aggressively to win back lapsed customers – a key move if you’re focused on customer lifetime value.
• New column alert! New Customer Acquisition Cost (CAC) Reporting has been added as a new column in campaign reporting. It tracks CAC when you’re using the new customer acquisition goal, in either “new customer only” or “new customer value” mode.

More image controls 

• Google PMAX can now automatically source images from landing pages when it discovers an opportunity to improve ad performance. You will have visibility of these assets, and can also choose to opt out of this feature entirely.
• The new image enhancement option also allows PMAX to automatically create additional versions of your existing creative via cropping to help you unlock new inventory across formats 

What does this mean for me?

• Whether you’re re-engaging past buyers or optimising spend toward first-time customers, these new lifecycle goals let you guide Google more precisely towards who your highest-value users are.
• The new image controls do all the heavy lifting to help you gain access to more image variety. That being said, don’t set it and forget it! Make a habit of reviewing what’s being added to your asset pool to ensure relevance, quality, and consistency.

TikTok Ads introduces new exclusion lists for smarter placements

It is more important now than ever for advertisers to be aware of and more selective about where and how their brand shows up online. To help with this, TikTok has launched two new tools  to give advertisers more control over ad placements:

• Video Exclusion List – Block specific video types from appearing near your ads, enabling real-time control over where your video is positioned next to similar videos in a feed.
• Profile Feed Exclusion List – Prevent your ads from being shown next to content from specific user profiles.

The release also comes along with TikTok’s new Brand Safety & Suitability Playbook, which includes step-by-step setup guides, industry examples, and a new framework for thinking beyond just safety to brand alignment.

What does this mean for me?

• No more broad-based filtering and negative association. You can now exclude videos or profiles that feel off-brand. This is going to be a game-changer for industries with tighter guidelines where brands were hesitant about TikTok Ads due to placement concerns. 
• With viral content constantly changing, the ability to block specific video IDs (the unique numerical identifiers assigned to each individual video on the platform) means you can protect your brand instantly, without pulling your whole campaign.
  
  

Too long; Didn’t read: TikTok is giving advertisers more power, use it.

Google launches automatic content extraction

Google has introduced automatic marketing content extraction, and all merchants are enrolled by default. This new feature allows Google to pull promotional and brand content from existing marketing materials and display them across Search, Google Shopping, and Maps. 

Google sources your content in two ways:

• By subscribing to your marketing emails using a dedicated address: marketingemailtogoog@gmail.com.
• Manual addition of Google’s email (marketingemailtogoog@gmail.com) to your mailing list

Google will highlight sales and promotions, social media links and posts, and brand visuals and messaging.

What does this mean for me?

• This major update could give your brand a visibility boost without having to lift a finger. Increased automation in Google means less manual input is needed from advertisers, as Google is able to repurpose your marketing content for extra exposure. 
• However, it is important to be proactive about what content Google might access and monitor how it’s displayed. It may raise brand control concerns since you don’t have direct say over how your assets are framed or used.

Not keen on this update? Make sure to review your Merchant Centre settings and opt out.

Reddit rolls out new tools to simplify campaign management

The front page of the internet just got smarter. Reddit is making serious moves to open the way for small to medium-sized businesses (SMBs) with new features focused on accessibility, speed, and better tracking. Some of the new features are outlined here:

1. Campaign Import from Meta

Reddit now allows you to import existing Meta campaigns in just three easy steps: 

1. Log in to your Meta account via Reddit Ads Manage
2. Select a campaign
3. Optimise for Reddit’s unique audience

2. New Campaign QA Page

The redesigned campaign review interface consolidates your build in one place, allowing you to quickly review settings and make edits without jumping between pages. 

3. 1-Click Google Tag Manager Integration

Reddit Ads now supports a seamless Reddit Pixel-to-GTM connection. With just a few clicks, advertisers can set up conversion tracking.

4. Enhanced Events Manager

The updated ‘Events Overview’ page gives you more transparency over the signals you’re tracking. Whether you’re using the Reddit Pixel or Conversions API, you can now see a detailed breakdown of all conversion events in one place – essential for SMBs running performance campaigns.

What does this mean for me?

• Reddit has not been marketers’ first stop, but their new features change the game for SMBs looking to advertise on the growing platform.
• Reddit Ads Manager just made itself more approachable through eliminating the need for new campaign builds and simplifying the setup process. 

Google-Roblox ad partnership to reach Gen Z audiences

In a bold move to tap into younger digital audiences, Google has partnered with Roblox and the new immersive video advertising format on its platform. The new rewarded video ad format will give advertisers access to the platform’s vast and loyal user base. These immersive 30-second video ads will now run across Google AdMob and Ad Manager, marking a significant expansion of Google’s reach into virtual environments. 

These won’t be your traditional ads – they will appear as billboards in digital cities, screens at virtual events, and other natural in-game placements. Advertisers can soon buy these placements directly via Google Ad Manager, integrated into the broader Google Ads ecosystem.

What does this mean for me?

• Firstly, this provides access to Roblox’s 85m+ daily users and the ever-elusive Gen Z audience.
• With the Google x Roblox partnership, no extra tools or training are required since ads can be incorporated through the good ol’ Google Ads Manager.
• If you’re a gamer, fear not! These ads won’t interrupt gameplay. If you’re a marketer – rejoice! You get access to a highly attentive audience without the usual ad fatigue. If you’re both – it’s a win-win! Seamless gaming and smart brand engagement. 

With Roblox leading the charge, Google is expanding its Immersive Ads capabilities, which would open even more opportunities for advertisers. Watch this space for more updates.

Who’s making moves in Paid Media?

We all know it, the landscape of paid media is shifting fast. Here’s a quick roundup of who’s moving, shaking, and staking their claim in this evolving ad space:

1. Apple Search Ads gets a new name

Apple has officially rebranded Apple Search Ads as “Apple Ads”, hinting at long-term plans to expand its ad offerings beyond the App Store. This change positions Apple to play a more prominent role in the performance marketing space.

2. BeReal gets serious about ads

Once known as the anti-Instagram of the social world, BeReal has launched its first US ad platform, led by a former TikTok executive. The move comes as Gen Z platforms race to monetise in creative ways. With TikTok’s future in the US uncertain, BeReal might be making a timely play for audience attention.

3. Netflix builds its own adtech stack

In a bold power move, Netflix is rolling out its in-house adtech stack in the US this April. The goal? To reduce reliance on third parties like Microsoft and gain more control over targeting, measurement, and performance. For marketers, this could eventually mean better data and more transparency. See what ad options are currently on offer from Netflix.

Look out for our May edition of “What’s New in Paid Media” for a round-up of next month’s industry updates to inspire your PPC, Paid Social and Display & Video strategy. If you want to talk about your business aspirations, get in touch!