TL;DR
Every Google Ads change in 2026, in one place — Search, Shopping, PMax, AI Max, Merchant Center. I update this post every month so you do not have to follow 10 different blogs.
15
major changes in 2026
Monthly
update (October 2026)
5
areas: Search, Shopping, PMax, AI Max, MC
Q3-Q4 2026
Shopping launches in Serbia
Bookmark this page — I update it every month with all the relevant changes.
The Google Ads platform is changing faster than ever. In 2026, between the AI Max rollout, Shopping launches in new markets, PMax transparency additions, and old-feature deprecations — it is hard to keep track of what actually matters versus what is just noise. This post is my answer to that problem.
I have been doing Google Ads consulting for 10+ years, across markets from Serbia to the UK and the US. Every month I read everything coming out of Google HQ, filter out what genuinely affects campaigns, and log it here. The newest month is always at the top. If you would rather have someone track these changes for you and apply them to your account right away, see my Google Ads management service.
October 2026 - Updates and Changes
Updated: October 14, 2026
Google Ads API: The Access Level Order Is Test, Explorer, Basic
According to Google's access levels page (updated October 14, 2026), a new Cloud project starts at Test. Explorer has to be requested: in Cloud Console, on the project's Google Ads API page, click Apply for access, and Google may upgrade the project to Explorer automatically after you apply. Basic can only be requested from Explorer, and completed brand verification is a prerequisite.
The full step-by-step process is in the Google Ads API Basic Access guide. Source: Google Ads API, access levels.
September 2026 - Updates and Changes
September 1-30, 2026, per Google's announcement
Migration to AI Max: Automatically Created Assets and Campaign-Level Broad Match
Per Google's announcement, from September 1, 2026 Google gradually moved Search campaigns that use automatically created assets or campaign-level broad match to AI Max, with the move finishing by September 30. Creating those two settings has been blocked since August 3, 2026.
Dynamic Search Ads were not part of that wave
On June 11, 2026 Google updated its announcement: the automatic upgrade of DSA campaigns to AI Max was moved to February 2027.
Check in your account which campaigns were moved to AI Max and compare their performance before and after the move. Sources: Google blog, DSA and AI Max and Google Ads Developer Blog.
September 2026
Language Setting Removed from Search Campaigns
According to Google's help page, starting in September 2026 the campaign-level language setting is removed for Search campaigns and for the Search Network part of Performance Max campaigns. Search ads are matched by the language of the ad itself, and Google prioritizes the ad whose language matches the language of the query. The setting stays for YouTube, Display, Discover and Gmail, and Shopping in PMax is not affected.
Check that the ad and landing page language match the query language, and catch unwanted languages through the search terms report and negative keywords. Source: Google Ads Help, language targeting.
September 9, 2026
Google Ads API: Developer Tokens Retired, Access Moved to the Cloud Project
As of September 9, 2026, Google retired developer tokens for the Google Ads API: they can still be sent with a call, but Google ignores them and they are no longer required. Access now sits with the Google Cloud project the OAuth credentials come from, not with a token at the manager (MCC) account.
Setup details are in the Google API access guide for agencies. Source: Google Ads API, developer token.
August 18 and September 1, 2026
Content API for Shopping: Sunset, Merchant API Is the Replacement
The Content API for Shopping reached its sunset on August 18, 2026. Since September 1, 2026, requests from projects without an approved extension fail intermittently with HTTP 410 (Gone), and Google plans to turn it off completely in early 2027, though the timing may still change. The replacement is the Merchant API (v1).
If you inherit an integration that still calls Content API v2.1, migrating it is the first job. If your feed runs through a plugin or a third-party tool, ask the provider whether it already uses the Merchant API. Source: Google, Content API for Shopping sunset.
April 2026 — Updates and Changes
Announced: March 25, 2026
Google Shopping — Launching in 15 New European Markets
This is the biggest Google Shopping expansion since 2014. On March 25, 2026, Google officially confirmed the expansion of Shopping Ads to 15 new EMEA markets in two waves:
Phase 1 — Back-to-School (Q3 2026)
- Cyprus
- Luxembourg
- Moldova
- North Macedonia
- Malta
- Liechtenstein
Phase 2 — Holiday Season (Q3-Q4 2026)
- Serbia
- Croatia
- Bosnia and Herzegovina
- Slovenia
- Montenegro
- Bulgaria, Estonia, Latvia, Lithuania
If you run an eCommerce business in Serbia or the region, preparation starts now — not in October. Merchant Center setup, feed optimization, and account review all take months. Complete preparation guide →
April 2026
PMax Channel Performance Timeline — New Transparency
Finally. Google has introduced a Channel Performance Timeline for Performance Max campaigns — you can now see how each channel contributes to overall results.
This is the most significant PMax transparency update since the campaign type launched in 2021. Advertisers have wanted a per-channel breakdown for years — now it is possible. Check the Channel Timeline weekly to spot which channel is burning budget without conversions.
April–June 2026
Google Unified Enhanced Conversions Settings
Google is consolidating Web and Leads enhanced conversions into a single setup interface. The previously separate settings for web conversions and lead conversions now live in one place. Rollout happens in two steps: April 2026 (web) and June 2026 (leads). If you have not set up enhanced conversions yet — now is the time. Enhanced conversions improve measurement accuracy by 5-30% depending on the industry.
April 2026
Product Ratings in YouTube Shorts Ads
eCommerce sellers can now display product ratings (stars and review count) directly inside YouTube Shorts ads. This pulls data from Google Merchant Center and the Google Customer Reviews program. Relevant for brands with well-rated products — social proof directly in a video format increases CTR and lowers friction to purchase.
April 2026
Merchant API Now Available in Google Ads Scripts
Developers and agencies can now use the Merchant Center API directly through Google Ads Scripts — no separate OAuth tokens or standalone projects required. This opens up automated feed monitoring, alerts for disapproved products, and price management straight from Ads scripts. For agencies running a larger Shopping portfolio, this is a meaningful workflow speed-up.
Since March 9, 2026
Performance Planner — Partial Deprecation
Since March 9, 2026, Display and Video campaigns are no longer supported in Performance Planner. The impression share metric has also been removed from the Planner interface.
What is still supported?
Search, Performance Max, and Shopping campaigns remain available in Performance Planner. For Display and Video planning, Google recommends Reach Planner (video) and direct budgeting inside campaigns.
March 2026 — Updates and Changes
March 2026
Google Ads Editor 2.12 — 15 New Features
The biggest Editor release of 2026. Key changes by campaign type:
The previous limit was 5 videos. With 15, the algorithm has far more material to test and optimize across YouTube and Discovery placements.
Demand Gen gets full Editor support: bulk creation and editing of ads, audience lists, and bids. Previously this required manual work in the UI.
Total Budgets (a single total budget for the entire campaign period) can now be set and managed directly from the Editor — previously available only in the online UI since January 2026.
MCC campaign management gets improved bulk operations for accounts that share a similar structure — relevant for agencies and white-label setups.
February 2026 — Updates and Changes
February 26, 2026
AI Max Text Guidelines — Global Beta for All Advertisers
On February 26, 2026, Google opened AI Max Text Guidelines to all advertisers globally (previously a limited beta). This is one of the most important AI features of 2026 for Search and PMax campaigns.
Text Customization
AI automatically generates headlines and descriptions in real time, tailored to each query. Do not use the same ads for every search — AI varies the copy based on context.
Text Guidelines (Control)
You define what AI can and cannot write — term exclusions (e.g., avoid "cheap" for luxury brands) and messaging restrictions to keep brand voice consistent.
Practical recommendation
Set up Term Exclusions right away. Every brand has words that must never appear in its ads (generic pricing messages, competitor terms, etc.). Without exclusions, AI can generate messaging that is technically accurate but off-brand. This applies to both AI Max for Search and Performance Max campaigns.
January 2026 — Updates and Changes
January 2026 — Open Beta
Campaign Total Budgets — Open Beta
Total Budgets entered open beta for Search, Performance Max, and Shopping campaigns. Instead of a daily budget (multiplied by the days in the month), you can now set a total budget for the entire campaign period.
| Budget type | How it works | When to use |
|---|---|---|
| Daily Budget | €X/day (up to 2x on peak days) | Always-on campaigns |
| Total Budget (new) | €X total for the campaign period | Promotional campaigns, seasonal launches |
Useful for: Black Friday campaigns, product launches, and any scenario where you have a fixed marketing budget for a specific period — and you do not want daily budgets to go unspent.
January 2026
Universal Commerce Protocol — AI Agents Shopping Online
Google launched open-source standards for AI agents that autonomously complete purchases on behalf of users. This is not science fiction — this is infrastructure being built right now.
Partners that have adopted the protocol
What does this mean for advertisers?
This is the early stage of the "agentic commerce" era. Today: a user searches, clicks an ad, buys. Tomorrow: an AI agent searches, evaluates, and buys automatically — no click involved. Google Shopping feeds and well-structured product data will be the foundation for visibility in these AI systems. Start on feed optimization today.
What's Coming Next — 2026 Announcements
Based on Google's official announcements and the patterns I am tracking, here are the key dates for the rest of 2026:
Q3-Q4 2026 (expected)
Shopping in Serbia — Live!
Phase 2: Serbia, Croatia, Bosnia and Herzegovina, Slovenia, Montenegro, Bulgaria, Estonia, Latvia, Lithuania. Exact date not yet confirmed, possibly ahead of Black Friday season if the launch lands in Q4.
All of 2026
AI Max Expansion
AI Max for Search and PMax are getting new controls, better reporting, and expanded availability across more markets and campaign types.
Detailed Shopping preparation guide
If you run an eCommerce business in Serbia, read my complete guide to the Google Shopping launch — a 15-step checklist, Merchant Center setup, product feed optimization, and lessons from the UK market.
Read: Google Shopping Serbia 2026 →Or check out our complete Google Shopping guide.
FAQ — Frequently Asked Questions
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