Biddable Industry Update

March Updates

Paid media is moving further into AI-led execution. Platforms are shifting how ads are delivered, how users search, and how campaigns are managed.

Two clear changes stand out this month. First, search behaviour is changing as AI becomes the starting point, not the results page. Second, campaign control is reducing as automation takes over targeting, bidding and creative decisions.

This creates less predictable performance. Impressions, clicks and costs are being redistributed across new placements and formats. At the same time, the quality of your inputs is becoming more important than manual optimisation.

Below is what has changed and what it means for your performance.

AI is becoming a new paid placement layer in Google Ads

Impact for brands
You may see shifts in impressions, clicks and conversions as users interact with AI results before reaching standard search listings.

What happened
Google’s AI Mode has passed 75 million daily users. It now includes ad formats like Shopping and Direct Offer ads directly inside AI-generated responses. Users can engage with products and recommendations without ever seeing a traditional search results page.

Why this matters
Search is no longer a straight path from keyword to click. Users ask broader questions and get summarised answers with products included.

This changes where demand is captured. Some traffic that would have gone through standard search campaigns is now absorbed earlier in the journey. It also changes how auctions work, as intent is interpreted differently in conversational queries.

What you can do

• Track changes in search queries and impression share
• Prioritise Shopping and Demand Gen formats
• Strengthen product data and feed quality

AI automation is accelerating across Meta

Impact for brands
Performance will depend more on the quality of your data, tracking and strategic setup as Meta takes on more of the execution.

What happened
AI-driven ad spend is projected to grow 63% in 2026. Platforms like Meta are pushing toward automated campaigns where advertisers set goals and budgets, and AI handles targeting, bidding and optimisation.

Why this matters
Execution is becoming automated, but the system itself if more complex.

Meta is making more decisions, faster, using more signals. That increases the importance of how campaigns are structured, what data is fed in, and how performance is guided.

You still influence outcomes, but through inputs and strategy rather than manual tweaks.

What you can do

• Focus on strong creatives and clear messaging
• Feed platforms high-quality data and conversion signals
• Test and refresh creative regularly

AI-generated video lowers the barrier to entry in Google Ads

Impact for brands
Video production becomes faster and more cost-effective, but performance will still depend on strong creative direction and messaging.

What happened
Google has rolled out its Veo model globally. Advertisers can now turn up to three images into a 10-second video directly in the platform.

Why this matters
The barrier to creating video is lower, but that does not remove the need for expertise.

The tool handles production, not strategy. Strong performance still depends on having a clear narrative, the right hooks and an understanding of what drives engagement.

More advertisers will test video, which will increase competition and raise the standard of what works.

What you can do

• Turn existing image assets into video
• Test video across YouTube, Demand Gen and Performance Max
• Create multiple variations to find what performs best

Meta is removing legacy campaign structures

Impact for brands
You will need to adapt to fewer campaign types and more standardised, automated setups.

What happened
Meta is deprecating older Advantage+ campaign types, with deadlines set for May 2026. This is part of a broader move toward simplified campaign structures.

Why this matters
Meta is reducing complexity and pushing all advertisers into similar frameworks. This limits custom setups and increases reliance on automation.

It also means older campaign strategies will stop working if not updated.

What you can do

• Audit campaigns for legacy setups
• Transition to current campaign structures
• Update any systems or processes tied to old formats

AI Mode is becoming the future of Google Ads

Impact for brands
AI-driven placements are likely to become a core source of traffic and conversions, not a secondary feature.

What happened
Google is positioning AI Mode as its next major ads engine. Early ad formats, reporting and controls are already being introduced as it scales.

Why this matters
Google has a strong advantage because it already has an established ad infrastructure. As AI search grows, it can integrate ads more effectively than newer competitors.

This suggests a long-term shift. AI placements will become a standard part of search strategy rather than an experiment.

What you can do

• Start planning for AI placements as part of your core strategy
• Focus on full-funnel campaigns like Performance Max and Demand Gen
• Monitor how reporting and control evolve

What this means in practice

Platforms are moving in the same direction. More automation. More AI-led decision-making. Less manual control.

Search is no longer just search. Social is no longer just audience targeting. Both are becoming systems that interpret intent and deliver ads dynamically.

This changes how performance is managed.

What to focus on now

• Data quality. Conversion tracking, product feeds and signals
• Creative. More variations, tested more often
• Coverage. Using formats that align with AI-driven delivery

What to watch

• Shifts in search queries and impression distribution
• Changes in cost as competition increases in new placements
• How reporting evolves as AI placements grow

What to prioritise

• Testing new formats early
• Strengthening inputs rather than relying on optimisation
• Adapting to platform changes before they impact performance

The gap between strong and weak performance is widening. Brands that adapt to AI-driven delivery will maintain control. Those who rely on old structures will lose visibility.