How To Turn This Month's Paid Platform Updates Into Profit
Big platform updates don’t just change dashboards, they directly affect where and how customers discover your brand.
These are the changes that matter this month, and the actions that'll give you a competitive edge (we'll handle the heavy optimisation!)
Google Ads: AI Overviews & AI Mode
What’s changed: Google is now slotting paid ads inside its AI-generated answer boxes. These summaries sit above the usual blue links and even above many traditional ads.
Why it matters for you: If your message appears inside that answer, you’re effectively first in line for the click-through – or the customer may decide without ever scrolling further.
What you can do to adapt:
- Revisit FAQs – Check your top customer queries (shipping, fit, returns), and ensure your website copy answers them in plain language.
- Highlight real-world proof – Reviews, price guarantees and 'in-stock' flags help Google choose your ad for the answer box.
- Talk benefits, not buzzwords – Ad headlines that read like answers (“Delivered free in 48 hrs”) are the ones AI prefers.
Instagram: Reels Trending Ads
What’s changed: Meta now sells ad slots that appear next to the hottest Reels of the moment or within themed playlists such as beauty, sport or fashion.
Why it matters for you: You can borrow the reach of viral content without producing it yourself – perfect for quick brand awareness boosts.
What you can do to adapt:
- Keep a Reels mood board – Save short videos that feel on-brand. They’re creative starting points to spin into ad content.
- Green-light quick creative – Trending inventory moves at speed. Having pre-approved copy, colours and logo treatments lets you capitalise on a moment before it cools.
- Pair with partnerships – If you already work with creators, ask them to post in the same trend window for extra lift.
TikTok: GMV Max for TikTok Shop
What’s changed: TikTok’s new AI tool automatically pushes your best-selling products and adjusts ad spend to maximise sales inside TikTok Shop.
Why it matters for you: Stronger sales with less manual tweaking means more time for product and brand building.
What you can do to adapt:
- Polish product pages – High-res images, clear titles and benefit-led bullet points feed the AI what it wants.
- Link video to products – When you post behind-the-scenes clips or live demos, tag the featured items so GMV Max can promote them.
- Watch your stock – Fast sellers can run dry. Keep inventory feeds accurate so you never advertise what you can’t ship.
What to Do Next
You don’t need to tear up your strategy – just fine-tune the parts customers see. That means answering real questions plainly, making sure your creative fits the moment, and auditing your product data so it's tidy and up-to-date.
All the ad-tech, bid management and platform testing? That’s on us.
Get in touch below and we’ll show you exactly where your next wave of growth can come from.