Running a business in 2025 means keeping up with platforms that are changing fast. Whether you're advertising on Google, Meta, or experimenting with TikTok, staying ahead of these changes can give you a competitive edge – or cost you, if you don’t act.
Here’s what PH Digital is watching this month, and how we’re helping our clients turn these updates into measurable growth.
Google Ads: More Control Over Performance Max Campaigns
What’s changed: Google has introduced a new feature called Search Themes in its Performance Max campaigns. It lets advertisers guide Google toward specific search terms and product categories – a big step toward smarter, more targeted campaigns.
Why it matters for you: If you’re launching a new product, entering a seasonal period, or scaling fast, Search Themes help ensure your ads are targeting the right people at the right time, even if Google doesn’t yet have a lot of data to go on.
What we’re doing for clients:
- Building keyword-based themes to improve ad efficiency.
- Testing this tool on new launches and scaling campaigns.
- Using Search Themes to reduce wasted spend and improve conversions.
Instagram: Multiple CTAs in a Single Ad
What’s changed: Meta now allows carousel-style CTAs (calls to action) on Instagram. You can add buttons like “Shop Now,” “Save,” and “Learn More” all in one post.
Why it matters for you: This makes your Instagram ads work harder – appealing to shoppers at different stages of the buying journey without running multiple ads. If your product needs a bit of education before someone buys, this is for you.
What we’re doing for clients:
- Combining storytelling and selling in one creative.
- Using multi-CTA formats to reduce funnel friction.
- Testing new ad flows that move people from “just browsing” to “add to cart.”
TikTok: You Can Now View Competitor Ads
What’s changed: TikTok has launched a public Ad Library, letting you search active ads by category, region, or keyword.
Why it matters for you: If you’re using TikTok or planning to, this is a goldmine. It shows you what’s working for competitors — so you can learn from it and launch smarter, faster campaigns.
What we’re doing for clients:
- Analysing top-performing TikTok ads in your category.
- Using learnings to brief creative teams and content creators.
- Identifying trends and creative formats that drive ROI.
What This Means for Your Business
The platforms aren’t slowing down – and neither should your strategy. These updates give brands a serious advantage if you know how to use them. That’s where PH Digital comes in.
We’re already rolling out these tools for clients to drive more efficient spend, better returns, and smarter creative. Whether you're already investing in digital or just starting to scale, we’ll help you stay ahead of the curve – and your competitors.
Let’s Make It Work for You
Not sure how to apply these updates to your current campaigns? That’s what we’re here for.
Get in touch below and we’ll show you exactly where your next wave of growth can come from.