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
What’s New: Google has rolled out faster Gemini 2.5 models for content creation, plus Project Mariner – an AI tool that automates web browsing tasks. Search is shifting towards full-sentence prompts and voice queries, reflecting a broader move toward more intuitive digital interactions.
> Take Action: As users start searching in more natural language, your ad copy needs to match. Align messaging with question-based phrasing or problem/solution formats to drive stronger engagement and potentially lower CPCs.
What’s New: From 10 July, professional accounts can opt into having posts indexed by Google, meaning Instagram content will become searchable and visible outside the app. This transforms Instagram from a closed network into an open web presence, with SEO now playing a bigger role.
> Take Action: Boost the performance of both paid and organic posts by using clear, keyword-rich captions, hashtags and metadata. Strong SEO signals will now amplify discoverability well beyond the feed.
TikTok
What’s New: TikTok’s updated Branded Content Policy will soon require all paid partnerships to use the commercial disclosure toggle. This adds transparency, ensuring compliance with ad regulations and reducing risk of post removal or account issues.
> Take Action: Review your influencer and creator posts to ensure the commercial toggle is used correctly. Staying compliant will protect campaign reach and avoid disruption during key brand moments.
Where PH Digital Can Help
June’s platform updates are a reminder that paid strategy doesn’t stand still. Brands that stay agile – and align content, compliance and conversion goals – will be best positioned to outperform in the second half of 2025.
Need help adjusting your paid media strategy to keep pace with platform changes?
Get in touch with us below. We’ll help you stay compliant, discoverable, and one step ahead.