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I'm calling it right now...
2026 will be the year of the biggest change to Google Ads that we’ve seen yet.
Yes, bigger than PMAX.
Yes, bigger than the move away from traditional keyword targeting.
And yes, even bigger than the launch of Demand Gen and AI Max.
WHY?
Because this change has very little to do with how Google Ads works…
And everything to do with how people are using Google Search.
According to Search Engine Land (Nov 5), even when AI Overviews are NOT triggered in Google Search, users are simply clicking less:
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Organic click-through rates drop by 61%
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Paid click-through rates drop by 68%
So the challenge is no longer just about beating your competition, to get that #1 Ad Rank.
The challenge is surviving in an environment where people are clicking on fewer results... both paid and organic.
Even with these changes let’s discuss how to succeed with Google Ads in 2026.
At DDA, this shift in search behaviour is something we’ve been preparing for.
In fact, earlier this year I spoke to 500 business owners at a conference in Sydney and laid out exactly what this change would look like.
The good news: you don’t need to completely overhaul your strategy.
Search, Shopping and PMAX will still form the foundation of successful campaigns because the Google Ads auction is still driven by Ad Rank.
The second thing to keep in mind is that Google Ads targeting is NOT just about keywords.
Your campaigns are also targeting audiences, demographics, locations, devices and increasingly, content placements.
This is where newer campaigns like PMAX and Demand Gen can give you extra results by utilising Smart Bidding & different Content Placements.
IMPORTANT: If your campaigns are currently performing well with your Search and PMAX or Search, Shopping and PMAX structure keep going.
But here’s what I want you to monitor:
✅ Are clicks dropping even when your budget hasn’t changed?
✅ Are CPCs rising fast?
✅ Are conversions slowing down?
If you answered yes to one or more, then it’s time to start testing new campaign types and features... slowly.
Do not overhaul your account. Test one thing at a time.
Here are the two updates I’d recommend testing:
Option 1: Start using Broad Match or PMAX
If you’re only using Exact or Phrase match keywords, your ads won’t show in Google’s AI Mode or AI Overviews.
Google has confirmed that ads in AI results will only show if you use:
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Broad match keywords
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PMAX
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AI Max
So as AI Mode becomes more prominent (and eventually the defualt choice) your current campaigns will be excluded unless you adapt.
Start by:
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Adding 1–2 long tail broad match KWs into top-performing ad groups (monitor closely, add negatives as needed)
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Or launching a PMAX campaign
(for lead gen, wait until you have good offline conversion tracking)
In both cases: be patient. Don’t judge results after just 1–2 weeks.
Option 2: Test a Demand Gen campaign
Start small. Pick one city or region.
You need enough budget to make the test meaningful but not so much that you burn money too fast.
Also: measure success outside of the Google Ads dashboard.
Focus on bottom-line performance, not just platform-reported conversions.
2026 will be a big year.
But those who understand how to adapt their Google Ads strategy will continue to win.
Have a great week in Google Ads,
Aaron Young
- Monday 1st December, 8pm AEST: How Google Ads will Work in 2026
- Wednesday 3rd December, 8pm AEST: Google Ads Keyword Research in 2026
Head Over To My YouTube Channel 👇
|
[LIVE MASTERCLASS + Q&A]
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Wednesday, 26th, November, 2025, 00:00 AM (AEST)
Tuesday, 25th, November, 2025 2:00 PM (GMT)
Tuesday, 25th, November 2025, 06:00 AM (PT)
