22 October 2026 · Digital advertising · Grégory Camus
Since 12 October 2026, Google Ads has been spotting coupons and offers published on an advertiser's website and adding them on its own, as promotion assets, to Search and Performance Max campaigns linked to location assets that have no manual promotion, unless the setting is turned off at account level. The email Google sent to advertisers, published on 5 October by Search Engine Roundtable, announces the default-on switch; the help page had documented the feature since early September. The website becomes a direct source of the advertising message, and an expired or ambiguous offer can end up in an ad without anyone having approved it. Three settings remain possible, and the choice deserves to be written down.
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17 October 2026 · Digital advertising · Grégory Camus
On 5 October 2026, at Advertising Week New York, TikTok presented Buy Direct, an in-app checkout in one click from the For You feed, Shopping Assistant, a conversational agent that answers on sizing, shipping and stock, and Agentic Leads, an agent that captures and qualifies prospects through conversation. The discovery platform wants to become a transaction platform. The release describes tools that are being built and coming, with no launch date and no list of countries, and no European country is named. What an advertiser can do right now comes down to its own foundations: catalogue, conversion tracking, lead pipeline.
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16 October 2026 · Digital advertising · Grégory Camus
On 6 October 2026, at Advertising Week New York, Meta announced it is beginning to test in Ads Manager an assistant able to plan and create a campaign, generate imagery and text, update targeting or change a budget on a simple instruction, with previews, approvals and controls to choose what the advertiser hands off. No rollout calendar and no list of countries come with the announcement, and Meta publishes no measured gain for these actions. The automation of ad management is moving faster than the control rules most advertisers have in place: those rules are what needs writing now.
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29 September 2026 · Digital advertising · Grégory Camus
Google offers nonprofit organisations up to 10,000 dollars a month of text ads on its results pages, shown on their own or below paid ads. In Luxembourg, the programme is open to ASBL, public utility foundations and public utility organisations, after validation by Goodstack, Google's verification partner (eligibility criteria). Getting in takes a few days. Keeping the account requires meeting the programme compliance guide every month, starting with a 5% click-through rate, failing which the account is deactivated without further warning. What the credit is worth to a nonprofit in the country therefore depends as much on monthly management as on admission.
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28 September 2026 · Digital advertising · Grégory Camus
In the first quarter of 2026, Luxembourg counted 232,919 cross-border employees out of 495,775 employees in total, 47% of salaried employment, according to STATEC data: 130,163 live in France, 51,464 in Belgium, 51,292 in Germany. These people spend their days in Luxembourg, and their evenings, weekends and online purchases in another country. A campaign set to Luxembourg reaches them during office hours and loses them as soon as they go home. A campaign set to their home municipality reaches them at home and misses the searches they run from the office. The right setting requires knowing these figures and the actual options of the ad platforms.
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19 September 2026 · Digital advertising · Hugo Hamot
On 18 September 2026, Search Engine Land reported a Video Ads Dubbing feature in Google Ads' Asset Studio, spotted on LinkedIn by Google Ads consultant Jyll Saskin Gales: the tool translates and dubs the voice track of an existing video ad into 33 languages and locales, at no cost for the accounts that have access. Google has published neither an announcement nor a help page. For a brand present on several markets, the feature already changes the creative budget equation, provided every version is checked before it runs.
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17 September 2026 · Digital advertising · Xavier Lesueur
On 16 September 2026, PPC expert Thomas Eccel spotted a new Spend Benchmarks report in Google Ads, shown in the account overview: it compares the week's spend and clicks with those of businesses Google considers similar, and comes with an invitation to spend more. The figure gives advertisers an external reference point they were missing. It says nothing about margins or customer value, which separate two accounts that look comparable.
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17 September 2026 · Digital advertising · Kenza Battache
On 16 September 2026, OpenAI announced a series of new features for ChatGPT Ads: a test of commercial agents called Sponsored Agents, AI tools in Ads Manager, and HubSpot and Shopify integrations. The same day, according to PPC Land, advertisers received a second batch focused on measurement: conversion optimisation with impression billing, adjustable attribution windows, targeting across five platforms and an event quality score. The package tightens measurement on existing formats and introduces a format for which OpenAI has disclosed neither the price nor the metrics.
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13 September 2026 · Digital advertising · Grégory Camus
Google and Meta are asking advertisers to hand them the bids, the targeting and, since this year, the text and visuals of the ads. Since 1 September, Google has even forced AI Max onto thousands of Search campaigns. We have been running pay-per-click campaigns for 26 years, the first ones on GoTo.com, before Google AdWords existed. Our position fits in one sentence: a platform paid on ad spend cannot at the same time be the one deciding the spend, and an agency exists to hold that role.
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12 September 2026 · Digital advertising · Grégory Camus
On 11 September 2026, Search Engine Roundtable published an advertiser's screenshot showing, under a sponsored Google Shopping ad, the label "5 days left" before the end of a promotion. Google told the site it was a "very early experiment", with no further detail. The badge extends the "Deal Ends" annotation Google documented on 6 August: a countdown calculated from the sale prices and promotions in the Merchant Center feed, rolled out everywhere except the European Economic Area, Switzerland and the United Kingdom, with no opt-out. An advertiser in Luxembourg can therefore neither display it nor decline it today, but its product feed already decides its eligibility for the day Google opens Europe.
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5 September 2026 · Digital advertising · Kenza Battache
Since 3 September 2026, Reddit has opened its AI-driven advertising campaigns, Max Campaigns, to all advertisers; they had been limited to a restricted group since January (Social Media Today). For brands that already manage their social presence and their paid campaigns, the launch adds a channel to weigh up alongside Google and Meta, with figures quoted by Reddit itself: 17% lower cost per acquisition and 27% more conversions.
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2 September 2026 · Digital advertising · Grégory Camus
On 31 August 2026, OpenAI announced that ChatGPT Ads had passed $1 billion in annualised advertising revenue, a threshold reached less than 200 days after the US pilot launched in February (Digiday). The group immediately opened self-service buying to European advertisers, one week after ChatGPT ads arrived in Luxembourg, and extended its ad business to India, the Middle East and North Africa.
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2 September 2026 · Digital advertising · Grégory Camus
Since 1 September 2026, Google has been automatically switching every campaign built on campaign-level Broad Match or on Automatically Created Assets to AI Max for Search, with no way to opt out afterwards (PPC Land). The migration runs throughout the month and changes targeting, and sometimes ad copy, on accounts that never knowingly enabled the feature.
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1 September 2026 · Digital advertising · Grégory Camus
In August, we wrote that an advertising platform's agent does not work for the advertiser paying for it. The bidding change Google imposed on budget-constrained campaigns gives a concrete demonstration: the algorithm can now push bids towards the set target even when historical results were doing better, as long as the advertiser has not tightened that target.
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29 August 2026 · Digital advertising · Grégory Camus
On 21 August 2026, Google sent advertisers its “AI-powered” holiday season guide (official Think with Google page), which claims more than 2.5 billion monthly users for AI Overviews and a drop in ChatGPT usage among shoppers who also use AI Mode (PPC Land). For retailers closing their Q4 budget, these figures weigh as heavily on the choice of platforms as on a less spectacular prerequisite: the state of their product feeds.
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20 August 2026 · Digital advertising · Grégory Camus
ChatGPT advertising is coming to Luxembourg: OpenAI opens its ad platform in 31 European countries on 24 August 2026 (official announcement of 18 August), six months after the start of the US tests; the announcement names nine markets, and AFP coverage specifies that Benelux, and therefore Luxembourg, is included. At the same time, SE Ranking published the first large-scale study of what six months of US campaigns have produced, and its figures set expectations: an ad on one commercial query in four, with targeting that is still approximate.
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14 August 2026 · Digital advertising · Grégory Camus
On 5 August 2026, a British tribunal certified a class action bringing together close to 880,000 businesses against several Google entities, claiming up to £5 billion for pricing practices alleged to have been unfavourable to them for years (PPC Land). The case is only at the certification stage and the allegations have yet to be decided on the merits, but the timing deserves attention: at the very moment a court recognises that hundreds of thousands of advertisers may legitimately question pricing mechanisms they could not verify, Google and Meta are asking those same advertisers to delegate more decisions to them.
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13 August 2026 · Digital advertising · Xavier Lesueur
According to the 15th Economic Barometer of the Luxembourg Chamber of Commerce, published in June 2026 and devoted to recruiting and retaining staff (Chamber of Commerce), 91% of Luxembourg companies needed to recruit over the past two years, and 90% of them ran into difficulties. When it comes to strengthening digital marketing, the question shifts: it is less a matter of budget than of the actual availability of skills.
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12 August 2026 · Digital advertising · Kenza Battache
Early in August 2026, Search Engine Roundtable and then Search Engine Land documented a Google experiment spotted by PPC consultant Nayan Prakash on LinkedIn: certain words in a Search ad's description become clickable links, like a standard hyperlink. The click, however, leads to the same page as the ad's main headline, with no separate destination.
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12 August 2026 · Digital advertising · Grégory Camus
In April 2026, as AI Max moved to general availability, Google announced that its AI feature for Google Ads generates on average 7% additional conversions, a downward revision of the 14% promise displayed during the May 2025 beta (PPC Land). Since 1 September 2026, that same technology has been automatically replacing the settings of many Search campaigns, with no action required from the advertiser.
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8 August 2026 · Digital advertising · Grégory Camus
Google is extending its “Limited Ad Serving” policy to Search, with a gradual rollout that began in August 2026 and is planned to run until 2028 (Search Engine Land). A technically compliant ad can now lose visibility without any disapproval or visible signal in the usual campaign metrics.
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6 August 2026 · Digital advertising · Grégory Camus
According to Similarweb's report The 2026 Generative AI Landscape, AI Overviews (the AI-generated summaries at the top of Google results) appear in around 43% of searches in the United States, up from 15% a year earlier. For Search advertisers, this new layer sits between the query and their ads, before any click.
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4 August 2026 · Digital advertising · Kenza Battache
From 17 August 2026, Google Ads changes the behaviour of Target CPA, Target ROAS and Demand Gen Target CPC automated bidding on campaigns limited by their budget. Accounts that were comfortably beating their targets will see their performance converge towards the target entered in the interface, upwards or downwards.
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31 July 2026 · Digital advertising · Grégory Camus
AIxH is a Google Partner agency in Luxembourg. It holds Google's official partnership and five Google Ads certifications: Search, Display, Video, Shopping and AI-Powered Performance.
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29 July 2026 · Digital advertising · Grégory Camus
On 24 June 2026, at the Cannes Lions festival, OpenAI's chief revenue officer Denise Dresser announced that the dismissal rate of ads in ChatGPT had fallen by 50% since the February launch. OpenAI chooses the indicator, measures it and publishes it, without giving the absolute starting rate.
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28 July 2026 · Digital advertising · Grégory Camus
On 20 July, Google announced the end of the separate Local Services Ads dashboard: from August 2026, these campaigns move into Google Ads as pay-per-lead Performance Max campaigns. The business model stays the same, but historical performance reports will not be transferred to the new interface.
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27 July 2026 · Digital advertising · Grégory Camus
According to a Business Insider investigation involving eight advertisers and agencies, Meta's AI ad creation tools regularly produce distorted visuals: twisted limbs, illegible text, products altered beyond recognition. Meta's reply is that checking the results is the advertiser's responsibility, in line with its terms of service.
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24 July 2026 · Digital advertising · Grégory Camus
On 22 July, Alphabet, Google's parent company, reported quarterly revenue of $119.8 billion, up 24% and above the $117 billion analysts expected. The share price nevertheless fell by around 5%, with investors focusing on the announcement of a higher AI budget than planned.
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