TL;DR
Google Ad policy changes are now active, requiring call-to-action phone numbers to be verified, restrictions on supplement-related products, and Canada is now allowing crypto on Google Ads. Additionally, AI overviews and answering engines are predicted to drop organic click-through rates by 50%. It may be wise to double down on brand recall, social reach, lead-magnet CTAs, and even Google Merchant Center listing additions to put product CTAs above the fold.
A lot has happened — Let’s dive into the news you need to know:
Google Ads: New Policies In Effect
Call-to-Action Phone Numbers Need Immediate Attention
If you have phone numbers in your call-to-action for Google Ads, then you should go verify them ASAP. If you don’t, your ad will most likely not be approved.
Restrictions on Supplement-Related Products
Products such as pill presses and capsule-filling devices have joined Google’s restricted list. The best course of action is to audit:
- SKUs
- Keywords
- Product Descriptions
Doing this will avoid unexpected bans and account restrictions. These actions would be beneficial to do immediately.
Canada Accepts Crypto Ads
The Great White North has just opened up to crypto ads on Google. If you want to advertise crypto in Canada, now is your chance.
AI Overviews: Predicted CTR Drop by 50%
AI answer engines are predicted to experience a drop in click-through rates by 50% by the end of 2025.
Don’t panic, this can be an opportunity for you to:
- Build your Brand — work on making your brand memorable and recognizable.
- Strengthen Social Media Use— boosts brand discoverability when SEO visibility is unpredictable.
- Converting Content — Shifting to having action-related keywords rather than content-focused keywords will be beneficial.
Action List: Win in Changing SERPs
- Refresh ad assets — verify phone numbers and update disallowed products.
- Secure the Brand — Focus on the brand you build
- Create conversion points — Add CTAs and lead magnets throughout your website.
- Launch (or optimise) Google Merchant Center – product listings appear at the very top of Google results, ready‑made CTAs included.
