9 Google & YouTube Ads updates you need to know (June 2025, H1 Recap)💡

We’re only halfway through June, but Google has already dropped a ton of updates that affect YouTube media buying and Search campaign optimization.

From shoppable video ads rolling out across the ecosystem to MaxCPV bidding getting the axe, here’s what media buyers need to know to stay ahead.

Let’s break it down:

1. YouTube follow-on views optimization is now available in Demand Gen campaigns 📈

You can now optimize Demand Gen campaigns for "follow-on views" — a major step if you're using YouTube to feed your funnel. This new optimization tells the system to go after users most likely to keep watching your content, even after the initial ad.

Think of it like “session value” for video. If your brand relies on sequencing or educational content, this could help you build intent with a warmer audience.

👉 👉 Curious how this works (and when to use it)? Read the full update here.

2. Google phases out MaxCPV for Video Ad Sequencing 🧯

MaxCPV is officially on its way out for Video Ad Sequencing (VAS). Starting July 2025, all new VAS campaigns will require Target CPM bidding. Existing campaigns using MaxCPV will still run, but it’s a clear signal: Google’s steering VAS toward impression-based buying.

Also removed: the Start Condition setting and access to reservation-based inventory.

⚠️ See how this impacts existing campaigns and why Google made the switch: Read the full update here.

3. Account suspensions are now tied to linked manager accounts 🚫

A new policy quietly rolled out: if a Google Ads manager account violates policies, linked client accounts may also be paused. The suspension is labeled “due to account association.”

This affects agencies in particular — your clients’ accounts are no longer immune to penalties triggered by your own MCC. Stay sharp with policy compliance.

🔍 Find out what triggered this and how to protect your clients: Read the full breakdown.

4. Google tests URL inclusions and exclusions in Search campaigns 🔎

A long-awaited feature is finally being tested: the ability to include or exclude specific URLs in Search campaigns. This could give advertisers much tighter control over when your ad appears, especially for broad match or DSA campaigns.

It’s not fully rolled out yet, but keep your eyes open.

👀 Want to know how to use it and who’s seeing it first? Read the full breakdown.

5. AI Max for Search campaigns set to launch globally in Q3 🤖

Google’s AI Max campaign type for Search is coming to all accounts in Q3. It blends automation with upper-funnel reach, using Search, YouTube, Discover, and more.

AI Max is built to use first-party data, audience signals, and ad strength to run performance campaigns without you needing to build dozens of ad groups. Expect it to behave like a hybrid of PMax and Demand Gen, with Search at its core.

🧠 Learn how AI Max works and what makes it different from PMax: Read the full breakdown.

6. YouTube launches 30-second non-skippable ads for Connected TV 📺

YouTube has released a new 30-second non-skippable ad format built specifically for Connected TV. It’s a limited beta, but available under Brand Awareness & Consideration with Target CPM bidding.

Great for advertisers doing top-of-funnel storytelling — especially on high-attention devices like Smart TVs.

🎬 Find out where it appears and how to test it: Read the full breakdown.

7. Multi-format opt-out is gone for video view campaigns 🧷

In another quiet change, Google has removed the ability to opt out of Shorts placements in Video View campaigns. If you’re running VVC, your ads will now run across multiple formats — long-form in-stream, Shorts, and in-feed — whether you want them to or not.

This forces more inventory diversity but limits your creative control.

⚙️ See what this means for creative control and how to adapt: Read the full breakdown.

8. YouTube retains MRC brand safety accreditation for 5th year 🏅

YouTube has once again received brand safety accreditation from the Media Rating Council (MRC) for in-stream ads. It’s their fifth year in a row, validating their enforcement systems, suitability tiers, and AI moderation efforts.

Useful if you’re pitching brand-conscious clients, and a strong sign that YouTube continues to meet third-party safety benchmarks.

🛡️ See how YouTube meets third-party standards (and why it matters): Read the full breakdown.

9. Google tests shoppable video ads in Search, Image, Shopping & Discover 🛍️

One of the biggest shifts this month: Google is testing shoppable video ads beyond YouTube.

Early reports show video creatives now surfacing across Google Search results, Image search, Shopping tabs, and Discover feeds — all with direct CTA overlays.

It’s another strong signal that Google is betting big on video-powered commerce across its full inventory stack.

🧵 Here’s where these videos are showing up and how to prepare: Read the full breakdown.

🧠 Final thoughts

June’s first half has been packed with updates that signal where Google and YouTube are headed: more automation, more video, and less manual control. If you’re a media buyer or performance marketer, now’s the time to adapt your playbook.

Staying informed isn’t optional anymore — it’s your edge.

Until next time,

The Inceptly Team

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