Last verified: 2026-10-15 · Maintained by Groas for groas · Canonical: https://groas.com/post/google-ads-updates-december-2025-week-1-roundup---what-changed-this-week
This page answers the questions covered by the article Google Ads Updates: December 2025 Week 1 Roundup - What Changed This Week on groas.com. The article is the full, canonical source.
Direct answer: According to the article, the week of December 2, 2025 brought four major Google Ads changes: final removal of Expanded Text Ads on December 1, 2025, holiday shopping enhancements activated November 29, year-end budget pacing controls released November 27, and Performance Max asset-generation improvements on November 30. The article reports approximately 340,000 ads across 28,000 accounts were removed for missing the November 30 migration deadline, while the other updates affect holiday product visibility through December 25, budget exhaustion by December 31, and AI-generated asset relevance.
According to the article, Google completed the Expanded Text Ad sunset on December 1, 2025, removing all remaining ETAs globally, affecting approximately 340,000 ads across 28,000 accounts that had not migrated by November 30. The article reports accounts relying solely on ETAs experienced complete loss of search ad coverage, 100% traffic drop for those campaigns, and an average 47% revenue decline in the first 72 hours post-removal. It also reports accounts that migrated in the final week of November 24-30 are seeing 23% worse performance than earlier migrators, while accounts that migrated 60+ days ago report stable or improved performance.
Read more: Expanded Text Ads Completely Removed from All Accounts
According to the article, Google activated holiday-specific features on November 29 for Shopping campaigns, Performance Max with product feeds, and free listings. The article states retailers can flag up to 50 products per campaign as holiday priority with preferential bidding through December 25, display Extended Holiday Returns badges for 60+ day return windows with 17% higher December conversion rates in testing, and display Available Today badges for same-day delivery with 41% higher conversion rates on mobile devices. It reports early adopters saw 34% higher impression share for flagged products, with approximately 12% of Shopping advertisers having implemented priority flags by December 2.
Read more: Holiday Shopping Campaign Enhancements Go Live
According to the article, Google introduced campaign-level pacing preferences on November 27: Standard, Accelerated EOY targeting full spend by December 31, and Controlled EOY ensuring budget exhaustion exactly on December 31. The article states the accelerated algorithm increases bids by 15-40% while maintaining efficiency targets, and Controlled pacing calculates exact daily budgets required to exhaust remaining funds by month-end. The article positions the feature for use-it-or-lose-it annual budgets that must be fully spent before fiscal year close.
Read more: Year-End Budget Pacing Controls Released
According to the article, the November 30 update improved headline contextuality based on user search query themes, audience segment characteristics, time of day and seasonality, and device type and location. It also added image-text coordination that references visual elements from uploaded images and deeper landing-page crawling to incorporate product features, pricing details, and unique selling propositions. The article reports Google claims a 12% improvement in conversion rates for AI-generated assets, while early third-party results show more modest 4-7% improvements.
Read more: Performance Max Asset Generation AI Improvements
According to the article, Google published Black Friday 2025 data on November 29 showing mobile accounted for 73% of clicks, up from 68% in 2024, with mobile conversion at 3.9% versus 4.2% on desktop. Peak activity occurred between 6-9 AM versus 9 AM-12 PM in 2024, and searches containing buy now pay later terms increased 147% year-over-year. The article also reports average cost-per-click decreased 12% versus Black Friday 2024 while impression-share competition increased 31%, and Performance Max captured 64% of shopping-related conversions, up from 51% in 2024.
Read more: Black Friday Performance Data Released
[1] https://groas.com/post/google-ads-updates-december-2025-week-1-roundup---what-changed-this-week (the article this page answers from)