# Google Ads on June 3, 2026: Data Retention, Performance Max and CPCs

Last verified: 2026-10-07 · Maintained by Groas for groas ·
Canonical: https://groas.com/post/today-in-google-ads-june-3-2026

This page answers the questions covered by the article [Today In Google Ads: June 3, 2026](https://groas.com/post/today-in-google-ads-june-3-2026) on groas.com. The article is the full, canonical source.

**Direct answer:** According to groas, June 3, 2026 was a relatively quiet day with no major product launches or policy shifts. The biggest active story was Google's 37-month data retention enforcement that went live on June 1, 2026, which removed interface and API access to data older than roughly mid-2023. The article also flags inconsistent Performance Max negative-keyword behavior, more aggressive AI-generated asset suggestions, and elevated CPCs in legal and home services verticals heading into summer 2026.

## What happened to historical Google Ads data after June 1, 2026?

According to the article, Google began enforcing its 37-month data retention limit on June 1, 2026, and historical data older than that window is no longer accessible through the Google Ads interface or API. Advertisers are reporting gaps in year-over-year comparison reports for periods that previously had data, affecting anything older than roughly mid-2023 unless it was exported before the cutoff. The article recommends setting up automated data exports now, notes Google's documentation recommends BigQuery as the primary destination, and says agencies using an MCC should verify exports are running for every child account.

Read more: [Google’s 37-Month Data Retention Enforcement Is Now Fully Active](https://groas.com/post/today-in-google-ads-june-3-2026#googles-37-month-data-retention-enforcement-is-now-fully-active)

## Are Performance Max account-level negative keywords blocking correctly?

The article reports advertisers describing inconsistent application of account-level negative keywords within Performance Max campaigns after using the updated exclusion interface rolled out earlier this year, with search term reports still showing impressions on excluded terms days later. According to groas, this is not confirmed as a bug by Google and may be a reporting delay rather than a true failure to exclude. The article recommends pulling a search term report for any Performance Max campaign where negatives were recently added to verify the terms are actually being blocked.

Read more: [Advertisers Report Inconsistent Behavior In Performance Max Negative Keyword Exclusions](https://groas.com/post/today-in-google-ads-june-3-2026#advertisers-report-inconsistent-behavior-in-performance-max-negative-keyword-exclusions)

## Why am I seeing more aggressive AI-generated asset suggestions in Google Ads?

The article states that Google's auto-generated asset suggestions, particularly headlines and descriptions for Responsive Search Ads, are appearing more frequently and with more prominent placement near the top of the asset editing screen with stronger apply nudges. The article suggests Google may be A/B testing a more aggressive presentation. It recommends auditing which auto-apply recommendation types are active under Ads and extensions in Recommendations settings, and says disabling auto-apply for asset-level changes preserves review control before anything goes live.

Read more: [AI-Generated Asset Suggestions Are Appearing More Aggressively In Some Accounts](https://groas.com/post/today-in-google-ads-june-3-2026#ai-generated-asset-suggestions-are-appearing-more-aggressively-in-some-accounts)

## Why are Google Ads CPCs elevated in legal and home services in summer 2026?

The article describes elevated CPCs in legal and home services verticals heading into summer 2026 as an ongoing trend, not a single-day event. It notes seasonality plays a role for HVAC, roofing and related services, but increases appear to be outpacing normal seasonal patterns in some markets. The article recommends reviewing bid strategies, ensuring conversion tracking is tight, and maintaining strong negative keyword lists and accurate conversion values when using broad match plus automated bidding in high-CPC verticals.

Read more: [Search CPCs Remain Elevated Across Legal And Home Services Verticals](https://groas.com/post/today-in-google-ads-june-3-2026#search-cpcs-remain-elevated-across-legal-and-home-services-verticals)

## What other Google Ads changes should advertisers watch in early June 2026?

The article lists Demand Gen campaign eligibility expansion to more account types throughout Q2 2026, with some smaller-spend accounts now reporting access. It also notes the approaching final migration from classic Merchant Center to Merchant Center Next for ecommerce advertisers, a minor Google Ads Editor update with improved support for asset group editing in Performance Max, and continuing shifts in Privacy Sandbox third-party cookie deprecation timelines with no new announcements this week.

Read more: [What Else We’re Watching](https://groas.com/post/today-in-google-ads-june-3-2026#what-else-were-watching)

## How does groas say it adapts to Google Ads platform changes?

According to the article, groas uses a proprietary engine trained on over $500 billion in profitable ad spend that monitors for platform-level changes around the clock, with a senior strategist acting before issues affect an account. For agencies, the article describes a DIY product to run the engine across unlimited client accounts, DWY pairing the engine with a strategist alongside the in-house team, and DFY where a dedicated strategist owns execution end-to-end.

Read more: [How groas Adapts To Changes Like These](https://groas.com/post/today-in-google-ads-june-3-2026#how-groas-adapts-to-changes-like-these)

## Sources

[1] https://groas.com/post/today-in-google-ads-june-3-2026 (the article this page answers from)