So, what’s new with PPC and SEO this week? There’s plenty to keep an eye on; though most of the headlines leaned toward PPC. Google did announce a fresh spam update and teased changes to AI Mode in search, but the bigger shake-ups were around ad costs, API changes, and remarketing tools. Let’s take a look at the updates and what they mean for your campaigns.
Weekly Marketing Round-Up (1- 5 September 2025)
1. Google rolls out Spam Update targeting thin content
Google’s August spam update continued into September, with a focus on reducing low-value content and bulk AI-generated material that lacks editorial review. Google clarified that AI itself isn’t the issue — it’s the absence of quality oversight.
Why this matters for SEO
This update directly affects rankings. Sites relying on thin, repetitive, or poorly reviewed AI content risk losing visibility in search results. On the other hand, businesses that invest in high-quality, human-edited content with strong trust signals (like author bylines and up-to-date references) are more likely to see stable or improved rankings. In practice, this is Google rewarding sites that prioritise depth, originality, and accuracy.
Suggested actions to carry out
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Use AI as a helper, not a replacement: always edit and add expertise.
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Review existing site content for thin or repetitive pages.
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Strengthen trust signals such as author bylines, references, and updated metadata.
Read more on Adido Digital
2. Google AI Mode could become the default search view
Google product manager Logan Kilpatrick suggested that AI Mode may soon become the standard search experience. Already live in the UK and over 180 territories, it delivers AI-generated summaries and topic expansions instead of just lists of links. Robby Stein at Google later clarified the shift is about easier access, not removing the classic results page altogether.
Why this matters for SEO
AI Mode changes how visibility is earned. Instead of competing only for rankings in the top results, websites need to be optimised to appear in AI-generated summaries. Structured content, clear headings, FAQs, and schema markup all increase the chance of being cited. Even then, click-through rates may fall if users get their answer directly in the AI summary — so the goal is both visibility and authority within these overviews.
Suggested actions to carry out
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Optimise content to be “answer ready” with clear, structured copy.
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Monitor how your brand surfaces in AI Mode compared with traditional rankings.
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Experiment with schema to help AI summarisation tools interpret your site.
Read more on PPC Land and Search Engine Land
3. Google’s “pricing knobs” raise concerns over ad costs
Court documents revealed that Google has used internal “pricing knobs” to increase ad costs in subtle ways, making it harder for advertisers to detect price changes. This news has raised transparency concerns across the industry.
If you’re worried your ad spend isn’t being put to work effectively, our PPC management service focuses on transparency and measurable results — so you can see exactly where your budget is going.
Suggested actions to carry out
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Revisit your CPC and ROI metrics regularly to spot unusual shifts.
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Compare auction insights with performance to detect cost inflation.
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Consider testing alternative channels to avoid over-reliance on Google Ads.
Read more on Search Engine Journal
4. Google Ads API moving to monthly release cycle
Starting in 2026, Google Ads API will switch from frequent releases to a monthly schedule, except for critical patches.
Suggested actions to carry out
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Map your current automations and ensure they can withstand slower update cycles.
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Build in testing time after each API release.
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Work with developers to adjust integration timelines.
Read more on PPC Newsfeed
5. Google updates support for Display Dynamic Remarketing tags
Google published new documentation to simplify setup for dynamic remarketing. The aim is to improve targeting accuracy and make retargeting ads easier to implement.
For a practical way to explore how remarketing could impact your funnel, try our free tools in the Marketing Metrics Hub — including calculators for conversion value and budget planning.
Suggested actions to carry out
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Audit your remarketing tags for accuracy and completeness.
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Test dynamic creative variations to increase relevance.
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Use remarketing in combination with broad match or PMax campaigns to maximise reach.
Read more on PPC Newsfeed
6. Microsoft Advertising tightens EU political ad rules
Microsoft introduced stricter transparency standards for political ads in the EU. Accounts failing to meet compliance requirements risk suspension.
Suggested actions to carry out
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If running political campaigns, review Microsoft’s updated compliance rules.
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Prepare verification documents ahead of campaign launches.
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Align disclosures with Google’s and Microsoft’s rules to stay consistent across platforms.
Read more on PPC Newsfeed
The week is dominated by PPC updates, from transparency concerns over Google’s ad pricing to technical changes in the Ads API and remarketing tags. SEO had fewer headlines, but Google’s spam update and hints about AI Mode becoming default search are reminders that quality content and structured data remain essential.
The main takeaway: advertisers should stay alert to rising ad costs and shifting tools, while still keeping SEO foundations solid as AI-driven search continues to evolve.
