News & Insights
Google Ads Strategy 2026: PPC Updates Brands Can’t Ignore
PPC is an ever-changing industry. Staying still isn’t an option – and 2026 is already proving to be a pivotal year, especially for those focused on improving their Google Ads strategy.
In the first of our new expert insights series, the Circus PPC team shares the biggest PPC updates of 2026, what we’re seeing inside accounts right now, and what these changes mean for brands investing in paid media.
Performance Max & Demand Gen in Your 2026 Google Ads Strategy
One of the biggest trends we’ve seen in Q1 is a noticeable spike in Discovery spend within Performance Max and Demand Gen campaigns.
This likely links back to Google’s recent Discover Core Update, which changed how content is surfaced and distributed within the Discover feed.
Enya Key, PPC Analyst at Circus PPC, explains:
“There could be a shift in focus towards creative assets, and performance might also shift with it – meaning higher reach but potentially lower intent. This reinforces what we already know about the increasing importance of upper-funnel activity alongside lower-funnel conversion campaigns. Advertisers need to pay attention to the entire customer journey to drive maximal results.”
How to Adjust Your Performance Max Strategy for Upper-Funnel Growth
- Creative quality matters more than ever
- Upper-funnel performance can’t be ignored
- Performance Max strategy needs reviewing
- Demand Gen campaigns require tighter intent signals
Brands focusing solely on bottom-of-funnel conversions may see efficiency fluctuate if they don’t adapt.
How AI Is Reshaping Google Ads Strategy in 2026
It wouldn’t be a 2026 PPC update without mentioning AI.
While not yet confirmed for the UK, ChatGPT ad trials are underway in the US – and based on historical rollouts, expansion is likely.
Tristan Parr, PPC Analyst at Circus PPC, shared:
“If internet rumours are to be believed, a self-serve open ads platform like Google Ads could be available in the US as soon as this year – which could really shake things up. More people are turning to AI not just for information, but as a one-stop shop for shopping and purchasing.”
Preparing Your PPC Strategy for AI-Driven Search Behaviour
If AI platforms become transactional advertising spaces:
- PPC strategy expands beyond traditional search engines
- Search behaviour shifts further towards conversational intent
- Brands must optimise for AI-driven discovery environments
Your 2026 Google Ads strategy can’t exist in isolation anymore. The paid media landscape is broadening.
Long-Tail Keywords and Keyword Strategy in Google Ads 2026
According to Google, AI adoption is driving longer, more conversational search queries. Users are increasingly searching with five or more words.
Senior PPC Manager Inny Vaiciute attended a recent Google webinar and shared:
“The increase in long-tail keywords makes it harder for phrase and exact match to deliver the desired volume of conversions. Brands can’t rely on bidding on a few short keywords anymore – that approach isn’t enough on its own.”
Building a Smarter Keyword Strategy for 2026
- Exact and phrase match may see reduced scale
- Broad match (with strong signals) becomes more important
- Smart bidding requires cleaner data inputs
- Search term analysis is more critical than ever
This shift reinforces the need for a flexible, data-led Google Ads keyword strategy.
How to Adapt Your Google Ads Strategy for 2026 and Beyond
The key takeaways from Q1’s biggest PPC updates:
- Discovery spend is increasing within Performance Max and Demand Gen campaigns
- AI advertising platforms (like ChatGPT) may soon enter the paid media mix
- Long-tail keyword growth is reshaping search strategy
- Full-funnel thinking is no longer optional, it’s essential
The common thread? Adaptability.
Brands that evolve their Google Ads strategy in 2026 – embracing AI, refining creative, and adjusting keyword structures – will outperform those clinging to outdated frameworks.
The landscape is shifting – your strategy should be too.
Work with Circus PPC to build a PPC strategy designed for 2026 and beyond.
