Digital Marketing Platform Updates: 13 July 2026
This was a big week for fine print. Google rewrote who is responsible when AI creates your ads, Meta gave advertisers a tool they have been begging for since 2020, and search rankings got shaky again. Here is what matters and what to do about it.
Google Ads
New Terms of Service: You Are Now Responsible for AI-Generated Ads
On July 1, Google applied updated Terms of Service to every Ads account automatically. No prompt, no acceptance button. The key change: advertisers now explicitly authorise Google to "format, select, or generate targets, ads, or destinations" using automated features.
Why it matters: The old language treated automation as something you opted into. The new language reflects reality: automation is the default, and you are responsible for everything it produces. If Google's AI writes a headline that breaches advertising standards, you cop it, not Google. What to do:- Review any auto-generated assets in your account (RSA suggestions, auto-applied recommendations, Performance Max creative)
- If you use an agency, confirm your agreement covers liability for AI-generated content
- Turn off auto-apply recommendations you have not consciously reviewed
AI Disclosure Labels Now Live
As of July 9, Google added a "How this ad was made" disclosure inside My Ad Center across Search, YouTube, and Discover. If your ad was created or edited with AI tools, users can now see that.
Why it matters: This is a transparency play ahead of EU, Indian, and New York AI disclosure regulations. Australia does not have equivalent legislation yet, but the labels apply globally. If you are using Google's AI creative tools, your ads are already being flagged. What to do: Nothing urgent. But be aware that if you are running AI-generated image ads or video ads, users can see that. Quality still matters more than the label.Limited Ad Serving Policy Expands to Search
Google is gradually expanding its Limited Ad Serving policy to Search. Advertisers with poor user feedback, unclear branding, or those referencing other brands without clear identity may have impressions throttled.
Why it matters: New advertisers and those running generic or competitor-branded campaigns could see reduced delivery without warning. The rollout is gradual through to 2028, but it is already live for some accounts. What to do: Ensure your ads clearly communicate who you are. If you are running competitor brand campaigns, make sure your business name is prominent. Check for any "Limited" labels in your account status.Google Search
Unconfirmed Ranking Volatility (July 11-12)
Tracking tools lit up over the weekend. Semrush Sensor, Sistrix, and Advanced Web Ranking all registered elevated volatility. Google has not confirmed anything.
Why it matters: This could be the tail end of the June 26 spam update, normal churn, or early signals of an unannounced core update. The important distinction: drops in traffic during volatile periods often reflect AI Overviews absorbing clicks rather than your page being demoted for quality. What to do: Check your Search Console performance for the last 72 hours. If rankings dropped, do not make sweeping changes yet. Wait 7 to 10 days. If you lost traffic on informational queries specifically, AI Overviews are the more likely explanation than a penalty.Meta Ads
"Push Delivery to This Ad" Rolls Out to Nearly All Accounts
This is the update of the week. By July 10, Meta's "Push Delivery to This Ad" feature reached almost every ad account. It lets you force a percentage of your budget to a specific ad for a set period (1 to 30 days).
Why it matters: This solves the oldest problem in Meta Ads: you launch a new creative, and the algorithm refuses to spend on it because an existing ad is already performing. Previously, the workaround was duplicating ad sets, which reset learning and fragmented data. Now you can push budget to a new ad within the same ad set and let it earn its place. What to do:- Stop duplicating ad sets to force-test creatives
- When launching new creative, push 20 to 30% of budget for 3 to 5 days
- Use it for time-sensitive promos: push to the promo creative for the campaign window, then release
- Do not push 100% indefinitely. The point is to give new ads a fair shot, not override the algorithm permanently
Off-Platform Data Opt-Out Removed
Starting this month, Meta is removing the "Your activity off Meta technologies" opt-out that let users disconnect their off-platform browsing from their Meta profile. The US, UK, and Brazil are first. The EU is handled separately under GDPR.
Why it matters for Australian advertisers: Australia is expected in the next wave. When it lands, your retargeting audiences will grow because users who previously opted out will now be included in website visitor audiences. Meta is not collecting new data. It is using the Pixel and Conversions API data you already send for broader personalisation. What to do: If your retargeting audiences have felt small, they should improve over coming months. Ensure your Pixel and Conversions API are properly configured to take full advantage. This change also means your event data may be used to personalise Feed content, not just ads.Embedded Appointment Booking in Lead Forms
Meta added embedded calendar booking to Instant Form thank-you pages. Calendly and HighLevel are supported now, with HubSpot coming in August.
Why it matters: Lead forms have always had a drop-off problem: someone fills out the form, then never answers your follow-up call. Now you can get the booking while they are still engaged. The calendar pre-fills their details from the form submission. What to do: If you run lead generation ads and use Calendly or HighLevel for bookings, set this up immediately. Add your scheduling link in the form's ending section and choose "Book time" as the call-to-action. Facebook only for now (not Instagram).Other Platforms
LinkedIn: Immersive Video Reopens in Australia
LinkedIn is expanding its immersive (TikTok-style) video experience to Australia, the UK, and Canada. Members are spending more than double the time watching video on these surfaces compared to standard feed video.
Why it matters: If you are a B2B business considering LinkedIn content, short-form video just became significantly more visible in the Australian feed. Early movers will get disproportionate reach before the format saturates.The Takeaway
The Google Ads Terms of Service change is the one to act on this week. If you are running any form of automation (and in 2026, you almost certainly are), you need to know that you are explicitly liable for what it produces. Audit your auto-generated assets and make sure nothing is running that you have not reviewed.
Further Reading
- Google Ads ToS: What the AI Clause Means - Common Thread Collective's breakdown of the liability shift
- Google Launches Real-Time Policy Reviews - Search Engine Land on faster ad approvals
- Google AI Ad Disclosure Labels - TechCrunch on the new transparency labels
- Hands-On With Push Delivery to This Ad - Jon Loomer's practical walkthrough
- Meta Off-Platform Data Change - CTC on what the opt-out removal means
- Google Limited Ad Serving Expands to Search - Search Engine Land on impression throttling
Dream Outcome is an Australian digital marketing agency helping SMEs grow through Google Ads, Facebook Ads, and Email Marketing.