HansMediaBuyer.com — Daily Digest — August 17, 2025
1. Google Ads Platform Update
- Performance Max adds campaign-level negative keyword lists.
- Search theme limit doubled per asset group.
- Demographic targeting expanded.
- Channel performance reporting, creative diagnostics improved.
Source: PPC NewsFeed; Search Engine Journal; Google Ads Help
2. U.S. Media Buying Trend
- 2025 U.S. local ad spend forecast downgraded to $169 billion, a 2.4% drop.
- Digital media leads at $90.4 billion (53.7% of total).
- CTV/OTT expected to grow 29.3%, PC up 12.1%, mobile +9.4%.
- Broadcasters (Nexstar, Sinclair, Tegna, Scripps) show fiscal resilience using CTV, dynamic ad tech.
Source: BIA Advisory; TVTechnology
3. Quick Strategy Tip
- Use new PMax controls to refine audiences and brand safety.
- Monitor CTV rise and shift budget toward high-growth channels.
Source: Observations from Google Ads changes and ad spend shifts
4. Philippines Market Insight
- Filipino consumers are split: 77% pursue luxury, 48% prefer minimalism.
- Innovative outdoor media: hydration-station billboards in urban centers boosting engagement.
Source: Dentsu Philippines 2025 Report; Marketech APAC
5. Data Snapshot
- PMax updates: negative keywords, search theme, demographics, diagnostics
- U.S. ad spend: local down to $169B; digital at $90.4B; CTV +29.3%
- Broadcasters leveraging tech for ad resilience
- Filipino consumer duality (luxury vs minimalism)
- OOH creativity: urban hydration-activations
Sources: PPC NewsFeed; Search Engine Journal; Google Ads Help; BIA; TVTechnology; Dentsu; Marketech APAC
About HansLacida.com
Daily insights on Google Ads, media buying, and digital trends. Clear, actionable updates for advertisers who want results.
About Hans Lacida
Google Ads strategist with 10+ years managing high-budget accounts across the U.S., Australia, and New Zealand. Delivered up to 20x ROAS and scaled campaigns past $300K monthly. Founder of Zeldigital and KaizenStrategy Solutions.
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