Google Kills Language Targeting & Meta’s Billing Shock

Another week, another shake-up in the marketing playground. The current digital marketing updates pack a punch: Google is retiring language targeting, Meta is shaking up billing rules (yes, your budget planning just got trickier) and Instagram is linking Reels for smoother storytelling. On top of that, we’ve got fresh AI marketing tools, new ad value rules and even a long-overdue peek into Google’s Search Partner Network.

Key Takeaways

• Google will retire language targeting in Search campaigns by 2025, shifting fully to AI-driven detection that interprets user intent and signals dynamically.

• Instagram introduces Reels linking, allowing creators and brands to connect multi-part videos seamlessly. This improves storytelling flow, viewer retention and overall engagement rates.

• Meta confirmed its billing system has not changed. The reports about upfront charging came from incorrect information in its Help Center, and threshold billing remains in place.

• Google now provides domain-level visibility into Search Partner Network placements, giving advertisers long-requested transparency to evaluate brand safety and budget efficiency.

• Meta has rolled out AI marketing tools and creator features designed for holiday campaigns. This boosts shoppable Reels, creator marketplace targeting and omnichannel performance.

• Value rules on Meta are now available across all campaign objectives, enabling refined bid adjustments by demographics, location, OS and placements with added precision.

• Google is replacing multiple Local Services Ads trust badges with a single “Google Verified” badge to simplify credibility signals while keeping compliance requirements intact.

Let’s break down what changed, why they matter and the practical steps marketers should be taking right now.

#1. Google to retire manual language targeting in Search campaigns

By the end of 2025, Google Ads will ditch manual language targeting for Search campaigns, handing control entirely to AI-powered detection. Advertisers will no longer choose languages like English or Spanish in setup, as Google’s systems will interpret user intent based on a range of signals. These include search queries, device settings, browsing history, ad copy and landing-page language.

This AI-driven model aims to simplify campaign setup and adapt dynamically to user behaviour, even in multilingual markets. For example, if a user searches in Spanish but often consumes English content, Google’s system might serve English-language ads to offer broader reach. However, losing manual control raises risks because ads might land in the wrong linguistic segment or miss niche audiences altogether.

The gurus’ take

At OMG, we’ve already seen this shift in action. Running multilingual campaigns across APAC, we rely on precise language segmentation to align messaging with cultural nuance. Google’s full automation removes that layer of control, which means our structure must now lean harder on geography, keyword targeting and creative clarity to signal intent correctly.

Yet, this digital marketing update isn’t necessarily a setback. Efficiency ramps up when Google’s AI shoulders the grunt work. Less ticking of checkboxes, more focus on strategy. Still, we’ve learned the hard way that automated detection can misfire: an English-language ad can potentially surface in a primarily non-English market, prompting a rapid pause and copy rework.

The right approach now blends oversight with trust. Kick off campaigns with tighter geo-targets and layered ad copy that works across key languages, and run experiments in parallel to monitor AI’s interpretation in real time. The balance of control and automation feels delicate, but it’s essential to tame this transition.

Your action plan

• Audit current campaigns. Identify those relying on manual language targeting and flag risk areas like multilingual or regional markets.
• Tighten geographic targeting to compensate for the loss of language control.
• Use multilingual ad copy or responsive ads to signal language clearly to both users and Google’s AI.
• Set up parallel tests and compare the performance of different creatives to see which language works best under AI delivery.
• Monitor performance closely throughout rollout, ready to tweak targeting or pause misaligned ads.

#2. Instagram brings next episode button to Reels

Instagram has introduced Reels linking, a new feature that lets creators connect multiple videos into a sequence for episodic storytelling. Instead of forcing viewers to backtrack through profiles or captions that say “part two in bio,” users now see a “Watch Part 2” or “Next” button directly within the app. This simple addition creates a more seamless experience, boosting engagement and keeping audiences watching for longer.

Reels linking can be added when uploading a new Reel or retroactively through the menu on older posts. For brands, this social media marketing update could be a great tool for tutorials, behind-the-scenes series or even product launches structured like chapters, with less risk of losing viewers along the way.

It’s a smart quality-of-life upgrade that removes friction and encourages deeper content journeys, particularly for audiences already accustomed to bingeing short-form video in sequence.

The gurus’ take

If you’re just getting started with Instagram marketing, it’s tempting to think linking Reels is the lazy answer to your engagement problems. It isn’t. Linking helps keep your audience moving through your content, but the substance of each Reel still needs to stand on its own. Think of linking as the connective tissue, not the heart.

Besides retention, the real opportunity we see with Reels is content efficiency. We’ve seen many brands cram everything into a single Reel because they fear losing attention. With this social media marketing update, you can break complex ideas into digestible parts and still keep viewers moving. That means better pacing, more hooks and more chances to surface in the algorithm.

Another angle is discoverability. When you link older Reels to new ones, you breathe life into your archive without producing extra content. For marketers under pressure to “feed the machine,” this could be gold. Our advice: design your Reels calendar with series in mind, and not just one-offs. Think tutorials split into steps, campaigns framed as countdowns or product launches teased over multiple clips. Linking then becomes part of your distribution strategy.

Your action plan

• Review your archive for natural multi-part content worth linking.
• Plan future Reels in “mini-episodes” with a clear beginning, middle and continuation.
• Add labels like “Part 1” or “Part 2” in captions or thumbnails for clarity.
• Use the overflow menu to link older Reels and boost their visibility.
• Track engagement metrics (watch time, retention, re-watches) before and after linking.
• Test different storytelling approaches (tutorials, series, launches) to find what resonates.

#3. The truth about Meta’s upfront billing scare

This week the marketing world briefly went into meltdown over a supposed change to Meta’s billing system. The story doing the rounds was that advertisers would now be required to pay their entire campaign budget upfront, charged the moment a campaign launched. For many marketers, the idea of losing threshold billing and invoice flexibility felt like a major blow, and concern quickly spread across social feeds and industry groups.

The reality is far less dramatic. Meta has since clarified that this was never the case. What actually happened was a technical error in the Help Center that caused outdated information to appear as if it were a current policy update. Meta has confirmed that no recent changes have been made to its billing practices and that the issue has now been fixed.

Here is Meta’s official statement:

“A technical error caused a small number of people to see a Help Center article with outdated information. We have not recently changed our billing policies, and the technical error has since been fixed. Meta offers advertisers a variety of different ways to manage their expenses and determine when they are charged for ads.”

The gurus’ take

It is easy to see why this rumor spread so quickly. Billing is one of the most sensitive parts of digital advertising, and the thought of paying a full campaign budget upfront would naturally worry advertisers, especially smaller businesses.

In reality, nothing has changed. Meta’s billing system is still the same, giving marketers the flexibility to test, scale, and manage cash flow as before. The bigger lesson here is how quickly misinformation travels, which is why it pays to check updates directly with Meta before adjusting budgets.

Your action plan

Although nothing has changed, this is a good reminder to stay proactive:

• Review your billing settings and payment methods so you are clear on how charges are currently applied.
• Monitor updates through Meta’s official announcements to avoid being misled by screenshots or secondhand reports.
• Use the scare as a prompt to revisit your budgeting and forecasting, ensuring ad spend always lines up with your wider financial planning.

Consider how your business would adapt if upfront billing were introduced in the future, so you are not caught off guard.

The bottom line: there is no new billing system in place today, but the speed of this panic shows how important it is to stay sharp, verify information, and keep a close eye on the details that can directly impact your marketing budget.

#4. Google adds site-level visibility to Search Partner Network placements

Google has rolled out a long‑overdue digital marketing update: advertisers can now see site‑level impression data for Search Partner Network (SPN) in Search, Shopping and App campaigns. Previously, opting in or out of SPN offered zero insight into where your ads appeared. Now, within Google Ads, you can generate placement reports, similar to those in Performance Max, listing each partner domain and the count of impressions they received.

This visibility resolves a long-standing transparency gap. Advertisers can finally audit which domains display their ads, assess alignment with brand standards and evaluate whether partner placements offer real value, or just waste budget. Though the data is limited to impressions (no clicks or conversions yet), these insights empower smarter decision-making and more confident judgments about SPN participation.

The gurus’ take

It’s fair to say this update feels overdue, and many of us have been awkwardly avoiding SPN for precisely that reason. But this change is a turning point for campaign transparency. When impressions alone become visible at the domain level, you gain leverage: a chance to triage and test instead of opting out entirely.

Marketers often treat SPN as a “bonus” to check if they remember, but now it demands strategy. We see the best use of this data not just for deep dives, but as an operational tool. Map frequency across domains, flag suspicious or off-brand placements and build exclusion lists informed by real exposure rather than guesswork. It won’t replace conversion metrics, but it helps you pivot when you see where your budget hits.

Approach it like flipping a light on in a dark room. It doesn’t guarantee you’ll see every detail, but it gives you control over where you look next.

Your action plan

• Run an SPN placement report immediately to uncover which domains are serving your ads.
• Tag each site for brand fit: safe, questionable or irrelevant, and exclude what fails the test.
• Monitor impressions against outcomes in your own analytics to judge site value.
• Revisit SPN inclusion with real data in hand; test selectively (e.g., “SPN on with exclusions”) instead of all-or-nothing.
• Build a shared exclusion list across campaigns or accounts for regulatory or brand-sensitive categories.
• Establish a regular review cycle, especially in the early stages of rollout, to refine visibility into performance.

#5. Meta rolls out AI ad tools just in time for holiday campaigns

Meta has released a targeted suite of AI marketing tools just in time for the holiday rush; none too soon if you ask us. These include smarter creator partnerships, enhanced Reels merchandising, AI-driven creative optimisation and seamless online-to-in‑store promotions.

Advertisers now get more refined filters in Instagram’s Creator Marketplace (like language and region) to match campaigns with the right voices. Partner content can merge with catalogue ads and even feature testimonies in-feed. Reels ads get upgraded too: single-image ads convert automatically into shoppable formats, product carousels embed into video and flexible media delivers assets where performance looks promising, often boosting conversions significantly in early tests.

Elsewhere, omnichannel ads scale globally, optimising for both online and foot traffic. Shops ads now reach more markets, emails sign-up offers are driving engagement and creative insights tools help advertisers fight fatigue with smart suggestions.

The gurus’ take

At OMG, we see this rollout as a nudge toward smarter content strategy at scale. Marketers tend to treat creative as static; they create once and let algorithms do the rest. However, these AI marketing tools actually demand more intentional design.

Flexible media isn’t just about convenience. It forces you to think in modular creative blocks, each optimised for different placements. That’s material thinking, not art for art’s sake. And the expanded creator filters? They not only make finding relevant partners easier but demand you match tone, geography and authenticity, elements too often overlooked in broad-cast campaigns.

Also, blending online and in-store performance via omnichannel ads is your chance to bridge digital strategy with real-world results. Many marketers ignore offline data altogether. If you lean into these tools, you have direct visibility and control over how your creative pulls impact foot traffic.

In other words, we recommend you design smart, use the tools strategically and measure consistently. Don’t let AI marketing tools become crutches.

Your action plan

• Audit your creator strategy using the new language and region filters to strengthen alignment.
• Convert static Reels into shoppable formats. Enable auto “Show Products” and test conversion uplift.
• Enable flexible media and track which formats and placements lift conversion.
• Activate omnichannel ads and benchmark in-store vs online outcomes to spot profit sweet spots.
• Expand Shops ads to new markets, tapping early gains from holiday foot traffic.
• Use creative insights tools and refresh fatigued ads with suggested alternatives.
• Launch email sign-up offers tied to discounts to build your own audience while selling.

#6. Meta expands value rules to every campaign objective

Meta has extended value rules from just Sales and App Promotion campaigns to all campaign objectives, now available to more advertisers globally. These rules let you adjust bids using five key criteria: age, gender, mobile OS, location and placement. This gives businesses far more precision: you can up or down your bid for specific segments like older audiences or placements known for low-quality clicks, without changing targeting itself.

You can create up to 10 rules, each using no more than two criteria, and Meta applies only the first applicable rule when criteria overlap. While targeting fine-tuning is a clear win, the flip side is risk: value rules can push up cost per result if not grounded in solid data or used sparingly.

The gurus’ take

It is a valid concern that more control can create more risks for mistakes. However, value rules provide a practical safeguard when Meta’s algorithm produces results that don’t align with business goals. Many marketers are comfortable letting the platform run on autopilot, but when outcomes look off, such as large volumes of low-quality leads, value rules allow you to intervene without rebuilding a campaign from scratch.

The real opportunity lies in applying them with discipline. Use historical performance data to identify where to make changes, such as lowering bids on placements that consistently generate weak conversions or increasing bids for segments with stronger lifetime value. We also recommend avoiding broad edits that blur insights. Begin with minor adjustments tied directly to clear metrics like ROAS or CPA, then scale only what works. Rule order also matters. Start with the highest-impact segment first and build out gradually, keeping control in your hands rather than the algorithm’s.

Your action plan

• Audit past campaigns to identify mismatched conversions or placements.
• Map your segment value using ROAS or lead quality to justify bid adjustments.
• Set 3-5 initial value rules and prioritise the highest-impact segment first.
• Test incrementally, using small bid boosts (e.g. ±10–15%) and monitor performance shifts.
• Watch cost-per-result trends closely; pull back if efficiency drops.
• Review rule-level breakdowns in Ads Manager to see which rules help or hurt.
• Iterate and refine; only keep rules that move the needle positively.

#7. Google Verified badge replaces multiple trust icons in LSAs

Google is consolidating its Local Services Ads (LSA) trust badges into one unified identity: the Google Verified badge. Starting October 2025, this badge will replace Google Guaranteed, Google Screened, License Verified by Google and the Money Back Guarantee. This simplifies credibility signals for both advertisers and consumers. Users can tap or hover over the badge to see which verification checks a business has passed, such as background and license checks.

This digital marketing update streamlines the system: instead of explaining multiple badges, marketers simply aim for that one symbol of credibility. While businesses already verified will auto-transition, maintaining up-to-date documentation and checks becomes critical. The badge may also display dynamically only when Google predicts it will help users decide, boosting visibility for those who meet standards.

The gurus’ take

It’s reasonable to worry that losing multiple badges removes clarity for businesses who worked hard to earn each one. Still, this move does sharpen the focus on ongoing compliance. For marketers, the floral variety of past badges could feel like quick wins: one badge for screening, another for guarantees. The new system forces you to see verification as an ongoing process instead of batch-earned.

One benefit we see is strategic priority. The unified badge encourages you to treat verification like reputation management, rather than a mundane admin task. You can now use it to differentiate your service in the ad auction or automate renewal reminders so credibility never lapses. We advise setting up documentation reminders now and educating internal teams that credibility is continuous, not punctuated.

Your action plan

• Audit current LSA verification status and compliance documents.
• Schedule regular checks for licenses, insurance, background screenings.
• Automate reminders for renewals to avoid losing the badge.
• Educate stakeholders that verification is now a brand strategy, not admin.
• Monitor performance once the badge rolls out: CTR, leads, conversions.
• Highlight the badge in reports, showing added credibility in metrics.

From updates to outcomes: let the gurus map your strategy

The digital marketing world shifts weekly, and the smartest brands don’t just track the headlines. They act on them. Whether it’s changes to Google Ads, new AI marketing tools or evolving social media features, each update creates both risk and opportunity. That’s where we come in.

At Online Marketing Gurus, we’ve spent over a decade helping businesses stay ahead through award-winning SEO, PPC and paid social campaigns. Our world-class specialists translate industry insight into strategies that deliver measurable results. We have proven case studies and a 4.9-star Google rating that show what’s possible when you put the right principles into action.

If you’re ready to turn this week’s digital marketing updates into real growth for your business, contact us today for a free strategy session. Let’s build a roadmap that keeps you competitive.

About the Author

Andrew Raso

Andrew Raso, Co-founder and Global CEO of Online Marketing Gurus, has been instrumental in transforming the agency from a start-up into a $15 million global powerhouse. Since co-founding OMG in 2012 with colleague Mez Homayunfard, Andrew has leveraged his deep expertise in SEO and digital marketing to drive OMG’s expansion across Australia, the US, and Singapore.