Every week brings new features, default settings and deadlines across the big ad platforms. Here’s what small business advertisers need to know this week, and what (if anything) to do about it.
This week’s quick list:
- Meta turns on product browsing for existing ads on October 28
- Google Ads adds channel prioritization and budget controls
- Google Ads now pulls promotions from your website automatically
- Meta launches new brand formats: Ads Super Burst and First Impression Ads
- TikTok rolls out AI shopping and lead tools, and opens its ad network in the US
Meta: product browsing switches on for existing ads (October 28)
Meta has told advertisers it will turn on in-app product browsing by default for existing Facebook and Instagram ads from October 28, 2026, unless they opt out. When someone taps an ad, they may see product details and suggestions inside the app instead of going straight to your website. Meta claims a small lift in conversions from its own testing, but hasn’t published the details publicly. (PPC Land)
What to do: If you’d rather send every click to your own site, use the opt-out in Meta’s notice before October 28, or turn product browsing off per ad in the Advantage+ Creative and Destination settings.
Google Ads: new channel prioritization and budget controls
Google is rolling out two optional controls across Search, Shopping, Performance Max and Demand Gen. You can now mark channels such as Search partners or the Display Network as high or low priority, and cap how much of your daily budget goes to low-priority channels. Google says the features roll out “over the next months.” (Google)
One date to note: starting in February 2027, Search campaigns with the Display Network turned on will lose their current spend allocation setup. Google suggests setting the Display Network to low priority with a 50% budget allocation if you want to keep things close to how they are now.
What to do: If you’ve ever turned off Search partners or Display because they ate your budget, these controls are worth testing once they show up in your account.
Google Ads: automated promotions from your website
Since October 12, Google Ads can automatically find promotions on your website, such as discounts and vouchers, and show them in your ads. It applies to Search and Performance Max campaigns with linked location assets and no promotion assets already attached, and it’s on by default. (Search Engine Roundtable)
What to do: Check that any offers on your site are current. If you don’t want Google picking them up, turn off Automated Promotions in your account-level automated assets settings.
Meta: new brand formats for big moments
At its Brand Building Summit on October 15, Meta announced new brand advertising products. Ads Super Burst lets advertisers book a 3- to 24-hour window for a big reach push, with optional category exclusivity, and is moving to general availability in phases. First Impression Ads, which put a brand in the first ad slot in Feed, are being tested in the US. Meta also expanded Reels Trending Ads and is testing a new attention metric called Aggregated View Time. (Social Media Today, eMarketer)
What to do: These are aimed at larger brand budgets, so most small businesses can watch from the sidelines for now. Reels Trending Ads may be worth a look if you already run Reels campaigns.
TikTok: AI shopping and lead tools, plus a US ad network
At Advertising Week New York in early October, TikTok announced a batch of advertiser tools. They include Buy Direct (in-app checkout from the For You feed), a Shopping Assistant, Agentic Leads (AI-guided lead conversations in DMs and on lead forms), Smart+ for Search Ads and a Smart+ Creative Selection tool. Coverage notes that some of these are only available through limited tests for now. (Social Media Today, Marketing Dive)
TikTok is also opening its ad network of nearly 400,000 apps to US advertisers, so campaigns can reach people outside the TikTok app. (PPC Land)
What to do: If you generate leads on TikTok, ask your TikTok rep about access to Agentic Leads. Ecommerce brands should keep an eye on Buy Direct as it opens up.
Key takeaways
- ✅ Decide on Meta product browsing before October 28
- ✅ Review the offers on your website now that Google can pull them into ads
- ✅ Watch for Google’s new channel priority controls in your account
- ✅ Note the February 2027 Display Network change for Search campaigns
- ✅ Ask your TikTok rep about the new lead and shopping tools if they fit your goals
Not sure how these changes affect your campaigns?
Platform updates land every week, and default settings can quietly change how your budget is spent. BananaBlocks Solutions manages Meta, Google and social ad campaigns for small and growing businesses, and keeps them up to date as the platforms change.
Book a free 30-minute ads review and we’ll check your account for anything you should adjust this season.
