PPC News This Week: Google Ads & Meta Updates (Nov 10, 2026)

Here is the PPC news this week for advertisers running Google Ads and Meta Ads, covering November 3 to November 10, 2026. Google quietly made Search campaigns language-agnostic, published a conversion threshold for Performance Max stability, and added day-range presets to asset scheduling just in time for Black Friday. On the Meta side, the company paused its contested November 20 terms update after legal pushback in Europe and Brazil, and started moving users onto a unified Meta Account with no opt-out.

Below is what changed, why it matters, and what to do about it before the Q4 peak. Every item links to the original reporting so you can read the details yourself.

Google Ads removes language targeting from Search campaigns

The campaign-level language setting is disappearing from Search campaigns. As PPC Land reported on November 8, Search ads are now matched using the language of your ad copy and landing page together with the search term and the user’s settings, rather than the language box you ticked at setup. Google first announced the change in August 2026 and said it would begin rolling out in September; advertisers started noticing the setting missing from live accounts in early November, although it reportedly still shows in Google Ads Editor for some.

Performance Max is partly affected: the language setting no longer governs Google Search placements but still applies to YouTube, Display, Discover, and Gmail. Shopping campaigns are not affected. Google has not published a completion date and says no action is required.

What to do: If you run multilingual markets such as Belgium, Switzerland, or Canada, audit your ad copy and landing pages per campaign. A Dutch campaign whose landing page has an English fallback may now surface to English searchers. Make sure each campaign’s ads and pages are consistently in one language, and watch search terms for unexpected languages over the next few weeks.

Performance Max now “needs” 15 conversions every 30 days

Google’s Performance Max troubleshooting documentation now states that “achieving stable performance requires at least 15 conversions over 30 days,” according to PPC Land. The line appeared in the conversion-tracking section of the fluctuation help page sometime after June, when an archived copy had no threshold. Google has not clarified whether the count is per campaign or per account, or whether only primary conversions count.

The figure matches Google’s long-standing minimum for Target ROAS on Search and Shopping, and sits well below the 30 to 50 conversions Google recommends before evaluating a Target CPA or Target ROAS. For small advertisers it is a useful reality check: if a Performance Max campaign is producing five conversions a month, erratic spend and results are expected, not a bug.

What to do: Consolidate low-volume Performance Max campaigns, or optimize toward an upstream conversion such as add-to-cart or qualified lead that occurs at least 15 times a month. Our Performance Max optimization tips and asset groups guide cover the structural side.

Asset scheduling gets weekday and weekend presets

A small quality-of-life update that arrived at the right time: the asset scheduling panel under advanced options now offers “All days,” “Mondays – Fridays,” and “Saturdays – Sundays” as selections, so a weekend-only sitelink or promotion asset takes one row instead of two or five. PPC Land covered the rollout on November 8, after practitioners spotted it in late October. Google has not published an announcement, and it may be a staged rollout, so check your own account.

What to do: Schedule Black Friday (November 27) and Cyber Monday sitelinks, callouts, and promotion assets now. With the new ranges, you can run “Weekend Flash Sale” callouts on Saturdays and Sundays and “Free Weekday Delivery” during the week without maintaining duplicate assets.

Google Ads API: multi-party approval changes from December 7

For teams with in-house or agency tooling, Google’s developer blog set a deadline: from the week of December 7, 2026, the Google Ads API changes how multi-party approval (MPA) requests are handled. Invitations created through the user-access invitation service will be deferred until the MPA request is approved, a new error code flags stale reviews, and the review-resolution method can process up to 100 pending reviews per call. PPC Land has the technical summary. If your agency automates user access management, get your developers to review it before the deadline.

Meta pauses its November 20 terms update

Meta has indefinitely paused updates to four sets of terms (Commercial Terms, Product Catalog Terms, Self-Serve Ad Terms, and Ad Creative Generative AI Terms) that were scheduled to take effect on November 20, 2026. According to PPC Land’s November 8 report, the revised text would have allowed Meta to crawl websites linked to business accounts and placed responsibility for AI-generated ad content on advertisers. Courts in Oslo and São Paulo issued orders against the terms in late October and early November, and the UK’s Competition and Markets Authority opened an investigation on October 30.

Meta’s notice says the updates “are now paused and will not take effect on November 20, 2026,” with existing terms remaining in force and no new date given. Meta told Nieman Lab it is “pausing the changes as we continue to engage with stakeholders.”

What to do: Nothing changes for now, but keep an eye on your Business Manager notifications. If you use Advantage+ creative or generative AI features, review your own brand and legal guidelines for AI-assisted ads so you are ready whenever the terms do return.

Meta Accounts roll out with no opt-out

Meta is converting Accounts Center into a unified “Meta Account” and is not offering a way to decline, PPC Land reported on November 7, based on an email Meta sent on November 5 telling users their Instagram and Threads profiles had already been migrated. Meta announced the change in April and said it would roll out over roughly a year. The Meta Account brings a single login, passkeys, and shared settings across profiles, including ad preferences.

For advertisers, the practical implication is on the data side: ad-topic preferences can carry across profiles in one account, and Meta’s documentation does not yet say how the account interacts with the EU rule, in place since 2024, that lets users choose whether Facebook and Instagram data is combined. Expect more detail as the rollout reaches Europe.

Also noted this week

• AdMakeAI’s November Meta changelog notes that a “Measure conversions on customer devices” pixel setting is on by default and begins measuring on November 12, 2026, outside the EU and UK. Check your Events Manager if you want to opt out.
• The same changelog cites Meta’s Q3 results: average price per ad up 14% globally and 23% in the US and Canada year over year, with impressions up 10%. Plan Q4 budgets for higher CPMs.
• Meta previously emailed some advertisers that product browsing would be added to existing live ads from October 28, with an opt-out window before that date. If you did not opt out, check how your ads look in-feed.

Our take for the week

Two themes stand out. First, Google keeps shifting control from settings to signals: language is now inferred from your assets, and Performance Max stability is explicitly tied to conversion volume. Both reward advertisers whose tracking is clean and whose creative is consistent; if you are in Europe, make sure Consent Mode v2 is passing data correctly, because every lost conversion now counts against that 15-per-month bar. Second, Meta’s legal setbacks in Norway, Brazil, and the UK show regulators are paying close attention to how platforms use advertiser data; the pause is a reprieve, not a reversal.

FAQ

Do I need to change anything because of the language targeting removal?

Only if your ad copy or landing pages are not consistently in one language per campaign. Google says no action is required, but multilingual markets should audit search terms for a few weeks.

Does the 15-conversion rule mean small Performance Max campaigns will not work?

They can still run, but Google is now explicit that results will fluctuate below that threshold. Consolidating campaigns or optimizing toward a more frequent conversion usually helps.

Are Meta’s November 20 terms cancelled?

Paused indefinitely, not cancelled. Existing terms remain in effect and Meta has not given a new date.

When is Black Friday 2026?

November 27, 2026, with Cyber Monday on November 30. Use the new asset scheduling ranges to set weekend and weekday promotions now.

Need help with your campaigns?

If these changes have you wondering whether your account is set up for Q4, our Google Ads audit checks tracking, campaign structure, and conversion volume against Google’s current requirements, and our Performance Max setup builds campaigns that clear the data thresholds from day one. Or book a free 30-minute call to talk through your plan for the holiday season.

Read also

• PPC News This Week: November 13, 2026 Roundup