From Meta to Google to LinkedIn, the platforms marketers rely on are rolling out updates that could significantly impact lead generation, reporting accuracy, and campaign performance. Whether you’re focused on improving lead quality, gaining better insight into AI-driven tools, or maximizing ad spend, these updates offer both opportunities and challenges. Here’s what’s new, why it matters, and how to act on it.
Meta Adds Option to Disable Autofill in Instant Forms
This change gives advertisers more control over lead quality by letting them turn off autofill for emails and phone numbers in Meta’s Instant Forms. While disabling autofill may reduce lead volume and increase user friction, it can lead to higher intent and more accurate contact data—boosting downstream campaign performance.
Meta is testing an update to Instant Forms that allows advertisers to disable autofill for key fields like email and phone numbers. This change targets one of the most persistent issues with Facebook lead ads: outdated or inaccurate contact details pulled from user profiles.
While autofill has historically improved conversion rates by reducing friction, many advertisers have struggled with the quality of leads it generates. Users often have old or incorrect information on their profiles, leading to missed follow-ups and wasted spend.
Now, by requiring users to manually input their details, advertisers may trade quantity for quality. Manual entry could lead to some typos, but it’s more likely to reflect real-time intent and current data.
This new feature might also reduce the need to redirect users to a website form for better lead control, helping advertisers stay native within the Meta ecosystem. Cost per lead could rise, but so could your ROI.
https://www.facebook.com/business/help/1020722299239306
Google Discontinues AI While Browsing Feature
Google’s decision to remove its AI browsing assistant shows a reevaluation of how and when AI should augment content discovery. Marketers depending on SGE-driven engagement will need to rethink how they make content easy to explore and navigate organically.
Google has quietly discontinued its “AI while browsing” feature, once known as SGE while browsing. Designed to help users extract key insights from long-form content, it provided AI-generated summaries, in-article links, and contextual questions.
Its removal may reflect concerns about content accuracy, user trust, or AI overlap with other tools. No formal reason has been provided, but it aligns with Google’s recent trend of refining AI integrations.
The tool helped users find specific information within dense articles—valuable for content-heavy industries and marketers optimizing for SEO and engagement.
Its absence might increase bounce rates on long-form content if marketers don’t compensate with stronger UX, TOC navigation, and contextual headings.
The decision signals Google’s shifting priorities in its AI rollout and should prompt marketers to review how their content performs without this layer of AI assist.
https://developers.google.com/search/updates#march-2025-28
Google Expands AI Overviews to More European Countries
AI Overviews are now reaching more European users, offering richer search results that highlight key content in a smarter way. If your SEO isn’t aligned to benefit from AI-generated snippets and summaries, you may lose visibility and clicks to competitors who are.
Google’s AI Overviews are now available to more users across Europe, including key markets like Germany, Italy, and Spain. These AI-powered summaries surface during searches when deemed helpful, typically appearing above traditional results.
They offer users concise overviews and prominent links to relevant sources—ideal for quick answers and deep dives. For marketers, this means your content could either be spotlighted or bypassed depending on how well it matches search intent.
The rollout targets logged-in users aged 18+, and Google says it’s been well-received in testing phases for increasing satisfaction and engagement.
As these summaries play a larger role in organic discovery, optimizing content structure, metadata, and semantic relevance becomes critical.
Marketers should focus on answering specific questions and structuring pages to align with AI parsing logic if they want to stay visible in the evolving SERP landscape.
https://blog.google/feed/were-bringing-the-helpfulness-of-ai-overviews-to-more-countries-in-europe/
LinkedIn Campaign Manager Updates Introduce New Tools for Enhanced Marketing Performance
LinkedIn’s latest Campaign Manager upgrade is a big win for B2B marketers looking to scale with precision and transparency. These new tools make planning smarter, ad duplication faster, and performance insights easier to act on.
LinkedIn has launched a comprehensive update to Campaign Manager, introducing tools that target every phase of the marketing workflow—from planning to performance.
The new Media Planner lets marketers simulate campaign impact before launch, helping teams align budgets and expectations. Ad Duplication simplifies scaling across accounts and regions, while Dynamic UTMs ensure consistent and accurate tracking.
On the measurement side, the Marketing Overview gives a centralized dashboard to assess overall performance, and Measurement Insights delivers deep analysis across the buyer journey.
An AI-powered Campaign Performance Digest rounds out the offering, distilling complex metrics into actionable insights. Early results show marketers using these tools are seeing faster launches, better tracking, and lower CPAs.
This update signals LinkedIn’s push to be more than a social network—it’s now a full-funnel performance platform for smart B2B teams.
https://www.linkedin.com/business/marketing/blog/linkedin-ads/new-linkedin-campaign-manager-updates-empowering-marketers-for-greater-success
Google Now Displays Performance Max Search Terms in Standard Report
You can now see what queries trigger your Performance Max campaigns—and act on them. This shift dramatically improves transparency in automated campaigns and helps refine keyword strategies faster.
Google has upgraded its reporting to include search terms from Performance Max campaigns in the standard Search Terms report. Until now, these queries were mostly hidden, frustrating advertisers looking for optimization opportunities.
This move gives marketers clearer insight into which terms are triggering ads across the Search network and allows for direct application of negative keywords within the report interface.
It’s part of a broader push by Google to make Performance Max less of a black box, aligning it closer to the familiar workflows of traditional search campaigns.
Now you can diagnose wasted spend, isolate irrelevant traffic, and scale high-performing queries with less guesswork.
This data transparency could significantly improve the cost-efficiency and strategic direction of automated campaigns.
https://www.linkedin.com/feed/update/urn:li:activity:7308774388948967424/
Meta Launches Dynamic Partnership Ads for Enhanced Catalog Advertising
Meta’s latest feature auto-injects high-performing Partnership Ads into Catalog Ad campaigns, blending UGC and creator collaborations with product discovery. If leveraged well, it could boost ad engagement—but watch for creative mismatches.
Meta has released Dynamic Partnership Ads within its Advantage+ suite, giving catalog advertisers the ability to automatically integrate creator and brand collab ads into product listings.
This automation pulls from existing top-performing Partnership Ads across an advertiser’s campaigns and places them alongside catalog items—creating a hybrid ad format.
It’s designed to diversify presentation and potentially drive better performance through varied content styles, including influencer-generated creative.
However, the automation lacks tight creative control, meaning brands need to closely monitor ad combinations to avoid mismatched messaging or off-brand content.
Used strategically, this could enhance catalog ads with more human-driven engagement and social proof—ideal for DTC brands focused on discovery and conversion.
https://www.facebook.com/business/help/397103717129942?id=1913105122334058
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