November Marketing updates
AI is rewriting marketing - Here’s what’s changing
Meta gives lookalike audiences a major upgrade.
Meta has quietly changed how lookalike audiences work, giving advertisers less manual control but more algorithmic optimisation power. When you run campaigns with conversion-focused performance goals (like “Maximise conversions” or “Maximise leads”), Meta may now automatically expand beyond your selected lookalike audience to reach people it believes are more likely to take action.
In simple terms, your ads might no longer stay neatly within your 1% or 2% lookalike group – the platform can now stretch your targeting if it thinks it’ll improve results.
This shift is designed to make campaigns more efficient, especially for advertisers chasing scale and conversions. For many brands, this could mean lower cost-per-lead and stronger results. But for service-based businesses that rely on niche or high-value clients, it could also bring in less relevant leads if not carefully monitored.
To make the most of this change:
- Start with high-quality seed data: the better your source audience, the smarter Meta’s expansion will be.
- Keep an eye on lead quality, not just volume or CPA.
- Test campaigns with and without expansion to see which delivers stronger client conversions.
Overall, Meta’s update reflects a broader trend = more automation, less manual control. The algorithm is doing more of the heavy lifting, so your job now is to feed it great data, watch the quality metrics, and adapt your strategy accordingly.
Facebook Reels Just Got Smarter (and More Social)
Facebook’s latest Reels update is all about making discovery easier and sharing more personal. The platform has refined its recommendation system, added “friend bubbles” to spark conversations, and introduced AI-powered search tools to help users explore related Reels more naturally.
For marketers, this means your content has a better shot at reaching the right people – especially if it’s fresh, authentic, and designed to start conversations. Friend bubbles bring a new layer of social proof, while smarter recommendations reward timely, interest-driven Reels.
If you’re a service-based brand, now’s the time to lean into short-form video that feels real and relevant. Share quick tips, behind-the-scenes moments, or client insights that invite interaction. The algorithm’s doing more of the heavy lifting – your job is to keep it human.
Facebook Reels are evolving to feel more personal, connected, and discovery-led – and that’s a win for brands that know how to tell a good story.
Google’s Search + AI Update: What Marketers Should Know
Google has just rolled out a big change to how ads appear in Search – and yes, AI is at the centre of it all. The update brings new ad placements inside Google’s AI Overviews (those summary boxes that pop up at the top of search results) along with smarter automation and expanded availability across markets.
So what’s actually changing, and what does it mean for your campaigns?
First up, the new placements. Ads from Search, Shopping, and Performance Max campaigns can now appear directly within AI Overviews. That means your ad might show up as part of the “answer” Google provides when users ask complex or conversational questions. Ads will still be clearly labelled, but this is a whole new layer of visibility right where users are most engaged.
The rollout is expanding fast. What started as a US-only pilot is now reaching more global markets – so expect to see competition rise and results shift as advertisers adapt.
This change moves ads closer to the heart of search intent. Instead of relying purely on keyword targeting, success will come from how well your campaigns and creative align with what users are actually asking for. In other words, relevance and clarity just got a promotion.
If you’re a service-based brand or professional practice, this could be good news. You’ll have the chance to appear earlier in the search journey, when people are actively exploring solutions, not just comparing prices. But it also means quality and messaging matter more than ever. AI can surface your ad, but it’s your story that converts the click.
Here’s how to stay ahead:
- Review your current Search and Performance Max campaigns to make sure they’re eligible for AI Overview placements.
- Keep your ad copy simple, human, and on-brand so it fits naturally in conversational search.
- Watch what happens to your lead quality and conversion rates, not just clicks. The search journey is changing, so your metrics should too.
- Keep testing the brands that experiment now will be the ones leading when AI search becomes the norm.
Google’s update isn’t just a tweak; it’s a sign of where search is headed: more intelligent, more contextual, and more integrated with AI. If you can stay flexible and focus on clarity, this could be a real opportunity to get your message in front of the right people at the right time.
Published on 16 November 2025 by Ashleigh Rushton