Netflix made autoplay the default, and your Google ad account is picking up the habit.

Some of these updates start before you click anything.

Sale banner to ad. From 12 October, Google turns deals on your site into promotion assets for Search and PMax campaigns with location assets but no promotions.

• You'll only see them in Assets after they get impressions.
• Opt out via "Automated Promotions" in automated asset settings.

Bonjour, budget. The AI campaign localization beta clones a Search campaign into a separate, paused one in another language.

Translation runs from English (US) only, into Dutch, German, Italian, Polish and two variants each of French, Portuguese and Spanish. More languages arrive by end of 2026.

It covers headlines, descriptions, sitelinks, callouts and keywords. Image text moves into separate, translated text assets.

Landing pages need Google's code snippet, which translates them on click, or a URL swap like /en to /fr.

Important to note: Budgets and bids copy without currency conversion.

Test now, touch nothing. PMax asset groups get A/B experiments for headlines, descriptions, images, and video. The group freezes during the test, so plan around promo dates.

Fifty, who? The learning-period help page doesn't mention 50 conversions. It cites conversion cycles ("1-2 typically") and says learning continues after the "Learning" status disappears.

Sitelinks, AI edition. Anthony Higman spotted a sitelinks-style format inside AI Mode. It's still a test, and Barry Schwartz thinks it looks "off."

It’s now quite a habit for Google to make calls and add new defaults. But hey, some are really useful. Your job is to check which ones are useful and which ones need to be removed from your account.