In June, AI reached into every corner of search marketing, with changes across PPC and SEO for how and where AI is used when you search, or build campaigns. Plus there are shake ups across Meta platforms for ads and video, and Microsoft finally delivers its own Data Studio.

We’ve rounded up all the essentials from June’s many performance marketing updates. Read all about it.

SEO

1. ‘Search Live’ feature has been added to Google’s AI Mode

Earlier in June, Google introduced a ‘Search Live’ feature to AI Mode, for US users only. The feature allows users to have a real time chat with search results – like Siri, but more useful (if it works properly). It’s currently still an experiment, so isn’t available to everyday AI Mode users or searchers outside of the US.

As the popularity of LLMs rises, the way that people interact with search is changing. If this feature makes its way out of Labs and into AI Mode, it marks a move into natural, conversational search styles.

Sources: Search Engine Journal

2. Google have added AI Mode data to Google Search Console

Another US exclusive for the time being: Google Search Console now contains AI Mode data. This sounds great on the surface, but similarly to AI Overviews, there is currently no way to filter the data. Put simply, we can’t see whether clicks and impressions are hitting websites from AI Mode, AI Overviews, or regular search.

Once it becomes more granular, visibility over this data will help website owners to understand how much of an impact AI Mode is having on their traffic.

Source: Search Engine Land, Google Search Console

3. Data shows a shift in where AI Overviews are positioned

We’ve noticed that AI Overviews are showing below position 1 more frequently (including within other features like People Also Ask). A study by seoClarity has confirmed this is happening 12.4% of the time in US Desktop results – a jump up from less than 2% the month before. Crucially, this is most likely to happen for transactional queries. We can assume this change has been made by Google partly based on user behaviour (scrolling past AI Overviews, for example) for certain queries.

Google is now recognising the role that traditional rankings play in search result pages that have commercial intent. Now is the time to double down on improving website visibility.

Source: Search Engine Land

4. AI drives less than 1% of traffic to websites

Although it’s true that traffic reaching websites through AI Search is trending up (think ChatGPT, Gemini, and Perplexity), it still only drives around 1% of all traffic to most websites. Google still dominates, and it’s likely to continue for the foreseeable. Glenn Gabe has re-iterated this in a recent article posted on GSQi, encouraging site owners to focus on the data.

Don’t get caught up in the shining lights of AI. It’s important to consider how AI is shaping search, but website owners who are completely changing the way their website is structured based on false claims about AI traffic volumes might come to regret it.

As cited from Lily Ray in the article, most of the core advice around improving AI search visibility is the same advice SEOs have been delivering for years. Focusing on great structures, UX, authority, relevant links, etc. – most of this isn’t new, it’s just been packaged up differently.

Site owners and SEO agencies should take steps to start tracking AI Search data in Google Analytics, and keep themselves rooted in the facts. If you want to understand the essentials you need to be focusing on, our webinar on Tuesday July 8th will tell you all you need to know.

Source: GSQi

5. Instagram posts will soon automatically be indexed and surfaced by Google

As of July 10th, Google will start to automatically index public photos and videos from professional business or creator accounts in search engine results.

The crossover between organic search and social channels has never been so big, and this change will deliver higher visibility to brands who invest in their organic social presence.

Source:Buzz in Content

DPR

1. AI is DPR’s new intern… so maybe proof read their work

Major PR firms like Edelman and Golin are now deploying AI to craft pitches, run sentiment analysis, and simulate focus groups. But sometimes these tools go full diva – like PRAI’s pitch in May that compared cancer to Tesla gossip, rightly triggering backlash.

Three in four PR experts now use AI tools, up from just a quarter in 2023. But here’s the catch: 98% still polish AI output, and 61% fear over-reliance will kill originality.

Sources: wsj.com blog.newsfilecorp.com

2. TikTok is officially DPR’s playground

Short-form video is no longer optional – it’s essential. TikTok, Reels, Shorts etc are now eclipsing plain text in PR impact. Gen Z and creator-led brands are leading the charge, with video-first pitches outperforming static releases. TikTok is partnering with journalists to amplify credible info, not just dance challenges.

Digital PR is mostly communications, so if you’re not keeping up with the medium through which people are most open to receiving comms, then you’re letting your efforts down.

Sources: pitchcraftmedia.com

3. Micro-outlets and newsletters are taking over from big media

Big media still matters, but niche outlets and Substacks are making it onto the media lists for PR campaigns more than ever before. Founders are landing meaningful hits in specialty publications with engaged audiences. Think about being the big fish in a little pond.

Being heard by the most people you can might not always mean the right people are listening.

Sources: pitchcraftmedia.com

4. Data-led storytelling is music to a journalist’s ears

About 95% of Digital PR pros use data-driven content to spice up their narratives, and 93% employ expert commentary. Pair that with record‑breaking campaigns (like FOI‑based exposés), and suddenly even jaded journalists might acknowledge your efforts as news-worthy.

Sources: brightvalleymarketing.com

PPC

1. More AI Max updates

Originally introduced in May, AI Max picked up some extra bells and whistles in June – and it’s one of Google’s most aggressive automation plays in Search. AI Max blends predictive targeting, dynamic creatives, and audience expansion into one big, AI-fueled engine.

Our take? AI Max feels less “assisted” and more like full-on autopilot – a rebranded Dynamic Search Ads with a flashy AI badge slapped on. It’s essentially the same hands-off, broad-brush approach, just dressed up with some clever machine learning to make it sound more advanced than it really is. Don’t be fooled.

Sources: Google Marketing Live

2. pMax gets even smarter

Google has sped up the refresh rate for audience signals in Performance Max campaigns, meaning your audience data updates more frequently to reflect real-time behavior shifts.

This is meant to help campaigns react faster to shifts in who’s engaging with your ads, which could mean less wasted spend and better-timed targeting. It’s a smart tweak on paper, but we’ll need to see some real-world impact before we’re fully sold.

Source: Search Engine Land

3. Smart Bidding Exploration: looser leashes, wider nets

Google rolled out “Smart Bidding Exploration”, a new toggle in Search campaigns that lets you chase conversions you might otherwise miss. Think of it as relaxing existing ROAS constraints so you can go after a broader range of queries.

This is promising for accounts where strict ROAS goals may be leaving opportunities on the table. Loosening the reins just a bit could help scale profitably without micromanaging every keyword. That said, we’d advise keeping a close eye on the data – a wide net is only as good as what you catch.

Source: Search Engine Journal

4. Data Studio for Microsoft Ads in Beta

Microsoft has released a beta version of Data Studio that integrates with its Ads platform. You can now build and schedule custom reports directly inside the interface. This is less “new and exciting”, and more “at last”. Finally, you can make better sense of their data without jumping into third-party tools or CSV exports.

Source: Microsoft Ads Blog

5. Expanded consent requirements

Starting next quarter, Microsoft will require explicit user consent for personalised ads across Europe and parts of North America — similar to Google’s approach last year.

This is one to keep top-of-mind. Failing to comply will mean flagged or paused campaigns. We’ve already seen a few of our PPC clients hit hiccups when consent wasn’t squared away in time, so staying proactive here will save you a headache down the line.

Source: Microsoft Ads Support

Paid Social

1. All video content in Facebook will become Reels

Facebook has begun consolidating all video content into a single format, reels. Where there are current limitations, like the 90-second cap for Reels, future Reels can be any length or aspect ratio. These format changes will be rolling out in the coming months.

We expect to see advertisers beginning to prioritise vertical, mobile-oriented video ratios, as traditional square creatives may underperform on a reel based platform. The change could potentially enhance paid social reach, especially among younger, mobile-focused users.

Source: Tech Crunch

2. WhatsApp is Adding Ads to the Status Screen

On June 16th, WhatsApp introduced ads exclusively within its “Updates” section . These ads leverage basic targeting options like location, language, as well as ad preferences from linked Meta accounts. This marks WhatsApp’s largest effort to generate revenue, alongside paid Channel subscriptions.

WhatsApp has over 2 billion users, giving brands a powerful new channel to reach audiences while competition is relatively low. These ads can tap into Meta’s broader ad infrastructure, allowing advertisers to extend campaigns from Instagram and Facebook with consistent messaging. Status ads are likely to offer high viewability at lower CPMs compared to saturated platforms. This is ideal for marketers to test creatives, storytelling formats, or time-sensitive promotions.

Source: Tech Crunch

3. Donald Trump Delays US TikTok Ban

Donald Trump signed a third executive order this month, postponing the deadline for TikTok to be sold or banned in the U.S. The new cutoff is now 17th September 2025. The extension allows the 170 million US users to maintain access while the government continues to negotiate a sale that addresses data privacy and national security issues. Any US sale deal will also need approval from the Chinese government. Analysts say this, combined with ongoing US-China tensions, suggests a resolution before September 17 is unlikely.

Marketers face an unclear future for TikTok in the US. If a ban eventually goes through or platform ownership changes, ad capabilities, policies, or even access could shift dramatically. The 90-day extension creates a temporary “safe zone” where brands can still run ads and reach TikTok’s huge US audience. Brands and agencies may start diversifying ad budgets across platforms, such as Meta and X, to reduce overreliance on TikTok advertising.

Source: Social Media Today

4. X Shares Back-To-School Marketing Opportunities

X has shared information that engagement significantly increased on the platform last year in the weeks leading up to the start of the school year, offering prime opportunities for related promotions. X’s infographic outlines key peaks in posting and user interaction during the back-to-school season, guiding marketers on the best times to launch relevant campaigns.

This information explicitly tells marketers how they can align paid campaigns with peak engagement periods outlined by X’s data, maximising visibility and performance. With the back to school season coming up in the next few months, marketers should begin prepping creative, audience targeting, and budget allocation strategies now to stay ahead of the curve.