Google killed Enhanced CPC, Meta switched to the Andromeda algorithm, and manual bidding stopped working. Find out which PPC practices from 2023 are burning your budget in 2026 — and what to do instead.
Why strategies from 2023 no longer work in PPC advertising
The PPC advertising landscape changed more between 2023 and 2026 than in the entire previous decade. Google killed Enhanced CPC, Meta rebuilt its algorithm from the ground up, and AI took over campaign optimization. Yet we still encounter businesses running campaigns based on outdated practices — losing money in the process.
In this article, we’ll walk through 7 specific PPC practices that worked in 2023 but are actively hurting your results in 2026. For each one, we’ll explain what changed and what to do instead.
1. Manual bidding and Enhanced CPC are gone
In 2023, it was still common to set manual CPC bids or use Enhanced CPC as a “safe” automated strategy. Google officially deprecated Enhanced CPC between October 2024 and March 2025. All eCPC campaigns were automatically converted to Manual CPC — a strategy with zero optimization.
What to do in 2026
Switch to Smart Bidding strategies: Target CPA, Target ROAS, or Maximize Conversions. These strategies use hundreds of real-time signals — device, location, time, user history — for every auction. Manual bidding simply cannot compete with this scale of data.
2. Narrow targeting on Meta Ads is limiting your results
As recently as 2023, it was standard practice to build detailed audience segments on Facebook: specific interests, behaviors, demographic combinations. In 2024, Meta launched Andromeda — a completely new ad delivery algorithm that dramatically favors broad targeting.
Andromeda processes thousands of signals in real-time and can find converting users more efficiently than any manual setup. Narrow targeting now prevents the algorithm from doing its job and reduces campaign performance.
3. SKAG structure in Google Ads is counterproductive
Single Keyword Ad Groups (SKAGs) — one keyword per ad group — were the gold standard from 2018 to 2022. In 2026, this structure is actively harmful.
The reason: Google expanded the definitions of phrase match and exact match. Phrase match now covers synonyms and related searches. Exact match hasn’t been a literal match for years. And SKAGs cause your keywords to cannibalize each other — competing against themselves in auctions.
What to do in 2026
Consolidate keywords into thematic groups (10–20 keywords per group). Smart Bidding needs sufficient data volume to optimize. Fragmenting into hundreds of SKAGs prevents that. Use Responsive Search Ads (RSAs) with at least 10 different headlines.
4. Ignoring Performance Max and AI Max
In 2023, Performance Max was relatively new, and many advertisers ignored it in favor of traditional Search and Shopping campaigns. In 2026, PMax is an integral part of Google’s strategy, and AI Max campaigns extend automation even further.
AI Max, launched in 2025, automatically expands the reach of Search campaigns — generating headlines, testing landing pages, and adding relevant search queries. Google’s “Power Pack” strategy (Demand Gen + AI Max + PMax) is now the recommended foundation for most advertisers.
5. Neglecting creatives on Meta Ads
In the era of manual targeting (2020–2023), what mattered most was who you showed the ad to. In the Andromeda era (2024+), what matters most is what you show them. Creatives are now the primary targeting mechanism — the algorithm tests them across audiences and scales the ones that work.
The 3×3×3 rule for creatives in 2026
Test at least 3 formats (static image, video, carousel), 3 hook variants (first 3 seconds of video or main message), and 3 angles (benefit, problem, social proof). Refreshing creatives every 2–3 weeks is a necessity — creative fatigue sets in faster than before.
6. Measuring only last-click conversions
The last-click attribution model — the final click gets all the credit for a conversion — was standard in 2023. Google replaced it with data-driven attribution as the default model in 2023 and has been progressively removing last-click from all tools.
In 2026, conversion measurement is significantly more complex. iOS privacy changes (ATT), third-party cookie restrictions, and GDPR Consent Mode v2 mean that 30–50% of conversions are not directly measurable by traditional methods.
What to do in 2026
Implement Enhanced Conversions (Google) and Conversions API (Meta). Use server-side tracking. Consider Media Mix Modeling (MMM) for a holistic view of your marketing mix. And stop comparing 2023 metrics with 2026 metrics — they’re measured differently.
7. Video Action Campaigns and Discovery Ads still in your portfolio
If you still have Video Action Campaigns (VAC) or Discovery Ads running, you have a problem. Google is officially sunsetting both formats in July 2025 — VAC transitions to Demand Gen, as do Discovery Ads.
The upgrade isn’t automatic — it requires manual migration with new creative settings, targeting, and bidding strategies. Businesses that delay migration risk campaign disruptions and loss of historical data.
What to do in 2026
Migrate to Demand Gen campaigns as soon as possible. Demand Gen offers expanded reach (YouTube, Gmail, Discover + now Google Display), better creative formats, and more advanced bidding. Use lookalike segments to acquire new customers.
How to tell if your PPC strategy is outdated
Look for these warning signs:
- CPA is rising despite increasing your budget
- You’re using manual bidding or have campaigns on “autopilot” for more than 6 months
- Your Meta Ads audiences are smaller than 1 million
- You haven’t implemented Consent Mode v2 or Enhanced Conversions
- Your account structure contains dozens of SKAGs
- You’re not using Performance Max or Demand Gen
- You change creatives less than once a month
Summary: What changed and what to do
PPC advertising in 2026 stands on three pillars: automation (Smart Bidding, AI Max, Advantage+), data (Enhanced Conversions, CAPI, server-side tracking), and creatives (format testing, regular refreshes, personalization). Businesses that cling to manual control and outdated structures cannot compete with those leveraging AI as their ally.
Don’t wait until Google or Meta sunset another feature. Stay one step ahead.
At ADS Agency, we help businesses transition to modern PPC strategies that actually work in 2026. Get in touch for a free consultation of your campaigns.
- Enhanced CPC has been killed — switch to Smart Bidding (Target CPA/ROAS)
- Meta’s Andromeda algorithm favors broad targeting — narrow audiences hurt performance
- SKAG structure causes keyword cannibalization
- Google Power Pack (Demand Gen + AI Max + PMax) is the new standard
- Creatives are the primary targeting tool on Meta — refresh every 2–3 weeks
- Consent Mode v2 and Enhanced Conversions are mandatory for proper measurement
- VAC and Discovery Ads sunset in July 2025 — migrate to Demand Gen
