Online advertising is never static, but 2025 is already proving to be a year of major change! Both Google and Meta (Facebook and Instagram) have rolled out significant policy updates that are shaking up how advertisers run campaigns, track results, and reach their audiences.
From Google’s revised ad placement rules to Meta’s increased focus on transparency and user data, these changes are set to reshape strategies for businesses across the globe – including right here in South Africa.
According to this Google Ads policy update, advertisers may now see multiple ads from the same business on a single search results page. Meanwhile, Meta is tightening its ad standards and putting more control in the hands of users around how their data is used.
But what do these changes actually mean for South African advertisers and agencies? In this post, we’ll break down the key updates, explain their implications, and show you how to adapt.
Overview of Recent Policy Changes
Google Ads Policy Changes
Google has recently updated its advertising policies in a way that could have a noticeable impact on how campaigns perform, especially for businesses in competitive industries.
One of the biggest shifts involves changes to the Google Ads policy around ad placements. As highlighted in the Google policy update, Google will now allow multiple ads from the same advertiser to appear on a single search engine results page (SERP).
This might sound like great news for visibility, but it also means increased competition for top positions, especially among South African businesses competing in saturated markets.
Other updates include:
- Stricter ad approval processes, making it more important than ever to ensure your ads meet Google’s content and technical guidelines.
- Tighter rules around keyword targeting, particularly where ad relevance is concerned.
- Changes around privacy standards, with a growing emphasis on consent-driven data collection and reporting transparency.
If your business relies heavily on search ads, these changes may affect everything from conversion tracking to campaign optimisation. Being proactive about compliance is key to staying ahead.
Meta (Facebook & Instagram) Policy Changes
The latest Meta policy updates also centre around user privacy and transparency. According to Meta’s evolving ad standards, advertisers now face:
- Tighter restrictions on interest-based targeting, especially in sensitive categories like housing, employment, or finance.
- Limited access to demographic data, such as age and location, which were once core elements of campaign targeting.
- An expanded emphasis on ad transparency, including clearer ad labelling and more detailed advertiser info accessible to users.
For South African advertisers, especially those targeting niche or high-value audiences, these restrictions mean less precision in audience segmentation, but they also open the door to more creative and ethical advertising approaches.
Impact on South African Agencies & Advertisers
Challenges
For digital marketers in South Africa, these policy updates present a few notable hurdles:
- Conversion tracking gets trickier – With privacy taking centre stage, it’s becoming more difficult to attribute results accurately, especially for performance-driven campaigns that rely on detailed user data.
- Rising ad costs – With Google Ads policy changes allowing more ads from the same business on SERPs, competition could heat up, driving CPCs higher and squeezing smaller advertisers.
- Limited targeting capabilities – Meta policy updates, particularly around interest-based and demographic targeting, may restrict how precisely you can reach your audience, forcing a rethink of campaign strategies.
Opportunities
But it’s not all doom and gloom! These changes are also opening up new doors for creative and strategic thinking:
- A push toward innovation – With fewer audience shortcuts, agencies are developing more engaging, story-led content to attract attention the right way.
- The rise of first-party data – Collecting and managing your own customer data puts you in the driver’s seat, and it’s only becoming more valuable.
- Smarter reporting methods – Agencies that embrace tools like enhanced conversions and Google’s Consent Mode are still able to report effectively and stay compliant.
South African Context
Locally, these shifts are especially important given:
- South Africa’s high mobile usage, where mobile-first platforms like Facebook and Instagram dominate ad spend.
- A growing reliance on digital ads in key industries like tourism, automotive, and education – sectors that often lean heavily on detailed audience targeting and retargeting.
How to Adapt & Thrive Amidst Policy Change
If the past few years have taught us anything, it’s that agility wins. Here’s how South African advertisers can adjust and come out stronger:
Refine Targeting & Attribution
- Invest in first-party data collection (think gated content, email lists, CRM tools).
- Implement robust tracking solutions, such as Google Click ID (GCLID) and enhanced conversions, to maintain visibility into performance.
- Rethink lead attribution models to better capture the full customer journey—even without detailed third-party data.
Diversify Advertising Channels
- Don’t put all your budget into Meta and Google. Explore platforms like LinkedIn or TikTok, depending on your audience.
- Prioritise SEO, content marketing, and email strategies to build organic visibility and reduce dependence on paid traffic.
Need help growing your reach beyond paid platforms? Check out our content marketing services.
Stay Compliant, Stay Proactive
- Regularly review the latest Google and Meta advertising policies to avoid costly rejections or account issues.
- Embrace transparency in your ads and adopt ethical advertising practices. Your audience (and the algorithms) will reward you.
Embracing Change with Strategy
With major Google and Meta policy updates reshaping everything from targeting to tracking, South African businesses need to stay sharp. While ad placements, privacy rules, and data restrictions are evolving, there’s still plenty of room to innovate and grow.
Need expert help adapting your strategy?
Whether you’re looking to refine your Google Ads, get more from your Facebook Ads or Instagram Ads, or expand into new channels like LinkedIn Ads, the PPC team at Ruby Digital has you covered!
