AD Tech Watch #10: More Links in AI Mode, Google Ads Channel Controls, Meta Product Browsing

AD Tech Watch is our short, selected roundup of the AI, search and software news that matters to businesses in Nigeria, explained in plain English. In this issue: Google adds more links and a new official-sources section to AI Mode and AI Overviews, Google Ads starts rolling out controls to rank ad channels and cap spend on the weaker ones, Google now allows licensed gambling ads in Enugu and Imo states, and Meta plans to switch on in-app product browsing for existing Facebook and Instagram ads on 28 October.

Issue #10 · 16 October 2026 · By AD Technologies Limited, an AI technology company in Lagos

1. Google Adds More Links and an Official-Sources Section to AI Mode and AI Overviews

What happened: On 15 October, Google said it has made “substantial increases” to the number of links placed inside AI Overviews and AI Mode answers, and is showing them higher up and more often. It is also testing a section at the top of some answers that highlights the one or two official websites for a task or piece of information, with a note on why each is useful. Related article links at the end of some answers now get image thumbnails, and news carousels for timely searches, which highlight a reader’s Preferred Sources, are starting to roll out to more locations and languages. Google is also testing links from creator and publisher names on AI Mode video results to their Google Search profiles. Google said use of Preferred Sources has grown more than seven times since the start of the year. Google did not name the countries getting each change, so availability in Nigeria is not confirmed. Search Engine Roundtable noted that Search Console still does not show click data for AI features; Google said it will add metrics over time.

What this means for Nigerian businesses: Google is building more ways to send people from AI answers to the original source, and the new official-sources section rewards websites that are clearly the official home of a brand or service. Make sure your own website, not a directory or a reseller, is the obvious place for your business: one consistent business name, a clear contact page, and pages for booking, ordering or paying that say exactly what they are. Pages that answer one question clearly are the ones most likely to earn an inline link. Our guide to generative engine optimisation in Nigeria explains how to become the source AI answers point to.

Sources: Google, Search Engine Roundtable, Search Engine Land.

2. Google Ads Now Lets You Rank Ad Channels and Cap Spend on the Weaker Ones

What happened: Google Ads began a gradual global rollout of two new controls, channel prioritisation and budget allocation, on 15 October, after an early test in August. For Search, Shopping, Performance Max and Demand Gen campaigns, you can mark each channel, such as Google Search, search partners or the Display Network, as High or Low priority. Google spends on High priority channels first and sends what is left to Low priority ones. For Low priority channels you can also set an optional daily cap as a percentage of the campaign’s average daily budget; Google calls it a best-effort limit, it resets daily, and 0% stops spend on that channel. Demand Gen does not support the cap. The settings can be made at account or campaign level in Google Ads, but not yet through the API, Google Ads Editor or a manager account. From February 2027, Google will automatically migrate Search campaigns that use the Display Network; to keep your current setup, Google says to set the Display Network to Low priority with a 50% allocation. Availability varies by account during the rollout.

What this means for Nigerian businesses: On a modest naira budget, every click counts, and display and partner sites can take a share of spend without bringing many enquiries. These controls let you tell Google to fund Google Search first and limit how much goes elsewhere. Before changing anything, check in your conversion reports which channels actually bring calls, WhatsApp chats or sales, then set the weaker ones to Low priority with a small cap rather than switching them off blindly. If you run Search campaigns with the Display Network turned on, note the February 2027 change now so your spend does not shift without warning.

Sources: Google Ads Help, Search Engine Roundtable.

3. Google Ads Now Allows Licensed Gambling Ads in Enugu and Imo

What happened: Google updated its Google Ads Gambling and games policy on 14 October to allow online gambling ads targeting Enugu and Imo states, under a notice posted in September. Ads aimed at Enugu need a licence from the Enugu State Gaming and Lottery Commission, and ads aimed at Imo need a licence from the Imo State Lotteries and Gaming Authority. Google’s notice lists the eligible Nigerian states as Cross River, Ekiti, Enugu, Imo, Lagos and Oyo, covering online bingo, sports betting, fantasy sports, lotteries, online casino games and online games. Advertisers must hold a licence from the regulator of each state they target and must apply to Google for certification. When we checked on 16 October, Google’s certification page still listed only Cross River, Ekiti, Lagos and Oyo; Google said the policy page would be updated when the change took effect.

What this means for Nigerian businesses: Licensed lottery, betting and gaming operators can now reach customers in two more states through Google Ads, but only with the right state licence for each state they target. Check your campaign location settings so ads do not show in states where you are not licensed, and keep your licences current, because state regulators are tightening checks: on 12 October, Lagos gave telecoms providers 30 days to verify gaming licences. If you are an agency or marketer running these campaigns for a client, ask for the licences before you widen targeting. For businesses outside gaming, nothing changes.

Sources: Google Advertising Policies Help, Google gambling certification page, Search Engine Roundtable.

4. Meta Plans to Switch On Product Browsing in Existing Ads on 28 October

What happened: PPC Land reported on 15 October that Meta has told advertisers it will turn on product browsing for their existing Facebook and Instagram ads on 28 October 2026, unless they opt out first. With product browsing, someone who taps an ad may see an in-app page with product information and suggestions instead of going straight to the advertiser’s website. The setting was previously off by default. Meta’s notice cites a 3% average conversion gain from its own test in August, but PPC Land notes the measure is not defined. Advertisers can opt out through a button in Meta’s notice, or turn product browsing off ad by ad in the Advantage+ creative and destination settings. PPC Land could not find a Meta Help Center page or announcement about the change, and the notice does not name which countries are affected, so whether it applies to Nigerian ad accounts is not confirmed.

What this means for Nigerian businesses: If your Facebook and Instagram ads send people to your website or online shop, some of those taps may stay inside Meta’s apps after 28 October. That could mean fewer visits in your website analytics and fewer people seeing your own checkout, delivery details or WhatsApp button. Check Ads Manager for the notice and decide before the date. If you rely on website visits, opt out or turn the setting off on your main ads, and if you want to test it, leave it on for one or two ads and compare the results against your own sales records.

Sources: PPC Land.

Also This Week: ChatGPT Visits Briefly Showed Up as Direct Traffic

For several days after GPT-6 launched, links clicked in ChatGPT lost their utm_source=chatgpt.com tag and sent no referrer, so analytics tools counted those visits as direct traffic, Search Engine Roundtable reported on 14 October. Adobe’s Cedric Huesler, who measured the shift across about 500 pages, said on 15 October that it was a bug and that ChatGPT was tagging its links again. OpenAI has not commented. If your ChatGPT referrals fell around 9 October while direct visits rose, check whether this tracking problem explains it before drawing conclusions. Sources: Search Engine Roundtable, Search Engine Land.

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