Three stories from the past six weeks point the same way. The FTC and 22 states allege that Amazon quietly turned its “second-price” ad auction into something closer to a first-price one, using an undisclosed surcharge (allegations a court has yet to test). Microsoft has removed Max CPC from new automated campaigns. And Google’s AI Mode ads are expanding through automated campaign types, with the newest formats reserved for AI Max and Performance Max.
None of this means the platforms are your enemy. It means the controls are moving from settings to evidence. Our view: your value to a local client is no longer “I set the bids.” It’s “I can prove what you got for your money.” Own the conversion data in the client’s CRM, reconcile platform-reported leads against booked jobs monthly, and run a holdout when the numbers look too good.
Your checklist
- Reconcile platform-reported conversions against CRM-booked leads every month.
- Keep conversion definitions in writing, per client.
- Run a small geographic or time-based holdout once a year on your biggest accounts.
Sources
- FTC, States Sue Amazon Over Secret Ad Surcharge SchemeFederal Trade Commission · Aug. 31, 2026
- Microsoft Ads Is Removing Max CPC From New CampaignsSearch Engine Journal · Aug. 20, 2026
- Google tests traditional Search campaigns in AI ModeSearch Engine Land · 2026-09
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