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Scale & Strategy

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This is Scale & Strategy, the daily read that’s like stepping into an air-conditioned room on a hot summer’s day.

(“Ahhh, this is what I needed!”)

Here’s what we got for you today:

• Google Ads API v20 Brings Big Upgrades to Performance Max, Demand Gen, and More
• Google Unveils Gemini 2.5 Pro Preview — Its “Most Intelligent Model Yet”

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Google Ads API v20 Brings Big Upgrades to Performance Max, Demand Gen, and More

Google has officially launched version 20 of the Google Ads API—and it’s a major release.

It’s the first of three big drops planned for 2025, so if you’re managing campaigns or building on top of the API, you’ll want to get up to speed quickly.

What’s new:​
One of the most requested features—campaign-level negative keywords for Performance Max—is finally here. This update gives advertisers greater control over how campaigns kick off and what they exclude.

Reporting for Demand Gen is also getting a boost. There’s a new ad_network_type field, plus more metrics and segmentation options in the asset_group report—giving you deeper insights into creative performance.

You can also now opt into cross-account conversion tracking or reassign your tracking parent to a different manager account, adding more flexibility to how you measure success.

To take advantage of all this, you’ll need to update your client libraries and code. Google says refreshed examples and documentation will be available next week.

Grab a coffee and start prepping.

Pinterest Predicts the Return of Slow Living in 2025​
If Pinterest’s mid-year trend report is right, 2025’s second half will be all about slowing down and logging off.

Searches for “digital detox” are up 72%, largely driven by Gen Z users who are leaning into nature, simplicity, and offline experiences.

At home: The rustic, earth-toned aesthetic is having a moment. Natural textures, handmade goods, and thrifted decor are dominating feeds—with thrifting-related searches spiking 488%.

In travel: It’s all about unplugged getaways. “Book club retreats” and nature-based escapes are trending among users trying to escape the scroll.

In beauty: Zodiac-themed looks and astrology-inspired makeup are booming, paired with a rise in cooler color palettes.

In short: Brat summer is out. Thoughtful, intentional living is in.
If your brand is in fashion, lifestyle, travel, or wellness, this is your cue to realign your creative.

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Google Unveils Gemini 2.5 Pro Preview — Its “Most Intelligent Model Yet”

Google just rolled out a new preview update to its Gemini 2.5 Pro model, touting it as the company’s smartest model to date—with major improvements across coding, STEM, reasoning, and image comprehension.

What’s new:

• The model now tops key user-preference benchmarks like LMArena and WebDevArena, widening its lead over competitors.
• Google says it directly addressed user feedback, particularly fixing regressions in non-coding tasks like creative writing and general reasoning.
• A new feature called “thinking budgets” lets developers fine-tune performance vs. latency/cost in API calls.
• The preview is already live in the Gemini API via AI Studio and Vertex AI, and is rolling out to the Gemini app for public use.

Why it matters:​
Just weeks after its Gemini 2.5 Pro upgrade at I/O, Google is back with a broader quality lift—and a new release cadence. Instead of waiting for full launches, Google’s now pushing frequent preview updates, helping developers test cutting-edge improvements early.

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