Article
Local marketing changes in September 2026: 5 updates
September 2026: 5 local marketing updates explain what to test in Google Ads, Maps and Search Console, with eligibility and creative requirements.
Owners of independent local service businesses in the United States
- Supporting sections
- 6
- Sources
- 4
- Research captured
- 2026-10-11
September’s Google announcements introduced changes to landing-page access from image ads, Maps advertising, image-based search reporting and video production. Briefs Intelligence identified five updates in its monthly compilation of platform announcements and industry reporting.
For an independent local service business, the useful next step is a focused test tied to an existing campaign or website baseline. Some changes apply to image advertisers generally; others specifically concern retail networks, dealerships or advertisers using product feeds. Check those requirements before committing a test budget.
The argument
The thesis
September’s changes give local businesses specific advertising journeys, creative tools and search reports to evaluate. Start with the option that fits your business, verify eligibility and data availability, and compare results with an existing baseline.
1. Test single-tap landing pages in Shorts and Gmail image ads
Google’s September 24, 2026 Demand Gen announcement says YouTube Shorts and Gmail image ads now support landing-page visits with one tap. For Shorts, the image must use a 9:16 full-bleed format.
This gives you and your agency two concrete things to check: whether the ad meets the creative requirement and whether the landing-page journey works well on mobile. The updated interaction is a reason to evaluate that journey; it does not establish a conversion improvement for your business.
Test eligible image ads using a consistent offer and landing page. Check mobile usability, then compare landing-page visits and conversions with your existing campaign baseline.
2. Assess promoted Maps pins for retail and dealership locations
Google’s September Demand Gen announcement includes affiliate location extensions for retail networks and dealerships. Promoted pins appear as people browse, search and navigate Google Maps.
This is an advertising option to evaluate if your business falls within those categories. Its relevance depends on eligibility and location coverage, so establish both before planning a campaign.
With your agency, check eligibility and the locations covered. If the option fits, propose a limited test with a defined budget and agree on location-level measurement before it begins.
3. Check Search Console’s new multimodal search reporting
Google began rolling out multimodal reporting globally on September 24, 2026. The reporting appears in Search Console’s Search results and Generative AI performance reports.
Takeaway
Choose the update that matches your current advertising or website activity. Verify its requirements, set a baseline and run a focused test. Review generated video scene by scene, and check eligibility before testing the retail and dealership Maps options.
For Shorts and Gmail image advertisers
Single-tap landing-page test
Check the mobile journey and compare visits and conversions with your existing campaign baseline; use 9:16 full-bleed images for Shorts.
For website search measurement
Multimodal Search Console reporting
Where traffic data exists, establish a baseline and choose pages for a focused image-content test.
For businesses testing video from existing images
Gemini Omni in Asset Studio
Pilot one video with approved images and brand guidelines, then review scenes and compare production time and campaign performance.
For retail networks and dealerships
Affiliate location extensions
Check eligibility and location coverage before a limited promoted Maps pin test with agreed location-level measurement.
Sources
4 sources, captured 2026-10-11 · show· hide
- Google: Turn discovery into action with September’s Demand Gen Drop — September 24, 2026
- Google Search Central: Announcing web multimodal Search performance reporting — September 24, 2026
- Google Ads: Create On-Brand Video Ads with Gemini Omni | Creative Drop #1 — September 28, 2026
- Google Ads: Turn discovery into action with September’s Demand Gen Drop — September 24, 2026
Vendor pages change. Figures are as published on the capture date; confirm before deciding.