We’re starting quick monthly rundowns on what’s changing with the LinkedIn algorithm and the LinkedIn Ads platform (and what you should do about it).
3 LinkedIn algorithm and ads updates you should know about in August 2025.
1️⃣ Relevance Over Recency
2️⃣ Hashtags Deprioritized, Authority Boosted
3️⃣ CTV Ad Expansion via Paramount & Innovid
More details:
1️⃣ Relevance Over Recency
Business Insider reported (and LinkedIn confirmed) a major algorithm tweak:
↳ LinkedIn will now surface older posts (2–3 weeks old) if they’re more relevant to your professional interests, instead of prioritizing only the newest content.
↳ They’re looking at:
- Your past engagement history
- How strong your connection is to the poster
- The poster’s domain expertise
💡 Takeaway: If you publish high-value, evergreen posts, they can keep paying off long after you hit “Post.”
2️⃣ Hashtags Deprioritized, Authority Boosted
Earlier this year, LinkedIn quietly reduced the weight of hashtags in feed ranking.
↳ The platform now focuses more on authority signals.
↳ If you consistently post about a specific topic, LinkedIn’s algorithm will recognize you as a subject matter expert and give your content more reach.
💡 Takeaway: Consistency on a topic now matters more than sprinkling hashtags.
3️⃣ CTV Ad Expansion via Paramount & Innovid
↳ LinkedIn has now partnered with Paramount, so their streaming inventory is now part of LinkedIn’s portfolio.
↳ If you use Innovid you can now repurpose video ads across Connected TV platforms, including LinkedIn
💡 Takeaway: B2B advertisers now have a path to extend LinkedIn video campaigns into more premium CTV inventory. CPMs are still much lower than the rest of LinkedIn
2 Google algorithm and ads updates you should know about in August 2025
Next up: Adding Google to my monthly ad platform rundowns — and this summer has brought two big changes you’ll want to watch closely.
1️⃣ The implications of search ads in AI Overviews is becoming more clear
2️⃣ Performance Max gets new reporting tools
More context:
1️⃣ Ads in AI Overviews and AI-generated search results
↳ Google is embedding ads inside or alongside AI-generated answers, reducing visible space for both organic and paid results.
↳ Increased competition means more bidding pressure and potentially lower CTRs — some studies show drops of up to 21% for informational queries. Branded search holds up better.
↳ Ads from existing Search and PMAX campaigns (especially broad match + AI-enhanced ones) are eligible, but there’s no way to opt out, isolate, or separately report on AI Overview ads.
↳To show up, ads need to contextually match the AI-generated answer.
💡 Takeaway: Align ad copy, landing pages, and campaign structure with high-intent topics to improve eligibility and performance.
2️⃣ Performance Max reporting upgrades
↳ Google has added Search Term Insights to PMAX, finally giving marketers visibility into the actual queries triggering their ads.
↳ You can now add negative keywords directly from this report at the campaign level.
↳ This is a big leap in transparency and control, and it can help cut wasted spend.
💡 Takeaway: Use the new reporting to actively refine targeting, cut irrelevant queries, and push PMAX towards higher ROI.
4 Meta algorithm and ads updates you should know about in August 2025.
Here’s what’s on our radar this month:
1️⃣ New algo (i.e. Andromeda) rewards high-quality creative and stronger signals
2️⃣ Penalties for weak post-click experiences
3️⃣ Video-first formats are winning
4️⃣ Creative fatigue is hitting faster
More context:
1️⃣ Andromeda rewards high-quality creative and stronger signals
↳Meta’s new Andromeda machine learning engine uses your creative quality and signal strength (e.g., Conversion API data) to determine delivery.
↳High-quality creative + robust server-side event tracking = better CPMs and ad relevance scores.
💡 Takeaway: Feed Meta better data and better creative, and it will feed you better results.
2️⃣ Penalties for weak post-click experiences
↳Meta is analyzing why users engage, not just if they do.
↳Ads that get muted, hidden, or deliver poor landing page experiences are penalized.
💡 Takeaway: Look at your ad engagement and try to duplicate the success of your ads that have high relevance scores.
3️⃣ Video-first formats are winning
↳Video formats optimized by Meta’s AI are outperforming static ads for reach and impressions.
↳ Narrowly targeted static copy is becoming less effective.
💡 Takeaway: Lead with strong video creative if you want to maximize distribution.
4️⃣ Creative fatigue is hitting faster
↳The AI can hyper-focus on small receptive audience pockets, causing incredible early results… followed by rapid performance drop-offs.
↳This leads to higher CPMs and lower conversions as those pockets get saturated.
💡 Takeaway: Refresh creatives and relaunch campaigns more often to avoid “dead pockets.”
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