Sunsetting Ad Sequences & Ad Goals
Friday, September 4, 2026
What it is
HubSpot is removing the ability to create and manage Ad Sequences and Ad Goals in the Ads tool. The option to create goals from the Create dropdown is gone, ad sequences are gone from the ad creation flow, and the management sections for both have been removed. Ad sequences already running will keep running but will not progress to the next stage.
Why it matters
HubSpot says it is shifting toward a more automated ad management experience and de-investing in features that require a time-consuming, manual ad workflow. This applies to every HubSpot customer with access to the ads tool.
The Take
Chris Carolan
A sunset notice that reads like housekeeping is doing something bigger. The stated reason is that customers are short on time and want more guidance with less manual work — which describes the entire customer base, not a segment. Read that as the precedent it is: sophisticated feature sets that only worked when a specific person in the org sat down and drove them manually are the ones getting pulled toward the AI layer.
That pattern matters far past ads. HubSpot is full of powerful configurations that one person set up and nobody else understands, and the moment that person leaves, the org stops getting value from something it is still paying for. This is the first clear signal that Breeze and the AI toolset are meant to absorb that category of work rather than leave it stranded.
Practically: if you have ad sequences running today, they will keep running but will not advance a stage. Get what you need out of them and plan for the automated path.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
Produced by Value-First Media