Temu slashes ad spend as US-China trade tensions escalate

The news: Temu abruptly pulled its Google Shopping ads in the US on April 9, the same day President Donald Trump ramped up tariffs on China to 145% and announced plans to tighten regulations on de minimis imports from China and Hong Kong, per Search Engine Land.

• Temu’s App Store ranking subsequently plunged from its usual position of third or fourth down to 58th within three days.
• Its impression share—indicating how frequently its ads appear—also dropped sharply, completely disappearing from advertiser auction data by April 12.