If you’ve run a Google Ads campaign in the past, you know the basics: target keywords, write ads, set a budget, and watch the clicks roll in. But in 2025, things are a little more nuanced.
With a raft of updates, automation tools, AI enhancements, and evolving user behaviour, Google Ads has become both more powerful and more complex. So, what’s new? What still works? And what do marketers need to know to stay competitive?
Let’s dive in.
Smarter Automation, Smarter Marketers
One of the biggest shifts over the past few years has been Google’s push towards automation. While Smart Bidding and Responsive Search Ads (RSAs) have been around for a while, 2025 has seen these tools mature dramatically. The algorithms now incorporate deeper intent signals, predictive audience behaviour, and more contextual data than ever before.
According to Google’s Ads Help Centre, Smart Bidding strategies like Maximise Conversions and Target ROAS have become even more effective with the integration of AI-powered trend forecasting.
However, automation doesn’t mean “set and forget.” You still need to feed the machine. Good account structure, conversion tracking, quality creatives, and audience signals are essential to guide the AI.
First-Party Data is King
With ongoing privacy changes and the death of third-party cookies on Chrome, Google Ads has doubled down on first-party data strategies. In 2025, tools like Customer Match and enhanced conversions are no longer just nice-to-have—they’re critical.
Businesses that integrate their CRM, leverage email lists, and tag their websites properly are seeing better targeting, higher match rates, and stronger campaign performance.
Google also encourages enhanced conversions, which securely sends hashed user data to improve conversion accuracy and help machine learning models optimise better.
What’s New vs What Still Works
Before diving into the details, it’s helpful to get a side-by-side view of what’s evolved in Google Ads this year versus what continues to drive results. The table below offers a quick comparison to help you understand where to focus your energy—and what timeless strategies still hold up.
| Feature/Strategy | What’s New in 2025 | What Still Works |
|---|---|---|
| Smart Bidding | Enhanced by AI trend forecasting | Still benefits from clear goals & conversion data |
| Responsive Search Ads | More dynamic, leverages real-time user signals | Best with strong headline and description variety |
| First-party Data | CRM and email integration is critical | Consent management and tagging still essential |
| Broad Match Keywords | AI now understands intent better | Pair with Smart Bidding for efficiency |
| Manual Bidding | Less effective unless highly niche or localised | Still viable in ultra-targeted campaigns |
| Display & YouTube Ads | Performance Max includes display/video placements | Creative quality and storytelling still matter |
Performance Max: The All-in-One Powerhouse
Performance Max (PMax) campaigns have come into their own. Introduced in 2021, they felt clunky at first. But by 2025, they’ve become a powerful default for many advertisers.
PMax allows advertisers to run a single campaign across Search, Display, YouTube, Gmail, and Maps. What makes it so effective now is the improved asset group controls, insights reporting, and the integration with merchant feeds and location extensions.
Google’s own Performance Max best practices now highlight the importance of creative variety and high-quality visual assets. The key to success? Don’t skimp on videos, headlines, and descriptions. More inputs = better outputs.
Creative is More Important Than Ever
AI might run the bidding and targeting, but your creative is still what users see.
With RSAs and PMax leading the way, you need punchy headlines, strong CTAs, and visuals that resonate. The rise of vertical video, especially on YouTube Shorts and mobile placements, means brands must produce assets designed for specific platforms and placements.
Remember: creative fatigue is real. Refresh your assets regularly, test new formats, and review the asset performance metrics provided by Google.
Measurement is Getting Smarter (and Trickier)
Gone are the days of easy last-click attribution. Google Ads in 2025 relies on data-driven attribution (DDA), giving credit across the entire journey. While this gives a fuller picture, it also makes results feel less straightforward.
Attribution models are increasingly powered by AI and modelled conversions, particularly when data is missing due to privacy restrictions. Integrating Google Analytics 4 (GA4) with your Google Ads account is now a must.
Here’s a great Google resource on DDA to understand how credit is assigned across touchpoints.
What You Should Focus on in 2025
- Feed the AI with good data: AI tools like Smart Bidding rely on quality inputs to deliver strong results. That means setting up accurate conversion tracking, defining valuable user actions, uploading audience lists, and creating strong ad copy and visuals. The better the data, the better the decisions Google can make on your behalf.
- Invest in first-party data: With third-party cookies on the way out, owning your customer data is crucial. Build segmented email lists, track onsite behaviour with consent, and connect your CRM or eCommerce platform to Google Ads. This lets you reach high-value customers more effectively and improve remarketing.
- Embrace Performance Max: Rather than replacing Search or Display entirely, Performance Max works best when used as a complement. Run it in parallel to capture demand across YouTube, Gmail, Maps, and Discover while still maintaining control over core Search campaigns.
- Regularly refresh creatives: With more reliance on RSAs and PMax, your visual and text assets need to stay fresh to prevent fatigue. Rotate headlines, experiment with new visuals, and keep testing what resonates. Updating creatives every 4–6 weeks is a good benchmark.
- Understand your attribution: Google Ads and GA4 together offer a more complete picture of your customer journey. Learn how to read Data-Driven Attribution (DDA) reports, model conversions, and adjust budgets based on top-performing paths—not just last-click results.
Conclusion
Google Ads in 2025 is more powerful than ever, but it rewards those who evolve with it. Automation is here to stay, but it still needs human insight, strategy, and creativity.
If you’re still treating your campaigns like it’s 2019, it’s time for a rethink. The future of Google Ads is a blend of machine intelligence and marketer intuition. Master both, and you’ll stay ahead.
Looking for more insights? Check out the Google Ads blog for official updates and trends.
Add a Comment