Foreword
At Google Marketing Live 2025, the future of advertising was made clear: it’s smart, AI-powered, and designed to work across platforms with greater speed and precision than ever before. From intelligent search ads to fully automated creative tools, Google is arming advertisers with innovations to maximise performance, reach, and return on investment.
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Search advertising is evolving rapidly with the introduction of AI Overviews and AI Mode, where ads are seamlessly integrated into AI-generated search results. This means users see your brand as part of the information they’re already looking for.
The new AI Max for Search takes campaigns further, using AI to match ads with more diverse queries and intent. Early results suggest advertisers can achieve up to 27% more conversions, especially those still relying heavily on keyword targeting. Google has also introduced Smart Bidding Exploration, enabling broader reach without losing precision.
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Performance Max (PMax) now includes channel performance reporting and search term insights, giving advertisers better visibility into where conversions come from. New prospecting controls allow brands to focus specifically on new customers, avoiding overlap with past visitors.
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In Demand Gen, you can now appear in Google Maps via promoted pins and focus on customer acquisition goals with tailored bidding strategies. These updates bring together awareness, consideration, and conversion in a unified campaign structure.
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Video ads have expanded across more Google surfaces, including Search, Shopping, and Discover. Features like Shoppable Masthead and Shoppable CTV make it possible to convert interest into purchases directly from videos, even on smart TVs.
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The Creator Partnerships Hub helps advertisers collaborate with influencers, while Insights Finder provides deeper understanding of audience behaviour, content trends, and sentiment.
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Google’s new Asset Studio and Product Studio make it easier to generate compelling images, videos, and ad assets using AI. Advertisers can now quickly reformat videos for multiple platforms or even generate new visual content with just a few clicks.
Merchant Brand Profiles and the new Visual Shopping Experience allow brands to stand out directly on Search, with interactive, story-driven experiences that guide users to purchase.
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Google is also enhancing data tools to give marketers better control and insight. Meridian offers a scenario planner to optimise spend across channels, while Cross-Channel Measurement brings improved attribution across Google Ads, Analytics, and other platforms.
The Data Manager API, Google Tag Gateway, and Confidential Matching ensure privacy-safe, effective use of first-party data, helping advertisers boost performance without compromising user trust.
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Google introduced Agentic Capabilities, AI-powered assistants that act as experts within Google Ads and Analytics. These tools provide real-time recommendations, insights, and even help with campaign setup or troubleshooting across websites.
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Google Marketing Live 2025 marks a shift toward AI-powered, user-first advertising. From search and video to measurement and creative, Google’s tools now enable marketers to do more with less effort, making every moment and interaction more meaningful.
