Highlights From Google Marketing Live 2025

May 28, 2025

Google’s Marketing Focus

Every year Google has a conference focused on the latest product developments and innovations for marketers to use in the Google ecosystem. This year was, to no surprise, heavily focused on AI driven initiatives. Search, Video, Creative, Measurement and Agentic are continuing to develop at Google.

Key Google Marketing Updates

Ads are now being shown in AI Overviews. This has been a hot topic by marketers and investors in Alphabet. Search results get pushed down by AI Overviews both organically and previously with paid ads. However, now some ads are being shown in AI Overviews. Investors have been concerned that reports will bring in less traffic, generated from these AI Overview Ads in testing. However, Google reported higher quality traffic from ads in AI Overviews. So, less traffic but higher quality is the speculation long term. Multiple ad types are being tested, so that could also be an influencing what is being projected on AI Overview based ads. That said, our third-party research is showing that AI Overviews are being rolled out on Informational Searches substantially higher than Transactional Searches. A new Smart Bidding Exploration feature is now available. This allows for additional opportunities to capture leads based upon additionally related queries like broad match targeting. 

Measurement and Data is now being setup through the Data Manager across all sources including website, CRMs and additional first party data. A unified API is available to connect first party data. Incremental testing will become easier and faster, saving time and money to learn what is working. Coming soon, is a new Meridian media mix planner for better allocated spend. 

Agentic capabilities are also on the way. Their focus is to support, optimize, and advise in Google Ads and Analytics. There is a disclaimer that inaccurate information is still possible from the Google’s AI Agent. We are watching for an API release on the AI Agent to support our proprietary AI model we have already developed, deployed, and improving upon and used as a marketing advisor. 

The Power Pack – Pmax, AI Max and Demand Gen

One of the biggest announcements was the Power Pack release. The Power Pack is focused on AI powered campaigns. Both Search and Multi-model mediums are getting integrated further into Google’s advertising ecosystem. 

Performance Max

Performance Max is one of the most well-known Gemini powered campaigns. The campaign offers targeted ads served through 6 different Google platforms including: Search, Discover, Display, Maps, YouTube and Gmail. The AI is also focused on bid strategies, budget optimization, audiences, creatives, attribution and more. 

Coming soon we expect several new updates to Pmax. We will be able to see search terms in Pmax reporting. We will also see Video Ads in Search results. One of the new and interesting updates released was the ability to see which channel is performing. In the past we have not been able to see that. 

AI Max

AI Max is the newest campaign type Google is releasing in June. This campaign type is even more exploratory and multimodel. Beyond user queries and questions, AI Max is predicting what the user might need next. Expanded reach and granular control are key aspects of AI Max. Google noted a 14% higher conversions compared to similar campaigns using exact and phrase match terms. The campaign is using search term matching to expand upon existing keywords using broad match and keyword-less tech. Gemini will learn from the queries, creative, and URLs to help you show up for even more relevant searches. 

Demand Gen

Demand Gen campaign will allow for even more control over channels in your media media mix. Lookalike audiences are reported to be leveraged even further. Additionally, new customer acquisition bid strategies compared to all customers will be coming soon. The Demand Gen campaigns are expected to start showing businesses as promoted pins in Google Maps to drive more foot traffic. 

The biggest update we see the most potential with is the ad placements in AI Overviews. We anticipate this to generate higher quality leads. We are also interested to follow the quality of results of AI Agent Marketing Advisor to see how we can look at marketing opportunities with a different lens. Finally, we are intrigued to see how the rich experience video ads offer will influence the quality of traffic and leads in Search.