Google Ads in 2025: What’s New and What Still Works

If you’re running any online business, Google Ads should still be on your radar in 2025. While some digital strategies come and go, Google Ads remains a powerful platform for reaching potential customers at the moment they’re searching. But just like everything in marketing, things change. We will break down what’s different with Google Ads in 2025, what strategies still work, and how you can stay ahead.

Smart Bidding Is Smarter

Google’s Smart Bidding has come a long way. It’s now more accurate thanks to AI advancements and deeper integration with user behavior data. While some marketers used to prefer manual bidding for control, today Smart Bidding often outperforms it when set up properly. The key is to feed Google high-quality conversion data and set clear goals. Focus on Target CPA or Target ROAS if you’re looking for efficiency.

Keyword Match Types Have Shifted in Google Ads

Google continues to steer advertisers toward broad match and away from exact match. While this may sound risky, broad match combined with Smart Bidding can yield excellent results. Instead of obsessing over long lists of keywords, many advertisers are seeing success by letting Google’s AI match queries to intent, then refining with negative keywords to avoid wasted spend.

Ad Formats Are More Dynamic

Responsive Search Ads are now the default format. Google rotates multiple headlines and descriptions to find the best-performing combinations. Static Expanded Text Ads are officially phased out. You need to provide strong variations and clear value in your RSAs. Be sure to test messaging that speaks directly to user needs. Highlight benefits, not just features.

First-Party Data Is Essential

With more restrictions on third-party cookies, Google is pushing advertisers to use their own first-party data. If you have a customer list, upload it. If people have visited your site or taken action, build audiences from those interactions. Google Ads now integrates more deeply with GA4, so you can use events and conversions from your website to improve targeting.

Performance Max Has Grown Up

Performance Max campaigns used to feel like a black box, but in 2025, they’re more transparent and customizable. You can now group assets by themes and review more detailed reporting. These campaigns use AI to serve ads across YouTube, Gmail, Search, and Display—all in one go. If you want full coverage without juggling platforms, this is the way to go. Still, make sure your creative is high quality and your goals are clear.

Want to see how this compares to Meta platforms? Explore our Best Practices for Facebook and Instagram ads.

AI Tools Can Help, But Need Oversight

Google Ads now offers more automation than ever, including ad generation, targeting suggestions, and performance recommendations. These tools can save time, but don’t just approve everything blindly. Review suggestions, edit auto-generated copy, and make sure the algorithm isn’t making assumptions that hurt your results. Human oversight is what makes AI work smarter.

Video Ads Are Thriving in Google Ads

Short-form video continues to grow across YouTube and Google’s partner sites. If you haven’t tested video ads, now is the time. Keep them under 30 seconds, focus on one clear message, and make sure your branding shows in the first 5 seconds. Use YouTube’s in-stream ads or discovery placements to capture attention.

Local Campaigns Are More Integrated

For service businesses or brick-and-mortar shops, Local Ads now tie closely with Google Business Profiles. This results in improved map visibility, increased phone calls, and higher intent clicks. Ensure your Business Profile is up to date, including reviews, hours, and high-quality images. Google will use this info in your local ad placements.

What Still Works in Google Ads: Clear Offers and Good Landing Pages

No matter what has changed, some basics still remain. If your ad has a clear offer, strong value, and matches your landing page, you’re set up for success. Fast-loading mobile pages, good call-to-action buttons, and trust signals like reviews or guarantees still make a huge difference.

For more expert advice on squeezing better ROI from your Google Ads budget, check out this insightful Forbes article on 19 expert tips for boosting ROI with Google PPC ads.

Google Ads: What to Avoid in 2025

Avoid relying on outdated strategies, such as keyword stuffing or single-keyword ad groups. These tactics don’t match how Google operates anymore. Also, avoid running the same ads for months without updates. Performance drops fast without fresh creative. And don’t ignore your audience signals—they matter more than ever.

Start With a Strategy

If you’re jumping into Google Ads or trying to refresh an underperforming account, step back and build a strategy first. Define your goals, your audience, and the action you want them to take. Choose campaign types that match that goal and monitor performance weekly. Google makes it easy to spend money, but success comes from spending it smart.

Want to understand how Google Ads fits into the bigger picture of digital marketing? Read our Guide to Digital Marketing to connect all the pieces and create a strategy that works together.

Want to align your paid and organic strategies? Check out our guide on how to build an SEO strategy that ranks in 2025.

Google Ads in 2025 is faster, smarter, and more automated. But that doesn’t mean it’s set and forget. Success comes from understanding the tools, testing often, and adapting your strategy. Use the new features to your advantage, but don’t lose sight of the fundamentals. Clear offers, targeted messaging, and consistent branding still win.

If you want help building or optimizing your Google Ads campaigns, visit our website. We are here to help. Let’s make 2025 your best year for online growth yet.