Google Marketing Live 2025 roundup

Google Marketing Live 2025 happened last week and, as always, it delivered big. Packed full of the latest advertising and commerce products, this event sets the tone for what marketers need to focus on going forward.

As expected, AI was a hot topic, specifically on how Google is integrating new AI tools and features to help create and measure ads. But that wasn’t all. 

These product and strategy launches went beyond ads with Google setting out its stall for future Search and standing firm in defending its market share against newcomers like ChatGPT.

From agentic solutions to new data measurement tools, Google is determined to hand over more control to marketers.Here is a round up on the announcements not to miss.

1. Search turns on AI Mode

AI Overviews (AIOs) were introduced last year but now Google is upgrading search even further with the launch of AI Mode. This AI-driven discovery experience is designed to turn non-commercial content into ads that help customers rather than interrupt.

AI Mode is currently an optional experience only available in the US and combines the focused power of Gemini with traditional search to provide richer, more detailed answers. For example, ads will be able to extract commercial intent from educational queries.

Plus,Shopping Graphis being paired with the power of Gemini to provide more dynamic shopping experiences.AI Mode can aid in product discovery, price tracking and virtual try ons. This will make all the difference to shoppers, since 80% are interested in using generative AI, especially when it comes to younger demographics. 

Though exciting, AIOs and AI Mode are raising concerns about potential drops in website traffic. But experts are observing that the traffic that does come through is better quality in the long run. 

2. From Power Pair to Power Pack

Google announced Power Pair in 2024 – this year, it’s leveling up to Power Pack. This triple stack is made up of AI Max for Search, Performance Max (PMax) and Demand Gen, offering new creative and targeting enhancements for Search campaigns.

AI Max

Enter a brand new ad assets and keyword matching tool, all powered by AI learning from your existing campaigns. AI Max adapts and descriptions on the fly to better meet user intent and hunts for better-performing search terms through broad match. 

Performance Max

In the spirit of transparency, Google has improved PMax to offer even more visibility and control. A part of the original Power Pair, users can fine-tune future campaigns based off learnings from channel-level performance data, enhanced granularity reporting and gain clarity on the search terms campaigns are appearing against.

Demand Gen

Developed last year, Demand Gen has levelled up by offering campaigns more compelling options for mid funnel growth through improvements such as lookalike audiences and channel customisations. Also, advertisers will soon be tapping into Promoted Pins on Maps to reach users who are browsing different locations and local businesses.

3. YouTube: More control for advertisers

Google has continued to reinforce YouTube as a key platform and for good reason. 70% of shoppers have bought a product after seeing it in a YouTube ad, while two-thirds cite video as a source of purchase inspiration. 

YouTube is king when it comes to influence and these new updates give marketers more muscle:

• Shoppable masthead ads are now available on YouTube’s most visible spot. 
• Accelerated checkout means shoppers jump straight from in-stream ads to their cart.
• New tools to manage creator partnerships and plug branded content seamlessly into ads.
• More flexible controls for Video View Campaigns and Non-Skippable Video Reach Campaigns.

4. Increased clarity when measuring

Marketers crave more clarity when measuring ad performance. In response, Google has introduced and expanded several analytics features. The newest additions include:

• Data Manager tools: One stop hub to safely collect, store and utilise first-party data. 
• Incrementality testing: Now cheaper and more accessible,the spend threshold on incrementality testing has been lowered.
• Budgeting tools: Through Google Analytics, cross-channel campaign budgets can be directly planned, analysed and optimised. 

5. AI Assistants

Google is rolling out conversational AI assistants in Ads and Analytics to boost productivity and strategy. Think of them as personal marketing experts –they give real-time suggestions, troubleshoot and fix campaign issues on the fly.

Google’s Marketing Advisor is a great example: this agent understands browser context and provides step-by-step guidance on how to achieve your unique business goals.

There is no doubt that these agents will make set up and execution faster and improve ad targeting/performance, however compliance may want to keep a close eye.

Wondering what Google’s latest announcements mean for your business? Get in touch with our experts and we will be happy to discuss how your business can make the most out of these updates.