Google Marketing Live 2025 news

What changes await us at Google in the coming months? What is worth paying attention to in Google Ads? Will AI create confusion in paid results? How to use it in digital marketing? I answer these questions in this article! And if you prefer the video version, watch the video on YouTube.

Will AI Overview in Poland go into „AI Mode”?

With a high degree of probability, it can be assumed that the evolution of AI Overview in Poland into a more advanced „AI Mode” model and then „AI Agent” is inevitable and will appear next year at the latest. Since March, we have been observing AI Overview in Poland – AI-generated shortcuts in search results for information queries. In the United States, AI Mode is already being introduced, which allows users to ask more complex questions, have conversations and get answers to multiple threads simultaneously. The vision of an „AI Agent” goes even further – it will be able to perform tasks for us, such as making a purchase. I am almost certain that this change will reach Poland. Ads will also be able to appear in this new AI environment.What worries me a little is how Google Ads technical support will work in the context of AI agent. Currently, support is at a low level, and an agent programmed for simple queries may have trouble understanding complex issues. For the SEO industry, this is a key change that will significantly reduce organic traffic from informational queries.

What does the „Power Pack” change in Performance Max?

The „Power Pack” is a collection of updates in Performance Max, AI Max for Search and Demand Gen, with new reporting and targeting options in PMax that provide more informational context, but don’t necessarily give us optimization control. In Performance Max, per-channel reporting is introduced, showing traffic from YouTube, search or other places. This is a step in the right direction, as it provides context, but I miss the ability to manage individual channels, making it difficult to use this data for optimization. There will also be reporting on search phrases. This can help manage exclusions, but I’m sure it will reveal phrases we wouldn’t expect to see in the displayed queries report 🙂

A very interesting new feature is the ability to target customers who haven’t interacted with our brand before (e.g., haven’t watched a video, haven’t clicked on a campaign). I rate this as a very positive change.

AI Max for Search: Is this the end of traditional targeting?

AI Max for Search is a module within a search network campaign that introduces keyword-free targeting and advanced scaling options (not a new campaign type). One important new feature is „keywordless targeting„, which allows you to set up a search campaign without adding keywords. Interestingly, we will have access to information on what keyword Google Ads used, what headline it generated and what page it directed traffic to. Google tests suggest a conversion increase of ~27% with this feature. I think this is the option that probably changes the most from the updates so far and is worth testing thoroughly. According to official information, it does not affect broad keyword matches.

The second important feature in this module is „Smart Building Exploration„, which is a complement to AI Max for Search. It allows you to set a tolerance for higher customer acquisition cost (e.g., 20-25% higher ROAS/CPA). Google, when searching for new keywords, can go beyond the standard ROAS to get more conversions if it falls within the defined tolerance. I find this change quite interesting, as it gives us the tools to scale with simultaneous control.

Demand Gen – what’s new for demand-building campaigns?

Demand Gen campaigns, focusing on building interest and demand, will also receive updates, mainly in targeting and optimization. A new customer acquisition module will be introduced. This seems natural for these campaigns. There will be optimization for view-through conversions, which may be important to prove the value of these campaigns. The news will also include the ability to use AI-generated creatives and place ads on Google Maps.

How to measure image campaigns with the news?

Google wants to increase the credibility of reach and brand awareness campaigns by introducing „attributed brand searches.” This feature will combine data from video campaigns with the number of branded queries in the search engine. It will create a report showing how video views increase the number of searches for our brand. Until now, this required manual efforts or incremental testing. I see potential in this, especially for medium and large brands that need evidence of the effectiveness of branding efforts, especially video. Another positive change is the lowering of the threshold for incremental testing to $5,000, which will make it easier to implement. Google Analytics will feature new media providers in channel reports, such as Pinterest and Snapchat.

Asset Studio and AI: Will they actually make it easier for us to create creatives?

Google is introducing „Asset Studio” in Google Ads, which is intended to be a centralized place to create and manage creatives, including video clips. Eventually, it may be combined with a „Partnership Hub” for collaboration with creatives (currently beta, by invitation only). Interesting is the proactive generation of creatives tailored to occasions (e.g., Women’s Day). The system is expected to suggest changes to creatives to better fit the context, which can streamline preparations and save a lot of time. There will also be a new video generation model – Veo 3, based on Gemini Pro. While Google’s demo looks great, I, based on my experience with Veo 2, am cautious about its ability to generate realistic content.

Google Marketing Advisor: will AI solve tracking problems?

Google also unveiled a „Marketing Advisor” – an AI agent that can diagnose and solve marketing problems, such as conversion tracking. Google showed a demonstration where the agent checked the site on Wix, diagnosed the incorrect installation of conversion tags. What’s more – after being prompted to „fix it” – logged into Wix, copied the tag, pasted it and tested that it was working correctly. No one else except the two prompts did the work. It seems to me that such a marketing advisor will definitely be developed in the future.

Google takes direction: Automation, AI and scaling with…some control?

Summarizing GML 2025, I see a clear direction by Google towards automation and AI integration. This includes search results (AI Mode, Agent AI), campaign management (AI Max for Search, Marketing Advisor) and creation (Asset Studio, Vio 3).

The goal is to provide more data, although I have the impression that this does not always translate into full optimization control (as in PMax). At the same time, features are emerging to scale campaigns with some control (e.g., targeting to new customers in PMax/Demand Gen, CPA/ROAS tolerance in AI Max for Search). It is worth following these developments and actively testing new solutions, especially AI Max for Search, reporting in PMax or branded query attribution.