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What will happen with Google Ads in 2025?
Like Meta, Google is going to keep pushing to make the advertising process as simple as possible.
Why? Because the easier it is to run ads, the more new businesses jump in and start running ads. And more businesses running ads = more $$ in Google’s pocket.
Advertising isn’t just a piece of Google’s business — it’s the core. In 2024 alone, ads made up about 80% of Google’s total revenue, bringing in a staggering $224 billion. From search ads to YouTube ads and the Google Display Network, ads are what keep Google thriving.
Despite the DOJ demanding Google to sell Chrome, Google's main priority will be to increase revenues and profits (huge surprise I know), and one of the main ways they do this is through Ads.
But here’s the thing… simplicity isn’t always a good thing.
Now the local butcher who can barely use a computer will be able to set up ads in 5 minutes.
BUT with all that automation, most businesses are gonna let Google’s AI do way too much of the heavy lifting — and not in a way that benefits them.
Here’s what I think we’ll see in 2025:
- Performance Max will be pushed on us harder than ever. Google loves it because it’s “smart” and doesn’t require much effort.
- I think we will see deprecation/sunsetting of some manual controls because Google doesn’t want us tinkering as much.
- Keyword match type changes: This has been going on for a while already but I think we will see an even bigger push for Broad Match, and Exact Match/Phrase Match will continue to get looser (this is already the case, but I think it's going to get worse)
- A lot of businesses are gonna burn money on campaigns that look good on paper (impressions and clicks) but don’t actually bring results.
So, what does this mean for us?
For those of us who know how to work the system — how to guide Google’s automation instead of blindly following it — this is a massive opportunity. If you understand how to steer Performance Max campaigns, how to set up proper conversion tracking, and how to challenge Google’s recommendations when they don’t align with your goals, you’ll come out ahead.
That said, tracking and measuring attribution will be more critical than ever in 2025. With Google’s automation doing more behind the scenes, it’s easy to lose sight of what’s actually driving results. This is where businesses can make or break their campaigns:
- Are your tracking setups solid? Without tools like Google Tag Manager and proper conversion actions, you’re flying blind.
- Are you measuring the right metrics? Understanding ROAS (Return on Ad Spend) and attribution models will help you see which campaigns are really pulling their weight.
- Can you connect the dots? Relying on Google’s default reports won’t cut it. You need to dig deeper to understand what’s driving leads, sales, or sign-ups.
If you can master attribution and track results like a pro, you’ll be miles ahead of the businesses wasting money without understanding why.
This is the time to sharpen your skills and double down on strategy. If you can navigate the changes and stay ahead of the curve, 2025 could be your best year yet for Google Ads.
