The future of advertising is here. AI is transforming how people explore and discover information. At Google Marketing Live 2025, we shared our innovations that are creating entirely new ways for you to reach them. Check out this roundup of all the announcements:
- The Power Pack
- Future of Search Ads
- Future of Video & Apps
- Future of Creative
- Future of Measurement & Data
- Agentic Capabilities
The Power Pack
Introducing our next generation of AI-powered campaign solutions, built for this new era of Search and multi-modal experiences. Power Pack is the engine that will drive next-level performance across Search and YouTube, using Performance Max, AI Max for Search campaigns, and Demand Gen. Read on for the latest updates including changes to give you more choice, control, and transparency.
Performance Max
Last year, we launched more than 90 quality improvements in Performance Max campaigns that increased conversions and conversion value by more than 10% for advertisers1. And now, Performance Max offers even more visibility and control.
Discover channel-level performance
Channel performance reporting helps you understand how your Performance Max campaign is delivering results across Google’s full range of channels and inventory. Better understand how your Performance Max ads serve across channels and key formats to optimize your campaigns. Now available in beta globally.
See Search Terms in Performance Max
Get the same level of Search reporting granularity in Performance Max campaigns that you get on Search and Shopping campaigns. Coming soon globally.
Reach new potential customers
Acquire new customers with new campaign controls to exclude users who have recently searched for or interacted with your brand. With one click, easily exclude people who are searching for your brand(s), have clicked on your YouTube content, visited your website, or used your app. Beta is coming later this year.
AI Max for Search campaigns
In one click, Google AI supercharges your ads performance with a suite of targeting and creative enhancements. AI Max for Search campaigns expands your keywords to find untapped, performant queries with broad match and keywordless technology—all with the controls and transparency you need. Continue to steer campaigns with controls that give you the precision you previously used keywords for. And get new actionable insights to help optimize your campaigns. Coming soon globally in beta.
Unlock conversions from diverse queries with Smart Bidding Exploration
Capture additional valuable conversions within your existing reach with Smart Bidding Exploration. Flexible ROAS targets fuel an advanced algorithm that captures new searches and secures additional conversions for you. Now available globally in beta.
Demand Gen
Demand Gen campaigns create and capture demand across Google’s most visual surfaces, including YouTube, Shorts, Discover, Gmail, and Google Display Network—ideal for social advertisers who want performance from visually-appealing, multi-format ads on Google’s most impactful surfaces. And new improvements are making Demand Gen campaigns even more powerful. From 60+ launches to Demand Gen last year, including many AI-powered improvements, advertisers on average are seeing a 26% year-over-year increase in conversions per dollar spent for goals like purchases and leads2.
Demand Gen Maps inventory
Reach customers on Maps. Demand Gen advertisers will soon be able to reach users browsing different businesses and locations via Promoted Pins to drive foot traffic to Stores and in store sales.
Future of Search Ads
The new era of Google Search means more opportunities for your business. We’re expanding Ads in AI Overviews, and testing Ads in AI Mode, so your ads can show as the natural next action as users search anything, effortlessly.
Your Ads in AI Overview
We're expanding Ads in AI Overviews, to continue showing your ads directly in AI-powered responses. With Ads in AI Overviews, you can accelerate the path from discovery to decision, by placing your ads directly in responses that are driving higher user engagement and satisfaction. Soon available in English in select countries, on desktop and mobile.
Your Ads in AI Mode
We're testing new ads formats integrated and below AI Mode responses. No matter how complex, you can present your ad as a logical and natural next action to consumers exploring any topic. Available in English in the US.
Three things to do for AI search experiences
In the era of AI, our core SEO guidance still rings true. To succeed with AI-powered experiences, consider doubling down on some of the directions outlined below, ensuring your content, your website, and your structure remain high-quality, accessible and compliant.
Future of Video & Apps
Get your brand in front of your next best customer. Not just the folks who already know and love you, but the ones out there ready to discover you. Check out the new formats, campaigns, and measurement solutions—specifically designed for prospecting.
Unlock the power of YouTube creators with the creator partnerships hub
Manage your partnerships with YouTube creators directly from creator partnerships, our new central hub for working with creators in Google Ads. Deepen existing connections, find new ones, and integrate authentic creator content into your ad strategies via partnership ads. Available now in over 20 markets.
Gather intent-based audience insights
Explore your audience’s interests, uncover search trends, and unlock new ways to reach them with Insights Finder. Discover the top and trending creators for your specific topic, category, or audience accompanied by a full slate of engagement metrics and content deep dives to help you activate more effectively with YouTube’s Creator community. Decode what's popular on YouTube and what resonates most with your specific target audiences. Gain critical insights into viewing behavior by device inclusive of CTV. Available now in over 20 markets.
YouTube’s Masthead is now shoppable
Feature products within YouTube's premium Masthead placement on mobile to drive discovery, website traffic, and conversions. Announce or promote new products and highlight tentpole moments on the most prominent placement on YouTube. This feature is now available globally for mobile.
Interactive shopping experience on CTV
Shoppable CTV enables viewers to discover and engage with products directly from the big screen, available across Demand Gen and Performance Max campaigns on CTV. Capture viewers' attention and motivate them to take action via QR codes. These experiences will be available globally and are rolling out in a few months.
Create more meaningful audience connections with Peak Points
Powered by Gemini, this new ad format allows you to seamlessly integrate your ads across YouTube's vast video library with precisely timed ad placements. This format is now available in English in the US, UK, Canada, and Australia.
New accelerated checkout for Demand Gen
Shorten the path from discovery to decision. Redirect YouTube shoppers directly to your checkout or cart from your ad, making their shopping experience quick and easy. This feature is now available in the US in English.
New video ads across Google surfaces
Drive discovery with new video ads on surfaces like Search, Image Search, and Google Shopping by adding high-quality video assets to your Performance Max campaigns. These new video ads will be rolling out soon in the US and Canada.
Effortlessly reformat and extend your videos
Drive performance by generatively extending videos into all aspect ratios. Generative AI extends videos based on the existing scene, automatically resizing the video into any other missing aspect ratio. Available globally.
Measure app installs and conversions
Report, measure, and attribute app installs and conversions from your web campaigns to get a clear view of how your web campaigns are performing for app user acquisitions. This will soon be available to marketers.
Web and App integrations in Google Ads
Leverage the power of your app to boost your web campaigns through unified web and app conversion tracking and bidding journeys across key Google Ads workflows, making it even easier to create seamless web and app customer journeys. Now available.
tROAS bidding for iOS App campaigns
Fueled by the latest improvements to our AI-powered campaign models, tROAS bidding is now available globally on iOS to help you more profitably acquire users who are likely to complete a selected in-app action and achieve a target return on ad spend.
On-device conversion measurement using event data
We’re expanding this solution to now use app event data to improve iOS App campaign optimization and reporting. It works without any user-identifying information ever leaving a user’s device or being disclosed to external parties, including Google. This will be rolling out in beta in the coming weeks.
Future of Creative
AI is already supercharging nearly every part of the creative process and we’ve built new tools to put this power in your hands.
All your creative tools in one destination
Create high-quality assets & variations with Google AI in one Google Ads destination with Asset Studio. Craft, Generate, Import, and Preview assets to streamline your entire creative journey. You’ll also be able to generate images featuring your products, allowing you to show them in action and create rich, lifestyle imagery. This new product-centric image generation capability is already rolling out in Ads and Merchant Center, and will also be available in Asset Studio when it launches. Asset Studio will soon be available globally.
Find exactly what you’re looking for by shopping in AI Mode
Our new AI Mode shopping experience brings together Gemini capabilities with our Shopping Graph to help you browse for inspiration, think through considerations and narrow down products. Coming soon to AI Mode in the U.S.
Try clothes on yourself virtually
Now you can virtually try billions of apparel listings on yourself, just by uploading a photo. Rolling out in Search Labs in the U.S.
Shape your brand on Google Search
Your brand profile on Google Search can now also be managed via Merchant Center. Highlight your unique story, visuals & offerings to connect with shoppers. Coming soon globally.
Video intelligence, all in one place
Our new content hub in Merchant Center synthesizes video from your site and social channels, delivering AI-powered video recommendations to build your product and brand campaigns. This will soon be available in the US, Canada, Australia, and the UK.
Predictive actionable insights
Merchant Center identifies growth opportunities and generates content for you. Review content suggestions, discount recommendations, A/B test, and let AI do the work. This will soon be available in the US.
New AI tools in Product Studio
Generated for you finds content opportunities, creates brand images and videos, and lets you save or publish assets across Google in one click. Available now for eligible merchants in the US, UK, Canada, India, and Japan.
Future of Measurement & Data
We have built Modern Measurement solutions that’ll help you maximize every dollar you’re spending on marketing.
New customer acquisition goal
Optimize your campaigns to acquire new customers while continuing to reach and engage your existing customer base, within Demand Gen campaigns. Coming soon globally.
Easier, faster incrementality testing
Measure the total incremental impact of Google media across all campaigns, now with reduced spend thresholds, better customization options, and results available straight in the Google Ads UI, coming soon globally.
Understand how your ads drive brand interest and consideration
Attributed branded searches quantify how many users search for your brand after seeing your video ads, measuring the impact of your advertising on organic Search and YouTube activity. This feature will shortly be available globally.
Maximize sales with Commerce Media suite
Drive incremental sales and reach new customers with Google’s Commerce Media solutions. Powered by retailer’s first-party data and Google AI these solutions help you convert commercial intent to action, at any point in the customer journey. They are available across Google Ads, Display & Video 360, and Search Ads 360 in limited beta.
Better optimize spend across channels with Meridian Scenario Planner
Meridian, our next-gen MMM, is open-source and built for your modern consumer journey. Meridian delivers clearer performance insights across online, offline, TV—so you can optimize your marketing spend. Turn Meridian insights into action by using the new interactive Meridian scenario planner to model future investments and better allocate spend.
Access granular Google MMM data faster
Soon, the new MMM Data Platform API will deliver granular Google data, faster. You will be able to get Google data more frequently and simply, at the speed and cadence you need.
Enhanced multi-touch attribution in Google Analytics
With enhanced multi-touch attribution, inclusive of impressions, you'll be able to see the full picture of your marketing impact across Google and other platforms, enabling new metrics like View-Through Conversions (VTCs). Coming soon globally.
Manage cross-channel campaign budgets in Google Analytics
Easily plan and optimize cross-channel campaign budgets directly in Google Analytics. Analyze performance, adjust spend, and invest incremental media dollars to answer questions such as “am I on track to drive my target revenue?†right where you measure. This will soon be available, globally.
Boost your ROI with Data Manager
Data Manager can help you improve your campaign performance, using insights from your connected first-party data sources such as your site, apps, physical stores, and CRMs. You can understand your data strength and learn how to improve it. Data sources now include: BigQuery, HubSpot, Oracle, Salesforce, Shopify, Google Sheets, Zoho, and more. Now available globally in Google Ads, and coming to Search Ads 360 soon and Campaign Manager 360 this year. Additionally, the Data Manager API for data partners, agencies and advertisers now allows you to connect first-party data across Google advertising products. This API will soon be available globally.
Enhance conversion measurement and ad performance
Drive stronger performance and improve the resilience of your measurement signals with the new Google tag gateway for advertisers. By serving your tags through your own domain, you can get more accurate measurement and deeper customer insights, leading to better ROI. Advertisers who configured Google tag gateway for advertisers, saw 11% more signals, with privacy by default using confidential computing technology by default3. This feature is now globally available.
Agentic capabilities
Agentic solutions coming to our platforms, providing helpful assistance to businesses everywhere4.
Your Google Ads expert
Manage and optimize campaigns confidently with expert guidance. Your Google Ads expert accelerates campaign creation and expedites performance improvements, applying tailored optimization recommendations informed by your unique campaign & business data. It also generates comprehensive performance reports, draws unique performance insights, and proactively identifies and fixes problems before they impact your ads. Available in beta.
Your Google Analytics expert
Unlock expert analysis and strategic recommendations for your most complex questions, delivered with precise data and clear visualizations to make decisions with confidence. Available in limited beta.
Your cross-website marketing advisor
Get instant business advice and task completion, wherever you are online with Marketing Advisor. This agent built in Chrome understands your browser context and guides you step-by-step to solve problems and achieve business goals across websites—all with seamless voice interaction. Coming soon.
Meet the Google Ads AI Essentials 2.0
Be ready for tomorrow, today with the AI Essentials 2.0. This valuable assessment helps you prioritize how to best use Google AI in your advertising. We've organized it into four key categories: AI Data Strength, AI Content Strength, AI Performance Strength, and Agentic capabilities. Within each, you'll find everything you need to maximize your growth with Google AI. Plus, the AI Essentials are recommended right inside Google Ads, ready for you in just a few clicks.
Posted by The Google Marketing Live Team
1. Source: Google Internal Data, 2024.
2. Source: Google Internal Data, Global, Q4 2023 vs. Q4 2024.
3. Source: Google Data, Global, Performance, Apr 09, 2025 - Apr 16, 2025 7d trailing median [Uplift is based on Google tag script loads comparing tags not operating Google tag gateway versus tags operating in Google tag gateway].
4. These products use AI and may display inaccurate info. Your chat activity may be used to improve the product and your use is subject to Google’s Terms, AI Use Policy, and Privacy Policy. Learn more.
