Things keep constantly changing in the Google Ads landscape. With these changes, marketers, businesses, and advertisers working with Google Ads are always curious about testing new limits.
Many of them are always experimenting to find new opportunities. However, some people see this constant change as exciting, while others find it unstable.
However, one thing is clear: working with Google Ads is never boring.
As we proceed toward the end of 2024– a year full of rapid product evolutions and new technologies and are ready to welcome 2025, it is the right time to take a pause and have a look at what’s changed in Google Ads, also what the next 12 months could bring for us.
In this post, we will have a look at:
- 3 key trends that worked for Google Ads in 2024
- 3 key predictions for 2025 that will work for Google Ads
Trends that Worked for Google Ads in 2024
Predicting the exact future is not possible. But as a digital marketer and advertiser, one can spot patterns and trends in the past to predict what opportunities they will grab in the future.
So, here are three popular trends that worked well for Google Ads in 2024:
The Rise of Generative AI
Generative and conversational AI like ChatGPT, Claude, and Gemini have proved to play a significant role in streamlining several tedious tasks in managing ad accounts.
Generative AI has greatly benefited new advertisers who are less savvy about Google Ads. In-built AI features like Google’s campaign creation wizard have allowed them to create competitive Ads and get closer to their competitors.
Diversity in Digital Marketing Strategy
2024 has been a roller coaster year for digital marketers and they have learned one thing– diversity in advertising channels is essential for brands to grow. Agencies, advertisers, and digital marketers have realized that dependence on a single ad platform is too risky. Each ad platform has its own algorithm-driven campaign that requires extensive setup, giving rise to diversity in marketing strategies.
Outside-the-Account Optimizations
A few years ago, making changes in the ad account was sufficient to uplift campaign performance. But now, it has become important to find optimization ideas outside of the account. Outside-the-account optimizations have received their due importance. For example, several PPC experts have understood that doing a landing page overhaul is often more beneficial than the most significant account changes.
Key Predictions that Will Shape Paid Search’s Future in 2025
It is quite uncertain what 2025 will bring for the PPC world. But if we consider the trends of last year as indications, it can be said that we are going to see a stronger push for AI and an increasing focus on holistic marketing skills.
Here are the three key predictions that we believe will shape the future of paid search in 2025 and beyond:
DemandGen Will Rise
When the Performance Max campaign was released for the general public, very few people were interested in it. However, most of us now believe that PMax can outperform any other campaign type. A similar case is going to happen with DemandGen. We believe that it will mark its significance in 2025 and will become an option for PMax in the upper funnel part, especially for meta-first advertisers.
Building Relationships Will be a Priority
In the past few years, most advertisers have understood that building strong relationships can have a great impact on performance outside the ad account. In 2025, advertisers and marketers will focus on building meaningful connections with clients, business owners, and industry experts for better outcomes such as product feeds for e-commerce and offline conversions for lead generation.
Google Will Withstand Legal Issues
There has been a lot of buzz around Google facing legal issues in 2024. While there are rumours that Google is forced to sell some parts of its business to comply with the anti-monopoly policy, it is still impossible to predict what will happen. For now, Google is still a dominant search engine and a highly profitable advertising channel. It will continue to face legal issues but can withstand them and Google Ads is not going to be affected by this.
What 2025 Will Bring for Us?
As we proceed towards 2025, one thing that you must keep in mind is that the fundamentals of paid advertising will remain the same. However, you must embrace the new changes to keep yourself in the race and succeed in Google Ads.
For the upcoming year, you must:
- Try new tools
- Test new campaign types
- Ask the community for help with new things
So, you must keep experimenting and discover new growth opportunities with Google Ads. You might even find something interesting like never before!
Things keep constantly changing in the Google Ads landscape. With these changes, marketers, businesses, and advertisers working with Google Ads are always curious about testing new limits.
Many of them are always experimenting to find new opportunities. However, some people see this constant change as exciting, while others find it unstable.
However, one thing is clear: working with Google Ads is never boring.
As we proceed toward the end of 2024– a year full of rapid product evolutions and new technologies and are ready to welcome 2025, it is the right time to take a pause and have a look at what’s changed in Google Ads, also what the next 12 months could bring for us.
In this post, we will have a look at:
- 3 key trends that worked for Google Ads in 2024
- 3 key predictions for 2025 that will work for Google Ads
Trends that Worked for Google Ads in 2024
Predicting the exact future is not possible. But as a digital marketer and advertiser, one can spot patterns and trends in the past to predict what opportunities they will grab in the future.
So, here are three popular trends that worked well for Google Ads in 2024:
The Rise of Generative AI
Generative and conversational AI like ChatGPT, Claude, and Gemini have proved to play a significant role in streamlining several tedious tasks in managing ad accounts.
Generative AI has greatly benefited new advertisers who are less savvy about Google Ads. In-built AI features like Google’s campaign creation wizard have allowed them to create competitive Ads and get closer to their competitors.
Diversity in Digital Marketing Strategy
2024 has been a roller coaster year for digital marketers and they have learned one thing– diversity in advertising channels is essential for brands to grow. Agencies, advertisers, and digital marketers have realized that dependence on a single ad platform is too risky. Each ad platform has its own algorithm-driven campaign that requires extensive setup, giving rise to diversity in marketing strategies.
Outside-the-Account Optimizations
A few years ago, making changes in the ad account was sufficient to uplift campaign performance. But now, it has become important to find optimization ideas outside of the account. Outside-the-account optimizations have received their due importance. For example, several PPC experts have understood that doing a landing page overhaul is often more beneficial than the most significant account changes.
Key Predictions that Will Shape Paid Search’s Future in 2025
It is quite uncertain what 2025 will bring for the PPC world. But if we consider the trends of last year as indications, it can be said that we are going to see a stronger push for AI and an increasing focus on holistic marketing skills.
Here are the three key predictions that we believe will shape the future of paid search in 2025 and beyond:
DemandGen Will Rise
When the Performance Max campaign was released for the general public, very few people were interested in it. However, most of us now believe that PMax can outperform any other campaign type. A similar case is going to happen with DemandGen. We believe that it will mark its significance in 2025 and will become an option for PMax in the upper funnel part, especially for meta-first advertisers.
Building Relationships Will be a Priority
In the past few years, most advertisers have understood that building strong relationships can have a great impact on performance outside the ad account. In 2025, advertisers and marketers will focus on building meaningful connections with clients, business owners, and industry experts for better outcomes such as product feeds for e-commerce and offline conversions for lead generation.
Google Will Withstand Legal Issues
There has been a lot of buzz around Google facing legal issues in 2024. While there are rumours that Google is forced to sell some parts of its business to comply with the anti-monopoly policy, it is still impossible to predict what will happen. For now, Google is still a dominant search engine and a highly profitable advertising channel. It will continue to face legal issues but can withstand them and Google Ads is not going to be affected by this.
What 2025 Will Bring for Us?
As we proceed towards 2025, one thing that you must keep in mind is that the fundamentals of paid advertising will remain the same. However, you must embrace the new changes to keep yourself in the race and succeed in Google Ads.
For the upcoming year, you must:
- Try new tools
- Test new campaign types
- Ask the community for help with new things
So, you must keep experimenting and discover new growth opportunities with Google Ads. You might even find something interesting like never before!