The Future of PPC Advertising in Google: 3 Predictions for Google Ads in 2025

The Google Ads platform continues to evolve rapidly, and marketers must constantly adapt to new technologies and changes. The year 2024 was defined by the rapid implementation of new campaigns and technologies, and in 2025, we can expect even more significant transformations. Let’s look at three main predictions for Google Ads in the coming year, which will help you prepare for changes and make the most of new opportunities.

Demand Gen will become the foundation for the top of the sales funnel

The new Demand Gen campaign, which will soon absorb Video Action Campaigns, has all the potential to become an important part of Google Ads strategy in 2025. Unlike Performance Max, which targets the middle and bottom of the funnel, Demand Gen will serve as a powerful tool for attracting new users at the top of the funnel.

With a similar approach to paid social channels (like Meta), Demand Gen campaigns require creative materials that grab attention and lead to quality leads. This will be especially useful for brands that are already heavily invested in Meta and have significant budgets for social media.

Changing the approach to client interaction and gaining their support

In 2025, we will see a growing importance of strategic relationships with clients and business partners. Marketers have realized that to succeed with Google Ads, it’s necessary to interact with different departments of the company, collect necessary data, and integrate it into their campaigns. For example, using offline conversions for lead generation or product feeds for e-commerce is becoming increasingly important.

Marketers must shift their approach to clients, emphasizing the need for this data to achieve shared KPIs. The ability to effectively communicate the importance of these new requests and strategies will become a critical part of success.

Google will remain a market leader despite legal challenges

Google Ads often faces legal challenges, with much discussion around antitrust lawsuits and potential consequences for the company. However, at this point, Google remains the largest and most profitable advertising channel, accounting for the majority of Alphabet’s revenue. Since Google Ads is still the primary platform for many advertisers, this should not significantly affect future campaigns in 2025.

Conclusions

The year 2025 promises to be a year of significant change and growth for Google Ads. The platform will continue to integrate new technologies, such as generative AI, and place greater emphasis on a strategic approach to advertising. To stay ahead, advertisers must actively use new tools, test campaigns, and establish strong relationships with clients. Those who adapt to these changes will be able to achieve greater success in their campaigns.

Remember, while the fundamentals of Google advertising remain unchanged, the implementation of new tools and strategies will provide opportunities for significant results in the future.

This article available in Ukrainian.