Google Marketing Live 2025, held on May 21st, spotlighted Google’s AI-first direction for paid media. Here’s a quick breakdown of the most important updates for PPC marketers.
- Ads in AI Overviews (SGE)
Google is testing Search and Shopping ads within AI Overviews, the AI-generated summaries at the top of results. Also coming: ad integration in AI Mode, a conversational Gemini-powered search experience.
PPC Insight: A new frontier for high-intent queries. Monitor how creative and targeting align with these emerging placements.
- Performance Max Power Pack
PMax now includes:
- Channel-level reporting (e.g., YouTube vs. Search)
- Smarter creative tools
- More control over asset combinations
PPC Insight: These changes help unpack the “black box.” Greater transparency = smarter optimizations.
Google also previewed a new suite of creative features rolling out soon within Google Ads and Merchant Center. These tools will help marketers instantly bring campaigns and visual concepts to life with AI-generated assets.
- AI Max for Search
AI Max is a one-click enhancement for Search campaigns, adding AI-driven targeting and creative while retaining manual controls.
PPC Insight: Worth testing on select campaigns to explore AI-driven efficiencies without overhauling strategy.
- Demand Gen Expansion
Demand Gen now spans:
- YouTube, Shorts, Discover, Gmail, and Display
PPC Insight: Ideal for upper-funnel visibility. Layer into existing Search/Shopping strategies to broaden reach.
What to Do Next
To stay ahead:
- Leverage new PMax reports and asset tools
- Test AI Max on a campaign-by-campaign basis
- Explore Demand Gen for TOFU growth
- Track visibility in AI-powered surfaces
The takeaway? Google’s PPC future is AI-fueled, data-rich, and creative-forward. Start small, test smart.
Need help navigating the latest tools? Our team is actively testing and optimizing across these new surfaces—reach out if you’d like to learn more.