Google Marketing Live 2025: Key takeaways 

Once again, Google has organised its unmissable annual event: Google Marketing Live 2025. Awaited by thousands of advertisers, this event is an opportunity to discover the latest innovations. And this year, AI is at the heart of all the new features. From auctions to product listings, search and campaign analysis, artificial intelligence is becoming much more than a virtual assistant. It makes Google tools more autonomous, immersive and interconnected. Discover the latest updates announced by Google. 

AI at the heart of Google research

Unsurprisingly, AI is at the heart of the announcements made at Google Marketing Live 2025. Starting with the integration of artificial intelligence into search results. 

Google is rolling out its ads directly in AI previews on computers in the United States (and later in other English-speaking countries). The goal? To enable businesses to position themselves much earlier in the customer journey. The results are immediate, with a 10% increase in commercial queries when AI previews are displayed. This demonstrates the positive impact of this technology on user engagement. 

The advertising ecosystem is also being enriched with the experimental introduction of AI-powered advertisements. These are capable of handling complex multi-step queries while naturally integrating advertising placements into conversational results.

In addition, Google has launched Google AI Essentials, a dedicated resource that guides professionals in optimising their strategies for these AI-enhanced search environments.

Search and bidding optimisation with AI Max

AI Max introduces a keyword-free method that outperforms exact match by 27%. This technological feat demonstrates the ability of artificial intelligence to identify and target relevant audiences. 

But AI Max’s innovation doesn’t stop at targeting. The platform provides in-depth insights into headlines, keywords and landing pages. This allows marketers to continuously refine their strategies. 

To meet advertisers’ control needs, the web giant announced new management features at Google Marketing Live 2025. The tool includes brand exclusions, precise geographic targeting, and final URL extension. 

As a bonus, reports on assets and search terms extend to all campaigns using AI Max. 

Google Shopping enhanced with new shopping, try-on and payment features

The online shopping experience is improving with new features. Here are a few of them: 

• Virtual fitting now accepts full-body image uploads.
• Agentic Checkout tracks price fluctuations and automatically completes transactions via Google Pay. 
• AI seamlessly integrates visuals, product data and real-time personalisation by leveraging the richness of Google's Shopping Graph. 
• Shopping ads are coming to connected TV devices. 

Soon, A/B testing for Shopping product titles should enable us to further refine commercial performance.

Agentic AI in Google Ads and GA4

At Google Marketing Live, the number one search engine announced the arrival of agentic AI tools on Google Ads and Google Analytics. 

On Google Ads, they will create, optimise and structure campaigns in real time. Not to mention providing advertisers with recommendations on how to optimise their campaigns. 

On GA4, they will proactively highlight critical insights, identify emerging trends and facilitate the diagnosis of issues for informed decision-making.

Innovation reaches new heights with Marketing Advisor, a Chrome extension that integrates AI assistance directly into the browser. Connected to Google accounts and Ads campaigns, this assistant provides personalised information and step-by-step guidance on all everyday tools. It can detect technical issues, suggest appropriate strategies and even implement changes with authorisation. All without leaving your usual working environment. 

Creative tools powered by AI

In terms of advertising creativity, the big news at Google Marketing Live 2025 is the launch of Asset Studio. This centralised platform allows brands to generate and test high-quality visuals with professional brand consistency. And it does so without requiring a dedicated production team.

Other creative tools complete the range: 

• The integration of the Veo model and outpainting, which transform static product images into captivating dynamic videos. 
• Automatic generation of all advertising resources, including headlines, calls to action, and visuals. 
• The enhancement of Product Studio with "Generated for you" campaign suggestions, highlighting flagship products and offering personalised promotional ideas. 
• Video Asset Manager is evolving within Merchant Centre to centralise video resources and make recommendations for performance optimisation.

New testing, measurement, attribution and data tools

Advertising performance measurement is becoming accessible to a wider range of advertisers thanks to the democratisation of incrementality testing. These tests are now available for budgets as low as £5,000. 

At the same time, GA4 introduces several new features to simplify performance measurement. For example, multi-channel attribution gives you a complete view of even the most complex customer journeys. It also introduces budget planning tools specifically designed to optimise multi-platform media allocation.

For its part, Google Ads Data Manager offers in-depth diagnostics, facilitates the integration of proprietary data, and generates personalised performance suggestions. All this is accompanied by a consolidated Data Manager API. 

Other new features announced at Google Marketing Live 2025

A host of other new features were announced at Google Marketing Live 2025: 

• Smart Bidding Exploration: This feature uses AI to capture previously missed high-performing search queries, with flexible ROAS targets. 
• Discovery: campaigns are enhanced with support for video-focused shoppable formats. 
• iOS improvements and app campaigns: the reintroduction of target ROAS bidding for iOS is accompanied by conversion tracking at the event level on the device. 
• Commerce Media Suite: Google launches a new platform enabling retailers to monetise their proprietary data. 
• The Power Pack: formerly known as Power Air, it unifies Search, Performance Max, and Demand Gen into a single strategy.

Want to take advantage of all the innovations announced at Google Marketing Live 2025? Feel free to contact our Google Ads agency to optimise your advertising campaigns.