At Google Marketing Live 2025, the spotlight was on AI — not just as a tool, but as the engine driving a new era of performance, creativity, and consumer connection. Google introduced a sweeping array of innovations like Power Pack, AI Max, and shoppable YouTube & CTV designed to reshape digital advertising.
While many marketers focused on headline announcements, several powerful updates flew under the radar amidst the buzz about AI, search, and video.
Some of the standouts:
- Channel performance reporting in PMax
- YouTube Creator Partnerships Hub
- Video Ads across all Google surfaces
- AI Max for Search campaigns
- Smart Bidding Exploration
- Agentic Capabilities
- Data Manager
- Asset Studio
- Meridian
- Ads in AI Mode
- Ads in AI Overviews
Here are five game-changing updates you might have missed, but shouldn’t:
Shoppable YouTube and Interactive Shopping on CTV
Google is scaling shoppable video across platforms:
- YouTube Masthead Ads: Now shoppable. Enables product integration directly in YouTube’s most visible placement on mobile.
- Interactive Shopping on Connected TV (CTV): Lets viewers discover and buy products straight from their TVs via Demand Gen and PMax campaigns.
- Accelerated Checkout for Demand Gen (coming soon): Reduces friction by allowing users to jump directly from an ad to their cart.
🔍 Why it matters: These innovations turn video into a powerful direct-response tool, enabling brands to convert awareness into action seamlessly, from the biggest screen in the house to the smallest.
Agentic Capabilities: Meet Your AI Marketing Experts
Three new AI agents were quietly introduced to act as behind-the-scenes growth partners:
- Google Ads Expert: Optimises campaigns, generates reports, and proactively identifies issues.
- Google Analytics Expert: Simplifies insights and improves app/web performance.
- Marketing Advisor via Chrome Agent: Understands browser context and offers voice-driven business insights.
These are intelligent copilots that learn from your data and make smart recommendations in real time.
🔍 Why it matters: These AI agents act as intelligent copilots. They proactively deliver insights, optimisations, and recommendations to scale smarter business decisions.
Creator Partnerships, Smarter Video & AI-Driven SEO
Maximise visibility, engagement, and performance with smarter video strategies and SEO.
- New Video Ads Across Google Surfaces: Discover brand discovery ads with high-quality video assets in Performance Max campaigns. Expand video ad visibility across Search and Shopping.
- YouTube Video Reach & Video View Campaigns: Now with format controls and Non-Skippable Video Reach Campaigns, maximise engagement and reach for your video ads.
- Creator Partnerships & AI-Driven SEO: Collaborate with creators to deliver original, user-focused content for paid media. AI-driven SEO strategies focus on helpful content, true value measurement, crawler accessibility, and quality-building.
🔍 Why it matters: These updates empower marketers to create more engaging, performance-driven campaigns that seamlessly integrate across platforms to maximise audience reach and search visibility.
Asset Studio and AutoOutpainting for Smarter Creatives
Creating high-quality, engaging ad creatives just got easier.
- Asset Studio: A creative hub that lets you generate and preview images, text assets, and lifestyle product imagery with AI.
- AutoOutpainting: Extends videos to fit multiple aspect ratios using GenAI, reducing manual edits and ensuring cohesive visuals across formats.
Asset Studio is a one-stop creative shop that empowers both lean teams and large brands to scale quality content faster than ever.
🔍 Why it matters: High-quality creatives drive performance. These tools help marketers produce compelling visuals faster and more efficiently.
Unlock Conversions with Smart Bidding Exploration
Google’s Smart Bidding Exploration (beta) taps into previously unreachable searches by optimising bids with flexible ROAS targets.
- Channel-Level Reporting (coming soon): Breaks down PMax performance by channel—YouTube, Discover, Shopping, etc.
- Search Term Visibility in PMax: Offers granular insights, finally bringing search term reporting to PMax.
- Reach new potential customers: New campaign controls to exclude users who have recently searched for or interacted with your brand.
🔍 Why it matters: These updates give advertisers sharper insights and control, expanding audience reach and driving incremental gains.
Bonus: Don’t Miss These Additional Highlights
Web to App Acquisitions
Seamlessly track and attribute app installs and conversions from web campaigns, closing the loop between web and app engagement.
YouTube Creator Partnerships Hub
Deepen existing connections, find new ones, and integrate authentic creator content with YouTube creators directly from our new creator partnerships hub.
Scenario Planning
Integrate and optimise first-party data with scenario planning tools for more precise ROI measurement and future campaign modeling.
Meridian
Drive better business outcomes through innovative methodology, transparency, and actionability with Google’s open source MMM.
Google Ads & Analytics Experts
Proactively manage campaigns and provide actionable data insights through AI-powered assistance for smarter, faster decision-making.
The Bottom Line
Google Marketing Live 2025 signals a clear shift: the future of marketing is AI-powered, multi-modal, and deeply personalised.
From smarter bidding and search ad placements to more immersive, interactive video and shopping experiences, these innovations are designed to keep your brand at the forefront of discovery and decision-making.
Don’t wait. Start experimenting with these tools now to unlock new levels of performance and growth.
Miss these updates, and you may miss the future of marketing.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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