Google Marketing Live 2025: Everything you need to know

This year’s Google Marketing Live was all about AI, but not in the way you’ve been hearing about for the past few years. This time, Google introduced some truly innovative features that move AI from simply being an assistant to acting as your co-strategist.

With major updates across Search, Shopping, creative tools, video, and measurement, the announcements were packed with meaningful advancements.

So if you attended yesterday’s session and still feel a bit uncertain about what it was really about, don’t worry. We’ve got you covered. Let’s explore everything in detail.

Introduction of Agentic Tools in Google Ads and Analytics 

Google is rolling out AI-powered agent tools across Google Ads and GA that can help marketers with tasks like:

• Campaign creation 
• Optimization
• Analysis

Unlike the AI tools we’ve seen before, these new systems function more as expert collaborators than passive assistants. They have the capability to not only suggest improvements and implement changes but also to resolve issues within a campaign in real time. This means marketers will now be able to manage the complex level of campaigns with minimal effort.

Google Ads Agency Expert 

Image Source: Google Marketing Live 2025

1. It can suggest keywords, ad copy, and even set up ad groups and campaigns for you based on your business goals and data.
2. It can automatically identify performance issues, surface insights (e.g., “conversion rate dropped”), and suggest solutions, sometimes even implement them.
3. A “Marketing Advisor” (in Chrome) provides holistic advice across Google Ads, Analytics, and your website to flag issues or suggest strategies.

Google Analytics Data Expert

Image Source: Google Marketing Live 2025

1. It automatically spots key changes, trends, or unusual patterns in your data. For example, it might alert you with something like, “Your mobile conversion rate from organic search dropped by 15% last week.”
2. It can present complex data in easy-to-understand visuals and explanations.
3. It can connect the dots between various data points to help you understand why something happened (e.g., “The drop in conversions seems linked to a recent increase in bounce rate on your checkout page, possibly due to a page load speed issue”).

Marketing Advisor

Image Source: Google Marketing Live 2025

1. It’s an AI assistant that works right in your Chrome browser, so it’s always there while you’re browsing the web.
2. You give it your marketing objectives, and it tailors all its advice based on what you’re aiming to achieve.
3. Instead of just answering your questions, it looks at your entire marketing setup (like Google Ads, Analytics, your website, and market trends) to spot opportunities, identify issues, and suggest strategies.
4. It can spot issues or opportunities that affect multiple platforms. For example, it might find a mismatch between your website’s landing page content and your Google Ads copy.
5. It helps simplify complicated tasks or connects different parts of your marketing tools to make things smoother.
6. It gives you advice based on the specific web page you’re on, making the guidance more relevant and timely.

AI-enabled Measurement Tools

Image Source: Google Marketing Live 2025

Google has strengthened measurement capabilities yet again with:

1. A data manager that acts as a central hub for all your own customer data (first-party data).
2. Privacy protection that is built with confidential computing, which means your data is kept safe and private even during analysis.
3. New Data Manager API allows you to connect your customer data to Google Ads and Analytics for better ROI.
4. Cross-channel measurement in Google Analytics allows you to see the full customer journey across all your marketing efforts (not just last click).
5. Incrementality testing lets you prove the real impact of your ads with easier, more affordable tests.

AI-powered Creative Tools

Image Source: Google Marketing Live 2025

Now, creative work is not going to take weeks to complete, but just a few minutes. Google Marketing Live 2025 also announced the rollout of Imagen and Veo. Both of these are AI-powered tools for image and video generation. You can access them directly through Google Ads and the Merchant Centre. This means you don’t need to rely on a designer or photographer. Using these tools, you can produce your promotional visual ad within minutes. Let’s take a look at some key features that we can expect:

1. Image to video transformation. 
2. Outpainting capability will let you expand videos beyond their original frames.
3. Asset Studio brings all the creative tools in Google Ads to one place.
4. You cannot just create product images but also show them in action.
5. “Generated for you” feature can suggest to you the whole campaign concept.
6. It can recommend which products to feature and what discounts to offer.
7. Make your product titles better so more people find them.
8. Enhance your photos, put products into realistic scenes, and make videos from your images, all automatically.

Merchant Center Updates

1. Your product listing tool (Merchant Center) becomes a central place to control your brand’s look and content everywhere on Google.
2. You can design how your brand appears when people search for it.
3. You get centralized management of all your brand’s videos from your website, YouTube, social media, etc.
4. Ads that are more visually appealing and let people click to buy directly from the video.
5. Viewers can tap, see, and hear about products inside the ad to shop.

These new video ads are currently only being tested in the U.S.

What’s new in smart bidding and search updates?

Image Source: Google Marketing Live 2025

The core theme across smart bidding and search is also the deeper integration of AI. Let’s see how:

The biggest update of this whole event is budding exploration. It’s designed with the goal to help advertisers find new, valuable conversion opportunities they might have previously missed.

You know, traditionally, Target ROAS bidding was quite rigid as it focused on reaching a specific ROAS target very precisely. But smart bidding exploration introduces flexible ROAS. Let’s see how this helps:

Previously, your “Target ROAS” (Return on Ad Spend) was a strict goal like “Get exactly $4 for every $1 spent on ads, no exceptions.”

Now, with Smart Bidding and flexible ROAS, you’re telling the AI: “Aim for $4 back, but if you can bring in valuable customers with $3.50, that’s fine too.”

This flexibility allows Google’s AI to:

• Find More Customers: The AI can now bid on a broader range of searches (even less obvious ones) that might attract more customers, even if those customers are slightly less profitable per sale.

For example, instead of only targeting “best running shoes” (where competition is high and profits are great), the AI might also target “beginner marathon training tips.” These searches might convert at a slightly lower rate, but they bring in many more new potential customers over time.

• Discover Hidden Opportunities: The AI looks beyond the obvious, expensive keywords to uncover valuable traffic you might have missed because your old target was too rigid.
• Increase Overall Sales: By being more flexible with the profit on each sale, the AI can drive more total sales and profit for your business. It’s about getting more overall value, even if each individual sale is slightly less profitable.
• Automate Growth: You no longer need to manually identify these new opportunities. The AI takes care of finding them for you.

If we talk about search advertising, AI overviews are driving more than 10% usage in major markets. Your regular Search and Shopping ads will now also appear within AI Overviews on desktops in the U.S.

Google is testing showing ads in its new “AI Mode,” a smart assistant that provides detailed answers to complex questions. Ads will appear below or mixed into these AI responses.

If you’re using Google Ads campaigns like Performance Max, Shopping, or Search with broad match keywords, your ads can automatically show up in these new AI-driven spots.

How is this increased AI integration going to help marketers?

With Google’s strategic push towards integrating AI throughout its marketing infrastructure, now marketers can expect to spend less on manual inputs, time, and resources on campaigning. The creative capabilities are going to take a new form in the coming years. You would be able to measure your market effectiveness more easily and precisely. It would become easier to expand your reach via smart bidding strategies. At last, marketers can explore new opportunities to connect with customers in the new AI-driven search experiences. 

That wraps up our coverage of Google Marketing Live 2025. For more trending insights and updates, stay connected with Kinex Media and stay ahead of the curve.
To watch the full Google Marketing Live 2025 event, you can view the official recording here: Watch on YouTube.