1. Executive summary
Google marketing live has long been the place to see how artificial intelligence is shaping the future of digital advertising. The 2025 event was no different. This year, Google made it crystal clear that AI is no longer just another tool in the kit. It has become an essential partner for marketers. As someone who works in PPC, I can see how quickly our roles are changing. AI is taking care of the heavy lifting, and that means we need to move from bid adjustments and campaign tweaks to more strategic thinking and creative direction.
The updates from GML show a real push towards AI-powered discovery, automated creative generation, sharper measurement and more seamless campaign management. For me and many others in PPC, this is about stepping back from daily bid adjustments and looking at how we can use these new tools to get better results. There are huge opportunities to reach new people, improve performance and make creative go further. But we need to be ready to adapt and move quickly.
There are also a few concerns. As campaigns become more automated, we might lose some of the transparency and control we have relied on. There will be challenges in making sure AI-generated content stays compliant and that advertising costs do not shoot up. Some people worry that these updates might work better for big consumer brands than smaller businesses. For me, the big takeaway is that we need to start testing these AI features straight away, sorting out our data, investing in strong creative and learning as we go.
2. Google marketing live: an AI-first future
GML is not just a product showcase. It is how Google tells us what the future of advertising will look like and how we will need to plan our budgets and campaigns in the months ahead.
The message from Google has become stronger and clearer over the past few years. AI is no longer an extra feature. It is at the heart of how Google sees digital marketing. Google says AI will turn search from a simple list of links into a more natural conversation. It is no longer about ads that get in the way. It is about ads that help people find what they want. That sounds great, but it means we will need to think differently about our campaigns. We will have to trust the AI and guide it, not just keep tweaking the settings.
I remember that in 2023, GML introduced tools for creating campaigns using conversational prompts and adding AI-generated images and videos in performance max. By 2024, there were automatic placements in AI overviews, AI recommendations and even profit-based goals. This year, Google took it even further with more than 30 new AI tools, including AI overviews, AI mode, AI max for search, AI helpers and new shopping experiences. It feels like a clear message that manual keyword work and endless bid tweaks are not where our value lies anymore. Our job is to guide the AI and add the creative spark.
The way ads now appear in AI overviews and AI mode is a big change. These spaces used to be just for information. Google is turning them into advertising real estate. As a PPC marketer, this means I need to think about how paid search and SEO fit together. They are no longer separate. Ads are showing up before people even reach the search results. I will need to make sure that our paid and organic strategies work hand in hand.
3. Key highlights and what they mean for us
3.1. AI-powered search experiences
The changes to search are huge. Ads now appear in AI overviews and AI mode. They feel like a natural next step in the conversation, not an interruption. For me, this is an exciting chance to get our clients’ ads in front of people earlier in their search, even if they have not shown clear buying intent yet.
One of the biggest updates is AI max for search campaigns. This is meant to boost ad performance by finding new audiences and keywords beyond the usual. Google says it can get 27 percent more conversions without higher costs. As someone who has spent years sifting through keyword data, it is both exciting and a bit daunting. The AI is doing the sort of work I have done manually for years.
Smart bidding exploration is another key change. It uses AI to find new search queries that might otherwise be missed and adjust bids automatically. Google says this has increased new conversion types by 18 percent and conversions by 19 percent overall. It is a sign that we need to stop fixating on exact matches and let the AI do more of the heavy work.
For me, this is about letting go of trying to control every detail. It is about focusing on the creative and strategic side of campaigns. Our ad copy and landing pages will need to work harder, helping people in the early discovery phase and not just focusing on selling.
3.2. Campaign updates: power pack and performance max
Campaign management is changing too. The power pair has become the power pack, putting performance max, AI max for search and demand gen in one bundle. It is meant to make campaign management easier, but it also means giving up some of the old controls.
I have always been a bit suspicious of how performance max can be a black box. It is good to see Google finally adding search term reports and negative keyword controls. This will help me see what is working and cut out the rubbish. The new channel performance reporting tool is another step forward. It will show how budget is split across search, display and YouTube, which is something I have wanted for a while.
Profit-based goals in performance max are interesting too. Early tests show a 15 percent boost in profit, but I know this could lead to higher costs for already strong campaigns. I will need to keep a close eye on the budget to make sure we are not paying too much for a few extra conversions. It will also mean working more closely with clients’ finance teams to make sure profit gains do not end up costing too much.
3.3. Conversational AI and creative automation
One of the biggest changes for me is how AI helpers are starting to handle routine campaign work. These new marketing advisors in google ads and google analytics will suggest updates, create reports and flag up problems before they cause trouble. There is also a chrome extension to give real-time help. This will save time and let me focus on the bigger picture, rather than day-to-day tweaks.
Google’s creative tools are getting stronger too. Asset studio and VEO will turn product images and text prompts into videos and images, making sure brand colours and fonts stay consistent. They can even stretch images to fill the frame better. Google is also bringing in SynthID to watermark AI-generated content so it is clear what is made by AI. As someone who often has to juggle creative work with campaign management, I think this will be a big help in keeping things moving without losing the brand’s voice.
3.4. Measurement and data improvements
Google is also making it easier to get good data. A new data manager will let me bring in data from Salesforce and HubSpot in one place, which is a relief. Tests are getting easier to run too, with lower spend needed and clearer results shown directly in google ads. As someone who is always looking for better data, I think this will make it simpler to see what is really driving performance and where we should be putting the budget.
Overall, it is a lot to take in. As a PPC marketer, I feel both excited and a bit nervous. There is no doubt AI is changing everything about how we work. My focus now is on testing these new tools, learning fast and staying ahead. At the end of the day, I want to be the one steering the AI – and delivering great success for clients.
