Hajra Naz
Being a Google-first media buyer today means embracing curiosity and pushing boundaries.
With constant changes, many of us find ourselves experimenting regularly—sometimes with excitement, sometimes with frustration.
For some, this ever-evolving landscape is an adventure; for others, it feels unstable. But one thing is clear: working with Google Ads is never dull.
As 2024 comes to an end, a year shaped by rapid advancements and innovative technologies. It’s a great moment to reflect on the changes and anticipate what lies ahead.
In this article, we’ll explore:
- The three defining traits of Google Ads today.
- Three 2024 trends that unfolded as expected.
- Three predictions for Google Ads in 2025.
3 Key Traits of Google Ads in 2024
2024 has been an eventful year for Google Ads specialists, with the introduction of campaigns like Demand Gen and new enhancements for Performance Max.
But staying on top of these updates isn’t always easy, especially while juggling careers and agency growth.
Here are three standout developments that defined Google Ads this year:
1. Improved Relationship Between Media Buyers and Google
In the past, Google Ads advertisers and agencies have faced strained relationships with Google. Inconsistent ad reps and poorly rolled-out features left many wondering about Google’s commitment to PPC specialists.
However, things are looking up. Google has made significant strides in better communicating new features, with detailed and transparent updates.
Much of this improvement can be credited to Ginny Marvin, Google’s Ads Product Liaison, who has played a vital role in bridging the gap with the PPC community.
2. Performance Max Feels Less Restrictive
Google has shifted its stance on Performance Max, making it less of a default and more of an option.
By retaining legacy campaign types and introducing new controls like data visibility and negative keywords, advertisers now have more flexibility.
Notable improvements include allowing Search and Shopping campaigns to coexist with Performance Max without cannibalizing each other, ensuring both can enter the same auctions for the same products.
These changes give advertisers the freedom to structure campaigns in ways that align with their strategies.
3. Paid Media Fundamentals Remain the Same
Despite advancements in machine learning and automation, the core principles of achieving success with Google Ads remain unchanged—and likely will for the foreseeable future.
Google Ads specialists still need to excel at:
- Setting up accurate conversion tracking (both online and offline).
- Targeting the right keywords while excluding irrelevant ones.
- Crafting compelling ad copy and creative assets rooted in strong brand positioning.
- Managing audiences, lists, feeds, and other first-party data.
- Building high-converting landing pages with trust signals.
- Allocating budgets wisely.
- Understanding economic trends that impact account performance.
No matter how advanced AI becomes, these basics will continue to be the backbone of effective paid media strategies.
Read More: Mastering Google Ads: A Comprehensive Guide
3 Key Trends That Defined 2024 as Expected
Predicting the future is never certain, but skilled marketers and media buyers excel at spotting patterns and making strategic bets.
In 2024, three major trends stood out, proving that savvy PPC specialists were ahead of the curve.
1. Generative AI Took Center Stage
With tools like Gemini, Claude, and ChatGPT, generative AI lived up to its promise of simplifying time-consuming tasks in ad account management.
Even entry-level advertisers benefited from AI-powered features, like Google’s campaign creation wizard, which helped narrow the gap between beginners and seasoned professionals.
Although the technology still has limitations and ongoing setbacks, it remains an invaluable resource for tackling the more tedious aspects of PPC.
2. Digital Marketing Strategies Became More Diverse
The “walled gardens” of digital marketing splintered even further in 2024.
Every ad platform now relies on its algorithm-driven campaigns, requiring unique setups and tailored data inputs for optimal results.
With no direct carryover between platforms, diversification became critical for brands looking to manage risk and achieve stable growth.
Advertisers and agencies realized that depending on a single platform created unnecessary volatility. Diversifying across multiple channels is now a must for brands with a proven product-market fit.
3. Optimization Shifted Beyond Ad Accounts
A decade ago, tweaking ad account settings often led to noticeable performance gains.
Today, meaningful improvements come increasingly from outside the ad account, making external optimizations more critical than ever.
This shift has brought PPC specialists closer to traditional marketing principles, focusing on elements like:
- Positioning and pricing.
- Branding and website quality.
- Deep customer and competitive research.
In many cases, a well-executed landing page redesign can deliver far greater results than extensive ad account edits.
Marketers in 2024 embraced this reality, understanding that holistic strategies often yield the biggest returns.
Read More: 5 Best Google Ads Alternatives To Diversify & Growth
3 Bold Predictions for Google Ads in 2025
Although the future is still unknown, current trends give some predictions of what lies ahead in the always-changing PPC market. Here are three key predictions for 2025—and they could be game-changers.
1. Demand Gen Will Gain Momentum, Especially Among Meta-First Advertisers
When Performance Max first launched, initial reactions were lukewarm. But over time, it has proven to excel in the right scenarios.
Similarly, Demand Gen—soon to merge with Video Action Campaigns—has the potential to shine as an upper-funnel counterpart to Performance Max.
Its success will likely be driven by Meta-first advertisers or those heavily invested in Meta’s platforms. This is because the creative strategy for Demand Gen aligns closely with paid social best practices: producing compelling, scroll-stopping assets paired with high-converting landing pages.
2. Marketers Will Rethink Client Buy-In Strategies
In 2024, more advertisers realized that optimization often happens outside the ad account. In 2025, this understanding will extend to client and stakeholder relationships.
Building strong partnerships with clients, business owners, and CMOs will become essential for implementing critical tools like offline conversions for lead generation or product feeds for eCommerce.
Success will depend on pitching these tools as non-negotiable elements for achieving shared goals—whether that’s profit, growth, or other key performance indicators (KPIs).
3. Google Will Endure Legal Challenges
Google frequently finds itself under legal scrutiny, with ongoing discussions about potential anti-monopoly measures, including splitting parts of its business.
While these challenges could reshape its operations in the long term, Google’s position as a dominant search engine and advertising powerhouse is unlikely to change significantly in 2025.
For now, it remains the backbone of Alphabet’s revenue, and any legal outcomes will likely have a minimal immediate impact on Google Ads’ performance as an advertising platform.
2025 could bring exciting advancements for PPC specialists, with AI, creative strategies, and collaborative marketing continuing to define the future.
Read More: How To Drive Revenue With Google Ads Smart Bidding: 5 Best Tips
2025: A Year of Opportunity or Resistance
As I’ve mentioned before, and will continue to say throughout 2025:
While the core principles remain unchanged, success in Google Ads today requires embracing its evolving direction.
- Experiment with the new tools.
- Test out the latest campaign types.
- Don’t hesitate to ask for guidance.
Most clients and managers want you to succeed and are willing to support you in any way they can.
But it’s up to you to lead the way with an optimistic mindset.
Wishing you the best of luck and outstanding results in the year ahead!
