Google Ads Changes in 2025: Adapting to the Future of Search

Google Ads is undergoing major changes in 2025, and staying ahead requires understanding these updates and adapting your strategies. From new campaign types to shifts in user search behavior, this guide will help you navigate the evolving Google Ads landscape effectively.

Key Updates in Google Ads for 2025

1. Demand Gen Campaigns
   Google is phasing out Video Action Campaigns. Any video campaigns aimed at driving conversions will now be automatically updated to Demand Gen Campaigns. These campaigns are designed to increase brand engagement across multiple touchpoints.

2. Negative Keywords for Performance Max
   A much-anticipated feature now lets advertisers add negative keywords directly to Performance Max campaigns. This change offers greater control over targeting and helps refine your campaign’s performance.

While these updates are important, they’re not the most critical change happening in the Google Ads ecosystem. The biggest shift lies outside the dashboard—in how users interact with Google Search.

How User Search Behavior is Changing

Did you know that 15% of Google searches are entirely new, never having been searched before? This trend is driven by the rise of conversational search, where users phrase queries more naturally, as if they were speaking to another person.

Why This Matters to Advertisers

• Unexpected Conversions: Advertisers report conversions from search terms that seem unrelated to their products or services. This reflects the evolving nature of user intent.
• Increased Complexity: As conversational search grows, the variety of new, unique queries will skyrocket. This means traditional keyword strategies may no longer suffice.

To adapt, advertisers must focus on feeding accurate first-party data into their campaigns to make better optimisation decisions.

The Role of First-Party Data in Google Ads Success

Accurate conversion tracking has always been essential for success in Google Ads. But with stricter privacy regulations and limited device data sharing, relying on first-party data has become more important than ever.

HubSpot and Google Ads Integration

Integrating HubSpot with Google Ads allows you to track and feed back conversion value data directly into your campaigns. For example, we scaled one client’s monthly ad spend from $116,000 to $28,000 while improving conversion rates by leveraging this integration.

Benefits of First-Party Data

• Better campaign performance through precise targeting
• Enhanced ability to scale campaigns profitably
• Insights into the actual conversion data behind leads and inquiries

The Full-Funnel Approach: A Winning Strategy for 2025

To succeed in 2025, Google Ads advertisers must move beyond relying solely on high-intent search campaigns. A full-funnel approach is the way forward:

1. Top of Funnel
   Use Demand Gen and video campaigns to create awareness and capture new audiences.

2. Middle of Funnel
   Leverage Performance Max and dynamic search campaigns to nurture prospects who’ve engaged with your content.

3. Bottom of Funnel
   Continue using high-intent search campaigns to target users with specific queries that indicate readiness to convert.

This strategy ensures you capture users at every stage of the buying journey while optimising for the new era of conversational search.

Actionable Tips to Future-Proof Your Google Ads Strategy

1. Embrace Broader Keyword Strategies
   Use broad match keywords alongside first-party data to identify and capture new opportunities.

2. Optimise for Conversational Search
   Tailor ad copy and landing pages to match the natural language queries users are now using.

3. Leverage Performance Max Campaigns
   Feed accurate conversion data into your campaigns to allow Google’s AI to identify high-performing audiences.

👉 The Secret to Successful Google Ads Campaigns: How First-Party Data Unlocks Growth

Free Resources to Help You Succeed

To dive deeper into the power of first-party data and how it can transform your campaigns, download The State of Data-Driven Advertising by HubSpot. This free guide provides actionable strategies for improving Google Ads performance.

Additionally, get my Google Ads Optimisation Checklist—a comprehensive guide to optimising search, shopping, video, display, and Demand Gen campaigns.

Final Thoughts: Preparing for the Future of Google Ads

The future of Google Ads lies in adapting to changing user behavior and leveraging full-funnel marketing strategies. While traditional high-intent search campaigns remain vital, integrating top- and middle-funnel strategies ensures success in a world of conversational search.

Stay ahead by embracing first-party data, exploring new campaign types, and continuously optimising your ads for performance. For more tips, strategies, and case studies, explore my YouTube channel and blog.