Google Ads continues to evolve, offering businesses more ways to connect with customers and maximise ad performance. In 2025, success in Google Ads means thinking beyond search, leveraging machine learning effectively, and refining your approach with data-driven insights. Here’s how businesses can make the most of the latest Google Ads trends.
1. Expand Your Reach Beyond Search
Google Ads isn’t just about search anymore. Tapping into Google’s extensive inventory through Video, Demand Gen, and Performance Max (PMax) campaigns can significantly increase your touchpoints with potential customers for a fraction of the cost of doubling down on Search. Whether you’re in lead generation or eCommerce, diversifying your campaign types allows you to engage users across multiple channels. For example, PMax campaigns combine Google’s networks—Search, Display, YouTube, and more—into a single campaign, optimising automatically for the best results. By exploring these networks, you can target customers at every stage of their journey, from discovery to purchase.
2. Optimise Campaigns with Value-Based Bidding
Assigning dollar values to your conversion actions and using Conversion Value Bidding can transform your campaigns. For eCommerce businesses, this approach is a natural fit, but service-based or lead generation businesses can benefit just as much. Start by identifying which actions deliver the highest value to your business. For instance, a completed quoting form may be more valuable than a simple website enquiry. Assigning higher values to high-priority actions signals Google’s AI to prioritise users who are more likely to complete those actions. Even if your values aren’t exact, this method helps focus your budget on high-value conversions.
3. Implement a Post-Conversion Feedback Loop
As AI becomes more sophisticated, businesses can be tempted to assume their campaigns are “working” based on conversion data alone, be careful not to let your campaigns give themselves too much credit, not all conversions are equal. Implementing a post-conversion feedback loop—such as tracking lead quality or purchase retention—ensures your campaigns are driving meaningful results. Remember that 50 leads that generate 10 customers is a lot “worse” according to Google than 100 leads that generate 5 actual customers, Google thinks the campaign that generated 100 leads should be prioritised unless you audit your post conversion campaign results and inform it.
If you can afford it, paying for a software integration that feeds the post-conversion data straight back into Google is even better!
Drive Growth with Smarter Google Ads Strategies
You need to let AI into your campaigns to grow your business in 2025, there’s simply too many places your customers can be served ads and too many competitors using these tools to try and do it manually while hoping to keep up. Google Ads provides incredible opportunities to connect with customers, but staying ahead requires a mix of strategic thinking, data-driven decisions, and continuous refinement. At Distl, we specialise in crafting tailored Google Ads strategies that drive meaningful results for businesses.
Contact us today to learn how we can help you grow your business in 2025!
Zac Fitzpatrick
PPC Team Lead
