May 24, 2025
Google just wrapped its 2025 Marketing Live event—and if your agency manages paid media, you can’t afford to ignore what’s coming. This wasn’t just another product update. It was a full-on AI roadmap.
You can watch the full event here:
If you don’t have time to watch the voideo we’ve gone through every announcement and link so you don’t have to. Here’s what matters—and what you should do right now to keep your clients ahead.
1. Search Ads Are Now in Google’s AI Overviews
AI Overviews (formerly Search Generative Experience) are rolling out with ads baked in. That includes:
- Text ads pulled from existing search campaigns
- Product listing formats for shopping
- New placements inside Google’s AI Mode interface
This changes how users interact with search—longer queries, more context, and higher intent.
What to do:
Make sure your clients’ search campaigns are structured to perform in exploratory queries. Strong assets, smart bidding, and clear relevance are non-negotiable.
2. AI Creative Is No Longer Optional
Google introduced Veo (AI video generation), Asset Studio (central creative hub), and image outpainting for ad visuals. It’s all about speeding up creative testing—without sacrificing polish.
What to do:
If you’re waiting on client design teams for every ad refresh, it’s time to bring creative back in-house. We can help you build scalable creative workflows with AI that respects brand voice.
3. Performance Max Gets Smarter—and More Transparent
The new Power Pairing approach combines:
- Performance Max (now with channel-level insights)
- AI Search (broad match + real-time asset optimization)
- Demand Gen (YouTube, Discover, Gmail)
The goal? Smarter automation with clearer reporting.
What to do:
Help clients move from “set it and forget it” to “test and iterate.” We’re seeing real wins when agencies lean into insights and shape better audience signals.
4. Measurement Tools You’ll Actually Want to Use
- Smart Bidding now suggests high-intent search queries
- Performance Max shows platform-level breakdowns
- New incrementality testing (via Meridian) improves media mix modeling
- Cross-channel conversions now more visible in Google Ads
What to do:
Build your client reporting around these updates. Attribution isn’t perfect—but it’s improving. Let’s sync your CRM or lead tracking setup to unlock the real story behind performance.
5. AI Agents Are Coming for AdOps
Google Ads and GA4 now include “agents” that can:
- Build campaigns
- Suggest optimizations
- Troubleshoot issues live
- Offer real-time strategy support via Chrome
What to do:
This won’t replace your team—but it can extend it. Use these agents to automate setup and flag issues. Save your people for strategy.
6. YouTube and Shopping Get More Interactive
- New formats: shoppable YouTube ads, visual carousels in search, YouTube CTV Masthead
- Creator Partnerships Hub and Video Manager coming to Merchant Center
What to do:
Start pitching YouTube-first campaigns to retail and DTC clients. This is where mid-funnel engagement is heading. Don’t wait for them to ask—lead the conversation.
How We’re Helping Agencies Like Yours
At Sidekick Digital, we’re already building systems around these changes. We help agencies:
- Translate Google’s announcements into action plans
- Launch and optimize Performance Max with deeper insights
- Set up creative workflows that blend AI with human input
- Build conversion tracking that actually works
- Scale paid search and YouTube campaigns with a full team behind you
If you want to lead clients through this AI-driven shift—not just react to it—we’re your plug-in team.
Let’s talk. We’ll make sure you’re not just keeping up, but leading.