GML 2025 Recap: What's New, What's Rebranded, and What's Just Google Being Google.

Google Marketing Live has landed and let’s be honest, half the industry watched it waiting to hear what AI thing they’d bolt onto Performance Max this time.

The big takeaway?

AI is everywhere. Whether it’s building assets, predicting performance, or redesigning Search ads, Google’s going full Gemini... SURPRISE 🙄

But let’s cut through the shiny slides: what’s actually new, and what’s just a rebrand or feature refresh?

Plus, a massive shoutout to Ginny Marvin for giving the #PPCChat community a well-earned nod. That moment alone made the whole thing worth it, as the PPCChat Community & people involved rock!

If you missed the live event, you can catch the full replay here:

Watch Google Marketing Live 2025

Here’s your smart, no-fluff breakdown of what matters (In my prospective obviously)

🧠 Performance Max: Smarter, Not Just Shinier

Performance Max (PMax) continues to evolve, but let's be real, some of these "new" features feel more like overdue enhancements.

• Asset Generation from URL: Now, PMax can generate headlines, descriptions, images, and even video suggestions just by scanning your website. Handy, but not groundbreaking.

• Channel Performance Reporting: Finally, get insights into how your PMax campaigns perform across different channels like Search, Display, and YouTube. Transparency at last!

• Search Term Insights: Access detailed search term reports within PMax, allowing for better optimisation and control.

• Brand Exclusions: Exclude users who have recently interacted with your brand, helping to focus on new customer acquisition.

🎥 Creative Tools: AI Takes the Wheel

Google's creative suite is getting an AI-powered facelift:

• Asset Studio: A central hub within Google Ads for creating and managing all your ad assets, from images to videos.

• Veo Integration: Transform static product images into dynamic videos using Google's new Veo model.

• Product Studio Enhancements: Generate lifestyle images, seasonal visuals, and even promotional videos with minimal effort.

🔍 Search Ads: Enter the AI Era

Search is undergoing a transformation with AI at its core:

• Ads in AI Overviews: Ads are now integrated into AI-generated search summaries, providing new opportunities for visibility.

• AI Mode Ads: Google's conversational search experience now includes sponsored content, adapting to more complex queries.

• AI Max for Search Campaigns: A new campaign type that leverages AI to expand keyword targeting and optimise ad performance.

📈 Smart Bidding: Flexibility Meets AI

Smart Bidding is getting its most significant update in years:

• Smart Bidding Exploration: Introduces flexible ROAS targets, allowing for broader query matching and potential reach expansion.

• Enhanced Reporting: Gain deeper insights into bidding strategies and performance metrics.

🛍️ Shopping & eCommerce: A Visual Revolution

Ecommerce advertisers, rejoice! Google is making it easier to showcase your products:

• Shoppable Video Ads: Integrate product listings directly into video ads across YouTube and other platforms.

• Virtual Try-On: Users can now upload their photos to virtually try on clothes, enhancing the shopping experience.

• Brand Profiles: Manage how your brand appears across Google surfaces, including Search and Shopping.

📊 Measurement & Data: More Insights, Less Guesswork

Google is enhancing its measurement tools to provide clearer insights:

• Attributed Brand Searches: Measure the impact of your video ads on brand search interest.

• Cross-Channel Reporting: Get a holistic view of your campaign performance across different platforms.

• Enhanced Conversion Lift Studies: Run shorter, more accessible experiments to gauge campaign effectiveness.

🤖 Agentic Capabilities: Your New AI Assistant

Google is introducing AI-powered assistants to streamline campaign management:

• Marketing Advisor: A Chrome extension offering real-time campaign suggestions and optimisations.

• AI Agents: Automate tasks like keyword suggestions, content creation, and performance analysis.

🚫 Still No Love for B2B & Lead Gen

Once again, B2B and lead generation advertisers are left out in the cold. No new features, no case studies, and no acknowledgment. It's clear that Google's focus remains on big-budget ecom brands.

UPDATE : Today Ginny has created & shared this blog post about how these new innovations can support lead gen activity: https://business.google.com/us/resources/articles/innovations-driving-high-quality-leads-for-advertisers/

🎉 Community Spotlight: #PPCChat Gets the Recognition It Deserves

A heartfelt moment during the event was when Ginny Marvin gave a shoutout to the #PPCChat community. It's a testament to the dedicated professionals like Julie Friedman Bacchini and the people who keep the PPC world spinning.

🔑 Key Takeaways

• Test the New Tools: Explore the latest AI features in PMax and Search campaigns.

• Enhance Creative Assets: Utilise Asset Studio and Veo for dynamic ad creatives.

• Monitor Search Changes: Stay ahead with Ads in AI Overviews and AI Mode.

• Optimise Bidding Strategies: Leverage Smart Bidding Exploration for flexible targeting.

• eCommerce Focus: Take advantage of shoppable video ads and virtual try-on features.

• Seek Alternatives: B2B and lead gen advertisers may need to look beyond Google for tailored solutions.

🔹 Final Thoughts

Google’s message this year is clear: AI isn’t coming, it’s already running your campaigns. From asset creation to bidding and now even answering user queries, machine learning is baked into every stage of the funnel.

But here’s the thing: tools don’t replace strategy. Whether it’s Veo video magic or Performance Max with bells on, your campaigns are only as good as the thinking behind them.

So yes, explore, test, have a play. But don’t get swept up in the Gemini sparkle. Because no matter how advanced the platform gets, it still takes real marketers to turn clicks into customers.

---

4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social. With over 15 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, coaching and training.