Google Ads trends for 2025 that you cannot ignore

Think about the last time you opened Google Ads. Maybe it was a routine campaign check or perhaps you were staring at the dashboard like it was a cryptic puzzle only a genius could solve. Either way, if it feels like every time you log in, something’s changed – you’re not wrong.

Just when you think you’ve got it figured out, Google throws in new AI tools, updates its targeting options or shifts how ad placements work. And the pace isn’t slowing down in 2025.

For marketers already juggling a million things, keeping up with Google Ads trends can feel like adding another plate to spin. The good news? We’re here as a trusted Google Ads agency to break it down without the jargon or tech-speak, so you can actually use this information without needing a second cup of coffee.

1. AI is going to have a bigger influence on Google Ads campaigns

In 2025, AI is deeply embedded in Google Ads, going far beyond automating bids or generating basic ad copy. Tools like Performance Max and Demand Gen now leverage AI to make real-time decisions about where, when and how your ads appear.

Google has expanded its AI-driven campaign tools, including conversational ad creation (available in multiple languages), dynamic asset recommendations and real-time data analysis. Advertisers can now rely on AI to create customised campaign headlines, match creatives with audience preferences and optimise performance in ways that weren’t possible before.

The theory behind this is that even smaller businesses with limited resources can compete with larger advertisers by automating time-consuming tasks. However, it’s not a set-it-and-forget-it solution. Poor-quality inputs will yield poor outcomes, and marketers need to know when to intervene.

What you need to do:

  • Create high-quality inputs: Provide AI with strong visual assets, well-written copy and clearly defined goals. AI can optimise only what it’s given.
  • Use AI as a starting point, not a replacement: Use tools like Google’s conversational ad creation to draft ideas but refine them with human expertise.
  • Focus on metrics that matter: AI-generated ads might boost clicks, but it’s up to you to ensure those clicks drive real business value, like leads or sales.

2. Video ads are taking over

If you’ve been avoiding video ads because they seem too complicated or time-consuming, 2025 is the year to change that mindset. Google is putting video everywhere – search results, YouTube Shorts, Google Discover – you name it. If you’re not jumping on this trend, you’re missing out on massive visibility.

Put simply, videos work. Attention spans are shrinking, and quick, engaging content gets the job done better than a wall of text or even static images. Google knows this, so it’s giving video ads prime real estate in its ecosystem.

How to nail video ads in 2025

  • Keep it short: Viewers aren’t here for a full-length feature film. If you can’t grab their attention immediately, they’re already scrolling to the next thing or hitting skip ad as soon as they can.
  • Optimise for mobile: Most people are watching on their phones, so use vertical videos to cater to that experience.
  • Make it watchable without sound: Captions are your secret weapon. Don’t assume everyone is listening – many viewers watch on mute.
  • Show, don’t tell: Use visuals to tell the story. If you’re selling a meal kit, show a delicious dinner coming together in a few simple steps. It’s way more compelling than just saying, “Our kits are easy to use.”

If you want to stay competitive and relevant, you need to prioritise video. This doesn’t mean you have to hire a Hollywood production crew. A smartphone, a clear idea and some basic editing skills can get you started.

3. Less space for ads on Google’s search results

Zero-click searches – where users get all the answers they need without leaving the search results – are increasing because of Google throwing AI in at the top of search results – even above ads! Suddenly, it feels like there’s barely any room left for your ads, and depending on the device you’re using, you’ll have to scroll to the second fold to see the first ad.

With more users getting everything they need without clicking, your campaigns need to work harder to stand out, but it does feel there is an almost inevitable drop in ad visibility coming up.

But, with a little strategic thinking, you can still make ads work for you:

  • Pick keywords that aren’t zero-click popular: Focus on high-intent searches—things like “book accountant near me” or “buy running shoes online.” These types of searches tend to have less zero-click interference because people are ready to act.
  • Go visual: Video ads, shopping ads and image-heavy campaigns stand out when the space gets crowded. If your ads look great, they’ll grab attention no matter what else is happening on the page.
  • Hit them with impactful copy: You’ve got limited space, so don’t waste it. Address the user’s problem immediately, offer the solution and make it impossible to ignore.

The rise of zero-click features doesn’t mean game over for Google Ads – it just means you need to be sharper, more focused and willing to adapt to the shrinking real estate.

4. The uncertainty of Google’s legal battles

2024 was a rough year for Google. The DOJ accused them of being a monopoly and floated the idea of breaking up their empire. Selling off Chrome, Google’s leading web browser, is one of the DOJ’s suggestions to end the monopoly. While no one’s sure what’s going to happen yet, the ripples could definitely reach your ad campaigns.

The DOJ is looking to reduce Google’s control over search and ads. If they lose access to Chrome’s data (which feeds their ad algorithms), Google’s ad game could take a hit. Meanwhile, competitors like Bing and DuckDuckGo might finally catch a break, creating a more fragmented ad market.

If Google loses its grip, the ad landscape could get messy. You might not be able to rely solely on Google Ads anymore – and, let’s be honest, diversifying your ad strategy has probably been on your to-do list for a while.

What you can do right now

  • Test other platforms: Bing Ads, TikTok Ads, Meta campaigns – there’s a whole world beyond Google. Start researching to find where your audience are and experimenting to see what works for you.
  • Strengthen what you own: Grow your email list, polish up your website and make sure your social media game is strong. Owned channels are the safest bet when the ad world feels unpredictable.
  • Stay updated: Follow the news on these legal battles. Changes won’t happen overnight, but knowing what’s coming will give you a head start.

5. Voice search changes the way ads are targeted

Voice search isn’t exactly new, but in 2025, it’s reaching a tipping point – 27% of the global population use voice assistants on mobile, and that number doesn’t include home voice assistants. With the rise of smart speakers, in-car assistants and mobile voice queries, Google Ads strategies need to adapt to how people speak their searches, not just how they type them.

The biggest difference between traditional and voice searches is that voice searches tend to be more conversational and longer. For instance, instead of typing “coffee shop near me,” users might ask, “Where’s the best place to get coffee nearby?” This shift impacts keyword strategy, ad copy and targeting.

Smart assistants like Google Assistant are also influencing how search results and Google Ads are served, often reading the top result or featured ad aloud. If your ad isn’t optimised for voice queries, it might be left out of the conversation altogether.

How to optimise ads for voice search

Focus on long-tail keywords: Voice queries tend to be more specific, so target phrases that mimic how people speak. For example, instead of “buy laptop,” optimise for “Where can I buy a budget laptop with fast delivery?”

Incorporate question-based language: Questions like “how,” “where,” and “what” dominate voice queries. Write an ad copy that directly addresses these phrases.

Optimise for local intent: Voice searches are often location-driven, so ensuring your Google My Business profile is accurate and targeting location-based queries can make a huge difference.

Use natural language in ad copy: Your ads need to sound like something a person would say, not read like a stiff sales pitch.

Use schema markup: Add structured data like FAQ, LocalBusiness or HowTo to help Google understand your content better. For voice search, this means your site is more likely to be featured as the spoken answer.

You don’t have to do it alone

Managing Google Ads and other PPC platforms is a full-time job which most teams don’t have the resource to dedicate to. If you already don’t have the time to optimise your campaigns or you’re looking at these Google Ads trends and worrying, you don’t need to.

We’re a Google Partner and a trusted PPC agency in Singapore, with some of the most well-known SMEs working with us. Get in touch today to discuss Google Ads trends, how we can help you get the most ROAS, and to get a free proposal!

Roy Chen
Roy is the Director of Client Success at Heroes of Digital. He leads the team in ensuring that the 200+ SMEs under their care grow through digital marketing. In his spare time, he's either playing a video game or sharing the latest memes.
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