Google’s marquee event, Google Marketing Live 2025, delivered a vast set of innovations across AI, ads, measurement, and creative tools.
For marketers, the announcements mark a pivotal shift in how campaigns will be built and optimised.
Here are our key takeaways on how to prepare your strategy for what’s next.
What Is Google Marketing Live 2025?
Google Marketing Live 2025 took place on May 21, 2025, broadcast live from Mountain View, California.
This global event unveiled Google’s latest ads, AI, and measurement innovations.
These are our favourite announcements:
- AI-powered creative generation within Google Ads
- The expansion of AI Max for Search campaigns
- New transparency and reporting features for Performance Max
- Ads integrated into AI Overviews & testing in AI Mode
- Evolving agentic tools and measurement improvements
Google frames the occasion as more than incremental updates. We see it as a transition toward AI-driven, multimodal marketing experiences.
Top Announcements from Google Marketing Live 2025
AI Max for Search campaigns
AI Max enables Google to use broad match, keywordless targeting, and real-time creative adaptation through your existing assets.
It’s designed to help you capture new queries beyond your current keyword set. There’s a lot of movement with keyword strategy, so this one caught our attention…
Ads in AI Overviews & AI Mode
Google will now test placement of ads directly inside AI Overviews, basically the AI-generated summaries being shown in response to complex queries.
In AI Mode, ads will appear as natural next steps within the flow of conversation and discovery.
Google Power Pack.
Google also introduced Power Pack. This is a combined approach leveraging Performance Max, AI Max for Search, and Demand Gen, a trio of campaign tools intended to be the core of future campaign
strategy.
Creative & Measurement Innovations
Google is embedding creative tools directly in Google Ads, via Veo and Imagen models, which will lead to more specific targeting.
How to Prepare Your Strategy Post-Google Marketing Live 2025
- Audit your assets
Ensure you have flexible, high-quality imagery, video and copy that AI systems can recombine. - Test AI Max & Performance Max alongside standard campaigns
Don’t pivot fully, try these tools in tandem with traditional search to benchmark performance. - Optimize for generative & conversational search
Prepare content that fits naturally into AI Overviews and responses, not just keyword-based pages. This is one of the biggest things you can focus on for long term success. - Balance automation with human oversight
AI will suggest, test, and scale, but human strategic input and brand judgment remain essential.
In summary, Google Marketing Live 2025 underlines how AI will be foundational to future marketing. As tools like AI Max, ads in AI Overviews, and enhanced creative generation roll out, your ability to adapt, test, and iterate will determine whether you lead or lag.
Start by enabling early access, testing boldly, and integrating new formats with existing strategies.
Apply to work with us here, and get ahead of the curve before 2026.
