New Google Ads features in 2025 – what you need to know

If you use Google Ads, you know how quickly this tool evolves. In 2025, Google is introducing a range of new features that can significantly impact your campaigns – from even greater automation, to new ad formats, improved reporting, and a stronger focus on user privacy.

In this article, we’ll show you exactly what has changed, how these features work, and what’s worth doing with them. This will help you decide which updates to implement – and how to get the most out of them. No unnecessary theory – just clear, practical insights.

Dynamic growth of Google Ads

Google Ads doesn’t stand still – it’s constantly evolving. Every year brings new features aimed at making advertisers’ lives easier and delivering better campaign results. The year 2025 is no exception – Google is heavily investing in automation, artificial intelligence, and even greater ad personalization.

The approach to users is also changing – with more emphasis on privacy and quality of user experience. All this makes Google Ads a more advanced – but also more demanding – tool. To get the most out of your campaigns, you need to stay up-to-date and respond quickly to new opportunities.

New Google Ads features in 2025

Google Ads in 2025 is all about more automation, new ad formats, and better data analysis tools. But it’s also a response to changing privacy regulations and user expectations. What are the key changes?

Automation at a higher level

Google continues to enhance Performance Max campaigns – now even more autonomous. The new algorithms not only select the best placement options but also dynamically adjust ad content based on real-time performance.

Smart Bidding has also been upgraded – the system better predicts which clicks will lead to conversions and adjusts bids to match specific business goals (e.g., profit, cart value). This saves you time and – more importantly – delivers better results without constant manual tweaking.

New Ad formats

In 2025, Google is focusing heavily on interactivity and video. Search campaigns now include interactive elements – such as quizzes, sliders, or option selection without leaving the ad. YouTube offers short, vertical videos optimized for mobile devices – ideal for targeting younger audiences.

Industries like e-commerce or real estate also benefit from 3D and AR ads – for example, users can “place” a product on their desk using their phone. This boosts engagement and helps in purchase decisions.

Greater emphasis on privacy and first-party data

As third-party cookies are phased out, Google Ads increasingly relies on first-party data. In 2025, there is full integration with the Privacy Sandbox system, enabling anonymous yet relevant targeting.

Google also provides new tools for managing user consent and helps advertisers better utilize their own data – from CRMs, newsletters, or purchase histories. This is your opportunity to better target ads and build more effective campaigns without violating regulations.

Improvements in reporting and analytics

The Google Ads reporting panel has undergone significant changes. The new Insights Dashboard interface helps identify trends more quickly and respond to changes in real-time.

Better integration with GA4 and BigQuery provides a more complete picture of the customer journey – from the first click to purchase. Performance forecasts have also been introduced – the system suggests which campaigns have potential and what can be improved.

Local features and AI in ad creation

Artificial intelligence is increasingly supporting ad content creation. New Google tools (e.g., Gemini AI) can generate headlines, descriptions, and even images based on information about your business. Just provide a few input details, and the system will prepare ready-to-use creative suggestions.

Local features have also improved – ads can be customized to a specific city, district, or even time of day. This way, your campaigns reach exactly where they should – with a message tailored to the local context.

What do these changes mean for advertisers?

New features in Google Ads are both a major convenience and a challenge. Automation and AI can significantly improve campaign performance, but they also require trust in the systems and the ability to manage them.

For many companies, this means a shift in approach: less manual setup, more strategic work – such as improving data quality, audience segmentation, or ad creatives. A key element will also be the effective use of first-party data, i.e., data you collect yourself (from forms, purchases, or newsletters).

It’s also worth training your team – not just in using the new features, but also in interpreting data and evaluating results in a more automated environment. Reports may look different than before, and decisions will need to be made faster and based on dynamic data.

For small businesses, this is a chance to compete with larger players thanks to intelligent tools that were previously out of reach. For big brands – it’s time to better leverage the potential of data and scale operations more efficiently.

Summary

Google Ads in 2025 takes a step toward even greater automation, improved personalization, and more conscious data management. For advertisers, this means new opportunities – but also the need to adapt to changing conditions.

If you want your campaigns to perform well in this new environment, now is the time to explore available features, test them in practice, and continuously draw conclusions. The sooner you start, the easier it will be to maintain an advantage – and truly improve results. Remember: you don’t have to use everything at once. Start with what best fits your business goals.