Paid advertising is always evolving, and if 2024 was the year of automation, 2025 is set to
take things even further. Google’s Performance Max campaigns have already reshaped how
advertisers run ads, but there’s something that could cause even bigger ripples on the
horizon: Google Search Max. While it’s still a rumour, industry chatter suggests this could be
Google’s next big step in AI-driven advertising.

So, what does this mean for businesses running paid ads? And how can we stay ahead of
the curve?

By now, most advertisers have experimented with Performance Max (PMax) campaigns. If
not, PMax essentially uses AI to serve ads across all Google platforms, including Search,
Display, YouTube, Discover, Gmail, and Maps. The ads automatically attempt to optimise for
the best performance.

In theory, this sounds great. However, in practice, it requires a shift in how we approach
campaign management. Instead of manually adjusting bids and placements, success in
PMax relies on feeding Google’s AI with the right signals – high-quality data, conversion
tracking, and strong creative assets. Essentially, the more structured and relevant data you
provide, the more likely your PMax campaign will perform better.

It’s worth noting that while PMax offers a wider reach and a more dynamic approach to
advertising, it may not work as well for certain industries and campaign goals. Personally,
we’ve found that at this moment in time, PMax works great for eCom and product-based
shopping campaigns, but may be less effective for lead generation campaigns where form
completions or calls for example are the primary conversion goal.

If PMax hasn’t quite delivered the results you need, Google’s rumoured new AI-powered
campaign / keyword type might be a game changer. While details remain scarce, Google
Search Max is expected to take the similar style of automation seen from PMax and apply it
specifically to Search advertising. The feature is said to “combine Search Term Matching and
Text & URL Optimisation to help marketers broaden their reach, improve user relevance, and
drive higher conversions”.

If true, it means that traditional search campaigns could be enhanced further using machine
learning, with AI handling search intent dynamically based on user behaviour and more
emphasis on broad match, audience signals and real-time data processing. For advertisers
used to granular keyword targeting, this might sound like a nightmare…But as we did with
PMax, it is worthwhile experimenting with this in the future and seeing how it can work as
part of your marketing strategy.

Our tips on how to stay ahead in 2025:

• First-Party Data is Everything – This is nothing new. As we know, third-party cookies
  disappearing makes feeding Google with as much strong customer data as possible crucial.
  By doing this, your campaigns will be boosted to their maximum potential and will make your
  results worthwhile when reporting on the campaigns.
• Better Creative Wins – With AI taking over targeting and placements, having strong and
  unique ad creatives and messaging will become the key differentiator within campaigns.
  Work closely with your design team to ensure creatives are showcasing the products or
  services you offer whilst meeting Google’s regulations.
• Test and Adapt – Instead of fighting automation, learn how to make it work for you. Run
  tests, analyse results, and optimise accordingly.

Whether it’s Performance Max, Search Max, or whatever comes next, AI is here to stay &
grow in 2025. If you want to ensure your paid ads remain successful and profitable in 2025,
now is the time to adapt.