Google Ads in 2025 – What are the Vice President's predictions?

Since late 2022, AI has revolutionised online search. And the changes continue on Google Ads in 2025. Brendon Kraham even predicts a “seismic shift” in advertising. The reason? A shift in internet users’ behaviour that is forcing change. So what will change in 2025? How can you prepare for it? The answers are here. 

What are Google Ads’ predictions for 2025? 

In an interview with Media Post, Brendon Kraham, Vice President of Global Ads and Search Commerce, announced his predictions for Google Ads in 2025. Unsurprisingly, artificial intelligence will play a major role in the evolution of search engine advertising. More specifically, Brendon Kraham anticipates a “seismic shift“. Nothing less!

New modes of research and interaction 

For several years now (with the explosion of ChatGPT), internet users’ search behaviour has been evolving. Today, users search for information and interact with businesses in a much more fluid way. Communications are becoming less formal and more conversational thanks to AI. And this is set to continue changing in 2025. 

So for Google, the challenge is to provide better answers to users’ questions, regardless of their level of complexity. And to do so while continuing to generate an excellent return on investment for advertisers. 

Google Ads changes in 2025

To cope with these changes, Google Ads must also transform itself in 2025. This will be particularly true in the following areas: 

• Search beyond keywords: to respond to changing search behaviours, Google is turning to more immersive and visual multimodal advertising experiences. The idea is to help marketers find and engage their target audience. 
• AI-based creative tools: the web giant is developing its artificial intelligence solutions to help marketers better integrate these changes. This includes creating attractive visuals and optimising campaigns, not to mention measuring KPIs. 
• Enhanced measurement capabilities across all channels: Google plans to upgrade its main advertising products, such as PMax, Search and Demand Gen. All powered by AI for maximum performance. 

Good to know: The developments in Google Ads in 2025 are perfectly aligned with Gemini’s desire to improve Google’s AI search tool. In addition to increased competition, this platform also faces growing regulatory challenges. 

With all these changes, advertisers will have no choice but to adapt and approach digital marketing differently. 

How to prepare for changes to Google Ads? 

More than just the transformation of Google Ads, you need to prepare for changes in consumer behaviour. This can be achieved through the following actions: 

• Monitor user behaviour; 
• Adapt your advertising marketing strategy; 
• Testing new AI tools; etc. 

If you fail to adapt, you risk falling behind your competitors who are taking advantage of artificial intelligence and the evolution of Google Ads in 2025. 

Please do not hesitate to contact our Google Ads agency to optimise your advertising campaigns.