21st May 2025, Google Marketing Live offered a wealth of innovations for online marketing professionals. At this event, Google placed artificial intelligence at the heart of its advertising, unveiling solutions designed to optimise both performance and user experience. In this article, you will discover the main announcements made at the Google Marketing LiveThese are accompanied by educational analyses to help you adapt your digital strategy.
Google Marketing Live
Right from the start of the conference, Google's ambition was clear: to make advertising campaigns more effective thanks to AI. You may already have heard of Smart Bidding ExplorationThis tool promises to automatically identify relevant audience segments to boost your conversions. Using cutting-edge algorithms, this system can explore complex, multi-stakeholder queries to uncover previously untapped bidding opportunities.
Smart Bidding Exploration
You know that setting return on investment (ROAS) targets can sometimes limit the scope of your campaigns. With Smart Bidding ExplorationGoogle offers a more flexible approach. The mechanism constantly compares your bids with the real needs of the market, capturing incremental demand that escapes traditional configurations. In initial tests, this innovation demonstrated performance gains of over 15 % on optimised Performance Max campaigns.
AI Max for search campaigns
One of the key announcements of Google Marketing Live concerns AI Maxa new feature reserved for Search campaigns. Now you can generate ad groups built around conversational and multimodal queries, without going through the time-consuming process of manually selecting keywords. Based on the Gemini 2.5 ProAI Max analyses the global context of your offers and automatically creates ads adapted to the natural language of users. This transition to search without traditional keywords is a game-changer for anyone who needs to constantly adjust their SEO/SEA strategy. Ad's upDAC
Ads in AI Overviews and AI Mode
During Google Marketing LiveGoogle has announced the gradual roll-out of ads in AI Overviews. In practical terms, your ads can appear directly under a generative response, within an insert dedicated to AI. These placements are being tested first in the United States, before being extended to other markets. At the same time, theAI ModeThe new conversational search interface will be able to integrate contextual advertising as the discussion with the user progresses. This will enable you to place your message at the precise moment when the user expresses a clear intention to buy. BDMNexize
Cinematic Creative Suite
Advertisers know that visual quality has a direct impact on click-through rates. With Cinematic Creative SuiteGoogle is making available tools capable of automatically transforming static product visuals into attractive videos. These videos are optimised for all formats - vertical, square or connected TV. The promise is simple: reduce production costs and speed up A/B testing by generating content almost instantaneously. If you run an e-commerce site or an online sales platform, this development can boost your advertising presence on YouTube, Discovery and the Display Network without requiring a dedicated creative team.
Agentic Capabilities and Product Studio
To lighten the workload for marketers, Google Marketing Live presented several agentic capabilities. These agents function as AI co-pilots within Google Ads, Analytics and the Chrome Marketing Advisor. They can audit your tags, structure your ad groups and suggest optimisations in real time. What's more, the Product Studio uses trend data to generate campaign ideas and formulate optimised titles and descriptions. This gives you an intelligent guide to creating content that is directly linked to changes in demand. blog.googlemntd.fr
Advanced reporting for Performance Max
Beyond the creation of campaigns, Google Marketing Live has focused on performance measurement. New reporting functions by channel for Performance Max have been unveiled in beta version. You can now distinguish the contribution of Search, YouTube, Discover and other placements within a single campaign. These insights will help you reallocate your budgets to the most profitable channels, rather than relying solely on aggregate performance.
Updating the Merchant Centre and monitoring IA prices
Le Merchant Center becomes more than just a repository for product flows. Thanks to Google Marketing Livenow includes personalised search profiles, integrated video content and AI-automated seasonal adjustments. You can configure brand profiles that adapt to queries in real time. What's more, the AI mode offers a price tracking function: when a user sets a target price, the AI informs the user as soon as the item reaches its price threshold, and can even suggest an automatic purchase via Google Wallet.
New immersive advertising formats
Inspired by the emerging uses of TikTok, Google Marketing Live unveiled a immersive advertising format tested in the United States. These are interactive videos where the user can click on dynamic elements to find out more, while remaining within the Google environment. This experiment is a response to the growing demand for engaging content, adapted to a consumer who is used to highly visual interfaces. For you, this means opening up a new channel for capturing attention, particularly among the younger generations. NexizeBusiness Insider
Integration into the Google ecosystem
The announcements made during Google Marketing Live are part of a more global vision. Google is seeking to merge organic and paid search within the Total SERP (Search Engine Results Page). Generative results, product carousels and IA advertising inserts combine to offer a unified experience. You now need to think about your SEO and SEA strategy together: structured, expert content on your site increases your chances of appearing in the generative inserts, while supporting your paid campaigns. DACAd's up
Data protection and transparency issues
With the increasing integration of AI into advertising, questions of data protection and transparency are becoming crucial. Google has stressed the importance of GDPR and CCPA compliance when collecting audience signals. You need to be vigilant about the personal information you use to optimise AI campaigns. Furthermore, advertising in AI Overviews raises the issue of clarity: users need to be able to distinguish AI-generated content from promotional messages. Google is committed to clearly marking each ad, but advertisers still need to be vigilant. BDMBusiness Insider
How can you prepare?
To take advantage of Google Marketing LiveIf you're looking to improve the quality of your Shopping feeds, start by auditing the quality of your product and audience data. Make sure your Shopping feeds are complete and up-to-date, with high-quality images and detailed descriptions. At the same time, train yourself in the new AI Mode interfaces to understand how users interact with conversational responses. Finally, gradually test Smart Bidding Exploration and AI Max on pilot campaigns before generalising their use, in order to measure their impact on your ROI.
In conclusion, Google Marketing Live 2025 marks a major milestone in the evolution of digital advertising. AI-based functionalities - whether they be Smart Bidding Exploration, d'AI Maxand ads in AI Overviewsor Cinematic Creative Suite - are transforming the way you plan, execute and analyse your campaigns. To stay competitive, you need to invest in clean data, rich creative and a deep understanding of new search experiences. AI is no longer just a gadget, but the central driver of advertising performance.
