Understanding Google Ads: What Changed in 2024 and What’s Coming in 2025
Hi marketers! If you’re juggling ad campaigns and wondering how to stay ahead of the curve, you’re in the right place. Google Ads is always evolving, and this year has been a whirlwind of updates. Let’s break down the key changes from 2024 and look ahead to what’s brewing for 2025.
What Changed in 2024?
1. Bidding Strategies Revamped
Google said goodbye to some older attribution models like First Click and Linear Attribution, while Enhanced CPC (ECPC) is set to fully retire by March 2025. Advertisers have been nudged towards automated strategies like Target CPA and Maximise Conversions, which rely heavily on AI to improve campaign performance.
2. Privacy Updates Continue
The push for user privacy brought stricter regulations. Google Ads moved closer to its Privacy Sandbox, testing alternatives to third-party cookies. To maintain audience targeting, it’s necessary to start leveraging first-party data, like Customer Match.
3. Performance Max Upgrades
Performance Max campaigns were boosted with better brand exclusion controls and streamlined ad placements. This makes it easier to optimise reach while keeping costs down.
4. AI Meets Creative Advertising
New AI-powered tools, such as text-to-speech voiceovers for YouTube ads, arrived to simplify ad creation. Additionally, Google introduced the “Gen Z Music Lineup” for advertisers targeting younger audiences through culturally relevant music.
What’s Coming in 2025?
1. Enhanced CPC Deprecation (March 2025)
Enhanced CPC will fully phase out, with automatic migration to manual CPC or smarter bid options. This change pushes advertisers to embrace AI-driven strategies like Maximise Conversion Value or Target ROAS to optimise ROI.
2. Third-Party Cookies Are Out
Third-party cookies will disappear by the end of 2025, after years of delays. Google’s Privacy Sandbox will become the standard for targeting and measuring ads, prioritising privacy-friendly methods.
3. More AI and Automation
Expect more sophisticated automation across ad placements and campaign optimisation. Google’s updates will likely focus on blending creative tools with data-driven targeting to ensure every penny spent counts.
How to Prepare?
Start Testing New Strategies: Transition from Enhanced CPC to Maximise Conversions or Target ROAS now to avoid last-minute performance dips.
Focus on First-Party Data: Build customer lists and refine audience segmentation for Privacy Sandbox readiness.
Leverage AI Tools: Explore text-to-speech tools for YouTube ads and other creative automation options to save time and improve engagement.
