Google Marketing Live 2025 Recap

Google Marketing Live is the Superbowl for Google Ads practitioners - and it’s finally here! As a Google Ads Coach, and founder of the Inside Google Ads course, podcast and book, I pride myself on being a reliable, timely source for all your GML news. Here you’ll find all of my articles and videos about #GML2025, and I will continue to update these resources over the next few weeks.

jyll saskin gales at google marketing live 2025 in mountain view california

Search

AI Max for Search Campaigns

AI Max is a comprehensive suite of targeting and creative features: keyword-less search term matching, text customization and final URL expansion. First announced in early May 2025.

Smart Bidding Exploration

Bidding Exploration is an AI-powered feature that lets you decrease your target ROAS in exchange for increased search volume. The beta has been around since 2024, but its expansion was first announced at GML2025.

Funny coincidence: I wrote about Smart Bidding Exploration on LinkedIn ~2 weeks before GML after stumbling across a Help Center article for the Beta.

Ads in AI Overviews

Ads in AI Mode

Video

Shoppable Masthead

Viewers can browse and engage with products right on the YouTube homepage. First announced at GML2025.

Shoppable CTV

A new shoppable video format that lets advertisers show products alongside their connected TV ads. This interactive feed acts as a digital storefront, allowing viewers to browse items with their remote. A selected product prompts a QR code scan, giving viewers a direct link to purchase via their phone. First announced at Brandcast 2025.

Attributed Brand Searches

This new Google Ads feature is designed to give you a clear view of how many branded searches on Google and YouTube are directly influenced by users having seen one of your video ads. It’s a direct way to measure if your video content is effectively building brand awareness and driving action. First announced at GML2025.

Creator Partnerships Hub

Insights Finder

Peak Points

Performance Max

PMax Channel reporting

Channel performance reporting helps you understand how your Performance Max campaign is delivering results across Google’s full range of channels and inventory. First announced in April 2025.

PMax Search terms report

You’ll get the same granularity of Search reporting you do for Search and Standard Shopping campaigns, right in Performance Max. First announced in April 2025.

New prospecting features in PMax

Video ads in Search & Shopping

Demand Gen

New Customer Acquisition Goals

Customer Lifecycle goals are already available in Search, Shopping and Performance Max, and now they’re coming to Demand Gen

  • Google Ads Customer Lifecycle Goals: What You Need To Know [article coming soon]

Maps inventory

Checkout links

Creative & Google Merchant Center

Effortlessly Reformat and Extend your Videos

Asset Studio

New Visual Shopping Experience in AI Mode

Merchant Brand Profile in Merchant Center

Video Manager in Merchant Center

Visual content generated for you

Tailored growth opportunities generated for you

Agentic Experiences

Your Google Ads Expert

Your Google Analytics Expert

Your website marketing advisor

Measurement

Incrementality testing

All about Google Ads Incrementality Testing [article coming soon]

Confidential Matching

Confidential matching is a feature of Google Ads Data Manager that allows marketers to use their first-party data for matching using confidential computing. First announced in September 2024.

Confidential Matching [Google Ads Help Center]

Data Manager API

The Data Manager API lets you send audience and conversion data to multiple Google advertising products with a single call. The Data Manager API also supports features such as confidential matching and encryption. This may have been announced in March 2025 (?) or may be a GML2025 exclusive.

Data Manager API [Google Developers Reference Guide]

GA4 Cross Channel Budgeting Tools

Oh, you’re still here? You’ll probably enjoy…

Inside Google Ads podcast: Your burning questions answered by a trusted Google Ads Expert. Listen now on Apple, Spotify, YouTube.

The Insider email newsletter: Your Google Ads Edge. Get exclusive strategies, real-world case studies, and actionable tips you won't find anywhere else.

Inside Google Ads book: Everything you need to know about Audience Targeting. The #1 Amazon bestseller!

Inside Google Ads course: Become a Google Ads Expert

Google Ads for Beginners course: Stop Guessing, Start Advertising

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