Google Marketing Live EMEA 2025: AI takes control of Google Ads

The Google Marketing Live EMEA 2025 is the annual flagship event organized by Google to showcase the latest innovations in digital advertising. Targeted at industry professionals and agencies like La Teva Web, a Google Premier Partner, this event provides insights into the changes that will shape the future of marketing.

This year, the spotlight was on artificial intelligence and its full integration into Google’s advertising platform. Moreover, in a context where organic clicks are decreasing due to the rise of AI Overviews, SEM is solidifying its position as a key strategic channel to ensure visibility, traffic, and measurable results.

Below is a summary of the event’s key highlights:

Changes in user behavior

• Search is becoming more complex and multimodal: Users are combining voice, text, images, and video during their research and purchase journey.

• Generation Z chooses Google and YouTube: They heavily use the search engine and consider YouTube their main source of entertainment and discovery.

• Google + YouTube are involved in 2 out of 3 purchase journeys: They play a role from the research phase to the final conversion.

• Mobile searches and AI-generated summaries: Queries from mobile devices are increasing, and tools like AI Overviews are redefining how users access information.

Major updates in Google Ads

1. AI Max for Search Campaigns

A new AI-powered feature that optimizes search campaigns:

• Automatic expansion of keyword reach.

• Dynamic ad creation tailored to context.

• Redirection to the most relevant page of the website.

Google claims it can generate up to 14% more conversions without increasing the cost per acquisition.

2. Power Pack: combination of PMax + AI Max + Demand Gen

An all-in-one strategy that enables:

• Simultaneous presence on Search, YouTube, Gmail, Shopping, and Maps.

• Campaign management based on audience and behavior.

• Full channel coordination to maximize advertising impact.

3. Assets Studio

A new tool to create ad assets using AI, including images and videos automatically adapted to different formats and platforms.

4. Video Manager in Merchant Center

Allows merchants to manage and display product videos directly from the Merchant Center, enhancing the visual experience in Google Shopping and other environments.

5. Marketing Advisor

A new AI-powered assistant integrated into Chrome that:

• Provides recommendations and implements real changes in campaigns.

• Acts as a proactive manager to autonomously optimize performance.

Measurement and data improvements

• Data Manager API: a new system to manage first-party data, crucial for building custom audiences in a cookieless environment.

• New conversion tracking tools: improved accuracy and traceability in multichannel environments.

• A/B testing tools: help make decisions based on real data about which creatives and messages work best.

Conclusions

Google is setting the direction for an ecosystem where AI will drive digital advertising. In a scenario where organic traffic is declining due to the prominence of AI summaries, SEM gains strategic relevance for brands seeking to maintain visibility at key stages of the customer journey.

At La Teva Web, as a Google Premier Partner agency, we are ready to apply all these innovations and boost our clients’ campaign performance with personalized strategies that blend automation, creativity, and data.