The Biggest Google Ads Updates for 2025
Google Ads is rolling out some of the most significant changes to the platform in years. These changes will reshape how businesses approach digital advertising, using a mix of AI-driven tools, better targeting options, and a distinct focus on creative flexibility. Find out everything you need to know about the new features coming to Google Ads and how to use them to achieve your business goals.
How Demand Gen is Changing
The big keyword for Google’s approach to Demand Gen in 2025 is consolidation. Google has set a definitive timeline for sunsetting Video Action campaigns. Advertisers will no longer be able to create Video Action campaigns starting in April, and Google has advised them to upgrade manually to Demand Gen as soon as possible.
The core idea behind this consolidation is to unify video advertising tools under Demand Gen while adding powerful new features to make video ads more effective than ever. Demand Gen campaigns deliver 58% higher ROAS than Video Action campaigns, and we expect to see even better metrics with the latest updates.
New Channel Controls The massive updates to Google Ads’ channel controls will have a massive impact on targeting. The enhanced channel controls across YouTube, Gmail, and Discover balance out Demand Gen’s AI-powered campaign optimization with additional flexibility for advertisers. Considering YouTube ads already deliver 2.3x higher long-term returns than paid social, it’s fair to say this Google Ads change is incredibly promising. How does it work? Going forward, advertisers can strategically choose ad placements on YouTube videos, Shorts, Discover, and Gmail based on their objectives. For example, a brand targeting quick engagement might prioritize ads on Shorts, compared to a surface like Gmail. Another new Google Ads feature is the addition of Google Display Inventory (GDI) to Demand Gen. This Google Ads update opens up new opportunities for cross-channel optimization, with GDI connecting advertisers to more than 3 million websites and apps, over 90% of the internet population. New Creative Tools