By Vicky Sidler | Published 29 May 2025 at 12:00 GMT

Picture this: you finally launch a Google Ads campaign after three cups of coffee and a YouTube rabbit hole of “how-to” videos. Just when you think you’ve nailed it, Google changes everything. Again.

But here’s the thing—this month’s updates aren’t just tweaks. They’re big. And if you run a small business, they might actually make your life easier.

Let’s unpack the six most important changes Google Ads just rolled out in May 2025—and how you can use them without losing your mind.

1. AI Max for Search Campaigns—Your Smart Assistant Has Arrived:

Google introduced AI Max, an optional beta tool for Search campaigns. Think of it as Google’s AI trying to be your overachieving intern—minus the energy drinks.

It automatically:

• Finds top-performing search terms

• Writes ad copy using your landing page and keywords

• Sends users to the most relevant pages (not just the one you picked)

• Blocks unwanted brands

• Targets users by their interest locations

Why it matters: L’Oréal tested it and saw 2x conversions and 31% lower cost-per-acquisition. That’s not just lipstick and hope—it’s data.

What to do: If you have access, test it—but don’t ditch your existing setup just yet. Run a side-by-side experiment first.

2. Performance Max (PMax) Gets More Control:

If you’ve been avoiding PMax because it felt like driving with your eyes closed, good news: the dashboard finally got an upgrade.

What’s new:

• You can adjust bids by device (yes, finally).

• You can add 10,000 negative keywords (up from just 100).

• AI-generated images are now powered by Imagen 3, Google’s sharpest model yet.

• And there are clearer reports by channel (Search, YouTube, Display, etc.).

Why it matters: PMax still runs mostly on automation, but now you get more control over where and how it spends.

What to do: Review your current PMax campaigns. Add those negative keywords, explore the new images, and track results by platform.

3. “Ads Funded By” Labels—Say It With Transparency:

Google is starting to add labels that say “Ads funded by [Company Name]”. Especially for finance or political topics, this builds trust.

Why it matters: People are tired of mystery ads. Trust is earned through clarity.

What to do: Make sure your business info is verified in your Google Ads account. The label pulls from your profile.

4. Audience Updates & Policy Tweaks:

Two key shifts:

• Customer Match Lists now last longer than 540 days.

• You can now have multiple ads on the same search results page.

Why it matters: You can hold onto your audience longer and potentially take over more real estate on search results—if your messaging holds up.

What to do: Revisit your audience lists and make sure your top-performing ads aren’t fighting each other.

5. Google Tag Gateway—Finally, Easier Tracking:

Conversion tracking is often where good campaigns go to die. The new Google Tag Gateway is like a streamlined version of Tag Manager.

It helps:

• Set up tags faster

• Track conversions more accurately

• Troubleshoot issues without breaking into a sweat

What to do: If tracking feels like sorcery, talk to your developer or use Google support to switch over.

6. Pause Ads on YouTube—A Genius Distraction:

This is wild. YouTube is testing Pause Ads—which show only when someone hits pause on a video.

Why it matters: You’re not interrupting the video, you’re simply showing up when attention is already free. Brilliant.

What to do: If you’re running YouTube ads, keep an eye out. When available, test it as a low-friction engagement tool.

So What Should You Do?

Google’s clearly doubling down on:

• Smarter automation

• Creative tools

• More transparency

• Easier tracking

As a Duct Tape Marketing Strategist and StoryBrand Certified Guide, here’s my simple, lean approach:

1. Test one feature at a time. Start with AI Max or updated PMax tools—whichever feels more manageable.

2. Keep your message clear. Automation works best when your messaging is already on point.

3. Build trust. Transparent ads, good tracking, and consistent messaging go further than the biggest budget.

Feeling overwhelmed? You don’t need to use everything at once. Just pick one smart update and work it into your existing system.

Want to Market Smarter, Not Harder?

Download my free 5-Minute Marketing Fix. It’s the fast way to create a one-liner that clarifies your offer and builds trust—so your ads convert without shouting.

👉 Grab it here.

Because while Google’s AI might write your ads, your strategy still needs a human touch.