Google remains the leading search engine in terms of market share in Australia at 93.95%, making its advertising platform a non-negotiable for businesses. However, Google Ads has left many advertisers struggling to keep pace this year. What once delivered results just a year ago are now underperforming as AI makes massive changes to the digital marketing space. If your campaigns aren’t delivering the returns they once did, you’re not alone. The good news is you can adapt to new Google Ads strategies to gain an edge over competitors who are slow to change.
1. Master AI-Powered Campaign Optimisation
This 2025, AI is the major engine driving Google Ads performance. Because of this, the most successful Google Ads strategies use AI for continuous optimisation rather than periodic manual adjustments.
As early as now, use Google’s AI optimisation tools across your campaigns. For existing campaigns, gradually transition by creating AI-optimised duplicates and running them alongside your current ones for two weeks. Compare performance before switching budget allocation. Soon, you will see a significant improvement in lead quality after implementing AI-driven audience targeting that identifies high-intent prospects based on search patterns rather than just demographics.
Remember: The secret to success is feeding your AI systems quality data. Conversion tracking must be precisely configured. Also track your Cost Per Acquisition closely. It should improve within the first month of proper AI implementation.
2. Implement Smart Bidding with First-Party Data
Traditional third-party cookies are becoming less reliable. First-party data has become integral for Smart Bidding success. These Google Ads strategies mean using data you collect directly from customer interactions rather than depending on Google’s broader tracking.
Begin by integrating your CRM data with Google Ads through Customer Match. For instance, you can upload your customer email list segmented by purchase value, then use this to create similar audiences. The result will increase your ROAS (Return on Ad Spend) within a few weeks.
But what about smaller businesses without extensive customer data? Start building now. Implement lead capture mechanisms on your website and ensure your privacy policy allows for advertising use. Even a modest list of 500 high-quality customer emails can notably improve bidding accuracy.
Measure success through conversion rate improvements and reductions in cost per acquisition. Well-implemented first-party data typically yields at least a 20% improvement in these metrics compared to campaigns without this data integration.
3. Create Immersive Visual Experiences
With Google’s move toward visual search, static text ads alone will no longer cut through. In 2025, successful Google Ads strategies must include immersive visual experiences such as augmented reality (AR) try-ons and 3D product displays that deliver substantially higher engagement. AR assets are worth the investment especially if you sell products that benefit from visual demonstration, such as:
- Furniture
- Clothing
- Accessories
- Cosmetics
If you’re resource-constrained, focus first on your bestselling products. Create high-quality images from multiple angles before advancing to more complex AR features. Measure engagement through interaction rates with visual elements and post-interaction conversion rates.
4. Embrace YouTube and Video for Interactive Shopping
Video has grown from merely building awareness to driving direct conversions through interactive shopping features. Modern Google Ads strategies incorporate shoppable video ads on YouTube that often outperform traditional search ads for many product categories.
Begin by creating short, focused product videos (around 15-30 seconds) that show key features with clear calls to action. Businesses with limited video production capabilities can enjoy Google’s video creation tools to develop simple but useful content. Starting with your top-performing products, use existing images and product descriptions to generate basic video assets.
5. Optimise for Voice Search and Mobile-First Experiences
Customers prefer voice search for quick tasks, with 71% favoring voice assistants for efficient searches. Considering this increase in voice searches powered mostly by mobile devices, adapt your keyword strategy to include more conversational phrases.
Let’s say you have a plumbing company in Sydney. You may change your keyword from “plumber Sydney” to phrases like “find emergency plumber near me” and “how quickly can a plumber fix leaking tap.”
Mobile optimisation now extends beyond responsive design so ensure your landing pages load in under two seconds on mobile connections. Additionally, forms must be completed easily with minimal typing.
6. Use Performance Max for Cross-Channel Automation
Performance Max is Google’s AI-driven campaign type that automatically shows your ads across all Google platforms—Search, Display, YouTube, Gmail, Maps and Discover—from a single campaign. This has developed popularity since its introduction, becoming important to cross-channel Google Ads strategies in 2025. Its ability to automatically place ads across Google’s entire network while optimising for specific objectives makes it particularly powerful.
Implementation requires careful preparation. Supply Performance Max with diverse, high-quality assets, including:
- At least 5 different headlines
- 5 descriptions
- 5 images representing different aspects of your offering
Performance Max works best when given specific objectives rather than general targets so start with a clear conversion goal and realistic target CPA or ROAS. Monitor asset performance reports closely and replace underperforming elements every two weeks.
7. Prepare for a Post-Keyword Advertising Space
Google’s move toward intent-based matching rather than keyword-specific targeting continues to accelerate. That said, successful Google Ads strategies must adapt by solving customer problems rather than matching specific search terms.
To start, build campaigns around customer needs and pain points instead of keyword lists. A great strategy is restructuring campaigns around life events. For a financial services company for example, consider campaigns centered on “buying first home,” or “planning retirement” rather than product-specific terms.
8. Test AI-Generated Creative Variations
Google’s AI asset creation tools have matured, giving you the ability to generate and test dozens of creative variations simultaneously. Forward-thinking Google Ads strategies now include this capability which speeds up the optimisation process and uncovers useful messaging that human marketers might miss.
When using this, give Google’s AI with clear brand guidelines including tone of voice, visual identity and core messaging points. Implement this method by creating template ads with AI-generated headlines and descriptions, then let Google’s system test variations. Review performance regularly (weekly is recommended) and refine the inputs based on what’s working.
Are You Ready?
Google Ads in 2025 demands a massive change in tactics rather than small adjustments to old strategies you were used to. Embrace AI as a partner in optimisation, use first-party data smartly, and adapt to more visual and interactive ad formats.
It may seem intimidating at first, but you can start by implementing new Google Ads strategies in stages rather than attempting a complete overhaul simultaneously. This way, you won’t be overwhelmed. You can even partner with an agency if you don’t have time to actualize the tips yourself.
The businesses that will reap the strongest returns in 2025 are those who see these changes as opportunities to connect more directly with customers. The tools have changed, but the goal remains the same: delivering the right message to the right person at the right time, just with far more advanced methods of achieving it.Need help implementing these Google Ads strategies for your business? Olivetree Marketing specialises in creating customised Google Ads solutions that deliver tangible and measurable results. Contact our team today for a strategy session.
