News
May 2, 2025
27 New Google Ads Features (What You Need to Know in 2025)
Jens Bjerregaard
Digital Marketing Specialist
5
Min. read
Google Just Dropped 27+ New Ads Features
If you're running campaigns for clients in Google Ads, Q2 2025 is a line-in-the-sand moment. Google is quietly rolling out over two dozen beta features, many of them so powerful they could reshape how agencies price, plan, and report campaigns going forward.
From AI that translates product feeds across markets to profit-based bidding and immersive new YouTube formats, there’s something for every type of advertiser.
But here’s the kicker: most of these betas are invite-only, and if you’re not plugged in, your competitors might be testing them before you even know they exist.
Let’s walk through the top changes, what they mean for your agency, and how to leverage them for smarter client outcomes.
Cross-Objective Campaigns: One Setup, Multiple Wins
Google’s finally acknowledging what agencies already know, clients rarely have one clean objective. A campaign might need to drive sales and collect leads and boost awareness.
New betas like Search Max and Performance Max Flighting let you optimize for multiple goals within a single campaign. That means:
No more over-segmented account structures.
Less budget cannibalization across objectives.
More meaningful reporting in fewer dashboards.
Agency Use Case: If you're managing full-funnel campaigns, you can now track unified customer journeys while simplifying execution. Bundle your service as a “multi-objective strategy engine”—clients love buzzwords like that when they actually mean something.
Lead Gen Gets Predictive
Let’s face it, lead quality varies wildly, and Google knows it. Their new Lead Generation Cohort Pilot uses predictive data to segment high-intent users before they click.
Instead of spending money on dead-end leads, you can target audiences more likely to convert and close.
Agency Tip: Position this as “lead hygiene meets targeting.” If you're offering lead scoring services or CRM integration, this beta pairs beautifully with value-added consulting.
You can also layer this with new Conversational Search Ads, which simulate an on-site chat experience inside the ad. That’s right, leads could pre-qualify themselves before hitting the landing page.
E-Commerce is Being Rewritten
For eCommerce agencies, Google’s updates are arguably the most revolutionary. The days of optimizing only for ROAS are fading. Instead, you can now run Smart Bidding based on gross profit.
That means:
Lower revenue ads could still win if they deliver better margins.
High-ROAS but low-margin campaigns won’t drain budgets needlessly.
What’s New:
Gross Profit Optimization in Smart Bidding
Product Translator (AI-based localization for feeds)
Local Offers in Demand Gen
Demand Gen + Travel Feeds (for tourism-related retailers)
Agency Strategy: If you manage feeds or budgets for DTC brands, this is a dream combo. You can now sync profit-focused goals with automated scaling, then build case studies on real-world margins, not just ad spend math.
Offline Sales? There’s a Beta for That
Yes, online and offline are blurring faster than ever—and Google is making it easier to track that. New Omnichannel Experiment Tools allow you to A/B test how your online ads drive in-store actions.
Imagine telling your local retail client:
"Hey, here’s proof that last month’s YouTube campaign drove 72 in-store visits and 31 in-person purchases."
That’s powerful reporting fuel.
Agency Tip: This beta gives you a way to protect in-store budgets from being slashed. Build campaigns that justify both the media spend and the brick-and-mortar value.
Apps & LTV-Centric Optimization
If you run app install or engagement campaigns, there’s a treasure trove of updates just for you:
iOS Target ROAS for Ad Revenue
SKAN Event Integration
Seasonality Adjustments
Ad Group Filtering by Event Performance
These tools help optimize not just for installs—but for in-app revenue, user retention, and LTV.
Pro Agency Tip: Bundle this with predictive cohort analysis and position your agency as a growth partner instead of just a media buyer.
YouTube’s Most Powerful Features Are Quietly in Beta
YouTube is changing, again. But this time, it’s less about creative and more about premium placement and shoppability.
Brand & Awareness Betas:
Shoppable YouTube Mastheads
Pause Ads
YouTube Shorts Lineups by Vertical
CTV Immersive Ads + First Position
These are not your typical in-stream ads. They are high-visibility, high-impact placements with interactive layers.
Agency Play: Position these as brand-building tools that also deliver mid-funnel results. Combine them with Brand Lift Studies to offer measurable impact beyond impressions and clicks.
Measurement & Reporting are Evolving (Finally)
Google knows agencies live and die by attribution and they’re working on it.
New betas include:
Carbon Emissions Tracking for Campaigns
Geographic Conversion Lift
Offline Import Enhancements
Cross-Campaign Testing Dashboards
These are more than just gimmicks. They’re selling points.
Agency Insight: Use carbon footprint data to pitch to ESG-conscious clients. Use lift studies to justify a 15% YouTube budget increase. These metrics help your agency become the decision-enabler, not just the executor.
Final Tips to Get Access & Stay Ahead
Talk to your Google rep now. These are invite-only betas and there are waitlists.
Test early, scale later. Run small experiments before going all-in.
Document results. Use before/after dashboards to build trust and upsell.
Package your services. Position your agency as an “AI-first, insight-rich partner” for 2025.
If you’re not paying attention to these betas, you’re missing out on where the industry is heading. These tools aren’t optional. They’re the next normal.
The smart agencies are already building service packages around them. The slow ones will still be writing keyword lists and guessing at audience segments.
Don’t be the latter.
