Google Marketing Live just happened, bringing a wave of new updates.We thought it would be a good idea to ask some of our PPC specialists what stood out to them, and what they are most excited about. Here is what they had to say:
“I’m really looking forward to the rollout of video ads across Google Surfaces. It looks like we’ll soon be able to place video content directly on the Google SERP, Images, Shopping, and Discover feeds. This update will bring a more vibrant, dynamic feel to what’s traditionally been a very text-heavy experience, modernising the results page we’ve all gotten used to.
It also opens the door to help engage users who are in the earlier stages of browsing and research, giving marketers a great opportunity to test new video assets and placement techniques in the hopes of delivering excellent results for clients." - Finley, Senior Paid Media Executive
"The so-called ‘big news’ from GML 2025? More controls for Customer Acquisition campaigns. To be fair, this one might actually be useful.
Advertisers can now tell Google to focus purely on getting new customers, which should have been an option years ago. You can exclude people who’ve already bought from you, searched for your brand, visited your site, used your app, or interacted with your ads. In other words, you can finally stop wasting budget on people who clearly aren’t prospects.
They’ve also added some bidding flexibility, either only bid for new users, or just bid more for them. It’s not revolutionary, but it’s a step in the right direction. Let’s see how well it actually works in practice." - Dave, Paid Media Manager
“I’m really excited about the latest updates to Performance Max, especially the new channel performance reporting feature. For the first time, we’re getting much clearer visibility into how PMax campaigns perform across Google’s full range of channels and formats. With the new performance summary, visualisation charts and downloadable data tables, it’s now easier to understand where impressions, interactions and conversions are coming from. This level of transparency not only helps us optimise more effectively at the channel level, but also supports smarter testing and budget allocation decisions.
Alongside this, with the new search term reporting, we can finally see what queries are driving results within PMax, which is a big step forward. It brings the same level of insight we’ve come to rely on in Search and Shopping campaigns, helping ensure our creatives and landing pages align with what customers are actually searching for. This increased visibility for PMax is a major win for both PPC specialists and our clients.” - Chloe, Senior paid media account manager
