Google Marketing Live is the annual flagship event where Google announces its most important and impactful innovations. It is a must-attend event for marketers with the ambition to innovate and achieve outstanding results. We have selected the 5 most important insights from Google Marketing Live 2025 that are indispensable for those who want their brand to stand out.
If there was a bingo card for the word ‘AI’, then you would have hit the jackpot within just a few minutes.. AI was not only the most used word (thanks Bob Meijer for the tradition), but as expected, many AI innovations were also announced during the Google Marketing Live 2025 event.
Google is rolling out AI overviews in 200 countries in more than 40 languages and will display ads within them. They are also deploying even more AI-driven tools via Agentic Support—such as Veo and Imagen—to make content creation easier through the Asset Studio. With just a product image, you can create a full visual or AI-optimized video in an AI model with a few clicks.
The icing on the cake? AI Max. A new way to make your Search campaigns more visible and generate better results. Together with PMax and Demand Gen, they form the Power Pack. With this new AI evolution, you’ll be found faster and more broadly in the funnel, as Google continues to better understand the complexity of search queries.
Snapchat, TikTok, BeReal … It seems as if Gen Z embraces every new channel as early adopters to distance themselves from traditional channels. But as it turns out, Gen Z is more traditional than we think. Of all age groups, those aged 18 to 24 perform the highest number of daily searches via Google.
Conclusion: Google SEO remains essential for Gen Z too. So don’t just invest in TikTok, YouTube, or Pinterest SEO, but keep Google top-of-mind in your strategy.
Using the traditional search bar as the start of your orientation is no longer the only way. For instance, visual searches via Google Lens increased with a YoY growth of 65%, accounting for 100 billion searches in 2025. Even more interesting is that 1 in 5 of those searches has commercial intent. ‘Google Lens made me buy it’ is becoming the new reality. For e-commerce, this is the clear signal to invest even more in image optimization.
YouTube also plays a major role in the customer journey. Figures shared by Google show that online purchases often require more than 5 touchpoints. And in 86% of those touchpoints, Google or YouTube are present as a channel. Combine Google and YouTube, and the ROAS is 21% higher than with any other media.
No wonder Google is pushing video ads in Search & Shopping so heavily.
Google clearly spotted a potential revenue model in the e-commerce landscape. For example, they are launching the new ‘Try it on’ feature. You upload a photo of yourself and virtually try on clothes. If your favorite item drops in price, Google sends you a notification and you can automatically buy the product online.
Or how about shopping ads on your connected TV screens? You see an interesting product while watching TV, scan the QR code, and immediately proceed to an online purchase. In the past 12 months, more than 1 million conversions were generated this way.
Last but not least Google also paid a lot of attention to better performance for your app campaigns. For exam ple, you can now see more clearly which campaigns and devices result in purchases or app installs, and the target ROAS– bidding specifically for iOS– users is back. Some thing we will certainly apply in our Trenara case, where we clearly notice that iOS users have a higher spending pattern.
As a Google Premier Partner we don’t just follow Google’s latest innovations, we also apply them with a critical eye. Because not every innovation can be successfully implemented for every business case. Together, we determine how to maximize outstanding results for our clients. Want to know more? Let’s talk.