Are We in a Golden Era of Google Ads?
I have to admit – I didn’t have, “I’m going to love the direction Google Ads is going” on my 2025 bingo card.
But here we are.
In this blog, I’ll break down some of the recent changes we’ve seen from Google Ads that have me feeling hopeful about the platform moving forward.
Is Real Change Coming?
At last year’s brightonSEO and PPC Hero Conference, Google Ads Liaison Ginny Marvin got up on stage to talk about how Google was listening to advertisers and how they would take feedback and use it to make adjustments.
Google has said this in the past, but the compounding changes that we’ve seen make 2025 feel like we may be in a golden era of helpful Google Ads improvements.
Just this month, we’ve seen the following helpful changes or announcements:
- Google Ads Support Gets A “Get A Call” Option
- Search Terms Report Will Show Performance Max Terms
- Quickly Hide All Recommendations With One Click
- Merchant Center Adds Bulk Request Review Spotted
- PMax Negative Keywords Rise to 10,000 Negative Keyword Lists Will Be Supported
- Google Ads Performance Max Will Get Channel Reporting
- Google Vehicle Ads Will Allow RVs, Campers & Boats
Going back to Ginny at brightonSEO, a large portion of her talk outlined that:
a) The Google team is listening to advertisers
b) The feedback is considered by the team
c) Changes will be implemented (this does take time)
d) They will continue to look for constructive feedback and start the loop again
Everything we’ve seen since then seems to support what she said and has me believing. And that’s coming from me – the person who said, “First of all, the biggest detriment is that Google has lost all trust and credibility,” just two years ago.
Both things can be true. In 2023, it felt like advertisers were an afterthought for Google Ads. In 2025, it feels like they are a focus.
It’s important to recognize change and applaud it. I’m actually excited about the direction Google Ads is headed.
Continued Feedback
In a world of regurgitated news and hot takes, you may not get the normal clicks or visibility when providing constructive feedback (or sometimes not-so-constructive feedback.) However, feedback matters and Google is listening.
If you have suggestions, comments, or improvements, pass them along to the Google team. If Google is listening to the community, the more feedback we give, the better. That also means celebrating all the positive changes they make.
Those who know me (and my rants) are laughing at my hypocrisy, but I’ve found myself much more subdued in 2025 with all of the improvements geared toward advertisers. It feels good. Honestly.
And don’t worry, there will always be plenty of AI nonsense to rant about.
Moving Forward
I am a “trust but verify” type of guy, and I love all the advertiser-first changes. I’ve seen enough this year to have built some trepidatious trust in Google Ads and its products.
So if you’ve been holding off on testing and trying newer campaign types like PMax, it may be time to change your tune.
Google is trying. They really are.
Interested in learning more about the latest Google Ads updates and how to make them work for you? Contact us!
Meet the Author
Greg Finn
Greg is the Head of Performance and Innovation for Cypress North's digital marketing team and one of the founders of our agency. In 2010, he and Matt Mombrea started Cypress North in Buffalo. Greg oversaw the opening of our second office in 2022, located in his hometown of Rochester.
As Head of Performance and Innovation, Greg co-manages our digital marketing department and works closely with our team to ensure all our clients achieve the best possible results. He is always looking for ways to test new digital marketing techniques and technology, and oversees all teaching and training efforts to ensure our agency stays ahead of the curve.
Greg is also a co-host of our weekly Marketing O'Clock podcast, where he and the team provide updates, insights, and hot takes on the latest SEO, PPC, and social media marketing news. In addition to weekly news shows, Greg hosts our Marketing O'Torial digital marketing tutorials and often co-hosts bonus Marketing O'Talk episodes that bring together panels of digital marketing experts.
With nearly two decades of experience, Greg is a known and trusted voice in the digital marketing community. He’s a contributor for Search Engine Land, a member of the Search Marketing Expo (SMX) programming team, and has been a featured speaker at some of the largest search engine conferences, including SMX, eSummit, and Pubcon.
When he’s not working or staying updated on the latest trends, Greg enjoys watching his kids play sports and coaching their soccer team. He’s been named the runner-up “Greg of the Year” on Marketing O’Clock’s annual Clockscars Awards four years in a row. While the coveted award has evaded him for many years, Keanu Reeves has not. Greg once saw him at Gabriel's Gate tavern in Buffalo (and noted he was very tall.)
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