VP, Search
Google Ads Demo Slam 2025 wasn’t just another product showcase. It was a glimpse into the future of how marketing, AI, and user intent will converge. The announcements confirmed what we’ve been predicting for months: Google is moving beyond AI-assisted advertising into agentic, context-aware systems that participate in the buying journey rather than simply optimizing it.
For B2B tech and SaaS marketers, the implications are enormous.
Demo Slam introduced a wave of beta products, from Ads in AI Mode to AI Max for Search, that expand where and how our brands appear in an increasingly conversational and AI-mediated web.
Below, we break down the major takeaways most relevant to B2B advertisers, and how Just Global recommends preparing your strategy for the era of AI-native advertising.
At the heart of this year’s Demo Slam were three interconnected betas that redefine how ads are served, surfaced, and understood: AI Max, Ads in AI Overviews, and Ads in AI Mode.
Together, they signal a complete evolution in how intent is captured—moving from static keywords to dynamic, context-based conversation models.
In the year ahead, the most disruptive force in media won’t be a new channel. It will be the presence of AI in and across all of them. AI is becoming the accelerator between audience, content, and context. It allows us to adapt messages dynamically and make smart decisions that drive better outcomes.
This isn’t about hype. It’s about real impact. And the untapped potential is extraordinary.
AI Max for Search Campaigns
Availability: Global | Languages: English + major markets
AI Max is now the unified AI engine powering Search campaigns. It blends targeting, creative, and feed-level automation—combining search-term matching, text customization, and final-URL expansion—without requiring advertisers to rebuild existing structures
Think of it as Performance Max for Search—but with more transparency and control. This is the upgrade to Dynamic Search Ads we’ve all been waiting for and it’s how we will connect intent to content.
This is the purest expression yet of the “AI-disrupted buyer journey.” Prospects may ask an AI a series of layered questions – “best cloud observability platforms → enterprise integrations → pricing models” – and your ad can dynamically enter that conversation when intent peaks.
Just Global’s guidance:
2. The Agentic Layer: From Assistants to Co-Pilots
The other major theme of Demo Slam was the rise of agentic AI—systems that don’t just support marketers but act as autonomous partners in optimization and creative iteration.
Ads Advisor
Availability: Global | Languages: English
Described as a “24/7 agentic conversational experience”, Ads Advisor brings ChatGPT-style assistance inside Google Ads
It can explain performance trends, troubleshoot issues, and even suggest new creative text or images.
For B2B teams, it’s a productivity multiplier—especially for large, complex accounts with multiple products, verticals, and funnel stages.
Just Global’s take:
Suggested Assets
Availability: Global
This new feature creates an AI-powered workspace where Google surfaces recommended creative assets (text, images, videos) tailored to your campaigns
Building fresh creative variants for niche SaaS products is resource-intensive. Suggested Assets can accelerate experimentation while maintaining brand guardrails, particularly useful for A/B testing technical messaging across personas.
Our guidance:
3. The Supporting Infrastructure
While AI stole the spotlight, several operational updates deserve attention for B2B campaign management:
Each of these enhances control, measurement, or scalability—critical complements to the AI-driven future.
4. Strategic Takeaways for B2B Tech & SaaS
5. How Just Global Is Guiding Clients Through the Shift
At Just Global, we view these updates through a B2B lens: complex funnels, long sales cycles, and the need for precision storytelling. Our approach emphasizes human-first AI adoption, balancing innovation with brand stewardship.
Here’s our phased playbook for integrating Google’s 2025 AI suite:
Prepare your data & creative ecosystem
Audit Search structures, review conversion accuracy, clean up negative lists, and ensure consistent messaging taxonomy.
Test in low-risk environments
Activate AI Max on non-core campaigns, apply AI Overviews eligibility, and monitor CTR/CPA deltas.
Compare human vs AI Performance
Analyze Ads Advisor and Suggested Assets recommendations. Track incremental lift, creative variance, and account efficiency.
Integrate successful betas
Expand AI-enabled campaigns to top-performing verticals; update measurement models.
Future-proof
Incorporate conversational data into audience segmentation and content strategy; prepare for AI-native attribution reporting.
6. The Bigger Picture
Demo Slam 2025 proved that we’ve officially entered the AI-native advertising era.
From AI Max’s intelligent targeting to Ads in AI Mode’s contextual placement and Ads Advisor’s agentic guidance, the walls between “search,” “conversation,” and “campaign management” are dissolving.
For B2B marketers, this means opportunity, but also responsibility.
AI will not replace strategy, creativity, or authenticity. It will amplify them. The challenge and the art is using these new tools to create relevance at scale without losing the precision that enterprise buyers expect.
As we said in our last piece on AI Disrupting the Buyer Journey, the future of marketing belongs to those who embrace AI as both a storyteller and a strategist.
Demo Slam 2025 is making that future tangible.
Just Global is actively partnering with Google to pilot these features for B2B clients. Reach out to learn how you can participate.
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