What on earth will happen to Google Ads and Search in 2025?

February 20, 2025

James Harper

VP of Search, Just Global

As we step into 2025, the world of search marketing and Google Ads is set for radical transformation. With AI becoming central to every aspect of advertising—from campaign creation to user engagement—marketers must shift their focus from traditional keyword-centric strategies to intent-driven, AI-optimized campaigns.

On top of this, the rise of conversational AI platforms like ChatGPT and Google Gemini presents both new challenges and exciting opportunities for brands to reach and engage their audiences.

Here’s a comprehensive look at what’s in store for 2025 when it comes to Google ads and Search Marketing, and some guidance for this new landscape:

1. Bye Bye Keyword-Centric Strategies

For years, keywords have been the bedrock of search marketing. However, with AI’s growing ability to understand user context and intent, we are moving toward a future where keyword targeting takes a backseat. Instead, search platforms will rely more on behavioral signals and machine learning to match ads with users at the right moment.

What this means for marketers

Expect Google to continue prioritizing broad match combined with smart bidding, which allows AI to identify conversion opportunities based on user intent rather than exact keyword matches.

Google’s advanced Natural Language Processing (NLP) capabilities will mean that advertisers don’t need to rely on long-tail keyword lists; instead, they should focus on high-quality content that aligns with user needs and search intent.

Since user intent can vary greatly, AI will play a critical role in dynamically adjusting ad creatives to ensure they remain relevant to users across different contexts and platforms.

2. An Emphasis on Intent Signals and Behavioral Targeting

With AI’s growing ability to process real-time data, targeting based on search behaviors and intent signals will get more sophisticated. Google Ads will focus on understanding what users want at different stages of the buyer’s journey, using a range of signals such as browsing history, device usage, location, and even cross-platform activity.

Expect to See…

Rather than targeting specific keywords, campaigns will increasingly rely on contextual signals to determine when and where to show ads.

AI-driven algorithms will build real-time behavioral profiles of users, allowing for hyper-personalized ad experiences that improve conversion rates.

Ads will seamlessly follow users across Google’s ecosystem, from Search to YouTube, Discover, and Gmail, offering personalized messaging that adapts as users move between platforms.

3. Optimization for Conversational AI Platforms

In addition to traditional search marketing, optimizing for AI-driven platforms like ChatGPT and Google’s Gemini will become a critical part of digital strategy. Users are increasingly turning to AI tools for answers, recommendations, and even product discovery, meaning brands must position themselves to be recommended by these platforms.

Pointers on Optimizing

Ensure your content is well-structured with schema markup, making it easier for AI models to understand and recommend.

AI platforms prefer content that directly answers user queries in a conversational tone. Creating FAQ-style content or writing in a way that anticipates user questions will increase your chances of being featured.

AI platforms prioritize trustworthy sources. Building topical authority through consistent, high-quality content and earning backlinks from reputable sites will improve your brand’s visibility in AI-driven recommendations.

Embracing an Intent-First, AI-Driven Future

2025 promises to be a year of profound change in the world of Google Ads and search marketing. As AI continues to take center stage, the focus will shift from keyword-centric strategies to intent-based targeting, behavioral insights, and cross-platform personalization.

As we watch the rise of AI-driven platforms like ChatGPT and Gemini, they will undoubtedly create new opportunities for brands to engage with users in more conversational, personalized ways.

Marketers who embrace these changes—by optimizing for AI platforms, leveraging first-party data, and adopting dynamic creative strategies—will be well-positioned to thrive. The key is to stay adaptable and experiment with emerging technologies, always prioritizing value to the user.