Google Unveils AI-Powered Ad Tools at Marketing Live 2025

Google Unveils AI-Powered Ad Tools at Marketing Live 2025

Google announced a suite of new AI-powered advertising tools at its Marketing Live 2025 event. These updates aim to help marketers maximize their ad spend and adapt to the evolving search landscape.

Enhanced Smart Bidding

Google's improved Smart Bidding for Search campaigns leverages AI to optimize ad spend. This allows Google AI to identify valuable, potentially overlooked search queries, leading to more qualified leads.

With new, flexible ROAS targets, the same lender can now open itself up to bid on less obvious but potentially highly valuable queries more often, like "how to buy a home". This allows Google AI to find new, qualified leads that the lender wouldn't have captured otherwise.

Google reports that campaigns using Smart Bidding Exploration see an average 18% increase in unique search query categories with conversions and a 19% increase in overall conversions.

AI Search and Chatbot Ad Integrations

Google is expanding ads in AI overviews to more regions on desktop and mobile. This includes placements within the AI Mode chatbot, appearing below AI responses. Advertisers using Performance Max, Shopping, and Search campaigns with broad match are eligible for these placements.

Starting today, Search and Shopping ads in AI Overviews will be expanding to desktop in the U.S. Later this year, we’ll also expand ads in AI Overviews in English to select countries on mobile and desktop. This expansion means businesses will have more chances to connect with people and support their journey from discovery to decision.

AI-Powered Creative Tools

Google introduced new AI creative tools, including image-to-video and AI outpainting. Image-to-video allows marketers to generate video assets from still images. Outpainting expands image backgrounds to fit different formats, currently available in App campaigns and expanding to more campaign types later this year.

Outpainting is currently available in Google Ads App campaigns and will expand to more campaign types later this year.

Updated Brand Profiles and Video Management

Retailers can now claim and manage their brand profiles in Merchant Center, curating imagery, editing descriptions, and reviewing videos. New video management tools within Merchant Center simplify asset management and offer AI-powered suggestions for optimization.

Through Merchant Center, retailers will be able to claim their profiles and easily access tools to curate imagery, edit descriptions, and review videos, ensuring consistent and up-to-date brand representation across Google.

New AI Agent for Ad Management

Google is launching a new AI agent across its ad platforms, providing an always-on assistant for campaign management.

These AI-powered updates offer significant opportunities for marketers to enhance their ad performance. While adapting to these changes may take time, the available assistance tools can help businesses leverage these new features effectively.