Google Ads Updates from January 2025 to July 2025
In 2025 , Google Ads keeps evolving with updates every month focused on AI-fueled automation, improved campaign types, and policy changes. You could be an advertiser, agency owner, or brand. Either way, being ahead of the curve is imperative to maximize performance and stay in line.
Here’s a month-by-month important Google Ads update from January 2025 to July 2025.
January : The AI Era Begins
AI-led Revolution: Google announced 2025 as a turning point year for its ad offerings—referring to AI innovations as “more important than the mobile revolution.”
Performance Max Improvements:
- Campaign-level negative keywords
- High-value customer acquisition objectives
- Brand exclusions and device targeting
- URL-based inclusion/exclusion rules
API Updates: Google Ads API and DV360 API were given crucial updates and started depreciating legacy methods.
February 2025: Demand Gen, Tracking & Smarter Search Ads
Offline Conversion Import (OCI):
Google pushed the date to include the conversion environment field to September 30, 2025.
Demand Gen Campaigns:
- Launched new placements on YouTube, Discover, and Gmail.
- Added product feeds and local offers.
Video Action Campaigns Sunset: New VACs disabled, with complete migration to Demand Gen by July.
Smarter Performance Max Insights: Added a “usefulness” metric for search topics.
Codeless Conversion Tracking: Now you can track form submissions via Google Tag Manager without code.
March 2025: Policy and API Housekeeping
Ad Policy Updates: Tighter content compliance for gambling ads.
DV360 API Changes:
Sunset frequency limits over 30 days.
Obsoleted optimized targeting in fixed – bidding tactics.
April 2025: Creative Studio Farewell, Asset Library Hello
Creative Studio Sunsetting:
Google started phasing out its Creative Studio features in favor of Asset Library and AI-driven creative automation.
CTV/DOOH Policy Prep: Tighter requirements announced for Connected TV and Digital Out-of-Home inventory, starting May
May 2025: AI in Search, CTV Monetization
AI Overviews in Google Search:
Ads started showing up in AI-driven sections such as “Overview” and “AI Mode” on desktop.
Google’s new Veo, Image and Smart Bidding engines integrated for better results in Google ads.
CTV Monetization Rules Go Live: All advertisers are required to comply with high monetization requirements for CTV placement and DOOH placement.
June 2025: Virtual Try-On & Performance Max Boosts
Shopping Ads:
Launched Reality features for shopping campaigns such as virtual try-on and Lens-based placements.
Performance Max First-Order Promotions:
Brands are able to execute “first-time buyer” deals in PMax and Shopping ads.
OCI Enforcement Countdown: Reminder advertisers to comply by the deadline of September 30 for the conversion environment field in conversion imports.
July 2025: Demand Gen Replaces Video Action, More PMax Visibility
Final Migration to Demand Gen:
All Video Action Campaigns migrated automatically.
Performance Max Gets Sharper:
New asset reporting tools
Demographic exclusions
Improved transparency with search themes and source feedback
MaSs Marketing as Sales support
