Let’s face it - you’re swamped. You didn’t have time to tune into Google's latest advertising spectacular because you were too busy juggling campaign reports, trying to explain attribution to your boss again, and maybe even attempting a lunch break. Don’t worry. We’ve watched the whole thing (so you didn’t have to) and boiled it down into an easy, no-nonsense overview.

Here’s what you need to know - and what it actually means for you.

 

AI, AI, and… yep, more AI

In a plot twist literally no one saw coming (👀), AI was the main character at Google Marketing Live this year. Google has given the bulk of its ad offering a fresh coat of AI-powered paint - and while the buzzwords are flying, there’s some genuinely exciting stuff beneath the shiny surface.

Most notably: ads are coming to Google’s “AI Mode” search - a feature still in beta over in the US (desktop only for now). This means ads will be integrated directly into conversational AI search experiences, surfacing your brand right when intent is at its peak. Picture this: a user asks an AI for the best local Italian restaurant, and boom, your ad is right there in the mix. Tasty.

 

 

Performance Max: Still the Teacher’s Pet

Still glued to your PMax campaigns like a lifeline? Good news - Google hasn’t forgotten about you. In fact, it’s doubling down.

We’re finally getting greater visibility and transparency, including performance data broken down by channel. That’s right - no more guesstimating where your conversions came from. Now you’ll actually be able to see what’s pulling its weight. Miracles do happen.

But wait, there’s more. Introducing…

 

Power Pack: For When You Want That Extra Kick

Google's pulling together a “Power Pack” of campaign-boosting tools to work alongside Performance Max. Think of it like a superhero upgrade.

The headline act? 👉 AI Max for Search Campaigns - an AI assistant that uses your landing pages to generate new keyword variations and better align with natural language search queries. In the right hands, it could be a time-saver. But in many cases, it may create more work through unexpected keyword shifts and performance fluctuations. If you're not confident navigating search nuances or have tight brand messaging requirements, proceed with caution.

 

Demand Gen Gets a Glow-Up

👉 Demand Gen is also getting some TLC. In case you’ve missed it (we won’t tell), Demand-Gen is designed for the awareness-to-consideration phase and now offers more creative flexibility across YouTube, Discover, and Gmail. It’s built for brands looking to make a strong visual impact early in the customer journey

New updates give you even more control and creative options, allowing you to catch your audience before they’ve even whispered “add to cart”.

 

The Stats Google Wants You to Tattoo on Your Forehead

Here are some highlights that tell you where the digital winds are blowing:

  • Google Lens searches are up 65% year on year - over a billion of them. And 1 in 5 has buying intent. Visual search = not just a gimmick anymore.
     
  • AI Search has 1.5 billion monthly users in 200+ countries. That’s not a trend. That’s a tidal wave.
     
  • YouTube Shorts has over 2 billion monthly active users, and a whopping 45% of them aren’t on TikTok. This isn’t just an afterthought - it’s a serious channel in its own right.
     
  • Oh, and 90 million hours of shopping videos are consumed on YouTube daily. Yes, daily. Google and YouTube are present in 86% of online buying journeys.

     

What This All Means (In Plain English)

  • AI is eating the search experience, so your content and ads need to play nicely with that. Natural language, helpful copy, and flexibility are key.
     
  • Performance Max is here to stay, and now it’s more useful with clearer data.
     
  • Short-form video is not just a fad - it’s a digital shopping channel. If you’re not creating, you’re invisible.
     
  • Google is stacking tools that lighten your workload - if you know how to use them.
     

Need a Hand Navigating It All?

If you’re thinking, “Great, but I don’t have time to learn all this AND launch another campaign,” that’s where we come in. Whether you're curious about AI-powered search ads, wondering what Demand Gen could do for your funnel, or just want someone to set up your Power Pack and let you get on with your day - we’ve got you.

Let’s turn all this tech into actual performance. Drop us a line and let’s chat campaigns, caffeine, and conquering the chaos.