I had the incredible opportunity to attend Google Marketing Live at the invitation of Ginny Marvin (@AdsLiaison), the Ads Product Liaison at Google Ads. I was joined by a cohort of brilliant PPC practitioners, and I’m still buzzing from the wealth of insights we gained.
There was no shortage of innovation, and while my brain is still processing it all, here are eight of the most impactful takeaways that stood out:
1. Website Content Is More Critical Than Ever
With the debut of AI Max for Search, which relies heavily on website content to expand keyword targeting, Google underscored the enduring power of strong on-site content. Pair this with the newly launched AI Mode (announced the day before at Google I/O), and it’s clear: content is still king, and it just got promoted. As Google emphasized, “helpful, reliable, people-first content” is what will help your site show up in both ads and AI-powered search results. One standout stat: users who engage with AI Mode spend 2–3x longer on the websites they discover.
2. Tracking Is Now Predictive, Not Just Retrospective
Google is shifting its focus from backward-looking measurement to forward-looking insight. Websites using gtag receive 11% more signals, and the push toward adopting gtag is stronger than ever, with the promise of one-click upgrades and no need for retagging.
3. From Power Pair to Power Pack
The “beloved” Power Pair (PMax + Broad Match) is making way for a new trio: the Power Pack, which includes AI Max for Search, Performance Max (PMax), and Demand Gen. This updated combination represents Google’s new AI-driven advertising strategy.
4. The Continued Rise of Video
Video is now an essential part of the Search and Shopping experience. It’s being integrated into Search results, Google Merchant Center (GMC), and heavily promoted in Demand Gen campaigns. Our teams have already been pivoting to think more visually, and this evolution now requires an even greater commitment. Clients will need to invest in video creation or develop in-house capabilities, as video becomes central to campaign success.
5. Transparency Is (Finally) Improving
The Google product teams have heard advertisers’ calls for more clarity. Upcoming features include channel reporting in PMax, search term visibility (with the ability to add negatives directly), and hints at more controls down the road. It’s a small but welcome step toward deeper transparency.
6. Feed Content Is Evolving
Google is enhancing how we present products through feeds. New options include video assets (which can now be created directly in GMC), lifestyle images, A/B testing for images, and enriched Brand Profiles. Product Studio continues to offer new ways to create compelling product visuals through AI.
7. AI Is Embedded Across Everything
AI was the thread that tied the entire event together. From Search to Ads to Merchant Center, AI is enhancing:
- Search experiences through AI Mode
- Ad reach with AI Max for Search
- Creative workflows, including video and image generation through Product Studio and Asset Studio
- Insights and reporting, with AI Experts in GA4 and Google Ads answering natural language queries
- Video formatting, like AI-powered background outpainting for vertical video optimization
8. Incrementality Testing Is Now Accessible
Google dramatically lowered the barrier to entry for incrementality testing. The minimum spend has dropped from $100K to $5K for up to 56 days (with 28 days being the recommended window), making advanced measurement more attainable for smaller advertisers.
Final Thoughts
Attending Google Marketing Live reinforced what many of us in the industry have sensed: we’re standing at a major inflection point. Google is all-in on AI, and it’s up to us as marketers to adapt and lead our clients into this new era. That means embracing content as a strategic asset, sharpening our creative muscles for video, and leveraging automation without losing sight of transparency and control. It’s an exciting time to be in PPC, and the changes ahead promise even more opportunity for those ready to evolve.
