Google Advertising Trends for Campaign Optimisation in 2025

For marketers, staying ahead in digital advertising means understanding the latest trends in Google’s advertising platforms. Here are some latest feature updates you can use to enhance your campaigns in 2025 and 2026.

Evolving Advertising Platforms

Google’s advertising ecosystem is constantly evolving, offering numerous opportunities to engage target audiences. Platforms such as:

• Paid search

• YouTube advertising

• Performance Max

• Google Grants for not-for-profits

provide diverse tools for campaign success. A key trend is the rise of AI-powered campaigns. Google Ads now uses artificial intelligence to optimise bid adjustments, audience targeting, and keyword selection, resulting in more efficient and impactful campaigns. Additionally, with third-party cookies being phased out, adopting privacy-centric advertising through first-party data ensures compliance while enabling personalised ad experiences.

Optimising Organic Search

In organic search, prioritising voice search optimisation and local SEO is essential. As voice-activated devices gain popularity, optimising content for natural language queries can improve visibility.

For businesses targeting specific regions, consider:

• Maintaining an updated Google Business Profile

• Using location-specific keywords

to enhance local search rankings.

Leveraging Google Grants and Paid Accounts

Not-for-profit organisations can benefit from Google Grants, which provide up to $10,000 USD monthly in free ad credits for search campaigns. To maximise impact:

• Maintain a click-through rate above 5%

• Craft compelling ad copy

For not-for-profits requiring greater flexibility, a Paid Google Search account offers access to additional ad formats, including Display, Shopping, and YouTube, with no budget restrictions.

Advancements in YouTube and Performance Max

In YouTube advertising, Demand Gen campaigns are replacing Video Action Campaigns, integrating ad formats across Google’s visual platforms for a more engaging experience. The growing popularity of short-form video content, such as YouTube Shorts, underscores the need for concise, impactful videos to capture audience attention. Meanwhile, Performance Max campaigns enable advertising across all Google channels—Search, Display, YouTube, and Discover—using AI to optimise performance in real time. For best results, ensure your Search campaigns are well-optimised, as they serve as the foundation for Performance Max success.

Targeting and Emerging Trends

Google’s advanced targeting capabilities, such as hyper-targeted ads and custom audience segments, allow for precise audience engagement based on behaviour, interests, and demographics. For conversion-driven goals, focus on Search and Shopping Ads, while YouTube and Display Ads are ideal for building brand awareness.

Emerging opportunities like shoppable video content and immersive ad formats, such as augmented reality ads, offer innovative ways to create interactive experiences that differentiate your brand. It’s also important to distinguish between the Googleverse—Google’s ecosystem of search and advertising services—and the Metaverse, a 3D virtual space driven by VR and AR technologies, each offering unique marketing potential.

These trends highlight how Google’s tools can help marketers achieve their objectives, from increasing brand visibility to driving conversions.

For expert assistance, contact Glenda Wynyard at The Media Precinct, specialists in data-driven, multi-platform Google campaigns tailored for Australia and New Zealand.

Google Advertising Trends in Australia and New Zealand 2025-26