PPCChat | GML 2025 Predictions | 20th May 2025

With the Google Marketing Live event scheduled to go live on May 21, 2025, experts shared their ‘GML 2025 Predictions’ in advance during this week’s PPCChat session, hosted by Julie F Bacchini.

Q1: What is your biggest prediction(s) for what will be discussed and announced at tomorrow’s GML?

AI everywhere, in everything, all the time. Probably more about search moving to discovery. Getting more passive and signal based than action (type in a search or say a search) based. @JuliaVyse

Definitely AI EVERYWHERE @NeptuneMoon

I think we all know that is happening @NeptuneMoon

AI everywhere all at once. @revaminkoff

I predict that people will panic over lack of clear communication and the gurus will clean up business for their courses and tools. @navahhopkins

I expect them to reannounce some stuff that we already know about, like the new Pmax reporting and AI Max. @revaminkoff

I expect to hear about reaching people in the “moments that matter” again too as they talk about search across screens and Google entities. @NeptuneMoon

AI Max for Search will be a big point of emphasis. @robert_brady

I have a feeling that AI Max is going to be main focus, but I also expect them to say “we heard you” just before hyping up a thing that will cause panic. @navahhopkins

I also think we are going to hear a good bit about YouTube. @NeptuneMoon

And Google will try really, really hard to show how they do so much more than search (and therefore aren’t a monopoly) @robert_brady

all of this is to say – don’t panic – most of the features should be useful and improvements. @navahhopkins

At the Newfronts, Google was talking a lot about new distribution partnerships with the likes of Spotify and Disney, so I think we will hear about that too. @NeptuneMoon

Lots of Google internal data to back things up. @revaminkoff

I find it very interesting how much is put out there before GML now. In years past it was all kept for the event and then explained/posted about afterward. @NeptuneMoon

And I’m guessing we won’t get very many examples from actual small businesses and from anything B2B. @revaminkoff

@revaminkoff I put a Google Internal Data joke on my bingo card. @NeptuneMoon

@NeptuneMoon  I saw that – told my client about it this morning and she cracked up. @revaminkoff

@revaminkoff Everything SMB will be retail/restaurant (pizza anyone?) or local services like plumbers. @robert_brady

I am sure we will also hear about how some household brands saw conversion lifts by using the things being announced. @NeptuneMoon

I also expect to hear more about conversion modeling and reporting, and the need for uploading first-party data. @NeptuneMoon

I think we’ll hear a lot about the AI enablement of YouTube but I also would expect meridian insights. there are some exciting updates that should make it more accessible. @navahhopkins

On the YouTube front, I wonder if there will be more about AI powers in Studio and license-free music. You know, just to twist the knife. @JuliaVyse

Google Workplace announced scheduling like Calendly this week too, so that may get a mention. I think AI coming to YouTube is definitely going to be of interest and I am absolutely curious as to what will be said about that. @NeptuneMoon

I think Google will downplay Display and focus hard on YouTube. The (accepted) trend has finally caught up with reality this past year – YouTube is a viable demand generation platform. @teabeeshell

I actually think Display is probably going to get absorbed into PMax and AI Max and be less of a standalone thing? @NeptuneMoon

I don’t know – I actually think PMax might slip into the background with AI Max making search more “AI”@navahhopkins

God I hope so!@JuliaVyse

If display is going to get absorbed, Demand Gen is going to be the thing that absorbs it @navahhopkins

I think we are going to hear about multipart searching too – like using AI to have the conversational search where you ask questions to refine results. They showed it last year and I think we will see more or that kind of thing again. @NeptuneMoon

right now i have a sliver of hope reducing the Display served in PMax by not providing enough assets, but soon those automatically generated assets will catch up with me. @JuliaVyse

There’s also a retraction back into Search with AI Max, so I think Google is also “hearing” (finally) how junky Display is to most. Could lower the price of Display inventory for PMax, in theory. @teabeeshell

It makes them too much money. @JuliaVyse

I think that Demand Gen will eventually become part of PMax and you will tell Google if you want awareness or sales or both. @NeptuneMoon

They do completely different jobs, though. @navahhopkins

Basically everyone already said it, but “massive company A, B & C” saw x% increases in revenue by using xyz. AI Max will be nuts. We heard you, we are listening to your feedback…I can tell you what you won’t hear (B2B). @Ichasse

Demand Gen represents their bid to compete with Meta. @navahhopkins

I don’t disagree @navahhopkins but Google has been on a path of “simplifying” campaign options and to me this could fit that thinking…@NeptuneMoon

That DSA survived AI Max tells me they won’t kill something that is a PR darling to feed it to a PR chaos monster. @navahhopkins

Demand Gen will continue. Google needs to get more people into Discover Feeds (where the “social-esque” action is) or absorb that functionality elsewhere. @teabeeshell

I do think DSA will get absorbed by AI Max though? Not today, but in the future @NeptuneMoon

In a way, I thought AI Max was already absorbing DSA? Like in its very existence. @revaminkoff

I do as well. Really not much point in DSAs with AI Max honestly, with all the controls they are giving you with AI Max. @Ichasse

I like DSA as research tools. @navahhopkins

DSA is great for research, when you can see queries… @NeptuneMoon

Basically an “All-you-can-eat AI bufffet.”
Gemini takes over campaign setup. Pmax gives slightly more control…or a recap of what we’ve heard the past few months (negatives, brand blocks, placement logs). More AI/smart features in mid-rolls. YT Shoppable shorts, maybe if we’re lucky, merchant center tools for SMBs? More AI everything. Hopefully, some better compliance tools. I’ll be in skeptic mode. @timmhalloran

But I agree if you’re running the DSA campaign, AI Max is better. @navahhopkins

I know they’re going to want to phase out Display at some point, but I have yet to see an option that lets you use your own fully designed non-AI creative in any of the other campaign types, and that’s why our clients are still on Display. @revaminkoff

Now, if they would offer the flexibility they built into AI Max into PMax, THAT would be something! @NeptuneMoon

(Also it is working very well but different point) @revaminkoff

Google Map Ads paired with Google AR Glasses. @alimehdimukadam

Every year for the last four years. meanwhile Meta has a Hemsworth in their Ray Ban ads. @JuliaVyse

Demand Gen officially replaces VACs. More channel controls (Shorts, Gmail, Discover), cleaner metrics, and a side of “we swear this is better than Meta.”YouTube’s testing AI-driven “Peak Points” to drop ads after emotional highs in videos—idea is higher engagement post-climax. Still early stage, but surfaced via TechRadar.Vertical video tools and Shorts will keep getting love. Expect more AI assist for creatives. Conversational reporting might show up—think ChatGPT-lite for your GA4 frustrations. Interactive YouTube ads? Long shot. But if they show up, we’ll hear about it. Bracing for another wave of AI everything. Still hoping for less black-box energy. @PPC_Girl

Q2: What do you hope to hear announced or talked about at this year’s GML?

Resources for SMBs.. @navahhopkins

Waiting for more info on PMax reporting transparency. @revaminkoff

B2B. Hear me out, we have a B2B practice at Dentsu, and there is SO MUCH potential, particularly in the SaaS world. I would adore just ONE product with a B2B focus. @JuliaVyse

Everything announced or hinted at represents Enterprise and e-commerce – I want to see more SMB resources. @navahhopkins

@navahhopkins  I wish, but I am not holding my breath. @revaminkoff

Anything for B2B. I mean anything! @NeptuneMoon

B2B, just kidding, we all know that has zero prayer. I am actually hoping since they are giving us more information on PMax campaigns, we can have the ability to do more with the information. I won’t hold my breath for it, but I really am on my knees praying for it. @Ichasse

Emphasis on Human in The Loop (one can wish) @alimehdimukadam

Even if they said the phrase B2B that would be a start…@Ichasse

Would love to hear a this is why your agency still matters comment. @revaminkoff

A case study that is not a household name, massive brand. You mean Levi’s made more sales after running YouTube ads? You should have told me to sit down before you shared that…@NeptuneMoon

I was going to say that as well @NeptuneMoon Maybe a local plumber, or small local retailer, or anything really. @Ichasse

Honestly, this is why tools will continue to matter. Optmyzr, Adalysis, Channable, etc, champion the little guys and do that sales work for the ad platforms. @navahhopkins

I’d love to see actual performance data too, not just “they saw a 14% lift in conversions” or “they had 17% more conversions at a similar cost. Show me the data!  @NeptuneMoon

And while that’s a thing, there’s limited incentive to do a case study with less “sexy” numbers. @navahhopkins

“And for smaller advertisers… here is what we are doing to make advertising on our platform more efficient” or “we have some solutions coming for accounts with low conversion volumes and/or long sales cycles to make the AI work better for you” Listen, I know I’m dreaming, but… @NeptuneMoon

Microsoft is still a thing….@navahhopkins

Even a regional focus would be cute. Like, here is what we’re doing for programs with a local focus. @JuliaVyse

And as I’m listening to Activate while we discuss predictions, I’m reminded how different the ad platforms are on transparency and focus on all brands. @navahhopkins

In some countries, Microsoft is used and gets more revenue than Google does. @Ichasse

Google has done a great job of being more human and meeting us where we are, but there’s no denying that they are leaning more into enterprise and ecommerce instead of every brand @navahhopkins

Wish list: an actual small business autopilot (no more spend + pray), B2B-grade compliance switches baked in (this is becoming more important every year it seems), anomaly sirens that alert me via google chat when spend spikes or leads tank, ai query management that removes garbage terms before I see them and gives me a removal log once a week, planner forecasts that are less horoscope and more accurate. Persona-based negatives on search, real-time auction reasoning that uses nuance. I.e. knows “Java” the island isn’t the same as “Java” the language. It’s decent at this, but still get it wrong a lot. Augmenting their report builder with data visualization charts/graphs & alert prompts, I request. @timmhalloran

I’m hoping there will be a push to mention how important website quality is. Too often, people rely on Feeds and copy to mask poor intrinsic website quality. That will be critical with AI. @teabeeshell

Compliance & Privacy will be a focus. @alimehdimukadam

I get why Google does it, because if Joe or Sally increase their ad budgets by 10%, that is not a lot of money, but if Levi’s, Nike or L’Oréal increase by 10%, that is big money and good for shareholders. Hard for the small businesses to get an ear when that is the case. You almost have to be kind and not just $$$ focused to serve both groups. @Ichasse

But Joe and Sally are the example. Levis knows the leverage they have, highlight the working brand, and inspire the bigger guys to follow suit. My clients respond to that. @JuliaVyse

You may have misworded that statement @alimehdimukadam Compliance & Privacy will continue to be used as the excuse to not show data. @Ichasse

Brand-wise, GM doesn’t need a shoutout from Google. They’re good. They need the local dealership, owned by a local family to increase foot traffic by x amount as a highlight. @JuliaVyse

Won’t be surprised if they roll out a chat with reports like feature that can summarize insights, etc. or give recommendationsExisting stuff – rolled into chat with Gemini about account performance. @alimehdimukadam

They already have the ask natural language questions to get reports generated now, but I could definitely see that being highlighted more or even expanded. @NeptuneMoon

Gemini suggests you increase your budget…@JuliaVyse

Almost spit out my coffee on that one @JuliaVyse, so thanks… lol @Ichasse

Gemini auto applies
Thinking about it now, we know how convincing chatbots are, and if they start recommendations in a chat format, and you only need to say yes/no. Frankenstein. @alimehdimukadam

I am curious as someone that has been running Video Action campaigns as part of lead gen and seeing great results. Hoping we will get more insight on sunset of VAC’s and integration into Demand Gen. @PPC_Girl

Q3: What do you absolutely not want to hear announced or talked about at this year’s GML?

Match types. at this point it’s triggering. oh god and UPGRADES! stop upgrading all the stuff the works into garbage! @JuliaVyse

Keywordless targeting. But we know that will be discussed. I also expect to hear about support being handled more by AI and that is a big old no thank you for me. @NeptuneMoon

Agree with you @NeptuneMoon bout match types and omg I am too slow because you got my second one @JuliaVyse But the other one is “we listened to you”, because that one has gotten tiring as well. An honorable mention is hearing about another huge brand. @Ichasse

Can I say “Power Pair”???? @NeptuneMoon

If I hear “power pair”, I’ll lose it @navahhopkins

A small business can come to Google Ads, tell Gemini what their objectives are and Gemini will automatically create their campaigns, do the targeting and recommend budget along with optimization’ @alimehdimukadam

@Ichasse  I think we all know when they say “we listened to you” they mean the giant brands. @NeptuneMoon

yeah. smart campaigns, now powered by Gemini. @JuliaVyse

AI-powered insights + control, not ai hide & seek. @Ichasse Similar to what you said about compliance being used to remove transparency. AI should give us access to better data for us to make better decisions, not remove the knobs that allow to make those decisions. Every shiny announcement will make the loss of control opaque and though we may side eye it, we won’t know the specifics till they roll out. @timmhalloran

holy moly! Even Cannes Lions is doing a B2B event this year with LinkedIn! Come on Google, get on it! https://videocreatorexperienceatcannes.splashthat.com/CannesLions @JuliaVyse

Imagine using AI to help us do our jobs better, now that is a concept instead of pushing for what they want you to do under the cover of AI. @Ichasse

I think the use of AI in ads is a measure of how humans will use it & may continue to – for profits/shareholders or actual good. @alimehdimukadam

More AI auto-applied things that are also better hidden – so you can’t turn them off easily or have to go 4 places to find them all. @NeptuneMoon

@NeptuneMoon  that’ll be masked as “Improved Usability & [Design buzz word] UI taking affect in July!” @timmhalloran

@NeptuneMoon Good thing we have a pretty active community willing to share when they find the new locations for auto-applied stuff or hidden opt-outs. @Ichasse

I am wondering if we will hear anything different since cookies are not going away in Chrome. @NeptuneMoon

Yup, I think we may hear a bit more about the privacy/customer matching feature. Would like if something about conversion tracking/goal tracking is also rolled out with AI – that’s where it’ll be actually useful like – Hey, don’t count pageviews instead of Hey, spend more. @alimehdimukadam

I don’t want to hear about a new campaign type. We have plenty at the moment. @teabeeshell

“Streamlined location targeting interface: Never worry about setting your location targets again. We’ll figure it out for you. Not interested? Not a problem, just submit an app ticket and our team will review your application and send you a link to download the new Google Ads command prompt window interface to allow you to change location targeting from interested in to presence in” *COBOL expertise required. I spent too long on that punchline..@timmhalloran

Worth it Tim @JuliaVyse

@teabeeshell Yeah, Higman shared a thing this morning on X that showed we have 46 different ad types. @Ichasse

Q4: What will this year’s buzzwords be at GML 2025?

Upgrade. @JuliaVyse

Obviously AI. Moments is going to make a comeback – I feel it, and even “moments that matter”. Privacy compliant. @NeptuneMoon

Gemini. @alimehdimukadam

We are rolling out AI-enhanced Max conversions later this year. It should be really easy for you to update your Google tag to set it up. We promise we won’t have the ad sales folks who call and say they are your marketing reps, call you 30 times a day and email everyone from the CEO to the kid who passed by the building the other day about how your account is poorly set up and could be doing so much better. @Ichasse

Max, Prime, Pro, Plus. @alimehdimukadam

If Google says something is “easy” to get running, you better start planning those agile development sprints with your brands now to try to fit in the 40-point development projects for 2025. @Ichasse

D iscovery
I nsights
S ignals
A udiences
P erformance
P rivacy
O ptimizer
I mpressions
N etwork
T argeting @timmhalloran

Search reimagined, performance-centric, Conversational AI, and demand gen. @PPC_Girl

@timmhalloran you are on fire today! I love it. @NeptuneMoon

PPCChat Participants

• Julie F Bacchini @NeptuneMoon
• Julia Vyse @JuliaVyse
• Tim Halloran @timmhalloran
• Reva Minkoff @revaminkoff
• Ali Mehdi Mukadam @alimehdimukadam
• Navah Hopkins @navahhopkins
• Lawrence Chasse @Ichasse
• Travis @teabeeshell
• Robert Brady @robert_brady
• Adrienne Shaver @PPC_Girl

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