Already so much more than “just” the world’s most popular search engine, Google is a dynamic ecosystem of tools and platforms encompassing ads, eCommerce, and AI innovation, one that’s constantly churning user-centric solutions to connect people with the information, products, and experiences they need.
So what does Google have in store for 2025? What trends should we not miss? We spoke to our in-house experts who shared their insights on how Google will shape its strategies in the coming year. Here’s what brands and marketers need to know:
AI-Generated Answers Take Center Stage
Google’s integration of AI-generated answers in search results is not a new thing, and it’s certainly something that’s been troubling marketers for a while. In 2025, we will see significant growth in these answers, powered by advanced language models, that aim to deliver instant, precise information to users. As this shift enhances user experience, it also opens new doors for advertisers, as Google will likely provide opportunities to target these AI-driven responses with PPC ads.
Imagine a user searching for “Best fitness trackers for 2025” and immediately receiving an AI-generated list with embedded sponsored links. Brands positioned to capitalize on this trend will gain an edge in visibility and relevance.
Expert Tip: In addition to SEO, brands should now also invest in GEO – generative engine optimization, by using structured data and targeting keywords likely to appear in conversational queries. Pair this with PPC ads specifically designed to target these AI-generated responses for maximum visibility. Refreshing and updating content to keep up with current trends and user intents will also help maintain relevance.
Shopping Features Expand Across Google’s Ecosystem
The massive success of TikTok Shop as a go-to place for online shopping has spotlighted the importance of seamless eCommerce experiences within apps. Our experts predict that Google is determined to follow suit, integrating advanced shopping functionality into its mobile apps.
In addition to better merchandising options in the Google Shopping tab, these features could include personalized product recommendations and a smoother path from discovery to purchase. Google will provide opportunities for brands to enhance the way they merchandise their products in the Google Shopping tab and then incorporate that Google shopping functionality into their mobile apps. This way, Google aims to make itself an essential part of the buyer’s journey, competing with the frictionless experience TikTok Shop has popularized.
Expert Tip: Your product listings must include high-quality visuals, well-optimized product descriptions, as well as competitive prices. Leveraging Google Merchant Center can help brands secure prime real estate in shopping tabs. Additionally, consider investing in product feed tools that monitor and enhance product feeds to make sure what you’re selling stands out in a crowded marketplace.
Enhanced Payment and Transaction-Capturing Capabilities
In another effort to keep pace with TikTok Shop, Google is likely to introduce diverse payment options and transaction-capturing functionalities within its apps. This will allow users to complete their purchases all within an app, without navigating away and enjoying a streamlined shopping experience. By adding features such as digital wallets, installment payment plans, and direct-to-merchant payments, Google is set to reduce friction and enhance user convenience, a critical factor in capturing and retaining online shoppers.
Expert Tip: If you’re not already offering Google Pay as a payment option – introduce it now and ensure your checkout processes are seamless and mobile-friendly. You can also experiment with promotions related to specific payment methods, such as exclusive discounts for purchases made using Google’s in-app payment tools.
Advancements in Automated Campaigns
Google’s Performance Max (PMax) campaigns, powered by machine learning and AI, are continuously improving. In 2025, these campaigns are about to offer even better targeting options, dynamic creative optimizations, and actionable data insights. When used in the right context, PMax campaigns can, above all, increase reach, increase conversion and sales value, and reduce the campaign management workload.
Expert Tip: Keep in mind that PMax campaigns are a marathon, not a sprint. In order for the ML algorithm to gather enough data to optimize ad performance, it requires a period of at least six weeks. Additionally, make sure to provide the system with as much data as possible to improve predictions. Finally, balance automation with human oversight to ensure the campaigns reflect your brand’s unique voice and objectives.
Authenticity and Discounts Take the Lead
In 2025, the success of ad campaigns will greatly rely on their authenticity, as consumers are becoming more and more drawn to genuine content they can relate to. At the same time, Google will improve its ability to incorporate discounts and offers into advertising campaigns, making these promotions more visible and effective.
In short, combining authenticity with enticing deals can significantly boost user engagement and drive conversions.
Expert Tip: To make the most out of this trend, focus on creating ad creatives that will resonate emotionally with your audience. Experiment with user-generated content, testimonials, and behind-the-scenes footage to add authenticity. Highlight exclusive offers and time-sensitive discounts in your campaigns to create a sense of urgency and promote immediate action.
Short Videos Dominate the Advertising Landscape
There’s no denying that the short-form video format is on the rise. Platforms like TikTok have set a standard that Google cannot ignore. In 2025, video content will continue to outperform static image ads, thanks to its ability to capture user attention quickly and effectively. Google Ads is likely to expand its support for short-form videos, providing new tools for brands to create and promote engaging video ads.
Expert Tip: Invest in producing engaging short-form videos optimized for Google Ads. Explore UGC platforms like TikTok to master the use of storytelling techniques, vibrant visuals, and clear calls to action that can make your ads memorable. Consider testing various lengths and styles to learn what works best with your audience.
Market Share Challenges for Google Search and Shopping
While Google remains a giant in search and shopping, 2025 may see slight market share erosion to platforms like TikTok and AI-powered models such as ChatGPT. These competitors offer innovative shopping experiences and personalized recommendations that appeal to younger, tech-savvy audiences. Google’s challenge will be to innovate fast enough to retain its dominant role.
Expert Tip: To diversify your marketing efforts, incorporate strategies for TikTok and AI-powered shopping tools, while maintaining a strong presence on Google. Analyze where your target audience likes to spend their time online and allocate resources accordingly. Flexibility will be key to thriving in a competitive landscape.
Wrapping It Up
It doesn’t take an expert to predict that Google is continuing to evolve in 2025, just as it did over the previous years. But an expert’s advice on how to leverage the shifts and trends is what makes all the difference.
For businesses to stay agile, our experts agree on the importance of leveraging tools and features that enhance authenticity, capitalize on AI advancements, and provide seamless shopping experiences. These shifts present both challenges and opportunities, and brands that adapt quickly will gain advantage over the competition.
At GrowMojo, we specialize in staying ahead of these trends, helping brands navigate and capitalize on changes in the digital landscape. Whether it’s mastering Google’s latest features, mastering TikTok Shop strategies, or creating authentic and engaging content, our expertise ensures your brand remains competitive and innovative. We’re here to help you decode the complexities of modern marketing and turn them into opportunities for growth.
Contact us today to start thriving in 2025!
