The "meta"tisation of google ads
May 12, 2025As we move deeper into 2025, one of the most noticeable shifts in the world of digital marketing is what I call the "Metatisation" of Google Ads.
Google Ads is starting to resemble Facebook Ads in more ways than one. This isn’t a bug—it’s a feature. The platform is evolving from keyword-based search ads to an AI-driven, audience-first advertising ecosystem.
In this article, I’ll explore:
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How Google Ads is changing in 2025
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Why Google is shifting toward an audience-first model
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How to update your Google Ads strategy for better results
How Google Ads Is Changing in 2025
1. Audience Signals Are Replacing Keywords
Google Ads has traditionally been built on keyword targeting. But in 2025, audience signals are becoming the primary driver of campaign performance.
With Performance Max and Demand Gen campaigns, Google no longer relies solely on keywords. Instead, it considers a user’s entire digital footprint—web browsing behavior, video views, purchase intent—to determine ad targeting.
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Performance Max campaigns treat keywords and audience inputs as "suggestions" and rely on Google's AI to find conversions across its network.
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Demand Gen campaigns do not use keywords at all and are focused entirely on audience segments and lookalike models, running across YouTube, Gmail, and Display.
This shift signifies a major transition from intent-based targeting to behavioral and predictive targeting.
2. Google Ads Is Now Visual-First
Visual storytelling is becoming a core part of successful Google Ads campaigns.
Google is emphasizing rich media formats such as:
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Video ads on YouTube
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Display banners on the Google Display Network
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Shopping ads with dynamic product visuals
This evolution aligns Google Ads with the visual, scroll-stopping nature of social media advertising—particularly platforms like Facebook and Instagram.
If your ad creatives aren’t visually compelling, they won’t perform.
3. Automation and AI Are Now Central
Automation is no longer optional. AI is at the heart of campaign management in 2025.
With automated bidding, creative optimization, and even landing page selection, Google’s goal is to minimize manual control. Advertisers now set business objectives, and the platform does the rest.
While this hands-off approach is powerful, it also means marketers need to feed high-quality data into the system to get the best results.
👉The Future of Google Ads: Adapting to AI and Automation
Why Google Ads Is Shifting Toward a Meta-Like Model
1. Search Behavior Is Evolving
Today’s consumers no longer rely exclusively on traditional Google searches.
Many are:
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Asking ChatGPT for product recommendations
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Browsing YouTube for reviews
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Discovering products through Gmail promotions and Display ads
In response, Google is launching Gemini 2.0 to support conversational and AI-powered search experiences. This means advertisers must adapt to a landscape where discovery happens before search intent is fully formed.
2. Advertisers Want Multi-Touchpoint Campaigns
Digital marketers are demanding more comprehensive advertising tools. It’s no longer sufficient to appear in search results alone.
Tools like Performance Max and Demand Gen are designed to help brands:
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Reach users early in the buying journey
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Stay present across multiple platforms
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Build brand awareness before users search
This is Google’s answer to the full-funnel dominance of platforms like Meta.
3. AI Is Powering Personalization at Scale
Advancements in machine learning and predictive modeling have enabled Google to:
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Personalize ad experiences
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Optimize ad spend
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Forecast conversion likelihood
In short, Google Ads is becoming a matchmaking engine, pairing the right message with the right user at the right time.
How to Future-Proof Your Google Ads Strategy
To thrive in the evolving Google Ads ecosystem, here are three actionable steps:
Step 1: Build a Full-Funnel Campaign Structure
If you rely exclusively on Search or Shopping ads, you’re missing out.
A winning strategy in 2025 includes:
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Top-of-funnel: Video and display ads to build awareness
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Mid-funnel: Retargeting and audience nurturing
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Bottom-of-funnel: Conversion-focused Search and Shopping ads
Use campaigns in Performance Max and Demand Gen to guide users through the journey.
Step 2: Set Up Offline Conversion Tracking
Tracking leads is not enough. You need to know what happens after the click.
Integrate offline conversion tracking using:
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Google Sheets imports
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CRM platforms like HubSpot or Salesforce
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Offline sales data through manual uploads
Google’s AI performs better when it can measure real outcomes—like closed sales or repeat customers.
Step 3: Invest in Video and Image Creative
Text ads alone no longer cut it.
Modern Google Ads campaigns require:
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Branded videos that tell your story
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High-converting product images
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Ad creatives tailored for YouTube and Display
Visual content builds trust, improves recall, and increases click-through rates—especially in top- and mid-funnel campaigns.
Final Thoughts: Don’t Resist the Change—Adapt to It
The Meta’tisation of Google Ads marks a fundamental shift in how digital advertising works.
Google is no longer just a search platform. It’s a multi-channel, AI-powered, creative-first ecosystem.
Advertisers who succeed will be the ones who:
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Embrace automation and AI
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Build holistic, audience-focused campaigns
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Use compelling visuals to engage users