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Why Google Ads is starting to look a lot like Meta—and what you need to do right now.
The very nature of how people search is changing and this is something that, honestly, most businesses & advertisers haven’t fully wrapped their heads around yet.
So let me say it clearly:
Google Ads is becoming more & more like Meta.
Yep, you read that right.
This change has been happening for a while & it’s very, very intentional.
If you have been following me for any length of time you know that I don't like using hyperbole language, but I do want to make a very clear statement about the significant changes that are happening with Google Ads & the way people search.
Because if you understand why this shift is happening, and how to respond, you’re going to be ahead of 95% of businesses & advertisers who are not making the preparations now.
Let’s dive in 👇
🚨 What’s Changing in Google Ads?
First up: let’s get super clear on what’s actually changing.
1. Keywords + Audiences + Conversion Data + Creatives
We’ve all built Google Ads campaigns around keywords—because that’s what Google was soley focussed on. A search engine.
But now? While Keywords are still important, you also need to focussing on the quality of your audiences, the quality of your conversion data & the quality of your creatives.
Remember...
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Performance Max will “consider” your keyword and audience inputs… but treat them as suggestions.
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Demand Gen doesn’t use keywords at all. It runs off audience signals across YouTube, Gmail, and Display.
This means we’re moving away from intent-driven targeting (keywords) and into behavioral & predictive targeting (audiences, signals, machine learning).
It’s the Meta playbook… just Google-style.
2. Visual Storytelling is Now Required
Text-only ads used to be enough. But as CPCs increase due to reduced ad placements, you will need more that just text ads.
If you’re not telling your brand story visually, your business will be at the mercy of skyrocketing CPCs.
3. Control the data that AI uses for your campaigns
Smart Bidding is not new to Google Ads.
But as the way people search change, if you are not starting the advertising journey before people complete a Google search your ad may not even appear in the auction.
(We’re not there yet—but that’s the direction.)
And if you’re still trying to micromanage every keyword, without starting to reach your future customers before they are ready to buy (once again) you will be at the mercy of increasing CPCs.
💡 Why This Is Happening
I know the temptation: blame Google.
But this change isn’t just Google being greedy or lazy.
It’s actually a response—to three major shifts happening right now:
1. People Aren’t Searching the Same Way
Search behavior is changing.
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More & more people are going to ChatGPT before they Google.
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They’re discovering products on YouTube.
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They’re getting promotions in Gmail.
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They’re asking questions conversationally, not typing “best email software 2025.”
Google’s response?
They’re rebuilding their platform to support conversational search (Gemini 2.0), visual-first results, and full-funnel discovery.
If Google doesn’t change, they’ll lose relevance. Simple.
2. Advertisers Want More Than Search
Most businesses don’t want to wait for someone to search.
They want to get in front of the right person before they even realize they need the product.
That’s why Performance Max and Demand Gen exist.
These campaign types give advertisers access to the entire Google ecosystem—across YouTube, Display, Gmail, Maps, Discover, and more.
It’s not about just being found. It’s about creating intent before the user even starts searching.
✅ How Your Business Can Prepare (Before It’s Too Late)
Here’s the part that matters: what YOU should do.
Because the truth is, most businesses aren’t ready.
Here’s how to fix that:
Step 1: Build a Full-Funnel Strategy
The businesses seeing real results in 2025 are thinking like this:
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Top of funnel: Demand Gen, YouTube, Display (awareness)
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Middle of funnel: Performance Max (consideration)
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Bottom of funnel: Search + Shopping (conversion)
If you’re not showing up across the entire buying journey, someone else will be.
Step 2: Get Offline Conversion Tracking in Place
Especially if you’re running lead gen.
Tracking phone calls and form fills isn’t enough.
You need to tell Google which leads actually turned into revenue.
Options include:
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Google Sheets manual uploads
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CRM integrations (HubSpot, Zoho, Salesforce, etc.)
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Enhanced conversions for leads
The better your data, the smarter Google becomes.
Bad data in = bad results out.
Step 3: Start Creating Video & Image Assets
This is the BIGGEST opportunity.
And also the most ignored.
Most advertisers are still trying to win with plain text ads.
Meanwhile, your competition is testing videos, scroll-stopping creatives, and branded stories that connect emotionally.
You don’t need a film crew.
You need:
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A product demo
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A founder story
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Testimonials
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Before/after transformations
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“This is for you if…” type explainers
If your brand isn’t visible on YouTube, your audience is choosing someone else’s story.
Final Thought: Don’t Panic, Adapt
Look, I get it.
Google Ads used to be simpler.
You picked some keywords, wrote an ad, and waited.
The good news?
If you understand these changes and adapt your strategy, you’ll be miles ahead.
The advertisers who win in this new world will be the ones who:
✅ Use the full funnel
✅ Feed Google better data
✅ Tell better stories
So don’t fight the change. Embrace it.
Because while others are still trying to outwit the algorithm...
You’ll be building campaigns that work with it—and get real results.
All of the above is a big conversation in my Google Ads Community right now and I have more & more training coming into my community so that you can best prepare. If you want to stay up to date with Google Ads and have a community to ask questions too, consider joining my Google Ads Mastery Community. (it costs less than a cup of coffee a day)
Have a great week,
Aaron
- Monday 12th May, 8pm AEST: The "Meta"tisation of Google Ads
- Wednesday 14th May, 8pm AEST: Automation in Google Ads with Mike Rhodes
Head Over To My YouTube Channel 👇
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Tuesday, 13th May, 2025, 10:00 AM (AEST)
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