1. Performance Max Is Now the Standard
Google’s Performance Max campaigns are dominating ad accounts. While some advertisers are still skeptical, those who embrace the format correctly are seeing real results.
What’s New in 2025:
Enhanced search term insights and audience signals
Asset-level performance reporting for better creative control
Tighter integration with first-party data via Google Ads API
MMPPC Tip: We use Performance Max for scale but layer in control by separating branded vs non-branded goals and using custom conversion value rules to prioritise profit.

2. Keyword Match Types Are Losing Influence
Broad match keywords paired with smart bidding now outperform traditional phrase or exact match in many cases.
Why? Google’s AI understands user intent better than ever—especially when backed by conversion data.
MMPPC Tip: Instead of micromanaging match types, invest time in:
High-quality negative keyword lists
Feeding Google clean, enriched conversion data
Testing broad match in isolated campaigns

3. First-Party Data Is the New CPC Weapon
As third-party cookies fade, first-party data is gold. Google Ads in 2025 rewards advertisers who feed the algorithm meaningful, real-time signals.
Use it for:
Customer Match (email uploads)
Conversion value rules (high vs low LTV segments)
Offline conversions from your CRM
MMPPC Tip: We help clients integrate CRM + GA4 + Google Ads for advanced segmentation and LTV-based bidding. This is where the real ROAS gains happen.

4. Creative Matters More Than Ever
Text ads are just one piece. With Performance Max, Display, and YouTube all in play, your creative quality directly affects impressions, clickthrough rate, and even conversion rate.
What's working in 2025:
Mobile-first visuals with strong offers
Short, punchy video explainers (under 30s)
Dynamic headlines that match user intent
MMPPC Tip: We run creative testing frameworks inside ad accounts, refreshing assets every 30 days based on asset-level reporting.

5. Attribution & Reporting Are Finally Catching Up
Thanks to better GA4 integration and AI-enhanced modeling, advertisers in 2025 have access to more accurate cross-channel attribution.
But most businesses still measure Google Ads with outdated last-click models.
MMPPC Tip: We use a hybrid attribution model (data-driven + first-click views) inside Looker Studio dashboards to show true assisted value from Google Ads.

Bonus: The Google Ads Health Checklist for 2025
✅ Are you using Performance Max alongside standard search?
✅ Are you sending offline conversion data back into Google Ads?
✅ Have you tested broad match keywords with Smart Bidding?
✅ Are your conversion actions enriched with revenue and categories?
✅ Is your creative being refreshed every 30–45 days?
If not, you’re likely underperforming.

Final Thoughts
Google Ads in 2025 rewards data quality, creative agility, and automation fluency. It punishes advertisers who still rely on outdated tactics from 2020.
At MMPPC, we partner with ambitious eCommerce and service brands across Australia to scale faster using AI-backed Google Ads strategy, real-time dashboards, and deep account optimisation.
💬 Ready to see what a high-performance Google Ads account looks like in 2025?
👉 Book a free strategy call with MMPPC today