The Future of Paid Media in 2025 and Beyond
Posted: Sun Dec 22, 2024 3:50 am
There’s a lot of new stuff on the search engine marketing scene , so much so that many people are wondering about the future of paid media.
The entire SEM structure revolves around the first page of Google. Sure, other search engines exist, but they don't have nearly the amount of hits that Google has.
Remember: Google is still the most visited website in the entire world.
With Gemini, everything changes a bit. Organic search cell phone number database is impacted, without a doubt, but paid media is too, albeit to a lesser extent.
Today we’re going to talk more about this topic. First, a general overview. And then, we’ll understand what Google is transforming in paid media for 2025 — its trends and the impact of Gemini on campaigns.
The current state of paid search — end of 2024
Well, before we delve deeper into the paid media situation with a greater focus on the arrival of Gemini, we need to understand some other changes that Google Ads introduced in 2024.
The first of these was the change from Discovery campaigns to Demand Gen campaigns.
The changes were simple — much of Discovery’s functionality was retained, but algorithmic scope was increased while manual targeting was decreased.
However, being a more Top of the Funnel campaign model , Demand Gen now also allows videos to be configured in campaigns, while Discovery only allowed image-based creatives.
Source: Search Engine Land
Another interesting change to mention is Google Performance Max, which came out of beta in 2022, started being used in 2023 and reached its peak of popularity in 2024, but not for the best reasons.
Performance Max was almost “pushed” into campaigns, and lacked some basic features, such as keyword negation.
Another serious problem he had was competition with campaigns using the same keywords on Google Shopping. The Performance Max algorithm prioritized the search campaign and cannibalized the Shopping campaign.
This has also been resolved, and with a feature that no one expected, but many people asked for: an exclusive insights system for Performance Max:
Performance Max is a model that uses Google's AI to select good keywords and show your ads on them. The problem is that it couldn't know what those keywords were.
This feature is now available in Google Ads.
By 2025, the bets are that Performance Max and Demand Gen will be the most used types of campaign.
But these are not the only questions we can analyze for the future of paid media. In the next topic we will delve a little deeper:
The Future of Paid Media in 2025
Most of Google's focus in 2024 has been on implementing Gemini directly into the SERPs.
This implementation took up most of Google's time, so it's only natural that we didn't have a very busy year in paid search .
Unlike previous years, where we had drastic changes, Google Analytics Universal stopped working, while GA-4 was introduced and implemented.
The main changes from 2024 to 2025 have already been listed in the previous topic. Now, let's understand together what their impacts are on the future of paid media in 2025.
Follow me:
The basics still apply
As we've seen throughout this topic, the changes to Google Ads aren't as extensive as we thought they would be after Gemini came along.
The most important thing to keep in mind is that the two biggest changes — the introduction of Demand Gen and the adjustments to Performance Max — don’t bring very drastic changes to our campaigns.
The basics of Google Ads and paid search in general still apply — but now with the expansion of the video format at the Top of the Funnel.
That is, it is still valid:
Track your conversion results ( see how to use GTM
Negation of keywords and determination of target keywords ;
Focus on copy and creative;
Keep primary data (emails, preferences, demographic data, etc.
Create the best Landing Pages with signals of authority and trust;
Understand the market as a top to anticipate fluctuations;
Among other issues directly related to your CTR.
The entire SEM structure revolves around the first page of Google. Sure, other search engines exist, but they don't have nearly the amount of hits that Google has.
Remember: Google is still the most visited website in the entire world.
With Gemini, everything changes a bit. Organic search cell phone number database is impacted, without a doubt, but paid media is too, albeit to a lesser extent.
Today we’re going to talk more about this topic. First, a general overview. And then, we’ll understand what Google is transforming in paid media for 2025 — its trends and the impact of Gemini on campaigns.
The current state of paid search — end of 2024
Well, before we delve deeper into the paid media situation with a greater focus on the arrival of Gemini, we need to understand some other changes that Google Ads introduced in 2024.
The first of these was the change from Discovery campaigns to Demand Gen campaigns.
The changes were simple — much of Discovery’s functionality was retained, but algorithmic scope was increased while manual targeting was decreased.
However, being a more Top of the Funnel campaign model , Demand Gen now also allows videos to be configured in campaigns, while Discovery only allowed image-based creatives.
Source: Search Engine Land
Another interesting change to mention is Google Performance Max, which came out of beta in 2022, started being used in 2023 and reached its peak of popularity in 2024, but not for the best reasons.
Performance Max was almost “pushed” into campaigns, and lacked some basic features, such as keyword negation.
Another serious problem he had was competition with campaigns using the same keywords on Google Shopping. The Performance Max algorithm prioritized the search campaign and cannibalized the Shopping campaign.
This has also been resolved, and with a feature that no one expected, but many people asked for: an exclusive insights system for Performance Max:
Performance Max is a model that uses Google's AI to select good keywords and show your ads on them. The problem is that it couldn't know what those keywords were.
This feature is now available in Google Ads.
By 2025, the bets are that Performance Max and Demand Gen will be the most used types of campaign.
But these are not the only questions we can analyze for the future of paid media. In the next topic we will delve a little deeper:
The Future of Paid Media in 2025
Most of Google's focus in 2024 has been on implementing Gemini directly into the SERPs.
This implementation took up most of Google's time, so it's only natural that we didn't have a very busy year in paid search .
Unlike previous years, where we had drastic changes, Google Analytics Universal stopped working, while GA-4 was introduced and implemented.
The main changes from 2024 to 2025 have already been listed in the previous topic. Now, let's understand together what their impacts are on the future of paid media in 2025.
Follow me:
The basics still apply
As we've seen throughout this topic, the changes to Google Ads aren't as extensive as we thought they would be after Gemini came along.
The most important thing to keep in mind is that the two biggest changes — the introduction of Demand Gen and the adjustments to Performance Max — don’t bring very drastic changes to our campaigns.
The basics of Google Ads and paid search in general still apply — but now with the expansion of the video format at the Top of the Funnel.
That is, it is still valid:
Track your conversion results ( see how to use GTM
Negation of keywords and determination of target keywords ;
Focus on copy and creative;
Keep primary data (emails, preferences, demographic data, etc.
Create the best Landing Pages with signals of authority and trust;
Understand the market as a top to anticipate fluctuations;
Among other issues directly related to your CTR.