Did you know that businesses worldwide will spend over $700 billion on digital advertising in 2025? Google Ads will still be a big part of that, but it’s facing new challenges like AI tools changing how people search and government efforts to break up Google’s control over the market.
Having worked on hundreds of Google Ads campaigns over the past 20 years, one thing has always been certain: marketers want the ads to work! The expectations are usually high, and the results rarely match the expected outcomes.
In this blog, we’ll cover:
- What’s new with Google Ads in 2025 and how it affects your campaigns.
- Why ads are getting more expensive and how to stretch your budget.
- Practical tips to create ads that connect with the right audience and deliver results.
If you want to make the most of your ads budget, keep reading—this blog will help you navigate the changes and succeed in the year ahead.
How AI and Competition Will Reshape Google Ads in 2025
As we move into the new year, changes are coming to Google Ads as AI disrupts digital marketing and Google continues to evolve. The use of Google has flatlined in the past few years and this will continue as people migrate to AI tools for their research and explore other platforms. Google will either adapt or continue to lose market share from the online researcher. Google is still a key channel for digital marketing for both SEO and Google Ads, but make sure to cover your bases in social media and through email marketing as well.
Another major threat to Google is the US Government breaking them up, which would be a good thing for marketers and most likely lower the cost of ads in the Google search engine.
Imagine if you had several choices when buying Google Ads and being able to switch to a new provider if you are not happy with your Google Ad support, pricing or results. I’m not talking about switching your agency managing the ads, I’m talking about switching where you buy the ads. Currently, Google has a monopoly on this and we have no choice but to use Google and so they can charge whatever price they want for ads on Google, which has 90% of the search engine market. For now, we are stuck with Google, their high prices and lack of effective support.
Breaking Down Google’s Monopoly: What It Means for Advertisers
Google has a monopoly on Google Ads, and while it might seem obvious—after all, it’s their platform—this monopoly goes beyond simple ownership. It means that there’s no real competition when it comes to running ads on search engines. Advertisers have no alternative but to use Google if they want to target search traffic, giving the company full control over pricing and policies. You can run digital ads on other websites, but there are no competitors when it comes to search.
This is best seen in how Google prices their ads and in their incredible lack of customer support.
What this means for marketers is we pay a premium for Google Ads and it makes it even more challenging than ever to get decent ROI. The advice in this blog post is even more important than ever because the Google monopoly continues to drive up ad costs, which makes it expensive to test ads and very easy to throw money away.
Market in Multiple Channels – No Magic Bullet or Quick Fix with Google Ads
Despite these challenges, there are strategies marketers can adopt to maximize their ROI. Google Ads get more competitive and expensive every year, and their monopoly makes it even worse by keeping prices high with no alternatives for search advertising. This forces marketers to be more strategic with their ad spend and to view ads as a longterm and integrated strategy. It is great to get quick wins, but for the most part it can take weeks before your ads start to produce steady results.
Google Ads are a long-term strategy and must be part of a well-balanced digital strategy and plan. Don’t think only about results, but rather think about the strategy behind your campaigns and how you can target the key marketing personas using your selected keywords. Be patient, watch your budget closely and be clear on the geographic areas you want to target. Take these steps to start driving meaningful results today.
Google Ad Success is About User Intent
Running Google Ads is not about what you want to accomplish, it is about what you have that benefits the online researcher. This message often gets lost yet it is fundamental to your success. You only get solid results if you help your prospective customers get what they want. To give people what they want you must be very clear on their intent, needs, benefits and risks they are facing. Do this by developing key buyer personas likely to click on your ads and using landing pages that target this audience.
Make Ads and Landing Pages Visual
Users appreciate highly visual content. Whether it is images or videos, the more visual the better. If you are offering services, showcase the people on your landing pages and make use of story-based marketing to engage users with your ad copy.
Your Competitors Running Google Ads Blaze the Trail
Are you spending more on Google Ads but seeing less return on your investment? You’re not alone. Have you noticed your competitors running extensive ad campaigns? If they’re consistently advertising, they’re likely seeing results—otherwise, they wouldn’t keep investing in those ads. So, what can you learn from their strategies?
Great content and a user-friendly experience are the keys to success—they encourage your customers to take action and say, “I’m ready!” This principle applies to all marketing efforts, including your Google Ads campaigns.
E.E.A.T. Applies to Google Ads
Google wants to meet the needs of website users and it has set the standard for how to write content that gets your company found. This content must be impactful and cover the basics of showcasing your Experience, describing your Expertise, demonstrating your Authority and building Trust. This is E.E.A.T. – ensuring every page of content reflects your authority and builds trust. Read our blog post on E.E.A.T. here.
This foundation applies to your Google Ads and must be seen in your ad copy and website landing pages linking to your Google Ads. Avoid marketing sizzle and sales talk and get to the E.E.A.T. of your company. This approach must also connect with the real benefits people want and the risks they are looking to avoid.
Making the Most of Google Ads
Google Ads can be very effective to grow your business or a complete waste of time and a money drain. Very few marketing tactics have such a swing in how well they can perform or how miserably they can fail. Work with experienced Google Ads professionals and take the time to understand what makes Google Ads work and understand why they fail.
Discover Proven Strategies for Google Ads Success – download our free eBook today and book a meeting with a Google Ads specialist at Intuitive Websites.
