Google Ads Updates By a Digital Marketing Agency in Canada

You’ve probably noticed how much digital advertising keeps changing. Google Ads, in particular, has rolled out a lot of updates this year. These changes aren’t just technical; they really shape how you reach your customers and how much you get out of every dollar you spend. We are going to walk you through the most important updates, and how a digital marketing agency in Canada can turn these features into real results for your business.

Major AI Push Across Google Ads

AI is everywhere now, and Google Ads is no exception. According to Search Engine Land, more than 80% of Google Ads campaigns in 2025 use artificial intelligence for things like bidding and targeting. But what does that mean for you? It means a digital marketing agency in Canada can set up campaigns that learn and improve as they run. If you’re selling handmade jewelry, for example, AI can help your ads appear in front of people who are actually looking to buy, not just browsing.

Searching Beyond Just Words

People don’t just type words into Google anymore. Now, they use their voices, upload photos, or even use short videos to search. Statista reports that 40% of young Canadians use voice or image search every week. A digital marketing agency in Canada can help you show up in these new types of searches. If someone takes a photo of a product in a shop and wants to find it online, your ad could be what they see.

Smarter Tools for Creating Ads

Google Ads now suggests headlines, images, and even video ideas using AI. Google’s own data from Marketing Live 2025 shows that these tools can boost ad engagement by 18%. For a business owner, this means you don’t have to guess what works. A digital marketing agency in Canada can quickly test different ads and find out which ones get the best results. If you’re running a seasonal campaign, you can change your message on the fly and see what people like.

Better Reporting Across All Channels

One of the biggest headaches for business owners is figuring out which ads are actually bringing in sales. Google has improved its reporting tools, so you can see results from Search, YouTube, Maps, and more—all in one place. DataReportal says that 74% of Canadian businesses want better cross-channel tracking. With a digital marketing agency in Canada, you’ll know exactly where your leads are coming from, so you can spend your money where it matters most.

Performance Max Gets More Control

Performance Max campaigns now let you block certain keywords and demographics. Google confirmed this update in March 2025. If you sell luxury products, for example, you can make sure your ads don’t show up for people searching for discounts. A digital marketing agency in Canada can set this up for you so your ads reach people who are more likely to buy.

Finding the Right New Customers

Google added a new goal to Performance Max campaigns that helps you find high-value new customers. Search Engine Journal found this feature can increase new customer revenue by up to 22%. A digital marketing agency in Canada can set your campaigns to focus on people who are likely to spend more, not just anyone who clicks.

Brand Exclusions in Retail Campaigns

If you don’t want your ads showing next to certain brands, you can now block them. Google’s documentation explains how this works. A digital marketing agency in Canada can use this to make your products stand out, especially if you’re competing with bigger brands.

Product Feed Control with URL Rules

You can now include or exclude products from your ads based on their URL. Practical Ecommerce says this helps retailers avoid wasting money on products with low profit margins. A digital marketing agency in Canada can make sure your best products get the spotlight, while you clear out old stock quietly.

Targeting by Age in Performance Max

Advertisers can now target or block certain age groups. Google rolled out this feature in February 2025. If you sell travel packages for seniors, for example, you can focus your ads on people over 55. A digital marketing agency in Canada can help you reach the right age group for your business, bringing in better leads.

Device Targeting in Performance Max

You can now choose if your ads show on mobile, desktop, or both. Statista reports that 65% of Canadians shop online using their phones. A digital marketing agency in Canada can adjust your ads to match where your customers shop, so you get better results.

Demand Gen and Google Maps

Google replaced Video Action Campaigns with Demand Gen, which also shows ads on Google Maps. Google’s release notes say this increases ad reach by 13%. A digital marketing agency in Canada can use Demand Gen to show your ads to people searching for places nearby. This is perfect for local shops and events.

New Creative Tools: Image-to-Video and More

Google’s new tools let you turn photos into videos and expand images automatically. Google’s Marketing Live says these features boost ad engagement by 15%. A digital marketing agency in Canada can create more engaging ads for your business without extra cost.

RCS Ads for Android Messaging

Google now supports RCS ads, which appear in Android messages. Statista shows that 41% of Canadians use Android devices. A digital marketing agency in Canada can use RCS ads to send offers directly to your customers’ phones, bringing faster responses.

Conversational Ads

Google introduced chat-based ads that let users talk with your business in real time. eMarketer reports that conversational ads increase conversion rates by 19%. A digital marketing agency in Canada can set up these ads so customers get answers instantly, making it easier for people to book or buy.

Smart Bidding That Learns

Google’s Smart Bidding now tests different strategies to get more conversions. Search Engine Land says businesses using this feature see a 12% increase in conversions. A digital marketing agency in Canada can manage your bidding to get the best results for your budget.

Final words

Google Ads in 2025 gives you more control, smarter tools, and better ways to reach your customers. A digital marketing agency in Canada can help you use these updates to grow your business, reach more people, and get better results from every campaign. If you want your business to stay ahead, these changes are your chance to do it right.