This post is written by Morgan Jarvis, a valued member of CallRail’s agency community. Morgan Jarvis is the Director of Paid Media at Workshop Digital, a digital marketing agency specializing in SEO, paid media, and analytics.
Digital marketing in the era of AI and data privacy
The world of paid media is often described as dynamic and fast-paced, and 2025 will be no exception. In fact, the pace of change has accelerated in recent years, and that momentum is expected to continue.
Machine learning and AI are now deeply embedded in the advertising ecosystem, driving constant innovation. Consider Google: From advancements in bidding strategies and match types to the rise of automated campaign types, technological progress has been relentless — and it shows no signs of slowing down.
Traditional search is giving way to emerging technologies, new campaign formats, and alternative advertising platforms. Shifts in user behavior further underscore the need for channel diversification and the adoption of new features. At the same time, changes in the privacy landscape are creating challenges in data collection and accuracy, making first-party data more critical than ever.
Looking ahead, the only certainty in paid media is that change is inevitable — and it’s happening faster than ever.
That said, who doesn’t love a good prediction? The following are three that I would hang my hat on.
3 media predictions for 2025
1. Google will continue to lean into AI features and keywordless targeting.
2. Emphasis on upper-funnel brand awareness will reshape digital marketing channel hierarchies.
3. The continued focus on user privacy will impact data quantity and quality, making it harder to prove the value of digital marketing campaigns.
Prediction #1: Google will continue to lean into AI features and keyword-less targeting
To understand where Google is headed, we must first examine where they have been. Over recent years, Google has increasingly leaned into AI-driven campaign types and advertising features, often reducing the level of control available to advertisers.
Performance Max campaigns
Launched in 2021, Performance Max (PMAX) allows advertisers to access all Google Ads inventory from one campaign. Advertisers provide targeting signals and creative assets, and Google automates the rest.
Initially, PMAX lacked critical controls, like keyword exclusions, which deterred many due to concerns over brand traffic cannibalization. However, updates like negative keywords (via channel reps) and the search themes beta (2023) improved targeting and made PMAX more effective as part of a broader strategy. Global rollouts of campaign-level negative keywords to kick off 2025 further increased accessibility to these critical controls.
This progression highlights Google’s deliberate push toward broader targeting to maximize AI’s learning potential, steering away from tightly controlled keyword targeting. Their ongoing investment in AI-centric, automated campaign types like PMAX strongly indicates the direction of Google Ads’ future: one where advertisers rely increasingly on AI-driven targeting solutions.
Demand Gen campaigns
Demand Gen campaigns drive engagement and action across YouTube, Discover, Gmail, and Google video partners. Introduced in June 2023, this campaign type works similarly to Performance Max: Advertisers provide assets, targeting signals, and campaign goals, while AI optimizes placements and ad delivery to achieve those goals.
Our testing indicates that Demand Gen campaigns can outperform traditional Display campaigns in delivering impressions and clicks. When paired with proper oversight, they can be a powerful addition to awareness strategies.
Two other campaign types, Discovery Campaigns (launched in 2019) and Video Action Campaigns (launched in 2021), were sunset in 2024 to make way for Demand Gen. Given Google’s ongoing investment in this campaign type, it would appear that it’s here to stay for a while.
Google Search Max
Google is currently testing a new feature within Google Ads called Search Max, which is designed to enhance search campaign performance through AI and automation. Think of it as Performance Max but specifically customized for search campaigns. This feature aims to optimize performance across search results, relying less on traditional keyword targeting.
Search Max leverages AI to provide dynamic keyword coverage (including broad match), automated targeting, and flexible ad formats. If widely adopted, it could represent a major shift in how search campaigns are managed and optimized.
While the Workshop Digital team hasn’t tested Search Max yet, we’re cautiously curious. It appears to be another step toward handing more control to Google’s AI. Automation is powerful, but it comes with reduced advertiser control — making it more important than ever for marketers to approach these tools strategically to maintain relevance.
AI Overviews
Google introduced Generative AI in Search, also known as AI Overviews, in May 2024. These AI-generated search results have significantly impacted the search experience and user behavior.
According to a December 2024 study by Search Engine Land, AI Overviews now appear in 47% of searches–down from 60% at launch but up from ~20% in early Q4. The study also highlights a growing trend of zero-click searches, with 60% of searches now resolved without users clicking.
Ads are now eligible to appear in AI Overviews, but we do not have insight into their performance. Senior Workshop Digital Analyst Andrew Schuler predicts that “AI Overviews and Chat Bots will be added as ad placements in 2025,” which would increase the visibility of performance on these types of placements.
As we navigate this AI boom, it’s clear that Google will continue doubling down on AI-driven features, machine learning, and broader, keyword-less targeting strategies. The challenge for marketers is figuring out how to respond.
Anyone with experience in digital marketing knows to approach new Paid Media technologies with a cautious yet curious mindset. Not every innovation delivers on its promises, but over time, rigorous testing often reveals performance improvements and enhanced capabilities that can reshape strategies. Proceed thoughtfully and stay adaptable.
How to prepare
Test or get left behind. These campaign types aren’t going anywhere, and when used with the right controls, they can be highly effective.
- Set guardrails, then let AI do its job. Use tools like negative keywords, search signals, and scripts to monitor ad performance and maintain control where possible.
- Leverage insights. Implement scripts and tracking tools to gain deeper visibility into ad serving and campaign performance.
- Compare and adapt. Continuously evaluate AI-driven campaigns against traditional methods to ensure they add value to your strategy.
Google Ads predictions from the Workshop Digital Paid Media Team
“I don't know that Google will completely phase out match types, search, display, etc., but I do think they will continue to improve and push PMax and Demand Gen to incentivize businesses to use those campaign types and move away from traditional campaigns. I think this will continue to lower the barrier to entry for less specialized marketers, and make the fundamentals and everything outside of Google Ads all the more important to focus on and improve.” - Amy Blum, Senior Paid Media Manager
“I think Google wants to phase out keywords and match types, but they would lose too many advertisers from industries/companies that have strict legal processes. Removing them would be a liability for all. Google Display is already getting phased out – from what I'm hearing, they are making no more advancements or changes and are investing all of their time into PMax and Demand Gen.” - Erica Wirth, Senior Paid Media Analyst
“I expect match types to change, but I do not believe they will be eliminated altogether in this time frame as too many large advertisers highly value specific search queries. My suspicion is we'll end up with a broad and an exact only as our options, as well as a possible new search campaign type that will use keyword "signals" in association with the landing page instead of actual keyword targeting, like a directed DSA campaign,” - Charles Moehnke, Paid Media Lead
“I think we'll see more AI integration with the ad platform tools, but I think Google will avoid making sweeping changes like eliminating the current campaign types.” - Chris LaRoche, Director of SMB Solutions
Prediction #2: Emphasis on upper-funnel brand awareness will reshape digital marketing channel hierarchies
Google Search
Google Search is no longer seen as a silver bullet for digital marketers, largely due to changing user behaviors. A recent analysis of 332 million queries completed by Sparktoro shows that “Google search has become a place people go after they discover a need rather than a demand-creation or even demand-nudging platform.”
Here are some stats from the analysis that highlight this trend from Sparktoro:
- 44% of all searches are for brands
- 66% of commercial searches are branded
- 33% of all searches are navigational, meaning they already know where they want to go and are Googling the website name
- Almost 60% of searches are zero-click
- Only 7% of searches are for ecommerce & shopping
Most users engage with Google after being influenced by other channels, such as social media, websites, word of mouth, newsletters, or industry events. This underscores the growing importance of upper-funnel brand awareness initiatives. As demand creation shifts to other platforms, we can expect a realignment in how digital marketing channels are prioritized, with brand awareness taking a more prominent role.
Meta Ads
Even within the world of social advertising, the “giants” are struggling to maintain relevance. Meta Ads, in particular, are facing declining engagement as younger audiences drift away from the platform. In response, Meta has made a bold — and controversial — decision: introducing AI bot profiles in staggering numbers to increase content creation and user interaction.
The idea is that these AI-generated accounts will drive engagement and bring users back to the platform. However, the public reaction has been mixed, with many expressing skepticism and concern.
The impact of this strategy on the advertising ecosystem remains uncertain. While it’s difficult to imagine Meta monetizing ad interactions with fake profiles — an action that would invite major legal challenges — it’s clear the platform is desperate to maintain relevance and engagement. For now, advertisers must monitor these developments closely to understand the implications for campaigns and ROI.
TikTok Ads
TikTok continues to dominate among younger demographics, making it a vital platform in an era of influencer-driven decision-making. While its future is still up in the air, TikTok’s unique ability to engage audiences through short-form video content and creator partnerships positions it as an increasingly valuable advertising platform.
For brands aiming to connect with Gen Z and millennials, TikTok offers a space where trends are born and purchase decisions are heavily influenced by creators and viral content. Its growing influence on purchase behaviors is impossible to ignore.
Display, video & programmatic ads
Programmatic advertising has significantly increased the effectiveness of display and video ads by offering better targeting and broader inventory access than Google Display campaigns.
Google Display Network has struggled with spammy placements and oversaturation, causing many users to tune out ads entirely. In contrast, programmatic advertising delivers more engaging formats across CTV, DOOH, Native Display, Audio, and more while also reaching inventory outside of Google’s ecosystem.
With 3rd party cookie data up in the air on Chrome and gone from other browsers, programmatic strategies provide a smarter, more modern way to meet customers where they are and deliver relevant messages.
LinkedIn Ads
LinkedIn is stepping into brand awareness efforts with the introduction of LinkedIn CTV. This campaign type leverages LinkedIn’s first-party data from its community of one billion professionals to deliver ads on connected TV, providing a large-screen experience.
Early tests suggest significantly lower CPMs and CPCs compared to LinkedIn’s historically high costs, making this campaign type a promising option for advertisers looking to overcome LinkedIn’s traditional barriers to entry.
Test and test now
This evolution of advertising channels, combined with changing user behaviors, necessitates reevaluating the standard marketing funnel to reach users where they are. It’s increasingly important to lean into brand awareness strategies and grow brand fans to ultimately grow the bottom line.
How to prepare:
- Branch out. Be willing to explore and test new channels. T-shaped advertisers– broadly skilled with deep expertise in key areas – will thrive.
- Connect to the bottom line. Measure the impact of brand awareness initiatives. Are they driving increased brand search volume or boosting overall business performance? Consider running a brand-lift study.
- Set new KPIs. Establish KPIs tailored to upper-funnel efforts and start discussing their role in the full user journey.
- Consider different attribution models. Leverage attribution models, even the simple ones in GA4, to assess how upper-funnel campaigns influence conversions and overall results.
User privacy predictions from the Workshop Digital Paid Media Team
“Google will find a way to bring back their share of the search-advertising they're losing YoY to AI developments and competitors. Google always finds a way!” - Marco Primerano, Senior Paid Media Manager
Prediction #3: The continued focus on user privacy will impact data quantity and quality, making it harder to prove the value of digital marketing campaigns
The marketing industry has been bracing for the deprecation of third-party cookies on Chrome for quite some time now – a shift that was delayed until 2025 but is now looming closer. Privacy remains a central concern, with far-reaching implications for the advertising industry.
Throughout 2024, opt-in cookie tracking became increasingly common, even in regions without strict requirements. This reduced the quantity and quality of data available to measure campaign success, and marketers will need to adapt.
Additionally, 2024 saw a crackdown on HIPAA compliance for healthcare websites. Legal consequences forced many healthcare organizations to remove tracking tools like GA4, creating significant gaps in tracking online interactions and conversions.
As we move into 2025, healthcare companies will need to either adopt workaround solutions or accept limitations on their conversion data. New paid media strategies will need to evolve with these changes.
How to prepare:
- Plan for the loss of third-party data. Continue preparing for the inevitable shift by exploring alternatives to third-party cookies.
- Prioritize first-party data. Focus on gathering clean, actionable first-party data to ensure accurate insights and effective targeting. Use it for lead qualification, offline conversion imports, remarketing, and creating lookalike audiences.
- Close the loop. Build systems to connect your marketing efforts to measurable outcomes, proving the true value of your campaigns.
User privacy predictions from the Workshop Digital Paid Media Team
“Cookies will probably stick around for a while more, at least within Chrome. I could see Chrome losing more market share throughout the next few years as users turn more to browsers built on privacy.” - Chris LaRoche, Director of SMB Solutions
Human + technology = stronger digital marketing results
In 2025, successful PPC experts will need to act as strategists and consultants more than ever before. Brands are seeking true strategic partners to navigate this rapidly evolving industry. As PPC professionals, we must guide our clients like skilled navigators — not waiters taking orders. Business acumen and strong communication skills will become just as critical as technical expertise as machines increasingly handle the day-to-day tasks of PPC management.
Our role is to work alongside AI, applying the context, creativity, and strategic insight only humans can provide. Our humanness — our ability to think critically, adapt, and provide nuanced guidance — will be our greatest competitive advantage.
Without this guidance, AI’s potential could be limited — or even misused. With the right balance of human and machine, we can unlock the full potential of these technologies and deliver exceptional results for the brands we support.
