The Google Ads Update 2025 is changing how search ads are perceived: the familiar “Ad” tag is giving way to the Sponsored label, and users can actively hide ads that don't seem relevant. For advertisers, this means less wasted coverage, but also stricter quality checks.
What exactly is changing and what should you pay attention to? projx explains!
The Update at a Glance
Google is clearly pushing search towards a transparent, user-centered experience. This means that ads that appear helpful and accurate remain visible and receive clicks with higher intent. Everything else loses reach, and faster than before.
What's new?
„Ad“ wird zu „Sponsored“ – deutlicher als Werbekennzeichnung.
User können Anzeigen verstecken, die sie nicht sehen wollen.
Reichweite verteilt sich stärker auf relevante Creatives und Keywords.
Impact On Performance
A quick reality check before budgets suffer:
Visibility & CTR
Expect CTR fluctuations, especially for generic terms.
Budget & CPC change
Weak target group and keyword matches are filtered out more quickly. Budgets are less likely to be wasted; however, CPC may rise temporarily if competitors push into a few highly relevant segments.
Traffic Quality
The clicks that remain often come from people who really want to buy or make an inquiry. Conversion rates and lead quality benefit from this, provided the journey is right.
What You Should Do Now
A framework that works for any account size.
1) Increase relevance in your creative: Be specific! Include the solution to the problem in the headline, signal who it's for in the description, and use keyword variants with search intent.
2) Intent-based campaign setup: Segment generic clusters by use case. Maintain negative keywords based on search intent, review query mapping weekly.
3) Data & tracking: Prioritize first-party signals (CRM lists, conversions with qualitative feedback).
4) Monitoring, but done right: Sort CTR by intent. Take countermeasures early on.
I want to know more!
Would you like to know how your account is performing under the Google Ads Update 2025 or how you can increase your views in general? We will review your setup, provide a clear list of priorities, and implement quick improvements.
Comprehensible, measurable, and without a lot of blah blah blah!
