(From Performance Max to CTV, These New Features Are Redefining Digital Advertising)
f you run ads on Google and haven’t reviewed the Q2 2025 Beta releases, you’re missing out on some of the most powerful advertising features Google has ever introduced.
From boosting eCommerce ROI and app revenue to launching new immersive YouTube formats, Google Ads is evolving fast—and marketers who adapt now will leap ahead of competitors.
Here’s a complete rundown of every new beta feature launched in Q2 2025, organized by marketing objective.
🎯 Cross-Product Marketing: Ads That Work Across Goals
Google is doubling down on multi-objective optimization—ad products that help you drive leads, sales, awareness, and app actions simultaneously.
🔥 New Betas Include:
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Sales + Promotions with Flighted Budgets – Ideal for brands with seasonal or time-sensitive offers.
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Age-Based Targeting in Performance Max – Target by age brackets inside Google’s most automated campaign format.
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RDA Select (Limited Alpha) – Smarter asset selection for Display campaigns.
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Search Max Beta – Combines formats for greater flexibility across Search.
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Rich Communication Services (RCS) Ads – Get your brand into Android native messaging apps.
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Conversational Experience in Google Ads – Create dynamic chat-based ad flows.
📌 Quick Win: Test Smart Bidding Exploration — Google reports a 27% increase in conversions using this feature, even with lower ROAS targets.
🧲 Generate Leads: New AI Tools for High-Intent Traffic
Google continues to improve lead gen by layering predictive intelligence into your campaigns.
💡 Highlight:
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Lead Generation Cohort Pilot – Google segments audiences by lead quality potential, helping you prioritize clicks that convert.
Combine this with Conversational Search Ads and RCS messages to create a full-funnel, lead-to-close experience.
🛒 Grow Online Sales: Profit, Feeds, and Translations
Retail and eCommerce brands—these updates are built for you.
🧠 Betas Focused on Online Growth:
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Commerce Media Networks in Google Ads (CMN GAds) – Access curated media networks to reach high-intent shoppers.
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Demand Gen with Travel Feed – Target users planning trips with relevant travel product listings.
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Gross Profit Optimization in Smart Bidding – Bid toward profit, not just revenue.
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“Things to Do” Feeds in Search – Serve ads based on local activities and experiences.
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Drive Relevance via Local Offers in Demand Gen – Personalize offers by location.
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Product Translator – Uses AI to accurately localize product titles and descriptions for global campaigns.
🔑 Pro Tip: Sync Google Merchant Center feeds with Demand Gen for hyper-relevant creative at scale.
🏬 Grow Offline Sales: Merging Digital and Physical
If you’re a brick-and-mortar brand, this one’s for you:
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Omnichannel Experiments Beta – Measure how digital ads affect in-store visits and purchases.
Use Case: Run A/B tests that analyze whether your Google Ads drove actual foot traffic.
📱 App Engagement: Revenue-Focused App Marketing Just Got Easier
Apps are getting the most sophisticated optimization tools yet:
📲 New Mobile-Specific Features:
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iOS tROAS for Ad Revenue Optimization – Finally, revenue-based targeting for Apple users.
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Seasonality Adjustments for App Campaigns – Preload app performance changes for seasonal peaks.
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Granular Ad Group Filtering + Reporting
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View-Through Conversion Optimization
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SKAN Event Integration – Better SKAdNetwork data handling for iOS campaigns.
🚀 Hack: Combine tROAS + View-Through Optimization to maximize LTV and ROAS without inflating CPAs.
📺 Brand Awareness & Consideration: YouTube Becomes a Powerhouse
This quarter, YouTube is Google’s hero platform for upper funnel. Expect more immersive video options, CTV targeting, and new ad formats built for engagement.
💥 What’s New:
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Shoppable YouTube Masthead – Add clickable products to your banner.
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Immersive CTV Masthead – Optimized for Connected TVs.
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YouTube Shorts Vertical Lineups – Target audiences by interest category (music, food, sports, etc.).
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Video Premiere CTV Network Bundle – Run high-impact CTV ads on top-tier channels.
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First Position Moments – Be the very first ad your audience sees on YouTube.
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60s and 20s Non-Skippables, Pause Ads, Efficient Reach Mix (Shorts + In-Feed + In-Stream)
🧠 Brand Building Tip: Use CPH Masthead with Brand Lift Studies to measure impact beyond CTR.
📏 Measurement, Analytics & Tools: Track More, Waste Less
Measurement is becoming smarter, more integrated—and even carbon-conscious.
🧮 Notable Updates:
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Carbon Footprint for Google Ads – Track and report emissions per campaign.
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Offline Conversion Import: Session Attributes Parameter
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Video Ads Dubbing – Automatically translate voiceover.
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Brand Report in Google Ads
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Multi-Campaign + Cross-Account Experiments
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Geographic Conversion Lift
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Insights Finder + Reach Planner Tools
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Performance Max Upgrade Experiments
Sustainability Angle: Carbon Footprint tracking helps companies align advertising with ESG goals.
🧠 Google Marketing Platform (DV360, SA360, CM360): Enterprise-Level Upgrades
For advanced advertisers using the GMP stack, the following betas will boost precision and efficiency:
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Audience Persona Targeting (DV360)
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Multi-Target Portfolios (SA360)
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Commerce Audiences & Measurement
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YouTube Reservation & Instant Deals in DV360
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Commitment Optimizer
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Cross-Media Reach Reporting (YouTube vs TV)
🔥 Media Buying Hack: Use CPM Masthead Targeting in DV360 to reserve high-impact YouTube placements before your competitors.
💼 Final Thoughts: Get Ahead Before These Features Go Mainstream
These Google Ads Q2 2025 betas aren’t just upgrades—they’re opportunities to:
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Outbid your competition with profit-focused smart bidding
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Scale global product feeds with AI-driven translations
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Win brand attention with non-skippable, first-position YouTube ads
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Optimize every conversion path from lead to app install to sale
🧪 Ready to Test These Betas?
Many of these features are invite-only or in closed alpha. To gain access:
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Contact your Google Ads rep.
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Identify the betas that align with your campaign goals.
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Run controlled experiments and gather insights.