Google Marketing Live 2025: Our roundup for charities and nonprofits

1. AI-enhanced search: smarter placements with more impact

Google announced that ads will now appear within AI Overviews and AI Mode in Search, part of Google’s broader shift toward AI-generated, conversational search experiences. This means that rather than just seeing ads in the traditional list of results, users may now see sponsored content embedded directly into AI-generated answers and side panels as they explore complex or multi-step questions. Within the ‘Live’ demonstration, Google mentioned that they’ve seen a 27% increase in conversions from this ad format.

Google has also introduced a feature called Smart Bidding Exploration. This enhancement uses Google's AI to identify and bid on more nuanced, longer, or emerging search queries, especially those that may not have had enough historical data for traditional keyword-based bidding. In practice, this means Google will automatically test and explore new keyword variations and search themes, even if they’re not explicitly included in your keyword list. It can also detect and respond to shifts in user behaviour quicker than manual optimisation, which is great for reacting to sudden events, such as global emergencies.

What this means for charities:

Charities can now appear in high-intent search contexts, such as "how to support refugee families" or "ways to help with climate change", even before a user reaches traditional ads or website links. This is exciting because it captures supporters at an earlier stage, while their intent is high, and gives charities more opportunities to convert these audiences.

These placements are handled automatically through eligible Search and Performance Max campaigns, so existing advertisers will benefit without needing to take immediate action.

However, there is currently limited control over where exactly within the AI Overview your ad appears, and competition may increase for the top AI-driven results placements as more advertisers see its value, therefore, a robust strategy will be needed to maximise results.

2. YouTube and Video: Engaging donors where they already are

Google confirmed that YouTube remains a dynamic discovery engine, and that video remains the future of advertising. We’ve already seen the benefits of strong video creatives within advertising as we know this can grow brand awareness and inspire audiences to donate.

Of the new updates coming to the platform, the ones we’re most excited about are:

• Enhancements are being made to YouTube Shorts ads, including stickers, swipeable calls to action, and better mobile-first interactivity. A fun way to encourage audience engagement beyond a ‘like’ or ‘share’.
• The introduction of the Creator Partner Hub, a new feature which will help charities connect with vetted YouTube creators and help collaborate on content together.
• Gemini Powered Peak Points, a new ad format that helps to identify “peak moments” in top YouTube content and insert ads more seamlessly. By using this ad format, we’ll be able to help charities strengthen audience engagement by connecting with them in a non-disruptive way.
• Target ROAS Bidding has been introduced for iOS app install campaigns, meaning we can focus on more effectively targeting installs of apps on iOS devices. Through targeting based on return on ad spend (ROAS), we’ll be able to help charities maximise their budgets and help bring in more engaged users on a lower CPA.
• App installs and in-app conversion measurement will be launching later this year, allowing us to dive deeper into the results of app campaigns. This update will allow us to see when users are installing apps from websites, whilst also improving reporting on in-app conversions driven by ads. If you’re struggling with measurement, we have a dedicated measurement and impact team who would love to chat to you about how they can help.

What this means for charities:

The opportunities for charities in this space are endless, and these new updates add particular value for those looking to maximise their impact through video creative. Interactive features in YouTube Shorts now allow charities to prompt actions like donations or event sign-ups directly within the video experience, which is especially useful for reaching younger, mobile-first audiences whilst also encouraging action within the moment. Meanwhile, the new Creator Partner Hub removes many of the traditional barriers to influencer marketing by making it easy to discover and collaborate with trusted YouTube creators, working together to create engaging content.

In addition, smarter ad tools like Gemini-powered placements ensure messaging appears during peak emotional moments in content, boosting relevance and retention. For charities with apps, enhanced Target ROAS bidding and improved conversion tracking on iOS provide more precise insight into campaign effectiveness and better budget optimisation. This gives us greater control and deeper insights, meaning we can work closely alongside our charity partners to adapt and evolve ads for maximum impact and ROI.

3. Performance Max (PMax): improvements to the machine-based learning tool

Google announced a range of improvements to Performance Max (PMax), their machine learning-powered campaign type, which surfaces ads across Google’s inventory, including YouTube, Display, Gmail, and Search.

Advertisers will also be able to upload brand assets (e.g. logos, colours, fonts), which PMax will use to generate ad copy, images, and videos, streamlining creative production.

Additionally, asset-level reporting will become more detailed, showing which specific headlines, visuals, or videos are driving conversions, as well as being able to see additional metrics such as spend, clicks, impressions, conversion value, and average conversion value. This will mean we have a clearer picture of performance and now have the ability to refine our approach accordingly.

What this means for charities:

These changes offer significant benefits to charities, especially those without dedicated design resources. Automating creative development could save valuable time and help maintain visual consistency across campaigns, however, this capability should be used with caution, as the quality of these creatives can vary and is often not as strong as specially designed assets. That’s where our design team comes in: they can support charities through the creation of high-quality, purpose-built assets that are backed up by data and our deep sector knowledge, grabbing attention and delivering results while ensuring brand integrity across all channels.

More detailed reporting also means greater control and insight, helping to have even more focus on optimising for real, meaningful conversions and the value that these bring. However, as with all automated tools, there’s a need for ongoing monitoring to ensure AI-driven decisions align with organisational priorities. This is where our campaign management expertise can make a real difference; helping charities interpret performance data, fine-tune strategy, and make the most of these new capabilities without being overwhelmed by complexity.

4. Demand Gen: building awareness before people even search

With over 60+ changes to Demand Gen last year and a 26% year-on-year increase in conversions per dollar spent, Demand Gen’s capabilities are becoming stronger than ever. The latest changes announced push this even further.

The new ‘New Customer Acquisition’ goal in Demand Gen uses Google's AI to proactively show your ads to people who are likely to care or be interested in your cause before they even search for anything related.

Google is also rolling out new creative features, including the ability to convert product or event images into animated display ads without needing a designer; however, as with the auto-generated creative in Performance Max, this capability should be used with caution.

As well as appearing across YouTube, including Shorts, Discover, Gmail and the Google Display Network, Demand Gen ads can now also show up on Maps inventory via promoted pins as users browse different businesses and locations.

What this means for charities:

• Greater reach and stronger targeting: Targeting can be tailored to focus solely on new supporters, or to prioritise bidding for new supporters, while also engaging your current supporters. Targeting potential supporters earlier in the decision journey can increase visibility and brand awareness, helping them get closer to completing an action.
• Expanded ad placements: For charities with multiple locations or centres, the addition of Google Maps as an ad placement will allow you to show up, promoting your centres across Google when users are browsing in your regions.
  

These advancements signal a shift towards more automated and intelligent advertising solutions. For charity and nonprofit teams, embracing these tools can lead to more effective outreach, better donor engagement, and ultimately, a greater impact in their respective causes. As ever, the pace of change means charities need to stay agile, continually upskill, and be ready to test and learn in order to remain visible and effective in increasingly intelligent digital environments.

We’ll be watching how these developments unfold and continuing to support our clients with practical ways to respond.