2024 in Review: Trends Marketers Noticed
Consumer Intent as the Guiding Star
In 2024, a strategic trend was a heavy focus on aligning campaigns with consumer intent rather than relying solely on keywords. This shift wasn’t just a strategic choice — it was a response to major changes in search behavior and platform dynamics.
With the rise of AI-powered search overviews and long-form query interpretations, traditional “keyword-based” search has evolved. Consumers now expect more nuanced, conversational responses to their queries, requiring ads to align with why people are searching, not just what they’re typing.
Ads tailored to intent achieved measurable success in 2024. With this tailored strategy, brands were able to leverage refined audience segmentation, real-time bidding strategies, and creative messaging to address consumer needs and pain points directly. By analyzing search queries to uncover deeper intent, marketers drove better Quality Scores and ROI.
At the same time, Google’s blurred match types and the increasing dominance of broad match targeting further reshaped search advertising. Platforms pushed advertisers toward broader approaches, requiring a more profound understanding of intent to maintain relevance. Additionally, the rise of Performance Max (PMax) campaigns shifted significant search share away from standard campaigns, making intent-driven strategies more essential than ever.
Pro Tip: Use tools like Google’s Search Console and Keyword Planner to identify intent-driven queries. Pair this data with customer journey insights to craft compelling ad copy and optimized landing pages.
AI and Automation Took Center Stage
AI-powered tools like Performance Max reshaped the search advertising landscape in 2024, simplifying campaign management and driving efficiencies. However, marketers learned that a “set-it-and-forget-it” approach wasn’t enough.
Success came from blending automation with human oversight — integrating AI-driven insights with custom ad creatives and audience strategies. For example, marketers paired Performance Max campaigns with tailored ad assets, such as videos highlighting specific product benefits or images designed to address common pain points. By reviewing performance insights regularly, they adjusted creative elements and targeting parameters to align with shifting consumer behaviors.
While AI freed up time by handling repetitive tasks like bid adjustments and budget pacing, strategic oversight and creativity remained essential. Regular audits ensured the campaigns aligned with brand goals and evolving audience needs, turning automation into a powerful ally rather than a passive tool.
Pro Tip: Treat AI as a collaborator, not a replacement. Continuously monitor performance and adjust campaigns to align with your brand voice and business goals.
First-Party Data Became Essential
With the ongoing phase-out of third-party cookies, first-party data became the foundation for effective campaigns. Marketers leaned into email lists, CRM integrations, and loyalty programs to build ethical, trust-based relationships with their audiences.
First-party data enabled precise targeting, improved personalization, and stronger ROI. Google’s machine learning tools further amplified its value — identifying trends, predicting behaviors, and enhancing campaign efficiency.
Visual Search Integration Expanded
Visual elements became a cornerstone of search ad strategies, particularly in industries like retail, travel, and food. Image extensions and engaging visuals helped ads stand out in crowded search results and shortened the path to purchase.
Brands that combined high-quality imagery with clear CTAs saw notable boosts in click-through rates and conversions. Visual search is only poised to grow, with innovations like shoppable ads and augmented reality transforming the ad experience.
Pro Tip: Incorporate compelling visuals that align with your brand and enhance relevance. Test formats like images and videos to drive stronger engagement.
Mobile Optimization Proved Critical
With over 60% of Google searches happening on mobile, brands that prioritized mobile-first strategies reaped significant rewards in 2024. Mobile-optimized ads, fast-loading landing pages, and seamless user experiences were non-negotiable.
Google rewarded mobile-friendly campaigns with improved Quality Scores and lower costs per click. Marketers who delivered frictionless experiences — from search to conversion — saw higher engagement and ROI.
What to Expect in 2025: Predictions and Insights
But the windshield is larger than the rearview mirror for a reason, so enough looking back! Focusing on 2025 and what’s coming this year, there are many key areas to watch. Some that our Code3 Google Search Strategists are focusing on include:
Enhanced Personalization: Expect personalization to go even deeper, driven by advancements in AI and better utilization of first-party data. Ads tailored to the individual — from search query to post-click experience — will likely see the highest returns. Granular targeting will allow brands to connect with niche audiences in more authentic ways. Expect a greater focus on dynamic ad experiences that adapt in real-time to user behavior and intent.
Continued AI Integration: AI will remain at the forefront, but marketers will demand more control and transparency. Look for tools that strike a balance between automation and customization.Brands will focus on optimizing AI tools to reduce wasted spend, increase creative impact, and drive measurable business outcomes. Marketers who embrace AI while maintaining strategic control will lead the pack.
Sustainability and Ethical Advertising: As consumers grow more conscious, brands will need to align with values like sustainability and transparency. Expect search ads to reflect these priorities through messaging and targeting. Marketers will need to strike a balance between promoting brand values and driving performance. Clear, honest messaging will resonate with audiences while maintaining ad efficiency.
The Evolution of Visual Search: From augmented reality integrations to shoppable ads, visuals are reshaping the search ad landscape. Google's ongoing testing of video placements on the Search Engine Results Page (SERP) underscores this transformation. These experimental formats could become a game-changer, offering brands new opportunities to deliver dynamic, attention-grabbing content at the precise moment of consumer intent.
If widely adopted, video formats on the SERP would represent a significant strategic shift, especially for visually driven industries like fashion, travel, and lifestyle. Delivering enhanced engagement rates helps brands stand out in a competitive environment.
Interactive and immersive formats, including video, will also simplify the path to purchase by enabling users to explore products, compare options, and convert—all directly within the search experience.
The key to success in 2025 will be adaptability. Whether it’s leveraging first-party data, embracing AI thoughtfully, or creating mobile-first, visually engaging campaigns, the brands that thrive will be those that keep their audience’s needs front and center.