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Google Ads in 2025: What to Stop, Start, and Continue
Google Ads isn’t what it was a few years ago.
Strategies that used to work are now draining budgets. New features (like Performance Max) are misunderstood. And many advertisers are still stuck on outdated keyword tactics.
If you’re running Google Ads in 2025, you have to adjust. Otherwise, you’ll fight against the system instead of working with it.
So let’s break it down—what to stop, start, and continue so your ads actually work this year.
1. Keywords: Less Volume, More Intent
❌ Stop: Bidding on every keyword variation converted in the past.
In 2019, Google rewarded advertisers who tightly controlled their keyword lists. But in 2025, Google’s AI-driven bidding and search intent matching outperform rigid keyword micromanagement.
When you bid on every variation, you do not improve performance; you bloat your account with unnecessary complexity.
âś… Start: Streamlining your keyword lists.
Instead of controlling every keyword variation, focus on your top-converting keywords and test broad matches.
Yes, broad match.
When combined with proper audience signals, negative keywords, and smart bid strategies, broad match can outperform exact match in the right campaigns.
🔄 Continue: Testing. Always.
No strategy is “set and forget.” Even when you find something that works, keep testing new approaches in a controlled way. Minor adjustments today prevent massive problems tomorrow.
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