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Top 7 Google Ads Trends You Can’t Ignore in 2022 & 2023


If you’re new to Google Ads, welcome to the party! Now that you’re here, it’s time to get serious about your advertising campaign. In this post, I’ll show you some of the most important trends in Google Ads that you need to know to create a successful campaign.

Google Ads is pushing brands to dive deeper and be more strategic in their content, targeting, and advertising.

Many brands are already taking advantage of the potential that Google Ads offers. It’s a powerful tool that can help you reach your target audience, drive traffic to your website, generate leads, and increase conversions.

In the next year, we will continue to see this trend as Google continues to push brands to dive deeper and be more strategic in their content, targeting, and advertising.

When Google modifies its advertising platform, it does so to empower its users not penalize them. Google wants you to spend more because their ad network is how they make money. 

If attention isn’t paid to new Google Ads trends, chances are you will be left behind. These trends need to be pounced upon that too as soon as possible, for you to stay ahead of the curve.

In 2022 and 2023, we will continue to see this trend.

So, you’ve heard of Google Ads—and you’re pretty sure you understand how to use it. But now that we’re in a new year and fresh with new ad trends, it’s time to get back into the swing of things.

As a marketer, there are many ways for your brand to be at the forefront of innovation in digital advertising and marketing. In 2022 and 2023, we will continue to see this trend. Here are some important tools that marketers can adopt as they grow their business: 

  • Google Ads is pushing brands to dive deeper and be more strategic in their content, targeting, and advertising by offering different types of campaigns based on performance goals (like clicks or conversions).
  • Performance Max is a new goal-based campaign. It allows performance advertisers to access their Google Ads inventory for a single campaign, completely. Performance Max is designed to complement keyword-based search campaigns to help find more conversations of customers across all of Google’s channels.

1. Performance Max Campaigns

Performance Max helps you drive performance based on –

  • Specified conversion goals
  • More conversion deliverables
  • Real-time optimization of performance by value

Benefits of Performance Max Campaigns

  • New audiences unlocked across Google’s channels and networks
  • Better performance against your goals
  • Transparent insights
  • Automation with campaign inputs

All in all, your campaign gets simplified, and you can easily optimize your ads. That’s why Google updates its models regularly, to find fresher ways of gaining more audience and increasing its reach.

google ads campaign objective

2. New local campaign formats

Google Ads is pushing brands to dive deeper and be more strategic in their content, targeting, and advertising. We will continue to see this trend in the coming years.

Performance Max Campaigns: Google Ads has added new local campaign formats such as 

  • Auto-Suggest ads that optimize for intent-based searches
  • Navigational ads that get optimized for navigational searches
  • Similar places ads that show businesses nearby with similar offers
  • Local inventory ads let users search for products at nearby locations

Auto-suggest ads

Auto Suggest Google Ads

Auto-suggest ads are an ad extension that helps you connect with customers by showing them relevant search results from your website. They’re a great way to increase your click-through rate and can also help you increase your conversion rate. Auto-suggest ads get triggered when a user searches for a business near them. They appear on the Maps Search Results Page.

Here are some ways auto-suggest ads can help:

  • Showcase products or services – Auto-suggest ads can help showcase products or services on Google Search, which means more people will see what you have available for sale!
  • Focus on user intent – When someone searches for something specific, they’re looking for answers and information. Auto-Suggest Ads helps provide those answers in a way that isn’t intrusive but is still engaging enough to entice users into clicking through.

Navigational Ads

google Navigation ads

Navigational ads show businesses on Map results based on your location as you navigate close by, irrespective of the destination. That means that if you are going to your house and pass by a promoted business, you’d see the store in the navigation route.

  • Navigational ads are text ads on the right-hand side of the search results, which means that they appear when a user performs a search query.
  • They’re based on users’ queries and provide them with options to choose from, such as buying or downloading something online.
  • These navigational ads have lower CPCs (cost per click) compared to regular PPCs because they don’t require any additional information from users who see them in their SERPs. That’s why Google recommends using navigational ads if you want your site’s visitors to turn into sales leads or subscribers on an ongoing basis.

Similar places ads

Similar Places Google Ads

Similar places ads are an extension of local inventory ads. These ads allow you to show your products or services to customers who are near your physical location—even when they’re not searching for it.

Similar places ads are a way for local businesses to promote their products and services to customers who are near their physical location, even if the customer isn’t searching for what they offer. In other words, these ads help you draw in more potential leads who have the chance of walking into your business and making a purchase!

Google Ads is like a slot machine for your business: You only pay when people click on your ad (and hopefully convert it into a sale). This means if someone searches “pizza” within 10 miles of where you’re based in New York City but ends up buying pizza from another pizzeria, then no harm no foul—you won’t be charged anything! But if someone does end up clicking through on one of those paid search results and buys something from you after reading about all the great things we do at Domino’s Pizza? Then we’ll gladly send them some free breadsticks as thanks!

Local inventory ads

Local inventory ads are another trend you can’t ignore in 2022. Since mobile search is on the rise and mobile ads represent more than 50% of all Google Ads clicks, it makes sense for brands to dive deeper and be more strategic in their content, targeting, and advertising.

The Google Ads agency in India has found that customers who search for products on mobile devices typically visit a store within 90 minutes of searching for a product online. That’s why local inventory ads let you show your products at nearby retailers when people are searching for those items.

With these insights in mind, it’s clear why we will continue to see this trend grow next year: 

They help increase click-through rate (CTR) along with other key metrics across many industries like automotive dealerships or home improvement stores – And they’re easy to set up within AdWords Editor once you have collected enough data about what works best!

3. Target ROAS Bidding for Video Action and Discovery Ads Campaigns

In 2022, there are some Google Ads trends that you will want to be aware of. One of them is Target ROAS Bidding for Video Action and Discovery Ads Campaigns. Target ROAS bidding allows you to set a target return on ad spend (ROAS), and Google Ads will automatically optimize your bids to meet that target.

Target ROAS

Another critical trend this year is the introduction of product feeds for Video Action Campaigns. PPC companies need to ensure that clients are ready to get the most out of this format and provide shoppers with a seamless user experience.

Learn More:

4. Product Feeds for Video Action Campaigns

Youtube product feed ad

If you use video ads to promote their e-commerce business such as Shopify, you’d be happy to know that Google has added product feeds to Video Action campaigns. 

Let’s say a user sees a video ad promoting one of the products. In a few moments, a panel will appear below the ad that showcases your products When the user selects a product, they get redirected to the product’s landing page for more information.

If you’re a Shopify store owner, product feeds are a new type of campaign that lets you promote products directly from your Shopify store. The purpose of this feature is to make it easy for people who visit Google Shopping to find the products they’re looking for on your website.

Product feed campaigns are available to all Shopify Plus stores and will soon be available for all other businesses running Google Ads—including those who run ads through third-party apps like Wishpond or Gumroad.

Google Ads is rolling out product feeds for video action campaigns—another new feature that lets you promote products directly from your Shopify store. This means that when someone watches an ad on YouTube or another video platform, they’ll have the option to click through and buy what’s being advertised right then and there!

5. Conversion Modelling via Consent Mode

Consent Mode Modeling


Google recently announced the launch of a new feature called Consent Mode. It’s a great way for advertisers to create conversions for customers who have already completed an action on their site without having to design complex automation rules or use advanced features like Custom Conversions.

By default, Google Ads will not track any conversions from your website if you don’t have consent in place. This means that even if someone visits your site and fills out a form, it won’t get recorded as an AdWords conversion unless they permitted you to do so beforehand. You can learn more about how this works here: 


6. Enhanced Conversions

You may have seen an increase in conversions on your Google Ads account recently. Do you know why? It might be because Google is pushing brands to dive deeper and be more strategic in their content, targeting, and advertising.

In the next year, we will continue to see this trend shift from just keywords to a full-funnel conversion tracking through destination URLs, new local campaign formats, and features such as Auto-Suggest ads (which allow for more natural conversation), Navigational ads (for driving users from search results), similar places ads (that show where your customers go after visiting your website) and Local Inventory Ads (to help businesses show potential customers the products they have available).

In addition to these enhanced conversion opportunities within AdWords Search campaigns, advertisers can now target ROAS Bidding for Video Action and Discovery Campaigns; set up Product Feeds for Video Action Campaigns; use Conversion Modelling via Consent Mode; get access to Shopify Integration.

7. Shopify Integration


Shopify Integration is a game-changer. It has the potential to make it easy for small businesses to compete with big brands, and this trend will likely become more important as time goes on.

Shopify integration with Google Ads: Shopify merchants can now use their existing Shopify data in Google Ads, including customer lists and email addresses, which should help them target shoppers more effectively. This new feature also means that Shopify merchants can use Dynamic Search Ads (DSAs) and Google Product Extensions to show relevant products directly on their site or app.

Shopify integration with Google Shopping campaigns: Once you’ve added your products from the seller dashboard in your Shopify account, you’ll be able to create ads by adding items from a dropdown menu when setting up DSAs or Product Extensions so long as those items are associated with an existing product attribute in your feed file—and all future updates will automatically sync across platforms! In other words? No more double workarounds when updating listings multiple times per day because it was easier than refreshing each channel separately… it’ll all happen seamlessly behind the scenes now!

The best PPC company in India help you secure a spot on the first page of Google search results.

You may be thinking: “I don’t need a PPC agency. I can do this on my own!” But, let me stop you there. You should NOT be doing your PPC marketing. You should hire an expert who knows what they are doing and has the experience to get results for your company or business.

Why? Because to be successful in Google Ads (or any other digital advertising campaign) requires a lot of time and effort – things that most people simply don’t have when they start their business online. If they did have the time (and money too), there’s no reason why they would want to waste it all trying out different ad strategies until they find one that works!

When it comes down to it though, what makes these experts so good at what they do? Well firstly there are two types of experts: those who learn from their mistakes which means they make lots along the way but eventually become better at what they do; then there are those who know exactly how everything works before making any mistakes at all! This latter category is where our Google Ads specialists fall under because not only do we offer advice but also mentorship throughout each campaign – ensuring maximum exposure for whatever product/service needs promoting regardless of whether its social media platforms like Facebook ads or video adverts such as YouTube video views​.

And therefore…

If you’re finding it hard to navigate the changes and trends in Google Ads, my advice is simple: work with a partner that has years of experience. If you’re looking for one, well, we know a company that’s got what it takes to make your business soar. Work with a performance marketing agency that knows how to use these trends to make your campaigns successful.

Author avatar
Apoorva Raj Singh
An electronics and communication engineer who figured out that his strength lies in understanding the buyer's mentality. Loves number crunching and data interpretation. Digital marketing made perfect sense and that's exactly what he's been doing for some time now.