Google Ads has surprised again — in 2025, the platform received serious upgrades. Moderation is stricter, automation is deeper, and the affiliate has less and less control. But there are also new opportunities — especially for those who are not afraid to adapt to algorithms. Let’s figure out what new Google has prepared and how to effectively advertise nutra products these days.

The main updates of Google Ads 2025

1. AI Max for search campaigns

Google has implemented a powerful AI system called AI Max, which has changed the approach to managing search campaigns. Now the platform independently generates titles and descriptions based on user behavior patterns. The system actively offers calls to action that better engage the audience. In addition, traditional work with keywords is becoming a thing of the past — AI Max analyzes user intent and shows ads even for related or synonymous queries, which significantly expands coverage.

According to Google statistics, such campaigns showed a 14% increase in conversions during testing without increasing the cost per result.

2. Performance Max 2.0

Performance Max received a major upgrade: Gemini AI models were integrated into it. This allowed the platform to automatically generate longer and richer headlines, as well as create UGC creatives, including with images of real people. The emphasis is on personalization and the use of first-party data: for example, subscriber bases or customer information. However, despite the convenience of automation, the platform increasingly decides where and how to display an ad. Flexibility is reduced, and transparency becomes conditional.

3. Tightening moderation in the health niche

If you work with nutra, be prepared for enhanced scrutiny. Google has updated its policy on advertising medical and health-related products. Now you need to indicate with high precision who the ad is addressed to and avoid any “miracle” promises. Even wording like “improves well-being” or “promotes health” can lead to rejection. Not only texts and headlines are subject to verification, but also visual elements of the landing page, thank you pages, and even the privacy policy.

4. Automatic recommendations

Google Ads has begun to automatically apply the proposed recommendations, even without the advertiser’s participation. This may include changing budgets, disabling keywords, or changing bidding strategies. If you do not control this process, you can easily lose some traffic or disrupt the built sales funnel. Therefore, it is especially important to regularly check what changes are made by the platform and disable unnecessary automation in the settings.

5. Transparency policy updates

Starting in June 2025, ads will display the payer’s name taken from the payment profile. This is due to increased transparency requirements. Agencies disguised as advertisers are required to undergo re-verification. Without this, accounts may be limited in impressions or even blocked. Preparation for verification is becoming a mandatory part of the affiliate strategy.

How does this affect affiliates?

Control over campaigns is passing into the hands of algorithms. More and more decisions are made by the system itself — from creatives to targeting. For an affiliate, this means less opportunity for manual optimization.

In addition, creatives have become subject to enhanced moderation. Now it is important not only to pass verification, but also to comply with ethical standards. Simplified visuals or template landing pages are increasingly blocked. Transparency, trust, compliance with user expectations — that’s what is valued now.

Account reputation, clean landing pages, correct data in payment systems — all this directly affects the chances of passing moderation and keeping the campaign in the black. The entry threshold is growing, and without proper preparation, the chances of success tend to zero.

What to do now: adapting to Google Ads 2025

If you want to stay in the game, adaptation is not an option, but a necessity. Start with Performance Max, but don’t let things slide. Upload custom videos, images with UGC effect, add real reviews and lifestyle elements.

Check the recommendations settings and disable automatic actions that can affect your strategy. Set up notifications so you don’t miss critical changes.

Also, pay attention to preparing for life without cookies. Set up server tracking, add Consent Mode 2.0 to continue collecting correct data and transferring it to Google Ads.

The verification procedure is a new stage of launching campaigns. Make sure your payment details are in order, your business profile meets the requirements, and your agent status is correctly completed.

In the context of stricter moderation, white-hat approaches come to the fore. Make showcase landing pages with an honest presentation, use lifestyle creatives, simplify the presentation of the product as a preventive measure. This not only helps to pass moderation, but also increases trust from the users.

What approaches work in nutra in 2025

In Europe in 2025, selling nutra requires fine-tuning for each market. For example, in Germany, France and the Netherlands, special attention is paid to the authenticity, quality of presentation and legal purity of materials. Creatives only work if the visual is adapted to the local lifestyle, the characters must look like “their own”, and the text is translated without a machine touch.

Video creatives that look like TikToks work best, but more restrained, with an emphasis on demonstrating the benefits, naturalness of the composition and real user experience. Users appreciate the transparent approach: before/after stories, home shooting, short recommendations from ordinary people. High-quality deepfakes and lipsyncs are a big help.

As for landing pages, the priority is neat layout, legal documentation (especially privacy policy and return policy), blocks with certificates and detailed information about the manufacturer. In some countries, for example, in Italy and Belgium, it is already required to indicate the legal address of the company directly on the site, as this reduces the number of rejections.

When going into gray areas like cloaking, it is important to be as careful as possible: only fresh accounts, unique domains, paid anti-detect browsers and smart redirects. The slightest mistake and you’re out.

In conclusion, is it worth advertising with Google Ads in 2025?

Yes, but only if you are ready to play by the new rules. For beginners with a landing page made without much experience, this is a road to nowhere. But for those who invest in creativity, verification, reputation and testing, Google Ads remains a stable source of quality traffic.