Google’s 25th anniversary push emphasizes more generative AI, added controls in Performance Max, improved RSA visibility, and tighter privacy measures. For contractors, the guidance is to use the new controls to drive booked jobs and treat PMax as a complement to tightly managed Search campaigns. Key PMax enhancements include brand controls, placement exclusions via API, message assets, a 10,000 negative keyword cap, cross-channel visibility, and support for device controls and 9:16 creatives. Audience and privacy updates highlight stronger audience signal usage, YouTube remarketing from specific video viewers, and the need to implement Consent Mode v2 for EU traffic.

Google Ads at 25: What Actually Matters for Contractors (More AI, More Controls, More Traps)

TL;DR: Google’s 25th birthday came with a bigger push into generative AI, more knobs in Performance Max, better RSA reporting, and extra privacy guardrails. Use the new controls to win more calls, not just more clicks. Test the AI stuff in a sandbox, keep your negative lists tight, and get your consent/compliance in order.

Why contractors should care now

Google’s adding automation everywhere—creative, audiences, bidding, even “keyword-less” options. That’s fine if you like handing the wheel to the machine. I don’t. I like booked jobs. The good news: we also got more control and better visibility in a few key places. If you run HVAC, plumbing, or electrical campaigns, here’s what to use and what to watch.

Performance Max: new knobs that finally matter

PMax got some upgrades that make it less of a black box:

• Brand controls: You can push logos, colors, and fonts so the AI doesn’t spit out off-brand creative. Do it—brand recognition boosts call-through on local ads.
• Placement exclusions (via API): Add account-level and campaign-level site/app exclusions. Get rid of junk placements that never drive service calls.
• Message assets: Where available, add message/click-to-message as a lead path alongside calls and forms. Use it only if you’ve got staff to answer fast.
• Negative keyword cap: 10,000: Load your master blocklist. Add “jobs,” “DIY,” “salary,” “how to,” “manual,” and branded equipment research terms that waste money.
• Cross-campaign channel visibility: Better account-level views help you see where PMax actually finds leads (Search vs. YouTube vs. Discovery). Shift budgets accordingly.
• Device controls + 9:16 images: More device targeting options are surfacing, and vertical assets are now supported. Feed PMax real verticals—your Story/Reel-style images will get more inventory.

My stance: PMax is a complement, not a replacement, for tightly built Search. Use it to fill top-of-funnel and branded remarketing while keeping non-brand emergency searches in standard Search campaigns where you can control queries.

Audience and privacy: what to fix this quarter

• Audience Signals to App campaigns: Not a big deal unless you run a service app. But the point stands—feed Google your best signals (customer lists, past converters, GA4 audiences) and performance improves.
• YouTube remarketing from specific video viewers: Build lists from folks who watched your “AC not cooling” or “breaker tripping” videos. Follow with Search and PMax for higher intent.
• Consent Mode v2: If you serve EU users (some manufacturers and franchisors do), implement it or lose conversions in reporting. In

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