Every business is different, and Google Ads offers a range of features to help you achieve your unique goals. Whether you're looking to strengthen customer relationships, expand your audience, or optimize ad performance, these 10 key tools can help take your campaigns to the next level.

1. Strengthen Customer Connections with Customer Match

Loyal customers are the foundation of long-term growth, and Customer Match lets you nurture those relationships while finding similar users online.

This tool allows you to leverage your first-party data to reconnect with existing customers across Google platforms. It also enables you to reach new users with similar interests in a privacy-compliant way, making it a great option for expanding your audience.

2. Expand Your Reach with Broad Match

Broad match keywords, when used with Smart Bidding, help you reach more potential customers without needing an extensive keyword list.

Google’s AI interprets user intent, showing your ads for searches related to your keywords—even if the exact term isn’t used. For example, a broad match keyword like “dark chocolate” might trigger ads for searches like “artisan cocoa” or “affordable sweet treats,” maximizing visibility.

3. Optimize Keyword Strategy with Keyword Planner

Keyword Planner helps you discover the most relevant search terms for your business, providing valuable insights on search volume and bid estimates.

This tool simplifies the keyword research process, allowing you to target the right audience and increase the effectiveness of your Search campaigns.

4. Increase Ad Relevance with Keyword Insertion

Keyword insertion dynamically updates your ad text based on user search queries, making your ads more relevant and engaging.

For example, if you’re advertising sports gear, your ad headline “Buy running shoes” can automatically adjust to “Buy tennis shoes” or “Buy climbing boots” based on the user’s search.

5. Enhance Search Ads with Assets

Assets like images, site links, price callouts, and business snippets make your ads more informative and compelling.

Google’s machine learning automatically selects the best-performing assets for each user, increasing engagement and helping potential customers make informed decisions before clicking your ad.

6. Gain Actionable Insights with the Insights Page

The Insights page allows users to better understand campaign performance and market trends. This page provides valuable data on audience behavior, creative effectiveness, and performance shifts.

By analyzing these insights, you can make informed adjustments to improve campaign outcomes and maximize ROI.

7. Test and Optimize with the Experiments Page

The Experiments page allows you to run controlled tests to improve campaign performance.

You can experiment with different bidding strategies, ad creatives, and targeting methods, then compare results to determine the most effective approach for your goals.

8. Maximize Conversions with Performance Max

Performance Max is an AI-driven campaign type that optimizes bidding, budget allocation, ad placements, and creatives across Google’s entire ecosystem.

By integrating with Search, YouTube, Display, Gmail, and Maps, this tool helps businesses reach customers wherever they are and drive the best possible results.

9. Connect with Local Customers Using Local Services Ads

As searches for nearby businesses continue to grow, Local Services Ads help you connect with potential customers in your target area.

These ads allow you to specify your service area and only pay when a customer directly contacts you through the ad, making them an efficient tool for lead generation.

10. Improve Measurement with Consent Mode

Consent Mode enables privacy-safe measurement while respecting user preferences regarding data collection.

Even when users opt out of cookies, Google’s machine learning can model conversions, helping you gain a clearer picture of ad performance without violating privacy regulations.

Conclusion:

By leveraging these Google Ads tools in 2025, businesses can create highly targeted, data-driven campaigns that maximize their return on investment. Whether you're focusing on audience expansion, automation, or performance tracking, these features help ensure your advertising efforts drive meaningful results.