Content Targeting Discontinued: 7 Ways to Future-Proof Your Google Ads Strategy in 2025

Google’s ever-changing advertising platform can feel like navigating a maze. The discontinuation of content targeting tools in Google Ads is one of the latest shifts, and it has left many businesses wondering how to pivot. While this may seem like a setback, it’s an opportunity to evolve your advertising strategy and leverage more dynamic, intent-driven tactics.

Google is constantly changing the algorithms that drive its search engine and ad platform. What may be less well-known is that these changes can have a profound effect on small businesses that rely on Google Ads to market their products or services. 

Here’s how to prepare for the new Google Ads landscape and ensure your campaigns continue to thrive.

1. Embrace Keyword Targeting

Keyword targeting remains a cornerstone of Google Ads, allowing you to reach users actively searching for your products or services. By refining your keyword list:

• Focus on Long-Tail Keywords: Capture highly specific search intent.
• Use Intent-Based Keywords: Include terms like “buy,” “near me,” or “best.”
• Leverage Search Term Reports: Regularly analyze and update your strategy.

Pro Tip: Tools like Google Keyword Planner and third-party platforms can help you discover trending keywords and uncover untapped opportunities.

2. Master the Art of Negative Keywords

Prevent wasted ad spend by excluding irrelevant searches. Negative keywords help ensure your ads appear only for relevant queries, improving your ROI.

• Example: If you sell premium coffee, exclude terms like “free coffee” or “coffee machines for rent.”
• Strategy: Regularly update your negative keyword list based on campaign data and search term insights.

Why It Matters: By eliminating unqualified traffic, you can stretch your ad dollars further and increase the chances of meaningful conversions.

3. Prioritize Audience Targeting

Audience targeting lets you tailor ads to people based on demographics, interests, and behaviors, rather than content.

• Custom Audiences: Build audiences based on search intent or website activity.
• In-Market Audiences: Target users actively searching for products or services like yours.
• Life Events Targeting: Reach users experiencing significant milestones (e.g., moving or getting married).

Advanced Tip: Combine audience targeting with responsive ads to dynamically serve the most relevant creative.

4. Supercharge with Remarketing

Remarketing allows you to re-engage users who have already interacted with your brand but haven’t converted yet.

• Strategies: Use sequential messaging to guide users through the funnel.
• Dynamic Remarketing: Tailor ads to show specific products or services users viewed on your site.

Pro Insight: Pair remarketing with compelling CTAs (e.g., “Limited-Time Offer” or “Back in Stock”) to nudge users toward conversion.

5. Leverage Geo-Targeting for Local Reach

If you operate in specific areas, geo-targeting ensures your ads are shown only to users within your service radius. Optimize further by:

• Using Radius Targeting: Focus on a tight geographic area around your business.
• Adding Location Bid Adjustments: Prioritize high-performing regions.
• Implementing Local Keywords: Incorporate “near me” and city-specific terms into your campaigns.

Bonus: Combine geo-targeting with location extensions to display your business’s address and contact details directly in the ad.

6. Schedule Ads Strategically

Timing is everything. Ad scheduling ensures your ads appear when your audience is most active and likely to convert.

• Analyze Data: Identify peak engagement times in your Google Ads dashboard.
• Dayparting: Set bids higher during high-conversion hours and reduce spend during low-traffic times.

Pro Strategy: Use different messaging for different times of the day to cater to varying user intent (e.g., “Morning Coffee Deals” vs. “Afternoon Energy Boost”).

7. Experiment with Ad Formats

Diverse ad formats can help you stand out and connect with your audience in new ways.

• Responsive Search Ads: Automatically test multiple headlines and descriptions.
• Dynamic Display Ads: Showcase products or services tailored to user behavior.
• Video Ads: Capture attention with engaging, story-driven content.

Advanced Tip: Use A/B testing to find the formats that resonate most with your audience and deliver the highest ROI.

Moving Forward Without Content Targeting

Losing content targeting doesn’t have to derail your ad campaigns. By leaning into these strategies, you can maintain and even enhance your campaign performance:

• Leverage data to inform your decisions.
• Focus on creating hyper-relevant, user-centric ads.
• Stay adaptable to new features and tools introduced by Google.

At Rise Local, we specialize in helping businesses navigate changes like these. From refining your keyword strategy to implementing advanced targeting techniques, we’ll ensure your campaigns deliver results.

Ready to thrive in 2025 and beyond? Contact us today to future-proof your Google Ads strategy and keep your business ahead of the curve.